Darren:
On this episode of The Engaging Marketeer, I am speaking with Katriona Shovlin of Hen Weekend. Katriona runs a hen boarding hotel. I’ll say that again because you may not have heard it correctly — a hen boarding hotel, where you place your hens when you go on holiday or you’re doing something in your home. I mean, it makes sense. You need to place your dogs and cats somewhere, why would you not need to place your hens?
Katriona was on the most recent series of Dragon’s Den looking for investment, where she asked for £40,000 in exchange for 20% of her business. I will be speaking to Katriona about her hen hotel, what her business is doing, her plans to franchise, and of course, what her experience was like on Dragon’s Den.
Darren:
So your business is a little bit on the unusual side, if that’s one way to describe it. Give me a brief summary of what it is and how you would talk to other people about it.
Katriona:
So I would describe it as a five-star hotel for hens and ducks. And I would also say, for anyone that says, “Oh, what does that mean?” I would describe it as you can take a dog to a kennel and a cat to a cattery — so I describe it as a hennel. It’s like a kennel but for hens.
Darren:
OK, that is very random. What made you come up with the idea of a hennel?
Katriona:
So I’ve always had birds. Well, I’ve always had a wide variety of animals. But when I started keeping poultry, I found it terrible trying to get anybody to look after them when I booked a holiday. I couldn’t find anybody that was confident with birds or knew anything about birds. So I thought, if I’m having this trouble, there must be other people out there that keep poultry like me and struggle.
If you want a well-deserved family break, where do we go? We know where to put our dogs and our cats, and there’s even hotels for rabbits. So why don’t I start a hotel for hens?
Darren:
I suppose actually it makes perfect sense. A friend of mine had chickens. I think he has chickens again now. He went on holiday to Orlando for three or four weeks with his wife and three kids, and he left his cleaner to feed his chickens while he was away. She let them out of the chicken coop to run around in the garden, forgot she’d done that, and the fox helped himself to all of them.
Katriona:
Yes. So that’s what I mean. It’s a bit more intense than people probably imagine. Back in the day, when people had chickens, it was a case of just letting them out, putting them back in, chucking some food on the ground, and kind of letting them fend for themselves.
We’re a nation of animal lovers now. You can take your dog to a groomer, your cat to spas and all sorts these days. So why should a hen hotel be weird? It should be normal. They’re our pets. I love my chickens. They’re my babies, and I want someone to look after them the way I do.
Darren:
How does it work from a logistical point of view? Dogs are relatively social animals. You put dogs in together to play and they generally get on. Chickens are not sociable at all, are they, in terms of intruders or strangers coming in?
Katriona:
I would say hens, to new people, can be a bit wary. So it does take time to gain their trust. From another social aspect, a flock is a flock. I could never just load up all these birds, mix them, and expect them to get on. They’re very territorial. If an outsider bird comes in, they will fight to the death and they can be very brutal.
I’m quite lucky in terms of space, and I can space birds far enough from each other where they’ll never see or hear another bird outside of their flock.
Darren:
You’ve got that much space you can separate them so they can’t even hear each other?
Katriona:
Yes, they won’t hear one another. I did think about it from that aspect and placed them strategically so nobody would be stressed. I’ve marketed it as a holiday — it’s a holiday for hens. Holidays are not stressful. We hope.
Darren:
So how much space do you require for this, and how many individual flocks are you able to house at one time?
Katriona:
I’ve got a couple of acres at home. I started with one hotel — a large chicken coop and a huge run that could fit a maximum of 20 birds. That was fully booked. I thought, right, I’ve got demand and I’m gaining customers, but there were still people I couldn’t fit in. So I built another one, then another one, and then another one.
I’ve got four or five hotels now. Some are bigger than others. Some people only have three birds, some have 15. I’m trying to cater for all now.
Darren:
How big is the market? You said there was demand, but how many people have chickens in the UK?
Katriona:
Over 1.2 million of us now have hens in our back gardens in the UK.
Darren:
Really?
Katriona:
Yes. Covid was a big reason — people were getting lots of pets. Also, charities like the British Hen Welfare Trust rescue hens from slaughter. Once the farmers are done with them at 18 months, they’d usually be sent to the slaughterhouse. The farmer gets a new crop of birds and starts again. That’s how the egg industry works. These charities rescue them, and people like you and me adopt them.
Darren:
Why would they get rid of them after 18 months?
Katriona:
At 18 months, a hen is classed as mature. Their bodies start to slow down. With the demand in the egg industry, they’ll just start over. They still lay eggs, but they go into a moult, where they lose feathers and regrow them. During this time, egg production slows down or stops.
