From company values to behaviours

Some context

As part of my executive leadership role at SHG, I was regularly involved in broader initiatives to shape and push the group’s culture forward. With Specialist Holidays Group being a part of the wider TUI Group, it was important to create our own culture whilst acknowledging the relationship with the parent group.

Behaviours over values

Rather than a set of values posted on the intranet, Spreading Smiles was a programme to shift focus to behaviours — giving people a more tangible, day-to-day way of defining the culture they wanted to be part of. It changed how teams talked about what “good” looked like, and gave leaders something concrete to model and celebrate.

The outcome

The final asset was widely promoted in comms and across offices, with the behaviours being incorporated into performance review frameworks.