Good Group
Profit for non-profit


Good stories


Good in Guatemala

From a war-torn past to an agricultural system that has left many farmers struggling to survive, there are many causes of unemployment and poverty in Guatemala. Between the education work we support with our NGO partner Niños de Guatemala, and the training and entrepreneurship we encourage through our Good Training in Antigua, we are trying to help communities to help themselves.  See below for the stories of Thelma, Melany and Emilio.


Becoming a housekeeper at Good Hotel Antigua was single-mother Thelma’s first paid job. Thelma and her friends also make traditional worry dolls for our hotels, and through this, we have given her a new opportunity to set up her own business. 


Melany was the first of her family to graduate from school, thanks to our NGO charity partner Niños de Guatemala. Good Hotel Antigua also offers the Good Academy, providing people like Melany the opportunity to gain hospitality skills.

EMILIO mendez

Emilio Mendez from Saúl restaurants has partnered with Good Hotel Antigua and will open a restaurant as part of the hotel in Autumn 2018. Emilio explains why helping the community is a joint commitment of both Saúl and Good Hotel Antigua.

Good in Amsterdam

Good Training is a innovative training programme developed by the Good Group. In the areas around our hotels, we work with local authorities to identify individuals who have been in long-term unemployment and offer these people, regardless of background, a fresh start. All we ask is that they are motivated and willing to make a change. 

During Good Hotel's pop-up year in Amsterdam, we followed some of our Good Trainees and recorded their experience. Watch the videos below to get a feel for the kind of change we’re making, and the opportunity we are offering people to better their future. 



Good Hotel invited the first group of 25 unemployed ‘Amsterdammers’ looking for a new chance & trained them for a new future in hospitality. 


After the first 3 months of intensive training, the trainees are ready to take the next step. The first Good Hotel opens and Chavelli is the first trainee to receive a job offer.


The first group of Good Trainees are ready to take their next step: the move towards their new job. A look back on their journey, and the trainee's employers about their new-hires' potential.

Crossing the North Sea

The floating Good Hotel launched in Amsterdam and was the first Good Hotel to open worldwide. After staying a year in Good Hotel's hometown, the platform was ready to continue its journey to London and its new home at the historic Royal Victoria Docks.

In October 2016, the floating 8 million kilos concrete structure was transported by a submersible barge over the North Sea Canal, on the River Thames and through the King George V lock to its current location. A challenging and one-of-a-kind project made possible thanks to the people behind it – all experts in their field.


The Good launch

Back in December 2013, we launched our Good Group concept to a room full of potential partners at a prestigious 2 Michelin star restaurant  &Samhoud Places in Amsterdam. What the guests did not know however, is that during the months leading up to this moment, we had recruited unemployed people in the local area and given them the opportunity to train in the highest standard of hospitality and service. On the evening, our Good recruits served the room to perfection, exhibiting their new skills. The guests were completely unaware until a video begun to play and they recognised the faces of the people who were facing long-term unemployment, were now the same faces serving them dinner.

This exercise proved the Good Group concept - that with the right skills training, a person can achieve anything - as long as they are given the chance. The evening was a roaring success, and this was the night that kickstarted the development of Good Hotel.