Headlines

• A country estate’s ethical credentials significantly impact its ability to attract visitors, hire revenue, and commercial partners.

• 38% of people said that a heritage property’s community impact would influence whether they chose to do business with a landed estate.

• One in 3 respondents said the role an estate had played in British history would influence whether they were inclined to visit, hire, or strike a partnership with a stately home.

Press release

Stately homes face financial decimation if they do not take ethics seriously, finds new survey

London, UK — People want to visit stately homes with strong ethical credentials, finds a new landmark survey of 2,000 people across the UK.

Shockingly, the results show that the community impact and sustainability of a landed estate is more important to visitors — and potential commercial partners — than the history or architecture of the estate, or even whether the stately home is still in the hands of the landed gentry.

In fact, 38% of respondents said a stately home’s commitment to the local community would make a difference to whether their visited, hired, or did business with the estate — and 35% said that an estate’s commitment to the environment would make a difference.

This compared with just 16% of people who said the estate featuring on the TV or film would be important, 30% who said the estate’s historic age was important and, surprisingly, just a minuscule 9% who said that royal connections would be a draw.

The results come at a time when many landed estates are coming under perilous financial pressure and even facing potential bankruptcy. Coronavirus has meant that many landed estates have been starved of important hire revenue over the last 12 months, pushing many stately homes to try to diversify their income streams through new projects, such as launching food ranges and striking deals with international partners.

The survey was carried out by Transmission Private, a specialist communications agency that advises many of the UK’s most prominent landed estates and stately homes.

Jordan Greenaway, a Partner at Transmission Private, said: “At a time when many landed estates are facing financial decimation, these results show that ethical credentials are absolutely key to drawing the interest of visitors and other commercial partners. A landed estate’s reputation gives it a substantial competitive edge amongst its peers.

“This result will be of particular interest to estates that might not have an extensive history nor architectural grandeur. They can trump prominent landed estates if they put in place a strategy to showcase their ethical credentials.”

Another big surprise from the survey was that respondents showed very little interest in the families behind the estates themselves.

This is despite the fact that, over recent years, many landowners have tried to market their stately homes through their association with a famous family or past occupants, themselves included.

But only 9% of respondents said an estate’s link to a present aristocratic owner would sway their decision about whether to visit, hire, or partner with that property. Similarly, only 9% said that an estate’s connection to royalty would influence them.

Luke Thompson, a Partner at Transmission Private, said: “Landed estate owners, especially aristocratic families, often struggle with whether they need to publicise their families and personal lives to generate interest in their heritage properties. These results firmly show that this is not the best strategy to pursue. Personal visibility is only valuable if it shines a light on the ethics and history of the estate itself.”

Jordan Greenaway added: “This result will be welcome news to many landed estate owners. A large number of landowners have increasingly felt compelled to expose their private lives, as well as lean on their names and personal family profiles, to strengthen their landed estates’ brands. This is not necessary.”

Transmission Private is the leading global strategic communications adviser to successful individuals, families, and their companies. The poll was conducted by OnePoll, which is a member of ESOMAR and employs members of the MRS.