Peter White, general manager of Ballyfin Demesne, talks to Hospitality Ireland about the many charms of the historic property.
This article was originally published in the Summer 2024 issue of Hospitality Ireland Magazine, in July of 2024.
Peter, please tell us about the new developments at Ballyfin.
Due to the nature of running an historical country house, new works and upkeep of the property is always ongoing. In the past 12 months, we have focused on a refresh and renewal in all guest areas, with a lot of new soft furnishings and reupholstery. We continue to maintain and grow our exceptional artwork and antiques collections.
The major guest area focus has been the conservatory, which has had a five- month refurbishment, with the installation of custom-designed pinoleum blinds, bespoke plant pots, crockery and linens.
Please tell us about Ballyfin - the ethos, food, service etc.
Our philosophy is to support local as much as we can. We focus on employing local people, using local produce from the surrounding areas, and choosing the best from the island of Ireland, where possible. We are lucky to boast eight acres of walled gardens, with our head gardener and executive chef collaborating on growing [food] for our future menu- planning, as the seasons evolve. Guests can enjoy picking their own produce with the chef, have a tour of the garden with our gardeners, and enjoy the fruits of their labour that evening.
We strive to ensure a stay at Ballyfin is really like a home away from home, with a sense of privacy and space. Where we differ from many hotels is that we encourage guests to arrive from midday, so that they can enjoy a full 24- hour experience at the demesne.
What makes a great hotel?
With just 21 individually designed bedrooms, our uniqueness is that we behave more like a grand country house than a hotel. While a stay at Ballyfin is always luxurious, with a very high standard of service at all times, the atmosphere is always warm, friendly and welcoming. The detail of the restoration work and the quality of the antiques, art and decor are always a [point of] constant admiration for guests, and me, too, as I move around the house.
Many of our team have been with us from the beginning, with some of our staff working on the estate since the initial restoration project began. Also, some of the team are former school students, when Ballyfin was a school – from the 1920s to 2010.
Who are the Ballyfin customers, and what are they looking for?
The Ballyfin guest tends to stay for a minimum of two days, given what the estate offers in country pursuits, in relaxation in the wellness area or spa, or simply just taking in the enormous history of the house.
In recent years, the major growth has come from a younger market of 35+, looking to experience something different and special. The continued growth of the Irish market has been outstanding, and we see this as a big opportunity for us to continue in the future.
Please tell us about your own background – where you grew up, studied, etc.
Australian born and bred, I grew up in a country town in rural Victoria [State]. I started my career as an apprentice chef at the age of 16, living and working independently in Melbourne. After a year, I realised that the kitchen wasn’t for me – especially in an Australian summer!
I returned to high school, and whilst waiting to go to university, I took a summer job on Hamilton Island, on the Great Barrier Reef, working in housekeeping. I have never looked back. From there, I studied in Brisbane, before starting a management trainee programme in Melbourne, and the rest is history.
What first drew you to hospitality?
When I started out, I wanted to cook, but I found that I was better suited to front of house and thrived meeting and helping guests. I still remember when I was an apprentice chef, looking at the event management team and thinking, They are having a lot more fun than me. A few years later, I was in the fortunate position to become a conference-and-event manager.
When did you first realise that you wanted to do this professionally?
I guess that was when I was working on Hamilton Island. I was working with a great bunch of people – working together, achieving great things, but, at the same time, having fun. I found with hard work, the rewards came quickly.
What was your first big role?
My big break was as a conference-and- banqueting manager at a multimillion- dollar operation. After that, I did the pre- opening of a hotel in Adelaide, as front- office manager. This was an amazing experience that set me up for my career.
What was that like?
Being involved in a pre-opening of a hotel gave incredible insight into the operations of a hotel, knowing every detail of the different departments and recruiting a team. I loved it. It was very addictive – working very long hours with a tight deadline, but a real sense of achievement.
Please tell us about joining Ballyfin.
My career has taken me to live and work in six different countries: Australia, Canada, the UK, New Zealand, Thailand and Ireland.
I was very fortunate to have stayed in Ballyfin in 2015, whilst I was working in the UK. I absolutely fell in love with the estate, but never in a million years did I envisage that I would come to running the place.
I moved to New Zealand soon after, and then went to Thailand – then the pandemic hit.
I was exploring an opportunity in Scotland before taking a call from a recruitment agent with the job at Ballyfin. That was January 2021, and the rest is history.
What are the changing trends in hospitality – people’s expectations, new elements, etc.?
The core never changes: quality will always shine through. Quality of the experience builds lasting memories. The trend is to chase the next Insta moment, however, our returning guests have an appreciation for quality, time and time again.
What are the major challenges at the moment?
Exponential growth in the cost of running a business in a competitive market. To maintain a product like Ballyfin requires significant capital, and the investment in the staff is number one – you cannot take your eye off that for a moment.
What are the main opportunities?
Growing the Irish market. We currently have more American visitors than Irish, and I want to see that balance out.
Do you think that we have changed what we look for in hospitality?
Yes, but, fundamentally, we are a people business, and it is the interaction with people that creates memorable experiences. Social media and affordable travel have created lots of trends, but, from my own experiences, it is always the warmth of the people, the care and charm of the property, and the quality of the experience which underlines what we look for.
Any other plans on the horizon for the next year or so?
You can never stand still – it should be a constant evolution, rather than instant change. We are looking to build our audience, to attract our future customers and ensure we grow the Ballyfin experience for the special destination that it is. Watch this space for further exciting developments!
