When they came to us, the people at Jurys Inn were already doing some fine work, with a number of the hotels held up as shining local beacons of sustainability. Their ambition was to build on these pockets of bottom-up enthusiasm and establish the group as sector leaders in responsible business.
So, we started by bringing people together to talk about what they were already doing and opportunities to increase their positive impact. As a result, executive managers, head office and hotel teams were able to make sense of shared decisions about future ambition and commitments for the organisation as a whole.
The next step was to capture this in a way that would raise staff awareness and mobilise people. Under the newly named banner of Positive Impact, a first-ever responsibility strategy for Jurys Inn was shared with staff and stakeholders. Four key themes highlight what matters most – Environment, People, Customers and Communities. Each with clear and realistic commitments, building on achievements to date.
The strategy was supported by an online presence and creative concepts to spread the word and encourage customer engagement in foyers, restaurants and hotel rooms.
“Beth and Simon helped us pull all our values, commitments and activities together under one simple strategy. Now everyone’s clear about what we want to achieve, and we’re ready to begin communicating about the sort of business we are with our customers and our stakeholders.”
Joe Quinn, Chief Operations Officer, Jurys Inn