A new brand platform created to energize a global community of 50,000 associates
Wellness cards
The best investment a hotel can make is in its workforce.
With increasing competition from the gig economy, post-pandemic attrition, and the cultural loss of the feeling of glamour that used to come with hotel work, Westin was experiencing challenges as an employer. All of these forces combined to increase turnover and fatigue.
Their question was how to retain more of its good people, and thereby continue to deliver a better, more differentiated product to its guests.
So much of the good feeling about working in this industry came from the feeling of working together toward a shared goal. This had become sorely missing in this era, both in North America and abroad. When the experience of hotel work as anonymous as driving people to the airport, the hotel industry had a problem.
Westin was uniquely positioned to fix this vibe shift by leveraging it’s position as a hotel for wellness. The answer was treating associates like a team, an athletic team. Heart of Westin became a new brand platform, a big idea designed to make measurable impact on associate culture at Westin.
By providing new brand communication, each property had the tools to create their own culture, localizing the spirit of Westin while at the same time binding a global community.
“Take good care of your employees, and they’ll take good care of your customers, and the customers will come back.”
– J.W. Marriott Jr.
Challenge
New associates were leaving as fast as hotels could hire them. What staff remained felt chronically fatigued.
Turns out, hotel work is more physical than often realized. Associates work long shifts wearing more hats than ever before. How did they feel about their jobs at Westin? Their feet hurt.
Compounding the challenges for Westin, the people delivering the brand to guests had no memory of the brand speaking directly to them. There was little feeling of working at a Westin. For most associates it was just another job.
“We’re not an athletic group of people and this is perfect for us”
– A Westin Property Manager
Insight & Design
A Team Identity for Westin Associates
A shared purpose created connectivity through global wellness cards, which encouraged movement through connection & culture. After listening to every organizational level we built a suite of programming to make each shift better.
Westin delivered a fresh suite of wellness programming that delivered its wellness promise to the people who deliver it to guests every day.
Wellness cards were translated into 23 languages and featured real associates from 30 properties around the globe.
Most importantly, the effort showed associates they were valued, creating goodwill that translated into good results for retention and morale.
“Every morning, the human resource team shares the daily card through our WhatsApp group, which is the main communication channel for the associates.”
– Marketing Comms Manager, The Westin Jakarta
