Over recent years owners of country estates have sought to commercialise their heritage properties in new ways. Yet, there has been little research about landed estates’ reputations and how historic properties can leverage their brand to appeal to new visitors, event organisers, and commercial partners.
- How important are ethical credentials to external stakeholders?
- Does the public care about the estate’s role in British history?
- Do landed families need to talk about themselves in the estate’s profile?
- Is the public drawn to estates that have featured on TV and film?
In Q1 2021, Transmission Private commissioned research to uncover what makes a landed estate brand attract customers, international partners, and commercial associates.
Selected findings and recommendations
- 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
- 34% of people said the role a stately home had played in British history would influence whether were inclined to visit, hire, or strike a partnership with a landed estate
- Younger people are drawn to the celebrity of an estate. 21% of the youngest respondents said they would visit a country estate if it had featured on TV or film
Plus, more raw data from our survey of 2,000 members of the public... and practical, hands-on suggestions on how to manage your risk and respond to potential issues. Download the full report below.