16 Dec 2013
Words Tim Admin

Penny Ecclestone, Award winning motelier

Penny Ecclestone, along with husband David, are true stalwarts of the accommodation sector, with experience dating back some 30 years and spanning 4 decades of industry changes and developments. During this time they have managed, leased, owned, built and renovated properties throughout Queensland in locations such as Maroochydore, Mt Gravatt, Chermside, Gympie, Roma, Injune and Toowoomba. They currently own and operate the Best Western Plus Ambassador on Ruthven Motor Inn, Toowoomba as well as the Best Western Injune Motor Inn, Injune. Growing up in a hospitality family, Penny witnessed the tools and techniques of the hospitality trade first hand and from a young age. Inspired by her parents dedication to the two family managed Best Western motels that they held back in the ‘80’s, Penny always dreamed of carrying on the family tradition and delivering her own style of customer care. As Penny says, “To run a successful motel, you need to do more than invest in refurbishments and upgrades. You need to be passionate about people” Penny’s unwavering focus on customer care and her desire to ensure a memorable experience for all her guests is a theme that has remained constant throughout her career. “I have found that what people love most is a gracious warm welcome when they check in. Having worked in the industry since 1983, I’m often asked ‘what’s changed?’ Unfortunately, the ‘treat every guest as you would like to be treated’ mantra often goes missing.” Nonetheless, Penny has not relied solely on her own welcoming smile and larger than life personality. The Ecclestone’s ethos on staffing has never been to recruit based on technical skill and experience. After all, these areas can be learnt. What is far more important, she feels, is a positive attitude towards work, outstanding customer service skills and a desire to go above and beyond for the guest. She suggests that the successful operation of their motels can be partly attributed to employing the right people, and their ability to assist and monitor their training within every area of the business from restaurant to reception to housekeeping. The Best Western Plus Ambassador on Ruthven Inn is a fine example of the Ecclestone’s drive to offer a superior experience to their guests. Indeed, the property had three finalists and one winner at the 2012 Accommodation Achievemers’ Awards. Since having undergone extensive refurbishing, the motel now offers well-appointed rooms with luxurious décor. Despite the high-end surroundings, rates are still very competitive. The drive to provide value for money seems to be as strong with the Ecclestone’s as it does to provide quality. The Ambassador on Ruthven caters for a diverse range of clientele. The corporate market is strong year-round, especially due to the miming boom in the Surat Basin. There is also a steady trade from the residents of surrounding towns visiting Toowoomba’s to utilize its 3 hospitals and numerous specialists. On the leisure side of things, they see couples looking for that perfect weekend getaway as well as families visiting boarding school students and participating in local sporting and cultural events. Penny makes particular mention motel’s on-site restaurant, ‘Seasons on Ruthven’. This local favourite has a renowned atmosphere and a distinct air of elegance. The menu offers locally grown produce as well many organic/free range ingredients…something not often on offer to the travelling diner. This is just another example of the couple’s drive to provide a memorable experience. Combine this with a great night’s sleep and you’ve got all the ingredients necessary for happy guests. When asked what advice Penny can give to up-and-coming operators, she provides a few key insights. Firstly, always look for new ways to impress your guests. Secondly, support your staff with learning and development opportunities. Thirdly, do not be afraid of change – embrace new technologies and stay up-to-date with what’s happening in the industry. And lastly, remember to look after yourself – although there’s much to do, you’ll be no use if you burn yourself out. The Ecclestone’s relationship with Best Western goes back a long way. Indeed, her family had an association with the Homestead Group for many years that continued after it changed its name to Best Western. Today, they look on Best Western as extended family and regard the group’s conventions as family reunions. Penny is a great advocate of Best Western, having brought several of her own properties under their banner as well as having recommended them to other associates in the industry. She even won the Presidents Award in 2013, which is comparable to a lifetime achievement award. Nonetheless, her commitment to Best Western stems largely from a simple belief in the brand. “Even if I sold my properties tomorrow, I would still recommend Best Western to people”. Penny explains that she was always attracted to the fact that Best Western is a membership based, not-for-profit organization. “If you have an idea on how to improve things you are generally listened to. You do have a voice. You’re obviously subject to a vote, but it’s amazing how many practical suggestion do take legs and eventuate”. She is also quick to herald the importance of operating under a major brand. Even when she operated a high occupancy Best Western in Roma, she could see the value in the brand. “You never know what the future holds and how the market will develop. Having a major brand behind you creates a sense of security”. More recently, Penny mentions that she is consistently surprised with the amount of booking at The Ambassador receives directly from Best Western. Penny is certainly not one to shy away from the services that Best Western can offer. Whenever she has a problem, she calls head office for help. “Of course, I could probably work out the solution myself; but they’ll do it 10 times quicker. And they’re always happy to hear from me and to provide whatever help they can”.