Maybourne
“Within has been our accountability partners - making sure that we keep things moving and delivered at a time of competing priorities in the business”
Launching a unified service philosophy
STRATEGIC GROWTH — Maybourne Beverly Hills achieved its fifth Forbes Star in 2025
EMPLOYEE ENGAGEMENT — 100% of employees immersed and trained in the new philosophy
The Challenge
Maybourne Hotel Group brings together six world-renowned hotels, each with its own legacy and personality. As these properties united under the Maybourne name, the Group faced a rare opportunity: to articulate and embed a shared philosophy that could be lived consistently by thousands of colleagues across the globe.
The Within Way®:
The Maybourne Mindset
Through a co-creative process, Within helped distill Maybourne’s brand essence into a clear, teachable service philosophy — The Maybourne Mindset: Put people at our heart, Stay two steps ahead, and Make the magic happen. We wove this philosophy into the fabric of the brand, creating the Maybourne Story Book — a unifying guide for service and culture. This work also informed a refreshed employer brand and immersive launch experiences across all six hotels. To sustain the shift, we co-designed a performance framework defining the competencies needed to drive future growth.
The Impact
Today, the Maybourne Mindset continues to shape how colleagues deliver exceptional service, creating moments of distinction for every guest and bringing the Group’s purpose - to create stories of distinction - to life.