A luxury bed and breakfast in the Lake District is joining a growing trend amongst small independent hotels and B&Bs by launching its own guest rewards program.

Riverside Rewards is the latest project for Richard and Diney Standen, owners of Riverside B&B in Ambleside, designed to offer a variety of booking discounts, complimentary gifts and money off at local attractions for guests.

Richard said: "Being in a popular tourist location, we naturally enjoy high occupancy rates for most of the year.

"But we wanted to do something special that both incentivises and rewards our guests with a VIP package.

"It's only been a few weeks since launch, but we've seen a positive response to Riverside Rewards, particularly from younger generations who prefer to seek out perks and book deals directly online.

"We feel we've developed something unique that sets us apart from other properties around the Lakes."