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Cross Hotels & Resorts Partners with Qualtrics to Create a New Employee Experience Program

Last updated:  July 31, 2019

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

Bangkok, 1st August 2019 – 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.

About Cross Hotels & Resorts
Cross Hotels & Resorts is an international hotel management company wholly owned by the ASX listed Flight Centre Travel Group (FCTG). FCTG is one of the world’s largest and progressive travel companies, incorporating diverse worldwide distribution, in destination travel experiences such as transport and touring as well as hotel management solutions. Cross Hotels & Resorts is a part of FCTG’s Global Hotel Network providing management for hotels and resorts. Cross Hotels & Resorts also delivers owner services all the way from the very early sourcing & planning stages of a development, through technical services during build, to pre-opening services and finally professional ongoing hotel management. Visit for more information.

About Qualtrics
Qualtrics is the technology platform that organizations use to collect, manage, and act on experience data, also called X-data™. The Qualtrics XM Platform™ is a system of action, used by teams, departments, and entire organizations to manage the four core experiences of business—customer, product, employee and brand—on one platform. Over 10,000 enterprises worldwide, including more than 75 percent of the Fortune 100 and 99 of the top 100 U.S. business schools, rely on Qualtrics to consistently build products that people love, create more loyal customers, develop a phenomenal employee culture, and build iconic brands. To learn more, and for a free account, please visit

Since the launch of its Southeast Asia hub in September 2017, Qualtrics has partnered with over 110 customers across various sectors in the region. This includes companies like OCBC Bank, Singtel, Thai Airways International, Fuji Xerox Asia Pacific, Nestlé, Singapore Post, and educational establishments such as United World College Southeast Asia (UWCSEA) and the National University of Singapore (NUS).