Tom Collier left a career in banking behind and launched Kaewa Tours. He shares how his deliberate approach to managing trade and industry connections drives his business success
When Tom Collier left a 30- year corporate career in banking, he didn’t expect to find his professional home in tourism. Today, as the founder of Kaewa Tours, Tom is setting a gold standard in relationship-building within the tourism industry, earning Qualmark Gold within just four years of operation.
From Banking to Tourism: A Bold Pivot
Tom spent nearly three decades at ANZ, joining straight from school in 1984 and working his way up to management before being restructured out in 2013. “I was lucky enough to walk away with an attractive redundancy package that set us up nicely,” he recalls. “It was a shame not to hit 30 years, but it turned out to be one of the best things that ever happened to me.”
After several years in the corporate IT world, a period he describes as “certainly not my favourite time”, Tom’s weekends took an unexpected turn. A friend and former ANZ colleague, John Barry of Capital Personalised Tours, introduced him to part-time guiding work. “I absolutely loved it,” Tom says. “That was the catalyst, the thought that one day, we could set up a tourism business of our own.”
By 2021, in the middle of closed borders and industry uncertainty, Kaewa Tours was born. “I said to myself, let’s set up a tourism business when the border is slammed shut. What could possibly go wrong?” Tom laughs. “But at the young age of 60, I’m living my best work life. I get paid to have fun.”
Corporate Lessons, Personal Touch
Tom’s corporate experience taught him the power of structure and communication, lessons that have become the foundation of his approach to relationships and reputation. “I pride myself on stakeholder management and interpersonal relationship skills,” he says. “It’s those skills that have helped me build a trusted industry network, particularly in the trade sector.”
He quickly discovered that tourism relationships run deeper than standard business connections.
The Qualmark Gold Journey
Achieving Qualmark Gold certification within four years is no small feat and Tom views it as a reflection of Kaewa Tours’ dedication to continuous improvement. “Attaining Qualmark Gold is something we are incredibly proud of,” he says. “The process is very robust, it’s a balanced scorecard across business systems, health and safety, environment, community and culture and people.”
Tom credits his Qualmark Assessor, Keri Edmonds, as a trusted advisor. “Your assessor becomes your business coach,” he explains. “The face to-face assessments are invaluable and the regular reviews keep you accountable. The process forces you to work on the business, not just in it.”
A key outcome of that process was developing a detailed Standard Operating Procedures document. “It captured every facet of our business and at last year’s TRENZ, buyers were genuinely impressed that we’d reached Gold within four years. It really resonated.”
Sharing Success, Strengthening Trust
Tom’s approach to milestone moments reflects his relationship-first philosophy. When Kaewa Tours achieved Gold, he personally phoned his RTO and top inbound partners. “They knew we were making a big effort, so it was wonderful to share that news directly,” he says. “Every call was filled with genuine excitement.”
He believes operators often underestimate the power of sharing good news. “Some underplay the significance of Qualmark or don’t see its value,” Tom says. “But it builds credibility and our industry partners understand that it reflects a commitment to exceptional visitor experiences and customer safety.”
Partnership in Practice
Strong partnerships with trade and regional tourism organisations (RTOs) are a hallmark of Kaewa Tours. Tom holds monthly trade relationship reviews with his RTO, WellingtonNZ. “It’s critical for both sides, we share insights, identify new opportunities and strengthen alignment,” he says.
With trade partners, Tom maintains regular contact by phone and email, complemented by annual face-to-face visits. “This is a relationship business,” he says. “And I’m old school, there’s nothing better than sitting around the table with your partners,” For Tom, the key to a great partnership is simply open and honest communication. “No surprises,” he says. “If there’s bad news, call it out early and offer a solution. Always work toward a win-win outcome.” Stakeholders as Partners When asked how he defines “stakeholder experience,” Tom doesn’t hesitate, “any decision I make, I ask, who’s impacted, who do I need to talk to and what do I need to communicate? Always put yourself in your stakeholder’s shoes.”
Beyond trade and RTO relationships, Tom sees other operators, Tourism New Zealand, Tourism Export Council and Tourism Industry Aotearoa as key stakeholders.
“In Wellington, I work closely with three other tour operators, if one of us can’t deliver, we offer the tour to another. We’d rather a visitor experience our city than miss out entirely.”
He also places great value on relationships with partner businesses and compliance agencies. “When I set up Kaewa Tours, I personally visited every business I wanted to partner with. Those relationships enhance the overall visitor experience; it’s a ripple effect.”
Doing the Basics Exceptionally Well
Reflecting on what holds operators back from a relationship-led approach, Tom is pragmatic. “Perception of being time-poor,” he says. “It’s easy to get caught working in the business instead of on it.”
His advice? “Always be authentic and transparent. Be willing to help your RTO and trade partners, even with the most challenging bookings. Offer solutions and think win-win.”
Tom’s guiding principle, carried from his banking days, remains simple and human, “treat others how you’d like to be treated,” he says. “Acknowledge a job well done, celebrate success and be courageous and respectful when things don’t go to plan.”
At Kaewa Tours, that spirit shines through. “We thank every customer for choosing us,” Tom says. “We share five-star reviews in ‘Testimonial Tuesday’ posts and we celebrate together. At the end of the day, we’re about doing the basics extremely well and doing them with heart.”
“Partnering with inbound operators feels like a genuine partnership, one built on trust and shared purpose.”
Tom Collier
Managing Director, Kaewa Tours
