Sponsor of Love uses an optional game that gathers 10 to 15 employees from a range of departments to learn more about the program and each other .

When Grand Hyatt São Paolo began researching ways to improve guest loyalty , a somewhat unexpected theme emerged . “ We discovered travelers at times had a feeling of loneliness ,” says General Manager Thierry Guillot . “ We

decided to develop some answers in that regard .”

What emerged was the Sponsor of Love initiative , an empathybased program focused on building emotional connections with guests and among the 466-room hotel ’ s associates .

Central to Sponsor of Love is an optional 1.5-hour training game that approximately 250 of the hotel ’ s 600 employees have completed . Associates roll huge dice and answer questions such as identifying the five attributes that define Sponsor of Love — respectful , positive , humble , engaged and helpful . Participants get a pin to be recognized as a Sponsor of Love . Although the program has included specific changes such as a

revised pre-arrival experience and a refreshed kids ’ program , Guillot says what employees need most is independence and empowerment . “ What we ’ re targeting is this approach of listening more than we speak and trying to give what the guest really needs ,” he notes .

Grand Hyatt São Paolo also has posted some impressive numbers since the launch of Sponsor of Love , including a 10-point increase in the metric in guest-satisfaction surveys measuring how employees satisfied the guest .

Yet Guillot has even loftier goals for Sponsor of Love . “ I think it ’ s going to provide to our team a higher purpose , how we can make a difference in the lives of people we touch every day ,” he says .