Amid the tranquil beauty of Prince Edward Island’s landscapes, The Birches Cottages is a testament to family, hard work, and a dream brought to life. Co-owner Samantha Hughes, alongside her husband Phil, has created a place where guests don’t just stay – they experience the warmth and charm of the Island and a family legacy. With three children in tow, Samantha’s journey into the hospitality world is deeply rooted in her family’s vision for the future and their commitment to creating lasting memories for visitors.
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Samantha and Phil Hughes’ story began with a shared love for Prince Edward Island, where the couple first envisioned a place that wasn’t just about providing accommodation but a retreat for people to reconnect with nature and themselves. The Birches Cottages, previously owned by Samantha’s parents, is an easy place to fall in love with – think evening sunsets, incredible water views, and peaceful quiet among the birch trees. Just one kilometre from Tea Hill Beach on the South Shore of Prince Edward Island, the property features eight cottages spread across 8.5 scenic acres overlooking the Northumberland Strait. As Samantha describes it, “When you stay with us, you’re not just booking a cottage; you’re stepping into a place that values connection, comfort, and the simple joys of Island life.”
The Birches Cottages has become a symbol of the couple’s dedication to the Island and their family’s future. “We are so grateful to be able to carry on the legacy of the Birches Cottages and share this special place with others,” she says. “It’s part of our family story.”
Samantha and Phil purchased the business in 2022, and like any major transition, it came with a learning curve. “We started that first season in August, which is right smack dab in the middle of the busy season, so we had to learn the ropes very quickly,” Samantha recalls. With guests already booked and operations in full swing, they had little time to adjust. Fortunately, her parents were there to help guide them through the first season. But just as they were finding their footing, Hurricane Fiona hit in late September 2022. “We had to close for 19 days due to Island-wide power outages, which was especially tough since we were fully booked at the time,” she says. Juggling the aftermath of the storm, managing their other businesses, and raising a young family only added to the pressure. “I think the biggest challenge was probably adjusting to the busy summer pace of a tourism business,” Samantha reflects.
Despite it all, their resilience helped lay a solid foundation for the seasons ahead – one that continues to shape Samantha and Phil’s vision for The Birches, where thoughtful touches make each guest experience feel personal and unique. From the antique décor to the screened-in porches, the cottages themselves reflect the couple’s commitment to creating an inviting and calming environment. But it’s not just the physical space that makes The Birches stand out; it’s the heart and soul poured into every corner of the property. “We want our guests to feel like they’re walking into a space that has been thoughtfully curated just for them,” says Samantha.
The property’s eight cottages include six standard and two executive-style accommodations. To honour their family legacy, the cottages were named after the Hughes family’s ancestors. One executive cottage is named Smith after the original founders, Don and Pat Smith, while the other, Harding Cottage, honours Samantha’s parents, Randy and Liz Harding. The standard cottages are named after other special family members. The executive cottages offer breathtaking water views and spacious living areas, while the standard cottages provide a cozy and charming retreat.
“It’s the perfect place to get away and unwind,” Samantha explains. “We’re so close to everything, but it feels like a peaceful retreat from the world.”
Samantha’s perspective on hospitality is grounded in the importance of relationships over transactions. While The Birches offers a unique and tranquil experience, Samantha’s goal is to create a lasting connection. “Our most meaningful moments have come from the relationships we’ve built with our guests. Having those returning guests is key to our success,” she reflects.
One of the ways they’ve managed to build such strong relationships with their guests is through the personalized packages they offer, such as a golf getaway with the nearby Fox Meadows Golf Course or a reader’s retreat that includes a gift card to Bookmark, a local bookstore and some of the Island’s famous Cow Chips – chocolate covered potato chips. These thoughtful touches give guests the chance to experience the island in a unique way, and they have helped create a loyal following.
In addition to crafting personalized experiences, Samantha offers practical and inspiring advice for those looking to enter the hospitality industry in PEI. “Go into it with your whole heart,” she says. “The busy season is full on, so being hands-on and genuinely caring about your guests will make a big difference.” Her words emphasize the importance of dedication and passion, qualities that have helped Samantha and Phil continue building this thriving business.
She also stresses the importance of learning as you go. “Every season brings new lessons. Don’t be afraid to ask questions to other operators and keep learning. If you’re passionate about creating a great experience for guests, there’s no better place to do it than PEI,” she says, encouraging other entrepreneurs to embrace the journey, even when it gets challenging.
Phil, a talented builder, is constantly envisioning ways to expand the business. “We’re always planning behind the scenes to make each season better than the last. Phil’s the one who wants to build more cottages!” Samantha laughs. Their goal remains clear: to provide a peaceful, memorable getaway that keeps guests returning year after year. They are already planning to build another cottage in the future, with hopes of extending their season to welcome guests year-round.
Family is at the heart of both Samantha and Phil’s personal lives and the success of The Birches. As parents to three children, Quinn, Audrey, and Steve, they’ve managed to balance the demands of their business with raising a family. “Our kids are growing up in this environment, and they get to see the passion and hard work that goes into creating something meaningful,” she shares with pride.
As Samantha looks ahead, she remains focused on offering guests a peaceful retreat while staying true to the heart of The Birches. She and Phil are setting their sights on 2026 for the next big step in their journey. “We’re excited about what the future holds,” Samantha says. “Our goal is always to offer a memorable experience, and we want people to come back to us year after year.”
As Samantha and Phil grow their family business, they are building not only a successful venture but also a legacy for future generations. Their passion for both the business and their family shines through. “It’s part of our family story,” Samantha says with conviction. ‘We pour a lot of heart into everything we do.”
by Lauren Reid