By: Steve Turk

In the hospitality industry, culture is more than just a buzzword—it's the lifeblood that keeps a company thriving. A strong culture not only enhances employee satisfaction but also directly impacts guest experiences and, ultimately, business success. James Ferguson, Corporate Director of Culture for the Wurzak Hotel Group, has dedicated his career to fostering an environment where culture takes center stage. His journey offers valuable insights into how leaders can cultivate a top-tier culture in their hospitality companies.

Ferguson believes that active engagement is the cornerstone of any thriving company culture. “If you want your team to be engaged, you have to be engaged,” he emphasizes. This philosophy translates into being present, taking daily walkabouts, and genuinely connecting with staff. Instead of solely focusing on challenges, Ferguson advises leaders to actively seek and celebrate the positive contributions of their team members. This daily practice of recognition not only boosts morale but also creates a positive atmosphere that resonates throughout the organization.

Another key element in Ferguson’s approach is the implementation of daily huddles. These brief, focused meetings serve as a vital tool for fostering communication and alignment within the team. “Huddles allow you to communicate, collaborate, create cohesiveness, and celebrate daily,” he explains. By starting each day with a shared understanding of goals and challenges, teams can move forward with a sense of unity and purpose. Ferguson underscores the importance of incorporating the company’s core values and mission into these sessions, ensuring that the cultural pillars are consistently reinforced.

Building a strong culture is not a one-time initiative; it requires a sustained, company-wide effort. Ferguson’s approach at Wurzak Hotel Group involved a strategic, three-phase process: awareness, education, and activation. It began with defining and promoting the company’s brand pillars, making them a visible and integral part of the daily work environment. Education followed, with targeted training sessions like the "Pillars with Purpose" plan, which applied these values to real-world scenarios. Finally, the activation phase brought the culture to life through initiatives like the Wurzak Cloud program, which allows leaders to recognize and reward employees on the spot for exemplifying the brand’s values.

Ferguson’s guiding principle in this journey has been to lead by example, believing strongly in the power of actions over words. “What you do speaks so loudly that I can’t hear what you say,” he often quotes. For him, this means that leaders must demonstrate their commitment to culture through their daily actions rather than just talking about it. This philosophy was key in his transition from General Manager to Director of Culture, as he consistently proved his value through tangible results.

Attracting talent in today’s competitive job market is another area where culture plays a critical role. Ferguson recommends a shift in how companies present themselves to potential employees. Rather than focusing solely on what the company needs, he suggests highlighting the benefits and values that candidates can expect when joining the team. By showcasing a culture where contributions are recognized and celebrated, companies can attract individuals who are not just skilled but also culturally aligned with the organization’s values.

Continuous learning and adaptation are also central to Ferguson’s approach. Even after implementing successful cultural strategies, he remains committed to evolving and improving. By staying curious and open to new ideas, Ferguson ensures that the culture he helps build is dynamic and resilient, capable of adapting to the ever-changing landscape of the hospitality industry.

In the end, building a top culture in a hospitality company is an ongoing process that demands dedication, transparency, and a genuine commitment to leading by example. By engaging with your team, fostering open communication, and maintaining a mindset of continuous improvement, you can create a culture that not only retains top talent but also delivers exceptional guest experiences. James Ferguson’s journey is a testament to the power of culture, showing that when you invest in your people, the rewards extend far beyond the walls of your company.