Staying Power: How Mountain Laurel Chalets Turned 50 Years of Family, Faith, and Trust into a Timeless Brand

Insights from Guesty’s Virtual Meetup with Tom Goodwin and David Angotti

TL;DR: Fifty years after its founding, Mountain Laurel Chalets remains a model of what hospitality can be when it’s rooted in trust, family, and care. In a conversation hosted by Guesty and led by David Angotti, Tom Goodwin shared how his family’s Gatlinburg-based company has endured for half a century — not through growth hacks or tech tricks, but by nurturing relationships, defining clear values, and blending heart with modern tools. It’s a masterclass in loyalty, legacy, and leadership for every short-term rental operator who hopes to last more than a season.

A Legacy Born from Hospitality at Home

In 1972, Dot and Ralph Egly turned an act of kindness into a business. When local inns in Gatlinburg were full, the couple began renting their daughters’ bedroom to stranded travelers for $10 a night. From there, Mountain Laurel Chalets was born.

Friends soon asked the Eglys to “check on” their mountain cabins during the off-season—a favor that evolved into full-service management. Over time, some even left Dot and Ralph first rights of purchase in their wills. It wasn’t business strategy—it was human trust at work.

“Trust is the foundation of everything we do,” said Tom Goodwin, the company’s current CEO and son-in-law of the founders. “With our owners, our guests, and our community, we’re not just managing properties—we’re stewarding relationships.”

Rediscovering the Soul of the Brand

By 2012, the business had reached its 40th anniversary—and a crossroads. The recession had left finances tight and leadership uncertain. Tom stepped in from a nonprofit background and did what came naturally: he started with purpose.

The company embarked on a deep audit of its identity, surveying guests, owners, and employees to find what made Mountain Laurel special. The answer became the company’s defining core value: Family matters.

That ethos now runs through every part of the business—from how the team interacts with guests and owners to how it treats its local vendors. “We’ve been using the same HVAC company for over forty years,” Tom said. “They move us to the top of the list because we treat them like family.”

In Gatlinburg, where 20,000 short-term rentals compete for service calls, that’s more than a feel-good story—it’s a strategic advantage.

Rebuilding with Vision and Courage

When Tom officially took the reins, there were no operating systems in place—just Excel spreadsheets and goodwill. Within six months, he streamlined the business, implemented new technology, and trimmed the portfolio from 160 homes down to 120, releasing owners unwilling to invest in upgrades or align with the brand’s new standards.

He also made a bold financial move, taking out a $500,000 loan to renovate 19 homes in line with the refreshed brand image. Some tripled in revenue. All made their money back.

That moment became a metaphor for the company itself: you can’t preserve legacy without investing in renewal.

Blending Technology with Trust

Tom admits he was slow to adopt Airbnb, joining only in 2024. “We were 85% direct bookings,” he said. “I realized I’d rather go down to 70% direct and use the billboard effect from OTAs to reach new guests.”

It’s a refreshingly grounded perspective in an industry obsessed with “direct booking only” bragging rights. As David Angotti pointed out, direct booking is a vanity stat unless it comes with strong ADR, occupancy, and guest experience metrics.

Today, Mountain Laurel balances both worlds beautifully—about 70% direct bookings and 30% OTA—using Guesty and other tools to manage operations while preserving the personal touch that defines its brand.

The People Equation

Technology might have evolved, but the company’s people-first mindset hasn’t. Tom holds annual dinners for property owners—complete with dinner, entertainment, and open discussion. He even invites neighboring homeowners who aren’t part of his program.

That openness, he said, is key: “If the relationship begins with trust and transparency, then there’s nothing to hide and everything to celebrate.”

Angotti praised the courage of that approach: “You invited every owner—including the unhappy ones—into one room. That’s bold. But it’s also what trust looks like.”

A Lesson from Thanksgiving

Before turning the spotlight fully on Tom, Angotti shared a story from his early property management days in the Smoky Mountains. One Thanksgiving, his team was overwhelmed—running all day to fix small problems and keep guests happy.

The next year, they tried something new: they left every guest a handwritten note, a pumpkin pie, and a message explaining that for five hours on Thanksgiving, the team would be unavailable except for emergencies. The results were surprising—better reviews, happier guests, and rested staff.

That experiment illustrated the same lesson at the core of Mountain Laurel’s success: when you lead with care and boundaries, loyalty follows naturally.

Staying Power in a Fast-Changing Industry

Mountain Laurel Chalets is now celebrating 53 years in business—proof that true staying power doesn’t come from scale, but from stewardship.

From a tackle box of cash and handwritten ledgers to Guesty’s AI-powered platform, the company has evolved without losing its soul. Tom credits that balance to family values, intentional culture, and faith.

“We’re not just managing cabins,” he said. “We’re stewarding memories—and that’s a privilege.”

Takeaways for Every Host or Operator

1. Start with values. Every policy, post, and pricing decision should reflect who you are.

2. Prioritize trust. Transparency builds reputation faster than marketing ever will.

3. Nurture relationships. Guests, owners, and vendors all want to feel seen and appreciated.

4. Be strategic with tech. Use platforms like Guesty to amplify, not replace, your personal touch.

5. Protect your people. Loyalty begins with how you treat your team.

   
   

The Heart of Hospitality

For short-term rental professionals, Tom’s story is a reminder that longevity doesn’t depend on being the biggest—it depends on being the most trusted.

Mountain Laurel’s journey reads like a love letter to local business, family values, and the human side of hospitality. In an age of AI, automation, and algorithmic pricing, that just might be the competitive advantage that never goes out of style.