Marten, his sister and a friend had set up a charity that built and ran three schools in Guatemala. And they created Good Hotel to generate revenue to maintain the school’s funding. But, due to the complex nature of the social impact message, guests were unaware of the difference they were making by staying there.
At the core of the idea is Marten’s belief that putting profits before people is bad and, instead, profits should empower people. He had created Good Group as a social business that reinvests their profits made from Good Hotel in The Good Global Foundation – a charity that sends 700 children to school and gets long-term unemployed locals into training and then into jobs in hospitality.
In addition, the hotels were disused buildings which were sensitively given new life to avoid the impact of construction. And sourcing was done ethically and responsibly. Service within the hotels had reached a high level. But, messaging was confusing and guests didn’t know what earned the brand the name Good.
Simplification of messaging and clarity of purpose was required for the brand to reach its full potential and support Marten’s vision and mission. We had to let guests know what positive impact their stay had on the world.