Darren:
So they’re thrown out and you’re looking for people to adopt them?
Katriona:
Yes, we are.
Darren:
How long do they live after the 18 months?
Katriona:
My eldest one, who I recently lost, was 10.
Darren:
So they’ve potentially got another 8 or 9 years?
Katriona:
Yes, they’ve got a lot of love to give. They really brighten up your life. I never used to like sitting in the garden. Now, because of them, my garden has come to life. It’s a completely different outlook.
Darren:
It seems horrible that they’re sent to slaughter when they’ve got another 8+ years they could live.
Katriona:
It’s the harsh reality.
Darren:
In terms of people who want hens in their garden, where’s the best place for them to look to actually acquire them?
Katriona:
If it’s rescue, which I strongly encourage, the British Hen Welfare Trust is the biggest hen charity in the UK that rescues them from slaughter. Just go on their website. There’s a map showing where the nearest collection point is. You put your name down and they’ll do some checks to make sure you’ve got the right equipment — a chicken run and a coop, all predator-proof. Once you’ve sent that over, you can collect your hens when they have a rehoming day.
Darren:
So you just need to get one professionally made or buy one and send photos to show it’s safe?
Katriona:
Yes. It’s almost like if you were going to rescue a dog or a cat — they would do their home checks. They’re just checking that you’re taking them on responsibly.
Darren:
Dogs are quite high-maintenance depending on the breed. Some require a lot of walks. Cats are relatively low maintenance but still require vet care. What are chickens like to look after?
Katriona:
That’s a good question. I always think with animals you get out what you put in. I spend a lot of time with mine because I enjoy it and they are spoiled. But not everyone has time. Some people can only spend time with them at weekends and that’s fine. I’d say they’re mid-maintenance — if that’s a phrase.
They still need cleaning out, a nice home, appropriate food, predator-proof housing, even proper food storage to prevent unwanted visitors like rats or mice. And if they get poorly, they do need to see a vet — specifically an exotic vet, because they’re classed as an exotic species.
Darren:
Even though they’re one of the most common animals on the planet?
Katriona:
Yes, even so. Any animal — just take it seriously and do it responsibly.
Darren:
Are they expensive to look after?
Katriona:
No, I wouldn’t say so. Bedding, food, treats, and a lot of love. If you’re rescuing them from slaughter, all they really want is love and some attention and space. They’re not expensive. Even if you spoil them and it becomes costly, it’s 100% worth it.
Darren:
Are they a loving animal? I’m a big dog lover — very affectionate. I don’t like cats, I find them cold and distant. What are chickens like as pets? Do they recognise you?
Katriona:
Yes, they do. When my car pulls onto the drive, they all come running. When I open the door, they come running over. Some even recognise their names. They’re very social animals. I’ve got one hen that’s super friendly — I take her into nurseries and nursing homes. She loves cuddles and falls asleep in children’s arms.
I’ve got customers whose hens sit in the living room and watch films — one hen apparently loves Jaws. They’re really loving and sociable creatures — and very smart. A lot of people think chickens are stupid. They’re not. I’ve got toys for them — little footballs with treats inside. They peck at them to get the treats out. They’re clever.
Darren:
How does this work as a business for you? How do you make money with the chicken hotels?
Katriona:
I charge per bird per day. The bigger the flock, the more it costs. It’s not just for holidays — people renovating or moving house use us too. I’ve got a couple of hens with me since October because their owners’ house sale fell through.
I’m also doing visits to nurseries, schools, and recently I started going into prisons. From what started as a hotel, it’s now taken me into completely different avenues I’d never have imagined.
Darren:
What prison have you been into?
Katriona:
I go into my local prisons. It’s hen therapy. Some of the prisons have their own hens in the gardens. It’s mainly for prisoners with mental health issues. Sitting with the hens helps them cope. For some it’s their lifeline in prison. For others it’s what they aspire to when they get out — to have hens in their own garden.
Darren:
Are these open prisons?
Katriona:
No, they’re not open prisons.
Darren:
Wow.
Katriona:
It really opened my eyes. The gardens are beautiful. It’s nice to see how hens can help people in different situations.
Darren:
And with the schools, how many are you into? What sort of age groups?
Katriona:
Anything from nurseries to universities. With nurseries it’s more touch and feel — basic facts. Many children have never interacted with hens. They might’ve seen them on farms, but chickens just walk off. With older children, we go into more depth — types of housing in the commercial industry, the egg industry, consumer choices.
