Jayne’s Cottages capitalizes on the Buy Canadian movement
Jayne McCaw, a former marketing and sales executive, founded Jayne’s Cottages in 2014. The company, based in Muskoka, Ontario, manages nearly 300 high-end rental properties and serves two key client groups: property owners and vacation renters.
Her team handles everything, from cleaning and concierge services to greeting guests personally. This full-service approach delivers a hotel-like experience in a cottage setting. “Great customer service, meeting expectations—or surpassing them—is what keeps people coming back,” McCaw explains. With a 70% repeat guest rate, the results speak for themselves.
McCaw’s model is built on operational control and consistency. “The more we can control, the better,” she says. “That’s how we ensure quality and consistency across every property.”
Canadians are choosing the lake, and coming back for more
In 2025, Canadian demand for local cottages surged, leading to the highest July bookings in the company’s history. “Canadians came in last minute, and it changed the whole dynamic,” McCaw notes.
The shift wasn’t about losing American clients. Rather, it was about Canadians rediscovering the value of vacationing in the country.
This trend is more than seasonal. With high satisfaction and strong repeat rates, many guests are expected to return in future years, even if economic conditions change. For Jayne’s Cottages, it’s a long-term opportunity to grow the brand across Canada.
Adapting to changing times
Jayne’s Cottages adapted to shifting demand by adjusting prices on underperforming listings to stimulate interest.
Pricing flexibility helped fill inventory and maintain momentum during peak season. The company is also investing in artificial intelligence (AI) to improve operational efficiency, notably by matching guest preferences to available properties. McCaw makes sure she keeps up with industry trends and regulations, and her team takes courses about AI to stay in the loop.
A vision for Canadian expansion
McCaw’s long-term vision is focused on Canada. She’s exploring new regions like Whistler, Kelowna, Niagara, and Prince Edward County and aims to replicate her high-touch model in other lakefront destinations. “There’s so much opportunity here,” she says. “We want to grow the brand in Canada.”
She’s also exploring expanding her hospitality offerings to better serve her clientele. Rather than outsourcing, McCaw is considering bringing services in-house—an approach that reflects her desire for greater control and consistency. “It’s about serving our clients better,” she says. This move signals a deeper commitment to vertical integration, allowing Jayne’s Cottages to elevate the guest experience while opening new avenues for growth.
Next steps
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