Introduction
The development of the hotel industry is essential today as it requires the improvement of its leadership and management activities. One of the possible steps to be taken is the implementation of corporate social responsibility (CSR). Many hotels have already demonstrated certain achievements in this area, and the line of Marriott Hotels is one of them. Serve360 is a current Marriott CSR initiative focusing on three major aspects: people, the environment, and economic profit. There are many reasons for Marriott Hotels to integrate this program in its activities, like the increased attention from potential and regular clients, cooperation with leading brands, and the improvement of working conditions. Still, the main benefit includes the possibility to stay competitive in the hospitability industry.
Hotel Industry and CSR Concepts
The relationship between the hotel industry and CSR concepts is evident: both of them are in high demand today. The hotel industry may grow locally and internationally, while CSR initiatives are implemented by many hotels to obtain their competitive advantage. Three areas are usually improved in terms of CSR programs. First, CSR addresses the discussion of social issues by means of cooperation and education for people with different backgrounds. Second, socially responsible hotels underline the importance of saving the environment and becoming eco-friendly organizations. Finally, the presence of CSR initiatives promotes problem-solving and decision-making in multiple economic aspects.
Serve360 in Marriott Hotel
In Marriott Hotels, much attention and resources are spent to enhance its Serve360 program. The mission of the team is “doing good in every direction”. This commitment is not simple, and it is expected to take steps in several directions. At this moment, Marriott Hotels work in four directions, namely:
- Nurturing the world (communities need additional help and inspiration to become better)
- Sustaining responsibility (the expansion of global presence imposes multiple obligations)
- Empowering people through opportunities (employment conditions have to be improved)
- Advancing human rights (cultural diversity is never a challenge but a benefit for the hotel industry).
If these four tasks are complete, it is possible to achieve and promote a positive impact on people, the environment, and business in general.
Nurture Our World
It is not enough for Marriott Hotels to provide clients with high-quality sources and options. One of the strongest characteristics of the CSR initiative of the hotel is the recognition of the role of local communities. As soon as communities are involved, they understand how to create better places for life and work as per their needs and skills. In addition, the vitality of children is promoted due to cooperation with leading hospitals like Children’s Miracle Network Hospitals in the United States and Canada. Education about natural resources is important to understand how to protect the environment by participating in coral restoration and rainforest protection. Recently, skills-based volunteer activities have emerged, in terms of which “how-to” guides are offered for all potential participants. Finally, the promotion of disaster relief is initiated by Marriott Hotels to help people after natural disasters restore their lives. Free community kitchens, healthy food markets, and food waste management are established.
Sustain Responsible Operations
The next step in the chosen initiative is to sustain responsible operations that are directed to environmental improvement and growth. The core idea of Marriott Hotels is to minimize environmental footprint with the help of modern technologies and critical thinking. Employees get appropriate education about energy management and develop the ideas to use water and renewable energy rationally. Sustainable hotel building allows the application of water sub-metering for cooling towers to view the consumption of water in each hotel. Guest room recycling, single-use toiletry bottles, and food waste reduction posters help people learn more about the potential contribution to environmental protection. Finally, communication with partners improves the idea of responsible sourcing in several categories like seafood, cleaning supplies, or coffee products.
Empower Through Opportunity
Empowerment through opportunities is a good chance for young people to be involved in Marriott Hotels’ activities by applying for education and free training. Diversity and equity are supported by hotel managers as it is necessary to consider the experience of different countries. Marriott Hotels invite women to lead their departments in various directions. To remove inequality, people with disabilities and veterans are regularly invited for employment in the hotel industry. Marriott Hotels also closely cooperate with immigrations to help them find new living opportunities and support.
Welcome All and Advance Human Rights
Finally, the CSR initiative in Marriott Hotels includes the necessity to respect human rights and cultural understanding. Education in different forms (direct communication, lecturing, and posters) is promoted in hotels to enhance awareness of human trafficking, forced labor, and exploitation. This step aims at recognizing controversies and management mistakes and making corrections as soon as possible. Cultural understanding is necessary to remove unnecessary biases in human relationships, underline the worth of global tourism, and recognize the cultural uniqueness of every client and employee. When hotels demonstrate their respect for traditions, more people are eager to visit such places and spend their money.
Conclusion
In general, CSR is necessary for every hotel to improve the quality of its services and the conditions under which employees have to work. Marriott Hotels have already demonstrated how to improve such initiative in its routine and attract the attention of global brands and organizations. Serve360 is a step to enhance community engagement, environmental protection, and management practices. The hotel industry touches upon many vital issues in human life, and a single hotel can create a strong environmental and social standard. This presentation contains the description of Marriott Hotels and its CSR initiative with attention to communities, natural resources, and employees. This choice is an example of how one organization unites many people globally.