Learning fast, leading strong: Carolyn’s independent motel journey

By Dianne Collie, Founding Director of motelsos.com

Owning and operating an independent motel is a balancing act that demands skill, resilience, and an unwavering focus on guests and your team — all while navigating a job that rarely stops. For Carolyn, who stepped into the motel industry in September 2019, it was a bold career move that ultimately proved to be the perfect fit for her mix of practical experience, customer service expertise, and determination.

Having grown up in the country, Carolyn was drawn back from city life to Tailem Bend, South Australia — close to family, friends, and a chance to manage her own business. At the time, she worked in the Adelaide CBD as an Office and Administration Manager for an IT services company. While she enjoyed the role, the routine felt repetitive, and she craved a fresh challenge. So, together with her partner and with no prior hospitality experience, they embarked on independent motel ownership.

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Carolyn’s professional background spans customer service and management roles across banking, medical administration, sales, bookkeeping, and primary production, supported by Diplomas in Business Management and Bookkeeping. These skills became invaluable. “Customer service skills helped me connect with guests, while bookkeeping and office management experience made administration and finances far easier,” she says. “Problem-solving and multitasking — skills I have honed over the years — are also non-negotiables whether you own a motel or manage it.”

Her first six months, however, were anything but smooth. Her partner left the business due to ill health, and soon after, COVID-19 brought widespread cancellations and low occupancy. “Endless cancellations, low occupancy, and the constant ‘what have I done?’ feeling made it incredibly tough,” she recalls. Instead of retreating, Carolyn used the time to improve her property — repainting interiors, upgrading linen, operating only half the rooms to reduce costs, and providing meals for guests during restrictions. Her efforts kept the motel open during one of the industry’s most challenging periods. “That was the moment I knew I was meant to be here,” she says.

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Managing a 14-room property alone is demanding — and undeniably a 24/7 responsibility. Carolyn’s day begins with exercise before breakfast and then diving into emails, guest communications, and housekeeping reports. She then moves straight into stripping guest rooms and starting laundry ahead of her housekeepers’ arrival. Afternoons and evenings unfold in reception, where bookkeeping, invoices, reporting, stocktake, marketing, and social media fill the remaining hours. Reception closes at 7 pm, but the work rarely does; evenings often stretch on with last-minute bookings or administrative tasks. To keep pace, Carolyn lives by her motto, “Never put off until tomorrow what can be done today,” supported by time-boxing in her online calendar and the “touch it once” principle — essential habits when you live where you work and the phone can ring at any hour.

Despite the long days, the most rewarding part of motel ownership for Carolyn is guest feedback. Positive reviews — both direct and online — offer affirmation that her efforts matter. Her dedication has been recognised with Travellers’ Choice Awards for the past two years from a major Online Travel Agency.

Technology has also become a vital part of running a modern independent motel. Her Property Management System streamlines bookings, check-ins, payments, and messaging; other applications simplify bookkeeping and payroll; while OTAs and channel managers ensure availability and pricing remain consistent across platforms. It’s a world away from the trial PMS she began with, which required manual updates and double entry. During the pandemic, Carolyn also completed a Tourism Accelerator course in marketing and sales, enabling her to redesign the motel’s website and introduce a direct booking page.

Even with her broad skill set, Carolyn acknowledges a gap she felt early on: “There wasn’t a course specifically tailored for small to mid-sized motel owners. I had experience in management, customer service, and administration, but no knowledge specific to motelling.” That gap is part of why she recently joined motelsos.com as an Administration Officer and Coach — helping provide practical guidance and real-world support to owners and managers facing similar challenges.

Carolyn’s perspective on the broader independent motel landscape is grounded in lived experience.

“Sole operators wear many hats — bookings, maintenance, cleaning, customer service — and it is very demanding. Unlike chain-affiliated properties, independent motels lack brand recognition, marketing support, and buying power,” she says.

She believes industry bodies and local tourism networks can play an important role through shared resources and marketing assistance. Guests, too, can make a difference by choosing independent motels and booking directly.

Her advice for anyone considering stepping into motelling is refreshingly honest: “Go in with your eyes open, a strong work ethic, and a ‘can-do’ attitude — and be prepared to work long hours. Owning and operating a motel is more than providing accommodation; it’s about creating a welcoming experience and managing a business that never really stops. Bury your ego and do some training specific for small to mid-sized motels. Even with transferable skills, I wasn’t armed to confidently manage a motel at the start and had to learn on the job, which was challenging given how demanding the role is. Whether you are an owner/operator or relying on managers, understand that this is a job that keeps you accountable around the clock.”

At the end of each day, what makes Carolyn proudest isn’t just the smooth operation of the motel. The ‘No Vacancy’ sign glowing outside is a powerful reminder that resilience, commitment, and continuous learning can transform a daunting career change into a thriving business. It represents not just a full house, but the reality of independent motelling: demanding, rewarding, and always — always — a 24/7 way of life.