Darren:
I’ve just thought of something — my friend hatched chickens from eggs he bought. That’s presumably like buying a puppy rather than adopting a rescue dog. Is it better to adopt chickens or hatch them?
Katriona:
Ethically, I would say adopt. I’m trying to steer schools away from hatching projects. I personally think they’re unethical. The male-to-female ratio — males are stronger and more likely to hatch. But nobody wants males. And they often meet a very sad fate. They get killed and fed to reptiles or similar. I’d always encourage adopting any animal — not just chickens. Rescue, don’t hatch.
Darren:
I saw an episode of QI years ago — they talked about chicken sexers. They decide the fate of chicks in seconds. If it’s female it goes in one bin, male in another. Horrific.
Katriona:
It is. I was in a Catholic school last year with one of my rescues, and they were hatching at the same time. It was bizarre. Companies now go into schools with incubators and eggs, collect them two weeks later. The students think they’re going to a farm, but for the males, that’s not the case. Most are destroyed. It’s really sad. I don’t think humans have the right to do that — breeding just to destroy.
Darren:
It raises real moral questions. Eradicating half a species just because we don’t want it.
Katriona:
Sorry, males.
Darren:
Well, men have the advantage in everything else. Chickens and spiders — that’s where the bad luck is. Let’s talk about Dragon’s Den. You were on the last series. How was the application process? Did you apply or did they find you?
Katriona:
They reached out to me. A random number kept calling. I Googled it — it came up as BBC. I was doing a lot of radio shows then, so I thought it might be another one. Then I saw someone from Dragon’s Den looking at my LinkedIn. It turned out the person trying to call was a producer. When I finally spoke to him, he asked me to come on. I said absolutely not. Then I thought — maybe I could use this positively, not just for business but for raising awareness. So I said yes.
There was a lot of paperwork. Due diligence. Everything you claim, you have to prove. Even my university degree — I hadn’t looked at it in years. But they make you prove everything you say on the BBC.
Darren:
Were you even slightly looking for funding before that?
Katriona:
No, not at all. It hadn’t crossed my mind. It was a business but also a hobby. I’d never had a business before. I didn’t really know what I was doing. I know what I’m doing with hens — but business, no clue.
Darren:
What was the offer you asked for?
Katriona:
£40,000 for 20% of the business.
Darren:
That’s a low ask and generous percentage. Would you have been happy to give away 20%?
Katriona:
Yes. For their expertise. They could have completely changed my life with that. I didn’t get investment, but I came out buzzing. Their advice was incredible. You only see 10 minutes on TV — but I was in there for over an hour.
Darren:
They can make you look as good or bad as they want in the edit.
Katriona:
Yes. If anyone challenged me more than anyone, it was Sara.
Darren:
Really? She seems the nicest.
Katriona:
I thought Deborah would grill me because she’s an animal person. But she was lovely — really reassuring. Sara was more challenging. And then I had Joe Wicks, the guest dragon. He was really lovely. It was a very positive experience.
Katriona:
You don’t realise how much goes into making the show. I was having my hair and makeup done. If I flicked my hair to one side, a lady would come over with a brush. I’d say, “What are you doing? I’ve just done my hair,” and she’d say, “No, I need to brush it back for continuity.” I was thinking, “What on earth is that?”
Darren:
That lift — it’s not real, is it?
Katriona:
No, it’s not real.
Darren:
I knew that. I knew it wasn’t real.
Katriona:
I went in the day before to set everything up. I looked around and thought, hang on, that’s not a real window. The brickwork isn’t even real — it’s all a lie. The brickwork behind me wasn’t real either.
Darren:
What was the best advice you got from the dragons?
Katriona:
Joe Wicks wanted to adopt — well, I’d love that — he wanted to adopt hens. He’s got a lovely big family, and he’s well into nutrition, so fresh eggs make perfect sense.
Darren:
Peter Jones already had chickens, didn’t he?
Katriona:
Yes, he did. But the best advice was: keep going, keep being yourself, and it’s a lovely business. That was really all I wanted to hear.
Darren:
Were you disappointed not to get the investment?
Katriona:
Everyone goes in hoping someone sees something in them. I’d be lying if I said I didn’t come out feeling a little deflated, but that was just nerves. You’re in there telling six strangers your life story. You overshare, and you hope something comes from it — and it didn’t. But that’s OK. If you’re passionate, keep going and keep being yourself.
Darren:
Are you still looking for investment now?
Katriona:
I think what will be, will be. If something happens in the future and someone reaches out, I’m happy to listen.
Darren:
So, if anyone is listening now and interested in investing, you’re open to conversations?
