In this episode, I sit down with Esther Kieft, the inspiring founder behind Nelly & Woods Collective Stays, a brand that has quickly become known for its soulful, design-led escapes.

Esther shares her journey from working in corporate and product management to creating intentional, slow stays with her husband, Joost. We talk about what it really takes to build a slow-stay brand that balances growth with sustainability, creativity with strategy, and beauty with authenticity.

From the Sunshine Coast to Tasmania, Esther opens up about the realities of scaling a family-owned business, staying connected to purpose, and creating spaces that allow guests to slow down, recharge, and reconnect with what truly matters.

If you’re passionate about storytelling, travel, or creating meaningful experiences, this one’s for you.

If you’re ready to move from invisible to irresistible, sign-up to your FREE TRIAL of the world’s-first growth ecosystem, Elevate Tourism, available for a limited time. www.elevatetourism.com

If you’re ready to get support from the marketers that know tourism, reach out to Elysha on our website www.elymarketing.com.au

00:00 Introduction to Marketing Made Iconic

00:34 Meet Esther Keef: Journey to Nelly and Woods Collective Stays

01:35 The Birth of Nelly and Woods Collective Stays

04:11 Creating a Unique and Authentic Guest Experience

05:55 Balancing Aesthetics and Authenticity

09:44 Challenges and Learnings in Boutique Accommodation

12:26 Sustainable Growth and Scaling

16:01 Leveraging Technology for Better Guest Experience

20:17 Designing for Emotional Impact

26:58 Launching the Third Slow Stay in Tasmania

34:06 Trends in Boutique Tourism

37:24 Future Vision and Final Thoughts

40:56 Conclusion and Where to Find Us

Follow Elysha and Esther:

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

Connect with Esther:

LinkedIn: https://www.linkedin.com/in/estherlisakieft/

Website: https://www.nellywoodscollectivestays.com/