The Fermanagh native behind a Belfast boutique hotel that has been ranked number one on TripAdvisor for 10 consecutive years says her success is down to “attention to detail and genuinely caring about each and every guest’s experience.”
Roisin O’Donnell, from Rosslea, runs Tara Lodge on Belfast’s Cromwell Road with her husband Conor.
The property has again been listed number one of 44 hotels in the city and Roisin believes that TripAdvisor has given Tara Lodge “an indispensable opportunity to expand our marketing reach with visibility all over the world.”
A former pupil of St. Eugene’s secondary school, Rosslea, Roisin studied a Level III NVQ in Business Administration at Fermanagh College. She developed a keen interest in design and interiors during her time working in an architectural practice in the 1990s, a skill she believes “has stood me great stead in my role at Tara Lodge.”
Her husband Conor opened Tara Lodge in March 1998. 
“Coming from a building background, Tara Lodge was an entirely new business venture for Conor, but demand was beginning to grow for hotels in Belfast so he decided to delve into the industry,” explained Roisin. In fact, among the first customers in Tara Lodge were journalists from Reuters who had travelled to Belfast to report on the ‘Troubles’ and the impending Good Friday Agreement.
Fast forward almost two decades and Belfast is transformed.
“The internet has created huge changes in the way we work,” said Roisin.
TripAdvisor meant Tara Lodge had to adapt the way it works.
“Simple tasks such as making and amending reservations have become more accessible – long gone are the days of a book and a pen to manage guest reservations!” she said. “We have no typical guest portfolio here at Tara Lodge. Our guests range from young to old, local to international and that can largely be attributed to the power of the internet and TripAdvisor. They have given us an indispensable opportunity to expand our marketing reach with visibility all over the world. For a modest Belfast property to be put on the map and attract such a large client base is so rewarding and would definitely not have been possible 19 years ago,” commented Roisin.
Working closely with TripAdvisor over the years has provided Tara Lodge with in-depth analysis into its performance and the performance of competitors. Roisin explained: “We are always fully aware of our own performance thanks to guest feedback. 
“This traveller feedback means we are in a position to constantly improve what we offer to our guests and allows us to maintain our number one position that we have held for 10 years.”
Outlining how she intends to use future technological advances to her advantage, Roisin replied: “It’s indisputable that advances in the hospitality industry have raised guest expectations, which in turn will directly affect the work of hoteliers. 
“Guests are being afforded the opportunity to check themselves in, make payment and even choose their own room, all before ever entering the hotel and meeting a member of staff. Advances in technology like this are making the hospitality industry more competitive and we are working very hard to respond to the demand.”
Recent upgrades to smart TVs in guest bedrooms mean that guests could soon be able to interact with staff through the TVs. They have also installed a ‘market leader’ Property Management System. “These changes may seem small but they go a long way to help us retain a strong position amongst our competitors,” said Roisin, who added: “Personally, I believe that we are in a good position moving forward because, no matter how far technology continues to advance, we will always offer a unique, personal service for our guests. I believe this personal touch will enhance a guest’s experience much more than the ability to message reception staff from their in-room TV.”
Game of Thrones filming in Northern Ireland and the hard work done by Tourism NI to advertise the province has resulted in “Belfast becoming one of the most popular city breaks in the UK,” according to Roisin.
Her top three pieces of advice for tourism providers are: 
• Focus on perfecting your product before you begin to compare to anyone else around you. Pay attention to the small details, the smallest are the most important - you cannot better yourself amongst competitors without perfecting what you have to offer first; 
• Don’t be afraid to give opportunities to young people who are interested in positions of responsibility. While they may not have a wealth of experience, this does not mean they don’t have the ability to succeed as a valued member of your team. Young people in the industry can bring fresh new ideas that can continue to further your business. We have a very young management team and have a lot of faith in what they can do for Tara Lodge
• Maintaining your product is so invaluable. I am very lucky that my husband is a building contractor and this means we can have any maintenance issues repaired very easily. Guests can be very critical if your product looks tired because maintenance issues haven’t been addressed. We have an ongoing maintenance programme to avoid issues and staff are vigilant and trained well to help us address maintenance issues as soon as they arise.