In this episode “Alex and Annie: The Real Women of Vacation Rentals”, we had the pleasure of speaking with Tom Goodwin, CEO of Mountain Laurel Chalets, a well-known vacation rental company in Gatlinburg, Tennessee. Tom shared his journey in the vacation rental industry, the legacy of hospitality at Mountain Laurel Chalets, and their focus on creating a high-touch experience for both guests and owners.
Background and Legacy
Tom married into the vacation rental business when his wife's parents started Mountain Laurel Chalets in 1972. The business began as a B&B before the concept even existed, with the family renting out rooms in their home when other hotels were full. Tom joined the business in 2012 and has since taken over as the general manager.
Building a Strong Brand
Tom emphasized the importance of branding and distinguishing themselves in a competitive market. Mountain Laurel Chalets conducted qualitative and quantitative research to understand what sets them apart from other vacation rental companies in the area. They focused on creating a brand that goes beyond just a logo, encompassing their values, voice, and the heart of their hospitality.
Embracing Collaboration and Abundance Mentality
Tom highlighted the importance of collaboration and abundance mentality in the vacation rental industry. He emphasized the need for vacation rental professionals to support and uplift each other, rather than viewing each other as competitors. Mountain Laurel Chalets actively shares knowledge and best practices with other companies in the area, contributing to the overall professionalism and success of the industry.
Creating a Memorable Guest Experience
Mountain Laurel Chalets has built a strong base of repeat guests by providing a memorable experience. Tom shared how they focus on treating guests with kindness, dignity, and respect, just as his in-laws did when they started the business. They go the extra mile by exchanging Christmas cards with guests, sending personalized gifts, and involving them in the family-like atmosphere of the company.
Strengthening Owner Relationships
Tom emphasized the importance of strong relationships with owners. Mountain Laurel Chalets holds an annual owner's meeting, where they provide updates, share marketing strategies, and recognize outstanding owners. They also maintain consistent communication with owners through newsletters and personalized interactions, ensuring they feel valued and involved in the business.
Pruning for Success
Tom shared the story of how Mountain Laurel Chalets made the difficult decision to let go of properties that were not aligned with their brand and standards. By focusing on quality over quantity, they were able to increase revenues and employee satisfaction. This pruning process allowed them to deliver a high-touch experience and maintain a strong brand presence.
Looking Ahead
Mountain Laurel Chalets recently acquired another business, expanding their footprint in the Sevier County area. They are excited about the opportunities this acquisition brings and are committed to applying the best practices they have learned from the vacation rental community. Tom also mentioned his plans to launch a local podcast to further connect with the community.
Conclusion
Our conversation with Tom from Mountain Laurel Chalets highlighted the importance of building strong relationships with guests and owners, creating a memorable experience, and embracing collaboration within the vacation rental industry. We look forward to following their journey and sharing more insights from their experiences in the future.
If you'd like to listen to the full podcast episode, you can find it here:
Stay tuned for more updates and insights from the vacation rental industry!
