Kinsfolk & Co’s debut hotel, The Newman, partners with Saira Hospitality to launch a ground breaking pop-up training programme, hiring 40% more graduates than planned and setting a new benchmark for inclusive recruitment in London’s hospitality sector.
In a bold move that blends community impact with operational innovation, British hospitality brand Kinsfolk & Co has marked the pre-opening phase of its debut hotel, The Newman, with the graduation of its first hospitality training cohort—an initiative delivered in partnership with social enterprise Saira Hospitality.
The collaboration, two years in the making, saw the creation of a pioneering pop-up hospitality school inside the yet-to-open Newman hotel in Fitzrovia. The month-long programme, held in July 2025, offered hands-on training to individuals facing barriers to employment, with participants rotating through departments including housekeeping, food and beverage, and front-of-house operations. Graduates also gained exclusive access to leading London hotels, broadening their industry insight.
The initiative forms part of Kinsfolk & Co’s REAL People strategy—an acronym for Responsible, Energised, Approachable and Local—championed by Director of People and Culture, Ninoska Leppard. Working closely with Saira Hospitality’s COO Greg Früchtenicht, the programme was designed to offer meaningful career pathways and promote social mobility within the capital.
At the inaugural graduation ceremony in August, The Newman exceeded its hiring targets, recruiting 40% more graduates than anticipated. Roles offered ranged from guest service agents and bell staff to bartenders and chefs, with several candidates securing full-time employment.
One such graduate, Seynabou, now a Front Desk Agent at The Newman, shared: “My experience was more than just training—it was a turning point. I walked in with hope and curiosity, and left with confidence, purpose, and a deep sense of belonging.”
Candidate referrals were facilitated by charities including Breaking Barriers, St Mungo’s and BEAM, alongside local borough services such as Connexions Camden and Westminster City Council. Graduates not hired directly have been supported with further training or alternative employment opportunities.
Oliver Milne-Watson, General Manager of The Newman, commented: “We’re committed to driving progress in hospitality through inclusive recruitment and meaningful partnerships. Saira Hospitality was the ideal collaborator, and we look forward to working together again as our portfolio grows.”
Früchtenicht added: “This has been one of our most impactful programmes to date. Embedding candidates in a live hotel environment before launch gave them invaluable experience and confidence. The success of this model opens doors for future collaborations across London and beyond.”
As The Newman prepares to welcome its first guests, the initiative stands as a compelling example of how hospitality brands can integrate social purpose into their operational DNA—setting a new standard for recruitment and community engagement in the business travel sector.