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Macdonald Hotels Sees A Surge In Traffic As The Traitors Inspires Castle Breaks



Scottish hotels are once again seeing a surge in online interest following the success of the BBC’s The Traitors, with new figures from Macdonald Hotels suggesting viewers are looking to turn their fascination with the show’s grand settings into real-life country house breaks.


The independent hotel group, which was founded in Scotland and now has over 30 properties across the UK, has reported a 42% increase in traffic to its hotel pages since the latest series launched, while its guide to Scotland’s famous castle hotels generated more than 30,000 impressions in less than three days.


Filmed in the Scottish Highlands, The Traitors has brought the country’s dramatic landscapes and historic architecture to a national audience. Its popularity is helping shine a spotlight on the appeal of grand country houses and historic retreats, where distinctive settings and a sense of history are central to the guest experience.


Among them is Macdonald Pittodrie House which dates back to 1480 and is set within a 2,400-acre estate near Inverurie in Aberdeenshire, at the foot of Bennachie. With traditional interiors, antique furnishings, original architectural features and sweeping countryside views, the property offers an atmospheric rural retreat surrounded by the dramatic landscapes of the north-east. The hotel features 27 individually styled bedrooms, a restaurant and a cosy snug bar, providing a peaceful base for exploring Aberdeenshire.


Further south, Macdonald Houstoun House offers another distinctive take on the historic country house stay. This 16th-century tower house sits within 22 acres of woodland and landscaped grounds in West Lothian, just 25 minutes from Edinburgh. It combines antique-filled feature bedrooms and historic character with the Tower Restaurant, a cosy vaulted bar and spa and leisure facilities, making it an appealing retreat within easy reach of the capital and its historic attractions.


For those keen to experience Scotland’s dramatic natural setting for themselves, Macdonald Forest Hills Hotel & Resort offers a different kind of escape.


Nestled beside Loch Ard in Loch Lomond and The Trossachs National Park, the four-star Highland-style hotel and resort is surrounded by wooded hills, mountains and spectacular scenery, with views across the loch towards Ben Lomond. Its 55 bedrooms and self-catering accommodation provide options for a range of stays, while its restaurant, spa and leisure facilities complement the walking routes, cycling trails and outdoor attractions nearby.


Robyn Lee, Head of Marketing at Macdonald Hotels, said:

“The success of The Traitors has captured people’s imaginations, and we’re seeing a real appetite for the kind of atmospheric, character-filled properties that viewers associate with the show."

“Our Traitors castle guide attracted more than 30,000 impressions in less than three days, and we’ve seen a 42% increase in traffic to our hotel pages since the series launched. It’s clear that people are interested in experiencing a little of that castle-inspired escapism for themselves."


“Scotland has an incredible range of historic hotels, and spectacular landscapes, and we’re excited to help guests discover their own version of that experience.”


To explore Scottish stays and plan a break visit here.



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Oct 19, 2023
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John Good Group has achieved operational carbon neutrality for all its businesses – John Good & Sons, Good Travel Management, Dan Shipping & Chartering, TEPS, and Bay Shipping.

In a significant step towards its long-term sustainability plans, the 190-year-old family business was supported by leading audit, tax and consulting firm RSM to measure and report the carbon footprint for 2022 aligned to the Greenhouse Gas Protocol and their Quantis tool for Scope 3 emissions.


Achieving operational carbon neutrality is one of many steps in John Good Group’s sustainability journey. The Group has rolled out carbon reduction programmes across each of its businesses, including renewable energy generation, the introduction of Hybrid and EV vehicles, a review of suppliers, and the development of several people focussed initiatives aimed at carbon-contributing factors such as commuting miles.


The reduction initiatives will continue at pace over the coming years to ensure the business is reducing its emissions as much as possible. However, the Group’s largest carbon-producing business, TEPS, is constrained by the pace of the industry’s technological developments.


Progress on new fuelling solutions is slow and the availability of suitable vehicle alternatives is still several years away. Frustratingly for the Group, additional solar energy generation is also being limited by the national electricity grid – which is currently prohibiting the business from exporting surplus solar energy, which it could generate by making extra investment into solar panels on its warehouses. These are issues the Group hopes will diminish over the coming years.


To offset the Group’s residual emissions for 2022, John Good Group partnered with Climate Impact Partners to purchase carbon credits. Working together, the two teams selected initiatives that make significant contributions to the communities they serve while also addressing the global issue of climate change by avoiding and reducing carbon emissions.


The projects selected include Rural Clean Cooking in India, Rimba Raya Biodiversity Reserve REDD++ in Indonesia, Mudbrick Rocket Stoves in Malawi, and Degraded Grasslands Afforestation in Uruguay.


James White at Climate Impact Partners explained, “Our collaboration with John Good Group is about delivering action on climate change and creating a more sustainable world. We worked together to identify projects that truly align with their ethos and support the UN’s SDGs in the most meaningful way.”


These projects align with the following UN Sustainable Development Goals that John Good Group has committed to: No Poverty (SDG 1), Good Health and Wellbeing (SDG 3), Affordable and Clean Energy (SDG 7), Decent Work and Economic Growth (SDG 8) and Climate Action (SDG 13).

Adam Walsh, Chief Executive of the John Good Group, commented on the milestone, “It’s an important first step for the Group to achieve operational carbon neutrality, and I’m proud of the team that has worked on this. It’s something we’re all passionate about, but we’re fully aware we have a lot more to do."


"For our non-operational scope 3 emissions, which are more than 100 times greater than our operation emissions, we’re engaging with both customers and suppliers to look at solutions that are on the horizon and how they might meet our customer needs. A good example of progress in this area relates to the emissions relating to the flights we book in our travel business on behalf of our customers."


"We’ve introduced carbon insight at the point of booking for our customers, and all our team has undertaken sustainability training led by travel sustainability experts, Responsible Futures.”


Walsh continues, “Reduction is our focus now, and whilst it might be our reality for several years yet, we know reliance on carbon offsets is not the answer to the climate problems we’re facing or to be relied upon by the Group for the answer to our responsibilities."


"Our businesses operate in industries that have material impacts on the environment, so reducing carbon output is essential. Our view is a pragmatic one, however, and we believe by engaging and collaborating within these industries, showing leadership and working with others to make a difference, we have the opportunity to challenge and influence the wider industries we operate in to help shape a greener future.”

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