COVER STORY
How did a part-time job turn into a lifetime passion for this Quest Apartment Hotels franchisee?
Inspiring Quest franchisee tale.
When Melbourne university student Catherine Mapperson took a role as a casual hotel receptionist, she never expected to fall in love with the industry.
“I started with Quest not out of any desire to work in the accommodation industry. I came back to university to finish off an honours degree and needed a weekend job that would pay penalty rates,” she jokes.
More than 20 years on, Catherine is now the face of a new generation of Quest Apartment Hotels franchisees, helping to shape the evolving accommodation sector.
Her story is one of entrepreneurship and opportunity. From humble beginnings as a receptionist, Catherine quickly rose through the ranks to become property manager, before making the leap to franchisee.
“It was originally going to be just a 12-month thing, but because Quest was such a fast-growing company at that time, opportunities just kept opening up,” she says.
“I had to make a decision and I thought the whole Quest model looked like a good direction to go with.”
Modest to begin with, her original 15-apartment property in South Yarra set the foundations for what has become a lifelong franchise journey with Quest.
QUEST FOR SUCCESS
While the inner-city property provided the perfect stepping stone into franchising, the small team and pint-sized outlet were never going to be enough to satisfy the inspired entrepreneur. After four years operating the business, Catherine made the decision to upgrade, adding a second franchise to her portfolio.
The addition saw her team of three staff grow rapidly to accommodate the new Quest on Dorcas site. But despite it all, Catherine reveals she never once felt overwhelmed by the jump in responsibility.
“The Quest format for franchised businesses is pretty straightforward, and that’s the real beauty of the system,” she says.
“It’s not just a case of ‘you buy the business and here’s the system’. There is ongoing support, research and development for the life of your journey with Quest and I think that is the thing that stands the business in good stead; that it’s backed by proven success.”
Catherine is living proof of that.
Since launching her first site back in 2000, the franchisee has gone from strength to strength, which she puts down to a clearly defined set of values.
“If you understand the principles and values behind the business, your chances of success are infinitely greater.”
“It isn’t just good luck or being in the right place at the right time, it’s about good solid structures and a framework for sustainable success.”
INDUSTRY CHANGES
Where Catherine has the drive, Quest has the vision. The multiunit franchisee says the brand’s willingness to adopt new technologies and commit to innovation is something that has allowed her business to stand the test of time.
“I’ve seen a lot of different uniforms, logos and branding, so visually I’ve been there for those updates over the years,” she jokes.
“I think that’s one of the exciting things about being part of a group like Quest. You always have people saying, ‘How can we grow and develop ideas to improve?’ You’re not solely responsible for keeping the brand moving forward.”
Like most industries, the last decade has seen the accommodation sector experience a period of rapid evolution, highlighted by a rise in digitisation.
It’s a far cry from her early days at South Yarra, Catherine reveals.
“We used ledger books at the start, where we would rule in bookings with a grey lead pencil, and if we needed to amend them, it meant getting the eraser out. We didn’t have internet, no emails, all bookings were done over the phone.”
While both Catherine and Quest have come a long way since then, the foundations that first attracted her to the brand have remained strong. The Melbournian explains that even after 22 years, she doesn’t plan on going anywhere.
NEW BUSINESS
In fact, earlier this year, Mapperson successfully extended her portfolio for a third time, launching her largest venture to date:
Quest St Kilda Road.
“Because I opened Quest on Dorcas as a greenfield site, I forgot about some of the pain and stress of opening a new business,” she says.
“Not that I underestimated that St Kilda Road was going to be a challenge, but it’s certainly been extremely busy.”
What has made the experience easier, however, is geography. Catherine’s latest venture is less than 2 kilometres from her existing location, meaning the hands-on franchisee can cover all bases at once.
“I believe that my strength is being involved in properties, in a very hands-on, operational role.”
“Because the property has only recently opened, the bulk of my hours are spent at St Kilda Road, but I’m still very much active in my work with Quest on Dorcas. Obviously, as the new business beds itself, the idea is that I will be able to be across the two locations evenly.”
While Catherine’s Quest experience provided her with the tools to hit the ground running, Quest St Kilda Road is a big step up from her previous operations. Her existing franchise, Quest on Dorcas houses 58 apartments, whereas the St Kilda Road venture has 104.
“There are long hours involved; in the first month or two it’s not uncommon to be working 15 to 20 hours a day, but that foundation period is the most important time to be focused and make sure that you really set your business up for prolonged success.”
The boost in size has been a challenge, Catherine admits, but taking on new challenges is something the multi-unit franchisee isn’t afraid to do.
LEADERSHIP
Aside from being a successful entrepreneur with Quest,
Catherine also sits on the Victorian state advisory board for the Accommodation Association of Australia. It’s an all-encompassing role that sees her, along with other industry delegates, shape the future of the sector in Victoria.
“We look at where the needs are, how we can work with government and other bodies to address the challenges our industry faces, as well as bringing tourism and guests into our state. You are far more powerful when you come together as a whole industry with one voice and say ‘this is what we need to address’.”
Taking on the responsibility of representation is not a new premise for the Victorian franchisee. Mapperson also spent five years on the Quest Franchise Advisory Council, acting as the link between head office and operator.
“I was really honoured to be part of the Franchise Advisory Council, because you’re not just there to speak for your own interest, but for what is best for the brand and the whole Quest network,” she says.
“As a franchisee you know what is important to you, but as an advisory council member, you have to make sure that the experiences from all franchise members are communicated.”
It’s been a long journey for the casual receptionist-turned-franchisee. Catherine admits she has learned a lot in her time with Quest and she sees the business from all aspects.
“It’s easy for us to think our universe is the correct one, so it’s eye opening to see what challenges each department or function of the business is facing.”
However, for all the industry updates and internal advancements, if she had her time again, Catherine reveals she wouldn’t change a thing.
“The foundations of Quest – hard work, honesty, commitment and dedication – have not changed. If you value your core business, where that comes from, what that does for your brand and what your brand can do for that market segment, it helps you to have a clear focus of where you need to be.”