Cumbrian Four in a Bed winner shares insights on how to adapt to hospitality challenges
Following her win on Channel 4’s Four in a Bed and continued business growth with support from the Cumberland Building Society, an award-winning guest house owner has revealed how she is navigating ongoing challenges within the hospitality sector.
Sue Grundy, owner of Penrith-based, Brooklands Guest House, secured victory on the popular TV show, competing solo against properties from across the UK, many of which were larger or more established in the industry.
Her success comes against a backdrop of significant challenges facing the sector, with hospitality businesses having to grapple with rising costs, as well as ongoing staff shortages, with 77,000 hospitality vacancies recorded between September and November 2025. Averaging three vacancies per 100 workers, the sector currently sits above the national average across all industries of 2.3.*
At the same time, people are more cautious with their spending due to economic pressures and concerns according to KMPG’s 2025 consumer survey, which also impacts the hospitality industry.
To rise to these challenges and backed by The Cumberland, Sue has adapted her approach to ensure Brooklands Guest House remains competitive and continues to attract guests. It is an approach which led her to win the popular Channel 4 series.
Sue said: “It couldn’t have gone any better, to be fair. It was a bit surreal and not every day you get to go on television. I went into it on my own, which is quite unusual as it’s normally pairs and at first, I was thinking, ‘how’s this going to work?’ but actually it turned out great.”
Filmed in May last year, Sue’s appearance on Four in a Bed has helped raise the profile of Brooklands Guest House at a time when standing out in a crowded and challenging market is more important than ever.
Like many hospitality business owners, Sue has changed strategy in response to economic pressures and changing customer behaviour.
“It has been a bit tricky with the way the economy is at the minute.” she said. “Everything globally has an effect on your business.”
With guests becoming increasingly price-conscious, Sue made a deliberate shift in her pricing strategy, capping room rates below £100 to prioritise occupancy.
“You’re not going to pay your mortgage if your rooms are empty,” she said.
As a result, travellers have responded positively, with Brooklands Guest House experiencing increased bookings during the recent winter months, a time which usually sees hospitality businesses experience low occupancy rates.
Additionally, Sue placed an emphasis on creating value-added, experience-led stays to attract visitors, particularly outside of peak seasons.
This includes immersive murder mystery weekends, designed to offer guests something unique, as well as offering personalised staying experiences with thoughtful touches and local activity partnerships to create a memorable stay.
Sue also tapped into growing demand for activity-based tourism, installing secure bike storage and working with local walking, cycling and paddleboarding providers to appeal to a wider audience.
At the same time, she has embraced digital tools and AI to reduce administrative workload allowing her to further focus on delivering a high-quality guest experience.
Throughout this period of change, Sue has been supported by The Cumberland, whose relationship-led approach has helped her navigate ongoing uncertainty.
She said: “They’ve been brilliant. There’s always somebody at the end of the phone if I need any help and they’ve supported me throughout in making Brooklands Guest House a success.”
The Cumberland’s relationship with Sue began in 2023 when they aided her in the acquisition of Brooklands Guest House and have supported her with her financial needs ever since.
Scott McKerracher, Head of Commercial at The Cumberland, said: “Over the years the hospitality sector has faced significant challenges and continues to do so. It is those businesses who think outside the box, diversify their approach, and adapt to meet and exceed customer expectations will succeed.
“Sue’s journey at Brooklands Guest House is a perfect example of how hospitality businesses can adapt by focusing on customer experience, embracing innovation and making smart commercial decisions.
“At The Cumberland, we pride ourselves on building strong relationships with our customers, offering the support and guidance they need to thrive and we’re so pleased to have supported Sue to make Brooklands Guest House a success.”
Known for its Kinder Banking ethos, The Cumberland places people at the heart of its approach, building long-term relationships with customers to support their success.
It supports organisations to navigate challenges they are facing, whether it is dealing with increased costs from rising energy bills or economic pressures.
Alongside hospitality, The Cumberland’s Commercial Team aids local businesses across food and drink, professional services, and healthcare sectors, to help them thrive, with services including commercial mortgages, current accounts and savings accounts.
Our people-first approach means every commercial mortgage customer is supported by a dedicated Relationship Manager, providing tailored guidance and consistent support throughout the lending process and beyond.