Approach the needs of the today’s generation without

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Approach to sustainability

Each year Marriott publishes new sustainability
report, as each sustainable goal are met they set new targets to achieve by a
certain year. Marriott’s sustainability strategy supports the growth of the
business. Marriott’s new goals and commitments is set to be achieved by the
year 2025. This includes:

The fresh goals and commitments of Marriott that it
is targeting to achieve by the year 2025 includes:

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•    Reduce
water usage by 15%, carbon by 30%, waste by 45% and food waste by 50%

•    To
contribute 15 million associate volunteer hours, 25% of which will be
skills-based, to capitalize on personal talents and on core business skills

•    They
want to Train 100% of their associates to know about the signs of human

•    Implant
human rights criteria in recruitment and sourcing policies

Marriott International is introducing an
increasingly eco-friendly supply chain. For example, the company have replaced
24 million plastic key cards with ones that are made of more than 50 percent
recycled material, which have saved around 66 tons of plastic from being thrown
in a landfill. This is helping Marriott achieve their goals to reduce waste by
45%. Moreover, Marriott replaced 100,000 synthetic pillows to eco-pillows which
are filled made from recycled bottles and there will also be coreless toilet
papers (TreeHugger, 2009). In addition, they also introduced eco-friendly towel
that do not need to be pre-wash which saves approximately 7.5 gallons of water
annually (Marriott, 2009).

Changes in customer behaviour about climate change
is a growing concern in Marriott hotel chain as consumers are interested in
reducing their own carbon footprint. Consumers are looking to be more
sustainable and expect the same of the companies they patron (Greenstein,
2017). Consumers are more likely to prioritise and go to companies that
adapenvironmentally sustainable business operations. Marriott is a leading
hotel chains that tend to do so but if Marriott fails to address the
environmental concerns of climate change, then the company will become less
appealing to travellers. As demands of customers change, successful companies
adapt. The Agenda 21 which is a which is a sustainable development process that
aims to meet the needs of the today’s generation without harming the ability of
future generations to meet their needs. People have started to take
responsibility for the actions they do and trying to think about the future of
the planet. This is not just the environmental issues but also economic and

Kent mey et al (Paetzold, 2010) definition of
greenwashing is “to try to convince people that you are doing something which
is good for the environment by being involved in small environment-friendly
initiatives, especially as a way of hiding your involvement in activities which
are damaging to the environment.”. The Marriott international has spoken about
being sustainable by reducing waste, saving energy, and saving water. But do
they fully sustainable or is it to reduce money? There are signs of Marriott
not being fully sustainable. Orlando World Center Marriott have fireworks show
during Memorial Day Weekend, 4th of July Weekend and New Year’s Eve (Marriott,
2014a). Fireworks causes air pollution as It contain many poisonous chemicals
such as copper, lead, and perchlorates (Borkhataria, 2017).


Impact Assessment

It is important for an organisation to measure
sustainability to see if the strategies they have put in place are working and
successful. Marriott’s sustainability can be measured by their usage of water
and electricity, resources and how much waste has been produced.

Marriott collaborated with Green Hotels Global, this
is a tool that measures and shows environmental data of every hotel in the
company’s portfolio, including waste diversion rates, room-night carbon and
water footprints and other sustainability metric tools. This will help travel
and meeting planners control the environmental impact to the destination
(O’Neill, 2014). It will also help drive action towards achievement of
Marriott’s environmental goals. Green Hotels Global’s methodology for measuring
environmental performance follows the Hotel Carbon Measurement Initiative
(HCMI) of the International Tourism Partnership and World Travel & Tourism
Council. Marriott was an important participant in the Hotel Carbon Measurement
Initiative (HCMI), which measure and report on the carbon footprint of a hotel
stay or meeting (International Tourism Partnership, 2017).

international have had many sustainability successes. In the U.K., a project at
four Marriott properties saved a combined of an estimation of around 1000kWh of
electricity through KiWi Power’s Demand Respond program who are an energy
technology company specialising in demand reduction, to be part of numerous
energy reduction schemes (Marriott, 2014b). Also, European managed hotels saved
more than 20 million gallons of water in the year 2014 through a number of
initiatives ranging from pump audits to efficient shower heads and water
high-efficiency dishwashers (Marriott, 2015). Marriott have a total of 142 LEED
registered and LEED-certified buildings. They provide a framework that project
teams can apply to create a healthy, highly efficient, and cost-saving green
buildings (Usgbc, 2017).

Marriott’s Sustainable report 2009 they had set an original goal of increasing
the number of minority- and women owned hotels from 400 to 500 by 2010 but they
exceeded their goal to 798 by 2010 (Marriott, 2016). This shows that Marriott
are working hard to be social sustainability and their strategies are working.
Marriott is consistently honoured for being one of the top company for
diversity and inclusion.



Overall, Marriott International published policy
and strategies are promoting sustainable tourism development in many ways.
Nowadays, most people have a greater knowledge about sustainability which means
they are more likely to target greener companies to cooperate with than normal
companies. This leads to more and more companies wanting to be greener because
it’s trending all around the world. Marriott Internationals can do more to
encourage their guest to be more sustainable

To improve on their sustainability engagement with
their customer, Marriott hotels could come up with ways to reward their guests
for being green. For example, The Crowne Plaza Hotel in Copenhagen offers a
free meal to their guests who generate 10-hour watts for the hotel on an
exercise bike which is attached to a generator (BBC, 2010). This is something
the hotel could do to encourage their guests to be sustainable. This will
reduce carbon footprint as well as keeping the people fit.





Categories: Strategy


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