Katriona:
Yes, I’m open to conversations.
Darren:
Still £40,000 for 20%, or is that negotiable?
Katriona:
We can negotiate.
Darren:
I’m channelling my inner dragon here. What would you do with the £40,000 if you received it?
Katriona:
I would love to franchise. That’s still the plan. At the moment, I’m only solving the problem in Kent. I’d love to see a hen hotel in Scotland. There’s a lot of land and rescue activity up there, but not many animal caregivers specifically for hens. I’d also pay more attention to schools. I think it’s really important that children learn about animals, ethical choices and consumer decisions.
Darren:
So there are a couple of revenue streams then?
Katriona:
Yes, quite a few.
Darren:
Is it difficult to get into schools? Budgets are tight. Do you find it easy to make contacts?
Katriona:
I ask permission to take photos and videos in schools. Once they see the videos, it makes sense. Especially with children with learning difficulties — it really helps.
I remember being in a classroom once where there was an autistic child. Everyone was crowding the hen, and he stayed away. But once it was quiet, I sat in the corner with the hen, and that’s when he became really interested. He came out of his shell. It was lovely.
Darren:
One thing you could also look at is adults with learning difficulties. I’m a trustee for a charity called Wirral Mencap. There are Mencap branches all over the UK. The guy who nearly won The Traitors last year was raising money for Mencap — he got loads of donations after the show. You could take your chickens into a local Mencap and help adults too.
Katriona:
Wow, that’d be amazing. I hadn’t thought of that. Definitely something I’ll look at.
Darren:
Have you gone any further with franchising yet?
Katriona:
I’ve thought about it, but I’m just a normal person — I don’t have a real business head. If anyone wants to advise me, I’m open to help and advice. I just don’t know how to get the ball rolling.
Darren:
Is this a full-time business for you now?
Katriona:
Yes, this is full-time. With school visits, universities, prison visits, and the hotels — they’re booked up for the next two years.
Darren:
Two years? Seriously?
Katriona:
Yes. Especially during peak summer season. Winter is a little quieter, but it’s flat out.
Darren:
That’s impressive. Now, how well does it pay as a business? Are you paying yourself?
Katriona:
Yes, I’m paying myself.
Darren:
Are you paying yourself well?
Katriona:
[Pause]
Generously…
Darren:
That laugh says it all. You are.
Katriona:
Maybe… not so sure now. I don’t want to sound like a prat.
Darren:
If it’s a full-time business and you’re living off it, it’s doing all right. But in terms of franchising — someone would need land. You mentioned you’ve got two acres. Would someone else need that kind of land?
Katriona:
Ideally, yes, or at least access to it. Otherwise they’d have to pay for it. You don’t need planning permission, but always check with your local council. In new builds, there can be covenants saying you can’t have livestock.
Darren:
Because of the noise?
Katriona:
Possibly. Especially if there’s a cockerel. But DEFRA says you can’t have more than 50 birds on-site at one time. If you do, you’re classed as a smallholder rather than a hobbyist.
Darren:
So if you stay under 50, you’re fine?
Katriona:
Yes. I never have more than 50 here at once. And all birds must be registered — that changed last year. Even if you keep one bird, it must be registered by law.
Darren:
So any bird that comes to stay with you, you need their flock number?
Katriona:
Yes. It’s all logged. DEFRA knows where the birds have come from, where they’ve gone, how long they stayed. If there’s an outbreak, they have the data. The only thing that would shut me down is a bird flu restriction.
Darren:
When was the last outbreak?
Katriona:
There are outbreaks now, mostly up north, but many zones are being lifted. During an outbreak, birds can’t be moved without a special licence. They must stay in the chicken run all day. No free-ranging. And netting is important — wild birds can bring disease.
Darren:
Talking to you, I’m thinking I’d like chickens. My mate Chris has some — including a cockerel. He says it sounds pathetic. Not loud at all. How much space would you need for three or four chickens?
Katriona:
Legally, two square metres per bird in the run.
Darren:
That’s not much space.
Katriona:
No, it’s not. You don’t need two acres. You can have a normal back garden and a couple of chickens. Fresh eggs, sit outside, they’re funny. They come with a comedy factor. You don’t need a farm or smallholding.
Darren:
Like the chicken in Moana. Cluck. The stupidest Disney character ever. Are they that entertaining?
Katriona:
The smaller breeds, yes. Some have zero common sense. The Polish Frizzle, in my opinion, is the worst cockerel — very scatty. They look glamorous but there’s no thought process going on.
