Signature Hospitality GroupSignature Hospitality GroupIt’s not often you hear talk of happiness in the world’s boardrooms. The metrics that matter at the top are, naturally, about the bottom line. About profit, not people. But the bottom line is that it matters how happy your people feel. That happiness at work is a prerequisite to profitability is a fundamental truth that’s given surprisingly scant credence. Happier employees tend to pass that feeling on to their guests, who in turn feel more inclined to return – and recommend. In short, happiness is infectious.
It matters, too, how much of a difference we can make to the lives of those around us. A profitable business should benefit all its stakeholders – not least its neighbourhood. Giving back isn’t just good for business (more consumers than ever are actively seeking socially conscious brands) – it’s simply the right thing to do. And that’s exactly what we’re committed to.
The evidence is there, yet society at large is still to really grasp the importance of happiness. As science continues to show that doing good makes you feel good, we see an opportunity to redefine ‘wellbeing’ in the hospitality industry.
It’s about far more than fitness classes and spa treatments (great though they are). Real wellbeing is cyclical – something that starts within, spreads outwards to those around you, and arrives back with interest. We want our hotels to become catalysts for giving back, because we passionately believe there’s one world and one family. Hospitality, at heart, is a responsibility – to care for that family as we would our own. It’s about taking hospitality right back to its roots.
It starts with our people. We want our smiles genuine and our greetings sincere. Anything else just isn’t authentic hospitality. So we’re creating a workplace that not only encourages people to be themselves, but also their best selves. Flexible working patterns as well as fair pay. A profit- sharing scheme everyone can join. 24/7 access to an Employee Assistance Programme. Wellbeing incentives, like a free breakfast for those who walk at least an hour a day, or meal vouchers in exchange for acts of kindness. And a dedicated wellbeing lead at each hotel. We measure how we’re doing with honesty and rigour (employee wellbeing is a KPI). At Signature, happiness is a serious business.
Satisfied is good, but happy is better. So we’re developing our own app- based alternative to the ubiquitous ‘guest satisfaction survey’ (because whoever settled for ‘satisfied’?). Unique to Signature, the Happiness Advisor measures just that – both during and after the stay, in the hotel or on a transfer – any and every element of the travel experience. It gives us the real-time insight we need to ensure that our guests feel genuinely cared for, and therefore happier as a result. We also place yoga mats in each Signature hotel room (with a wellbeing channel on in- room TV), and our Food for Thought days celebrate the oneness of humanity by bringing guests together to share flavourful food from around the world with our compliments.
We believe there’s a right way to do business. We’re partners, not just service providers, keeping our terms refreshingly flexible so that you can choose as much or as little involvement in the day-to-day as you see fit – and benefit from our operational expertise without the hassle of appointing TPOs. We can manage your asset on your behalf, or simply be the trusted partner you need to help realise your vision. It’s an owner- friendly approach that’s rare in today’s hospitality industry, giving you greater autonomy, improved cost-efficiencies, and the freedom to focus on what’s important to you.
Human-centred hospitality makes a difference far beyond the walls of the hotel. The way it works is simple. We donate $1 for every booking made on our brand website to our partner charities working to improve the lives of people in need in our wider communities. We also work with you to optimise your efforts in giving back, depending on your business and location, whether room sponsorships, apprenticeships for disadvantaged young people in your community, or help with Fairtrade and gender-responsive procurement. Our employees are also offered an optional paid day off per year for volunteering with a charity of their choice.
Your signature means more than just committing to a contract. It changes lives for the better. Interested in finding out more? Get in touch for an obligation-free consultation.
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