Innovation

In the Philippines, obtaining a college degree is often considered a prerequisite for a successful career. Unfortunately, this creates a situation where those without degrees face limited opportunities for growth and advancement. Worse still, the jobs available to them tend to offer lower pay, often without benefits, than those available to degree holders. The resulting inequality leaves many people unable to break out of poverty and achieve financial stability.

Asmara is determined to provide opportunities for women without college or even high school education to join their company as massage therapists. By concentrating its efforts on recruiting women from developing areas of the Philippines, Asmara is further able to bridge inequalities in the opportunities that exist between rural and urban regions while working to provide inclusive and productive employment.

The company is able to achieve this mission through the structure of its hiring and training program. Existing employees from low-income communities are encouraged to recruit from their hometowns. Potential hires are onboarded into Asmara's training program, spearheaded by head trainer Chris, which involves learning the fundamentals of massage and communicating with guests. In the interview, Mr. Sutter explained, "The key with taking non-college graduates is that they are not used to the learning process. We are willing to teach them that. If you have the gift, we will give you the opportunity. We are able to determine who has the right attitude during the interview. Talent is something we discover during training." Trainees are compensated with an allowance for the whole period, and even those who aren't selected benefit from the 5-star service training when looking for their next role.

Inspiration

Asmara was one of the first companies to penetrate the Philippines’ spa industry, pioneering the spa concept as a fusion between beauty and massage services. When the company started, founder Dr. Charles Sutter took a trip to Thailand and Indonesia (Bali), two countries regarded as the world’s top spa destinations. During this trip, he noticed that despite being known as one of the world’s best in terms of their skills, all the masseuses that had worked in these renowned destinations did not speak a word of English nor had any previous background in working for high-luxury environments. This insight was what inspired Dr. Sutter to adopt a groundbreaking innovation for Asmara.

One of the key purposes of hiring exclusively from the less privileged sector was to provide people with life-changing opportunities. Mr. Sutter mentioned in his interview that these sectors “would have a greater opportunity of missed talent,” which is why his father had hoped that through Asmara’s hiring practices, they would be able to pave a path for these individuals to rise above poverty and establish a stable livelihood of their own.

Overall impact

Asmara provides its masseuses with the rare opportunity to work in 5-star luxury hotels, bringing numerous benefits on top of a stable livelihood. Because of the background and the nature of the guests the company serves, Asmara's masseuses benefit substantially from the tipping culture the industry upholds. With the tips on top of the basic salary, their overall income is comparable to that of a college graduate with a few years of work experience. It is also from this wealth that they can transform their households and their children's lives for the better.

In addition to this, Asmara ensures that their company can provide livelihood sustainably, and this objective is realized through employee retention. For over 20 years, the company has continued to sustain several of its masseuses while prioritizing job satisfaction. In the interview with Mr. Sutter, he quoted a statement from one of the masseuses who had been with them since the company's inception. When asked whether she was satisfied with her job, she confidently replied, saying, "I have always worked at Asmara, and I will always continue to work in Asmara. Your father has taken care of us, and I know you'll continue to care for us."

Business benefit

Asmara's success in the spa industry can be attributed to its people-centric approach to business. The company understands that its employees are its most significant asset and that investing in its people can yield tremendous results. By providing comprehensive training and development programs, Asmara ensures its employees are equipped with the skills and knowledge needed to provide top-notch spa services to their clients. This service, in turn, has helped the company build a reputation for excellence in the industry.

Mr. Sutter states, "The impact is clear when you look at Asmara's achievements over other spa concessionaires/operators." Indeed, Asmara is the only spa concessionaire to have worked with highly exclusive Forbes 5-star properties. The fact that Asmara has maintained long-term relationships with three of the five properties in this category is a testament to its commitment to quality and excellence. Mr. Sutter explains how their masseuses are a core part of their operations. "At the end of the day, what overrides a guest's expectations and fulfills their satisfaction over a spa's appearance, procedure, or price will always be the quality of the service itself, which is the massage."

Social and environmental benefit

Asmara has made a clear impact on the lives of its workers, and the company sets a standard of excellence within its industry for how people should be treated. Asmara is committed to treating its workers with respect and dignity, but it also sets the bar for others in the industry to follow. With the standards surrounding the luxury hospitality environment, formal education, particularly in hospitality and tourism, is usually expected of massage therapists. Mr.Sutter explains how "to someone without a perspective from within the industry, [our hiring practices] do not sound like an innovation: it sounds like a recipe for disaster." By prioritizing fair compensation, creating a supportive work environment, and investing in the professional development of their employees, the company has demonstrated that treating workers well is not only the ethical thing to do but also leads to greater productivity, innovation, and success.

Asmara is aware that their efforts are not just for their benefit but for the entire industry. By setting a high standard for how workers should be treated, the company is not only making a positive impact on their employees' lives but also setting an example for other organizations to follow.

Interview

Charles Sutter, President