Darren:
Is that a breed you’d recommend?
Katriona:
No. I’d always say adopt. But the Polish Frizzle is very funny.
Darren:
How many eggs would you expect per chicken per day?
Katriona:
If you’re adopting ex-commercial hens — one a day, typically. During moulting they take a break. Fancy breeds like bantams lay fewer eggs. If it’s eggs you want, ex-commercial hens are best — and you’re saving them.
Darren:
So three or four chickens means three or four eggs a day?
Katriona:
Yes, usually. I hate to use the word “rely” because they’re more than egg layers to me, but yes. A lot of my customers go to the gym — they want the eggs for protein.
Darren:
Another reason Joe Wicks would want them.
Katriona:
Exactly.
Darren:
So do people keep ducks for eggs too?
Katriona:
Yes, I have a lot of ducks stay here as well.
Darren:
How do you keep ducks? Chickens can’t fly, but ducks can.
Katriona:
Most ducks that stay here are clipped. That sounds horrible — I hate that word — but it means they can’t fly off. They’re often too heavy to get far anyway. Ducks need water, so I put in little paddling pools. They swim, bob about and have a little holiday.
Darren:
I’ve just had a massive pond dug out in my garden — there’s even a 12 to 14-tonne bridge going over it. Could ducks live in that?
Katriona:
Yes, definitely. I’ve got big ideas for you now, Darren.
Darren:
Would they eat the fish though?
Katriona:
I don’t think so. I’m not sure. If you’ve got koi carp, it’s an expensive experiment.
Darren:
Yes. I haven’t got fish yet, but the small ones are about £8 each and probably duck-mouth sized.
Katriona:
I’m not so sure they’d eat them. But it’s worth mentioning — you can also save ducks from slaughter.
Darren:
Who’s slaughtering ducks?
Katriona:
The egg industry.
Darren:
But ducks live in the wild. Why can’t they just be released?
Katriona:
These are commercial ducks — the ones whose eggs you buy in shops. They come from duck farms.
Darren:
It doesn’t even enter most people’s minds. Where duck eggs or quail eggs come from. Ducks are beautiful creatures.
Katriona:
They are.
Darren:
Now you’ve upset me. If they don’t eat the fish, I want to adopt ducks. If they eat the fish, I don’t think I can do it.
Katriona:
Oh no, Darren. We’ll be signing you up. You’ll be at the adoption centre at the weekend.
Darren:
I want to know who the bastard is who slaughters ducks. What a horrible job — duck slaughterer.
Katriona:
British farming is good — just don’t buy eggs from outside the UK.
Darren:
So buy British eggs. Duck eggs too — as long as they’re British?
Katriona:
Yes. Support British farming. We can control the welfare here. In the EU, welfare standards aren’t great. I know it’s hard for people on a budget or with big families, but just be mindful where your food comes from.
Darren:
That’s wise advice. We’re just about out of time. For anyone listening who wants to adopt chickens, talk to you about ducks, invest in your business for 20% (negotiable), or get involved in franchising — what’s the best way to contact you?
Katriona:
The best way is through Facebook — Hen Weekend Chicken Boarding — or Instagram, which is @henweekend.
Darren:
Fantastic. I’ll put the links below the podcast. If you’re watching on YouTube, they’re in the description. If you’re listening on Audible, iTunes, Spotify — wherever you get your podcasts — it’s in the description below.
Katriona, thank you very much for being on the podcast. I’ve learned so much, and I’m going to find out now whether I can adopt ducks.
Katriona:
Thank you so much for having me, and I really hope you get those ducks.
Darren:
I’ll let you know how I get on.
Katriona:
Yes please, thank you.
More about Katriona:
Katriona Shovlin is the founder of Hen Weekend, the UK’s first five-star chicken and duck boarding hotel. Based in Kent, she has transformed what began as a personal solution to a poultry care problem into a thriving, full-time business with multiple revenue streams, including education, therapy visits, and animal welfare advocacy. Passionate about hen rescue and ethical pet ownership, Katriona regularly partners with schools, prisons, and charities to promote animal welfare and responsible consumer choices. Her commitment to compassionate care, combined with her engaging presence and hands-on approach, has positioned her as a unique voice in both the pet care and ethical farming sectors.
To connect with Katriona or learn more about her services, franchising opportunities, or hen and duck adoption, you can reach her on the following platforms:
Facebook: https://www.facebook.com/profile.php?id=100093158051128
Instagram: https://www.instagram.com/henweekend_/
LinkedIn: https://www.linkedin.com/in/katriona-shovlin-899ab12b4/
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
