Louvre Hotels Group is a French historical actor of hospitality. Its recent takeover by the Chinese group Jin Jiang International has allowed it to move from 15th to 2nd world position in just three years.
In the aftermath of these changes, how should the in-house practices evolve in order to support the transformation of Louvre Hotels Group from an SME to one of the biggest players on the market?
Ogilvy Consulting accomplished an immersion at Louvre Hotels Group and carried out a series of interviews with a range of profiles internally, from Comex to operations. This immersion allowed us to confront the group's cultural drivers with new ambitions, as well as to identify the opportunities for change.
In particular, a workshop of ideation allowed us to establish 3 key values, and to co-build 20 rituals explaining the culture of Louvre Hotels Group, in order to guide the behaviors and strengthen the sense of belonging. It was during the group's relocation, a symbolic moment forecasting the new beginning, that these elements were shared with all employees.
Finally, beyond the internal commitment, the second challenge was to attract the best talents through this unique culture. The next important steps will be to communicate an attractive employment brand promise and to bring it into the reality with the help of strong myths and symbols throughout the entire talent journey.