That is the new gimmick being rolled out.
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This new culture of "hospitality" is doomed to fail for one simple reason: the company is not hospitable to its own employees. Its hard to feign hospitality to customers when the company treats you like dirt.
This will be just like North Star, Polaris, and every other BS corporate program over the years. The playbook is always the same - management will set lofty goals and expectations, but when it comes down to it, they will not spend the money necessary to realize those expectations. This company always tries to do things on the cheap and pays the price in the long run.
GROW behaviors
Are we freaking chic-fil-a???
Culture of bullsh-t
Sounds like a hotel slogan