Scottish hotels too cheap?

from today's Scotsman

Tourism chief tells hotels to raise prices 'because they're too cheap'
BRIAN FERGUSON (bferguson@scotsman.com)

"HOTEL operators and guesthouse owners across Scotland have been told to raise prices during peak periods to cash in on demand from visitors.

VisitScotland's chairman, Peter Lederer, said accommodation providers who found themselves booked up months in advance should do all they can to maximise income.

And he has called for tourism workers to stop apologising for the cost of a visit to Scotland and instead talk up the value for money on offer.

However Mr Lederer, the chairman of Gleneagles Hotel, was criticised by industry figures and politicians who feared the impact his message may have on Scotland's reputation.

Critics warned visitors may be put off returning to the country if they believed prices had been increased in the peak season or to coincide with major events, like golf competitions, rugby internationals or festivals.

Mr Lederer was speaking out at VisitScotland's annual meeting in Edinburgh, when he also warned that the industry was being let down by rubbish-strewn roads, inconsistent service and a culture of complaining about the weather." ....

"Mr Lederer said everyone in the industry had a part to play in boosting income generated by Scotland's tourism by 50 per cent by 2015. " ....

For the complete article see:
http://news.scotsman.com/scotland.cfm?id=1845942007