For the Love of Gatlinburg: How Tom Goodwin Uses Storytelling to Preserve a Destination’s Heart and Soul

Every week, Alex & Annie sit down with the biggest names in vacation and short-term rentals, seeking to find the one story, idea, strategy or decision that led to their guests’ big aha moment. Hit “subscribe” to get your weekly dose of sunshine and rental gold! 👆

In our latest episode, we welcome back Tom Goodwin, CEO of Mountain Laurel Chalets and host of the For the Love of Gatlinburg podcast. Tom shares valuable insights into the art of hospitality, the power of storytelling, and the challenges of managing a family-owned vacation rental business.

Let’s dive into the key takeaways from our conversation with Tom.

Branding Beyond the Property

Tom believes that a strong brand is more than just the properties it represents. Instead, it’s about the experience that guests have during their stay. In an era where guest expectations continue to rise, Tom and his team focus on creating memorable moments that resonate with visitors long after their vacation ends.

He highlights thoughtful touches such as:

• Personalized welcome bags and departure gifts

• Celebrations for special occasions like anniversaries and birthdays

• A commitment to saying “yes” to guest requests whenever possible

These small but impactful gestures help Mountain Laurel Chalets stand out and foster lasting loyalty among their guests.

Navigating the Challenges of Guest Expectations

In 2024, Tom notes that while guest expectations have risen, costs for many vacation rental companies haven’t kept pace. This creates a challenge: how to meet or exceed expectations without significantly increasing overhead.

Tom’s solution? Innovation and personalization. By focusing on unique guest experiences and leveraging repeat bookings, Mountain Laurel Chalets has maintained its reputation for excellence.

The Value of Direct Bookings and Strategic Partnerships

Mountain Laurel Chalets is proud to report that 86% of its bookings are direct - a remarkable achievement in the vacation rental industry. However, Tom aims to strike a balance by increasing visibility through partnerships with platforms like Airbnb, Vrbo, and Booking.com.

While working with OTAs (online travel agencies), the company ensures that over 50% of their bookings come from repeat guests, emphasizing the importance of direct guest relationships.

The Role of Storytelling in Hospitality

Tom’s passion for storytelling is evident in his new podcast, For the Love of Gatlinburg. Through the show, he captures the heart and history of Gatlinburg, sharing stories that connect with guests and highlight the community’s rich heritage.

For Tom, storytelling isn’t just a marketing tool - it’s a way to deepen the emotional connection guests feel toward the destination and its people.

Lessons from Acquiring Another Vacation Rental Business

Tom also shared his experience acquiring a family-owned vacation rental company in Pigeon Forge. The acquisition came with both opportunities and challenges, including:

• Aligning new property owners with Mountain Laurel Chalets’ brand standards and values

• Navigating trust issues and skepticism from both owners and guests

• Evaluating the sustainability of newly acquired properties and retaining only those that fit the company’s mission

The experience taught Tom the importance of prioritizing quality over quantity and staying true to his company’s core values.

Takeaways for Vacation Rental Professionals

Whether you’re running a vacation rental business or managing a single property, Tom’s insights provide valuable lessons:

1. Focus on creating exceptional guest experiences that build loyalty.

2. Use storytelling to connect with guests and highlight the unique aspects of your destination.

3. Be intentional about growth, ensuring that new ventures align with your brand values.

Watch the full episode here: