Sage Hospitality Group Launches Sage Forward

Denver, Colo. – (June 11, 2020) – An initiative that encompasses safety and cleaning protocols and the adaptation of services to meet the needs of guests in the pandemic era. The current global pandemic has fundamentally shifted how people experience and move through the world around them, especially when it comes to hospitality and travel. In light of the evolving industry landscape, Sage Hospitality Group has launched Sage Forward, a 360-degree approach to modifying its way of doing business within the company’s portfolio of hotels and restaurants with the purpose of building guest and associate trust while continuing to create places that people go to, not through.

“The ethos of Sage Forward is aligned with what Sage has always aimed to accomplish: enriching lives, one experience at a time,” said Daniel del Olmo, President and COO of the company’s hotel management division, Sage Hotel Management. “The intention of Sage Forward is to focus on people first, namely our associates and guests. We believe that by concentrating on the needs and expectations of these key stakeholders, we can best understand what each person needs to feel safe and comfortable within our businesses. We’re confident that once this essential foundation of trust is established, our associates can focus on delivering exceptional guest services, and guests can sit back and enjoy the outstanding experiences we deliver in our hotels and restaurants.”

Sage Forward currently encompasses two key initiatives: Sage Clean Focus and Sage Experience Focus.

Sage Clean Focus

The health and wellbeing of Sage’s guests, associates and communities is the company’s top priority.

Sage Clean Focus is a comprehensive, straight-forward set of enhanced guest and associate safety, sanitation and operational guidelines that incorporate requirements, recommendations and best practices from the Centers for Disease Control (CDC), World Health Organization (WHO), American Hotel & Lodging Association (AHLA), National Restaurant Association, state/local/federal governments and all major hotel brands. Protocols range from the use of personal protective equipment and the installation of hand sanitizer stations in all public spaces, to how to properly set meeting facilities to stay within social distancing guidelines. The thorough sanitation process for guest rooms and public spaces is explained, as is the protocol on how to respond should a guest or associate test positive for COVID-19.

The program also includes training and support for Sage associates as they learn to safely and confidently provide excellent guest service in a rapidly changing environment.

These protocols and guidelines will evolve as the recommendations from brands and other organizations dictate but will always be focused on ensuring that guests and associates are comfortable and safe in Sage’s businesses.

Sage Experience Focus

Sage Hospitality Group has long been known as a leader in providing memorable experiences in its hotels and restaurants, truly creating places people go to, not through.

As guests’ needs and expectations evolve, so too will the ways in which Sage delivers experiential hospitality. Under this initiative, Sage’s teams will evaluate guest touchpoints to determine how the company can offer an extended range of services, programming and activations to meet every comfort level while ensuring guest and associate trust and safety. Sage’s intention is to continue to evaluate and evolve these offerings on an ongoing basis throughout the pandemic and beyond.

From virtual extensions of existing programming and activations spanning lifestyle, wellness, food and beverage and even art, to repurposed spaces that can deliver more intimate experiences to smaller groups, Sage will continually innovate and uncover new ways to surprise and delight guests – whether within a business’s four walls, or out. As always, Sage won’t settle for the status quo and will always strive to deliver on its promise of Artful Hospitality.