People Awards 2024: Charter Champion – the Belfry Hotel and Resort

The Charter Champion has engrained the principals of the Hoteliers’ Charter in its business with an exceptional focus on employee wellbeing and development.

The Hoteliers’ Charter was conceived by Sally Beck, 2019 Hotelier of the Year and general manager of the Royal Lancaster London, in 2021 to raise the profile of the hospitality industry and promote the sector as a profession of choice. In its first year 500 hotels signed up to commit to its principals, with the Belfry Hotel & Resort in North Warwickshire joining in 2023.

The charter comprises a series of commitments including developing team members, respecting work/life balance, striving to end low pay and supporting the mental and physical health of team members.

Since committing to the charter, the Belfry has striven to meet these commitments and has designed programmes to support employees to become future leaders, as well as developing an online learning platform that allows all employees to access training materials. 

The Belfry offers apprenticeship qualifications in several disciplines and has introduced flexible working practices to help attract people from all backgrounds.

When it comes to team engagement the hotel holds regular surveys and listening forums and has introduced a Belfry Brainwaves suggestion box, which has led to initiatives including recognition platforms and job swaps.

Mental wellbeing has been prioritised through partnerships with the Burnt Chef Project, which provides training and access to therapy, while the business’s benefits package also gives access to GP services and an Employee Assistance Programme.

With a workforce comprising 33 nationalities the Belfry has striven to promote a cohesive work environment where every individual feels valued and respected. Initiatives have included ensuring the free canteen can cater to all requirements, running menopause awareness programmes and offering free period products.

When it comes to financial wellbeing, salaries across the business are benchmarked and subject to annual increases, with the Belfry also providing a financial advice hub and access to advisors. As well as this the hotel has also pursued multiple initiatives to attract young people to hospitality and improved its sustainability credentials. 

The impact of these initiatives has seen turnover reduce to 39%, with the 90-day retention rate standing at 79%. Absences have also dropped to 3% and guest satisfaction scores stand at 89%.

The hotel has been recognised as one of the Best Places to Work in Hospitality where 89% of employees felt it provides a positive and welcoming environment and 91% recognised its excellent reputation.

Judges’ comments

Sally Beck, founder of the Hoteliers’ Charter: “I love how the Belfry brings commitments to life – with Belfry Brainwaves, job swaps and the Belfry Campus for training and learning, as well as its wide range of apprenticeship offerings united under the Belfry Beliefs. This has resulted in reduced turnover and a much higher retention than the industry average. The hotel has a full, deep and broad programme of actions and initiatives, all designed for employee welfare, and are worthy winners of the Charter Champion.”