Our Purpose
The Quadruple Bottom Line
Reflections operates with a Quadruple Bottom Line – this means we place equal value on our economic, social, cultural and environmental results when measuring our success.
Social Impact
As a certified social enterprise, Reflections partners with like-minded
organisations to support communities. We believe that to be a good business we have to do business for good, helping businesses around us grow, too.
The growth and continued success of our business is inextricably linked with the prosperity of the local communities in which we operate.
We recognise and respect the unique character and values of these communities, and we are committed to building and maintaining trusted relationships with local communities and businesses, councils, government agencies and elected representatives.
Environmental impact
As a caretaker of Crown Lands parks and reserves, our organisation is committed to protecting and preserving precious environmental assets for the people of New South Wales.
Reflections Holidays is committed to reducing its environmental footprint, by taking steps to minimise the impact of our infrastructure, equipment and materials used across our parks. Our Asset Maintenance Strategy includes initiatives to identify more energy efficient solutions and opportunities to provide cleaner, greener outcomes for the long term.
Cultural contribution
Reflections Holidays acknowledges the living cultures of Australia’s First Peoples and their deep cultural and spiritual connections to the land. We are committed to supporting First Nations peoples' self-determination through meaningful actions.
In 2023, we introduced our first Reconciliation Action Plan (RAP) and developed a cultural tourism program. Following the successful delivery of the initial RAP, we have begun planning a second RAP while continuing cultural activities across our parks.
Building strong relationships with the traditional custodians of the land where we operate is at the core of our efforts. We aim to partner with these communities to foster mutual understanding and respect, ensuring their heritage and connection to place are celebrated through our ongoing initiatives.
Doing business for good (economic impact)
As Reflections marked 10 years in 2024, we invested across our organisation to consolidate our performance, with a clear focus on enhancing the guest experience.
Our 2030 Strategic Plan, which you can see on our website. includes our economic targets and plans for growth. Our growth initiatives include attracting more day visitors, hosting regional events to promote regional tourism, delivering capital works to upgrade our parks and expanding our loyalty program.
We want to make our parks and reserves the leader in nature-driven holiday escapes and we aim to offer something for every holiday-maker, from luxury cabins with top-notch ocean views to a simple campsite where you can’t see your nearest neighbour.
We have big plans
Our 2030 Strategic Plan has an exciting vision to significantly boost regional tourism and economies with improved facilities, innovative accommodation, expanded nature-based attractions, local Aboriginal experiences, and more food and beverage offerings for guests.