• Asia's fastest growing hotel group fuels rapid expansion with Qualtrics EmployeeXM™
• Business captures feedback from 1,500 employees across 25 locations

Qualtrics, the leader in experience management (XM), today announced that Cross Hotels & Resorts (formerly BHMA) has selected the Qualtrics EmployeeXM™ as the foundation for its new employee experience (EX) program.

Cross Hotels & Resorts is one of Asia's fastest growing hotel groups, employing almost 1,500 employees across 25 properties in Thailand, Vietnam and Indonesia. The business has more than doubled the number of hotels it manages since 2016 as it works to capitalise on the booming tourism industry.

Qualtrics' employee experience product, built on the Qualtrics XM Platform™, will help fuel Cross Hotels & Resorts rapid growth by standardising and scaling its employee experience initiatives globally.

"Our colleagues have always been at the heart of Cross Hotels & Resorts growth and success - from those at the frontline delivering memorable guest experiences to the heart of house who ensure systems and processes run smoothly. Delivering a superior employee experience at Cross Hotels & Resorts is critical to creating a high-performing and motivated workforce," said Mr. Harry Thaliwal, Executive Vice President, Operations, Cross Hotels & Resorts.

"With Qualtrics, we will better understand the issues that matter to our colleagues - from satisfaction drivers through to talent gaps and optimising our offerings around these to help our workforce realise their full potential. Undertaking this project was the next logical step in the growth of Cross Hotels & Resorts, and Qualtrics is the ideal partner to support us on this journey," added Mr. Thaliwal.

As part of its employee experience approach, Cross Hotels & Resorts has committed to engage its workforce more frequently and at a deeper level to understand employee sentiments and experiences. Qualtrics EmployeeXM will allow Cross Hotels & Resorts to gather and understand employee experience data captured across the entire employee lifecycle, from onboarding to engagement to exit.

Cross Hotels & Resorts will also integrate experience data with its existing HR systems and deliver insights directly to managers in real-time. The ability to anonymise feedback and deliver these insights through a secure platform were also key reasons why Cross Hotels & Resorts selected Qualtrics to build its EX program.

"Companies with highly engaged workforces outperform others - and this is also true in the hospitality industry. Cross Hotels & Resorts is laying the foundations for a superior colleagues experience, and Qualtrics is proud to partner with the organisation to create an employee experience program that will fuel its journey to becoming a leading player in the hospitality sector," said Foo Mao Gen, Head of Southeast Asia, Qualtrics.