Reflecting on the journey:
It’s been 2 years since we opened Driftaway to the public in 2022. Finally able to catch our breath after another busy Summer season it felt like the time to do some reflecting on what a wild ride this journey has been.
We opened at possibly the worst time for a tourism business. We had spent years designing a business that was anticipating an 80:20 split of international vs Domestic customers at 85% occupancy year-round, and instead due to restrictions we opened with no sign of international visitors on the horizon and very low potential for occupancy. All signs pointed to a hard few years ahead of us. It would have been easy to accept this and use it as an excuse for any poor results or failures in the immediate future.
However, we believed in our brand and what we created in Driftaway. We believed in ourselves, and we believed in the team that stood beside us each day and this allowed us to hit the ground running and have 2 years of huge successes in a time when the outcome should have been the opposite.
We spent a huge amount of money and time on staff accommodation, and this is possibly the best thing we ever did. I’m proud to say that we house every single one of our team members (apart from 1) on site in either a staff house, self-contained unit or campsite. Without this I have no doubt we’d have had times forcing us to reduce occupancy as we would not have had the staff numbers to cater to our guests.
Two years on it has only just sunk in now that we have created something truly special and unique. Our guest feedback has been more than I could ever have imagined and often renders me speechless. We have a team that is just as invested in Driftaway’s success as we are and who are proud to represent our brand. We have a successful business that opened in one of the worst business climates we’ll see in our history, and it is something I am so proud of.
As I reflect on not only the last 2 years since we opened, but also the journey to design and build, I wanted to share what I have learnt on the way. Hopefully someone who has the same goals and dreams as I had will read this and it will help just a little bit.
Do sweat the small stuff. It’s the little things that count more than the big things. The smallest of details make the difference to our customer and team experience. This is where you can make a difference, stand out and excel. Ignoring the little things can lead to a poor customer experience or an unhappy team member. Don’t put it off or ignore it, just do it.
Always believe in yourself. Because if you don’t how can you expect anyone else to? If you believe in yourself and your gut, you’ll take risks, try new things and you’ll go far. You’ll make changes to your business (and yourself) constantly, you’ll try, you’ll sometimes fail, and you’ll get up and try again. If you believe in yourself, your team will believe in you and that’s powerful. Back yourself, you got this far in your journey for a reason.
Admit when you’re wrong. We have been taught it is a sign of weakness to admit when we’ve screwed up, made a mistake or are wrong. Tried something new and it did not work? Own it, at least you tried, your braver than the person that didn’t. Made a mistake at work? Own up and show your team your human and make mistakes too. You or your team missed the mark with a customer? Tell them you’re sorry, and mean it. It doesn’t matter if you agree with them, all they want is to know you have listened, you are sorry and you genuinely have learnt from it. If we as leaders admit to our mistakes, then our team will never be afraid to own up to theirs.
Your team is everything. As business owners we can’t do everything and oversee everything all at once. Your team is a representation of you and your brand. Don’t sell yourself short and hire just because your desperate, or there is no other suitable candidate. Don’t rush the recruitment process, If you’re unsure, get the candidate back for a 3rd, or even 4th interview to make sure you are aligned in values, they understand your brand and most importantly they will fit in with your team dynamic. The last one is the most important. Your team needs to trust you, feel safe with you and most importantly love their job and the environment they work in. Don’t risk your team dynamic with the wrong hire, you’ll lose their trust and eventually your team, and nothing is worth that.
Be open and honest with your team, ask them about their days off or what's happening in their lives. Push them to be the best they can be, teach them new things and give them an environment they can learn and grow in. Most importantly, treat them with kindness and respect, you’ll never regret it. In return you’ll have a loyal team who will help you when you need it, and they’ll trust and respect you for it.
Lastly, Work Hard. Whether you’re anything from an aspiring athlete, an employee wanting a promotion, or have dreams of opening your own business, if there is only one thing you do, work hard. I’m not talking show up for your 40 hours a week and do a “good job”. The journey to “success” is not a path filled with a good work life balance, but once you get there it's worth it. Put your hand up to do extra, help out when a co-worker is sick or the team is short staffed, complete your work without your manager having to chase you for it, anticipate what they might want from you next and do that without being asked, offer to take tasks off their plate so they can focus on other things. We all know the saying “Hard work beats talent when talent doesn’t work hard” cliched, but true. Any podcast, or book you read about the stories of successful people all have one common theme, they got to where they are by working their arses off.
We only have one life on this earth and the only currency worth anything is time. How you choose to spend yours will dictate your journey.
“Everybody has the same amount of time during the day. You can either spend your time or invest your time.”
—Chip Kelly