Good Hotels, a smart, new format of social business blooming within the hospitality industry.
Dutch Good Hotel Group is a profit for non-profit company, founded in 2012 by Marten Dresen, a Dutch social entrepreneur. What makes Good Hotels outstanding is the combination of doing good and premium hospitality. It’s not either or – both aspects are equally important. The social business model is fully integrated across all levels: from staff, to products, to guests, to investors. Profits are not paid out as dividends but invested back into the communities, where the Good Hotels fuel education and entrepreneurship. And all of that while offering great hospitality to guests; which like education, is a matter of interpersonal service and attention.
Each Good Hotel partners with local NGO’s, educational institutions and offers the unique Good Training program. A custom-made training program which offers hospitality training to individuals from disadvantaged communities, helping them to integrate into the job market and give them a real perspective on a better future.
Getting the best out of people is the personal motivation of Marten Dresen. But this is not what guests see when looking at the brand initially: they experience premium hospitality yet all but in the traditional sense of “premium”. It’s not about having walls decorated with freshly cut roses; it’s about the ability to connect and get to know the destination – pure designs, honest service and local collaborations. All activities of the Good Hotel are profitable but run on a no-dividend-model.
Good Hotel opened its first property in Amsterdam in June 2015 – a 148 room floating hotel, popping-up in prime and the world’s most creative cities. This floating hotel closed in July 2016 in order to prepare for its move to its next location – London, opening Q4 of 2016.
Mid September 2016, Good Hotel opened a 20-room boutique property (once-mansion) in the heart of UNESCO protected Antigua, Guatemala. On the agenda as well is a ‘permanent’ hotel in Amsterdam (built of bricks, wood and staying there for good), to open in 2017 in a converted industrial warehouse.
Good Hotel Group is looking to open another 8 hotels across the globe by 2020. It might be another floating pop-up, a converted mansion, industrial warehouse or something completely different. But the components of unique locations, re-purposing (“up-cycling”) of real estate and rolling out the good-training program will always be present. A smart and profitable business model attracting and unleashing talent.
Source: Good Hotel Group