For Cowra Motor Inn (CMI) and Central West Tours (CWT) owner Nicole Moroney, it's all about helping her customers and helping her community.
Not only does she ensure each and every guest is accommodated for in the best way possible, she also has a strong desire to develop and promote tourism in Cowra and the region.
"Cowra has so much to offer tourists with attractions such as the Japanese garden, peace bell, hologram, POW Camp, Lachlan Valley Railway, Cowra Regional Art Gallery, war cemeteries, the Lachlan River and Wyangala Dam," Nicole said.
"We have it all. COVID has given me some time to create and I have put together a 10 day cycling tour of the region and [am] now offering E-Bike hire.
"This will offer people a great outdoors experience and an opportunity to explore our beautiful region," she said.
Nicole has an "inner drive" to look after people and to promote Cowra and the Central West.
She took charge of the Cowra Motor Inn in 2014, which was the first motel in Cowra established in 1960.
"[I enjoy] looking after the people that come to stay at my motel," she said.
Cowra Motor Inn offers budget motel rooms, tours to festivals in the Central West region, E-Bike tours and bike hire.
Sadly COVID has reduced turnover by 70 per cent and Nicole said that although very challenging, the future is looking bright.
"According to our external booking platforms many of the customers comment on how friendly our team is here at the CMI and CWT.
"We don't have the best motel in town, but we work very hard to look after our customers because of that," Nicole said.
Online is a big part of business and Nicole said it had streamlined a lot of her procedures and with the right technology has allowed her to be more mobile and provide better level of service for guests.
Her staff keep it local by referring customers to retail, pubs, restaurants, cafes and takeaway places in town as well as shopping locally where possible.
Nicole's businesses also sponsor a number of sporting clubs around town.