Key challenge: Rapid growth and repositioning towards a lifestyle brand, while HR was mainly focused on administration and not equipped to support a decentralized organization with 28 hotels.
Root cause: Lack of a strategic HR structure, unclear leadership responsibilities, and immature HR processes to support growth and onboarding.
Impact after 9 months: Design and rollout of shared company values as a foundation for rebranding and strategy execution. Approval of a new HR structure to transform HR into a strategic people function.