The Cross Way

Always Start with Values. That thought hit me while in Bali recently, spending time with our Indonesia team. They'd just wrapped up their fiercely competitive monthly futsal tournament, an event filled with premier league quality futsal, big laughs, and great BBQ.

Everyone participates; GMs, supervisors, line staff, all tackling, scoring, and celebrating together. The competition is serious, the celebrations loud, and the awards keep things entertaining. When they’re not on the pitch, the team are flipping skewers and hanging out with a well-earned beer. But here’s the thing… the real win isn’t on the futsal pitch; it’s in our culture.

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Team Cross Bali has always been a standout performer. They consistently lead the pack in guest satisfaction (GRI), employee engagement (Great Place to Work), and financial results. This success isn’t just because Bali is a great travel destination. This is a team that truly lives and breathes “The Cross Way”, seamlessly integrating our values into their everyday culture.

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When values aren’t just words sprayed on the office wall, but part of a team’s DNA, culture becomes the #1 driver of performance. If you want a team that’s motivated, engaged, and delivering exceptional results, Always Start with Values.

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It’s easy to assume that a winning culture just happens, but the truth is, values don’t create themselves. They take time, consistency, and real commitment to build properly. We went through an intensive process to define ours just before the pandemic. We gathered a diverse group from across the business and asked some in-depth questions: What makes you come to work? What makes you stay? What do you love about your team, your role, your environment? What do you hate? Who do we want to be tomorrow? How do we want to be remembered?

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Eventually, we narrowed it down to five words & supporting statements that define who we are. Five simple words, but articulated, defined, and truly lived, they are more powerful than we ever imagined.

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Choosing values is just the first step. The real work is in living them every single day. From how we interact with colleagues, to how we partner with owners, and how we celebrate wins, our values aren’t just discussed at corporate events. They show up in every meeting, decision, and project.

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After ?7 years at Cross Hotels & Resorts , one of my biggest takeaways is this: As a leader, you must be present. It’s easy to get lost in emails, reports, and strategy meetings, but leadership isn’t about sending polished messages from behind a screen. It’s about being in the market, face-to-face with your people. That’s what builds trust. That’s what creates a culture where employees feel valued, seen, and heard. When your team feels connected to you, they become more connected to the company, the mission, and ultimately, your shared success.

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Cross Hotels & Resorts was recently recognised (again!) as a Great Place to Work. That award isn’t just about policies or benefits; it’s a reflection of the culture we’ve built together.

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To our Cross team, and especially to our incredible Indonesia team, let’s keep building on our values!

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HT