Marriott International
Corporate Social Responsibility and the Sustainable Tourism
Practices of Marriott International
Cynthia S. Deale
International Cases in Sustainable Travel
& Tourism & Lund-Durlacher (Eds) International Cases in Sustainable Travel & Tourism
© Benckendorff
Learning Outcomes
After completing this case study, learners should be able to:
1. define basic concepts of CSR and how a company can apply these in its
internal practices as well externally with a variety of partners;
2. describe the TBL approach to sustainability in lodging operations in terms of
the interconnections between the economy, the natural environment, and
the social and cultural realm, and specifically CSR;
3. explain best practices for CSR that can be implemented in lodging operations;
4. identify opportunities and challenges and the give and take involved in
balancing the TBL approach to practicing sustainability in lodging operations,
particularly while embracing CSR throughout an operation; and
5. suggest additional sustainability practices that would be useful and desired in
the future in lodging operations.
International Cases in Sustainable Travel & Tourism
Background
O This case study features the sustainability practices of
Marriott International, Inc., focusing on its corporate social
responsibility (CSR).
O The company seeks to address the concerns of its varied
stakeholders and uses the framework of the Global
Reporting Initiative (GRI) (2013).
O This case recognises the Marriott company’s success in
applying sustainable tourism practices, through its CSR
efforts. (Marriott International, Inc., 2012).
International Cases in Sustainable Travel & Tourism
Background
In 2013, Marriott had
O over 3,700 lodging properties,
O more than 300,000 employees around the world, and
O reported $12 billion in sales (for the fiscal year 2011).
Marriott operates and franchises hotels under 18 brands:
O Marriott Hotels & Resorts, The Ritz-Carlton, JW Marriott, Bulgari,
EDITION, Renaissance, Gaylord Hotels, Autograph Collection, AC Hotels
by Marriott, Courtyard, Fairfield Inn & Suites, SpringHill Suites,
Residence Inn, TownePlace Suites, Marriott Executive Apartments,
Marriott Vacation Club, Grand Residences by Marriott, and The RitzCarlton Destination Club (Marriott News Center, 2013).
International Cases in Sustainable Travel & Tourism
Key Concepts & Case Analysis
Key concepts
Case Analysis
O Corporate Social Responsibility
(CSR)
O Triple Bottom Line (TBL)
sustainability
O Global Reporting Initiative (GRI)
O Sustainability as a “way of
traveling.”
O Sustainable tourism
O Marriott’s CSR efforts reflect
core values and embrace :
International Cases in Sustainable Travel & Tourism
– Business values
– Society
– Environment
O Marriott’s environmental vision
and goals provide a context for
the case
Future Outlook
Marriott continues its CSR efforts in
its hotels to:
O reduce energy and water
consumption, waste production,
and the carbon footprint;
O improve its supply chain;
O expand its number of green
hotels;
O engage guests and associates in
sustainable practices.
International Cases in Sustainable Travel & Tourism
Marriott extends its CSR efforts
beyond its hotels
O to embrace rainforest
preservation and water
conservation
Marriott continues to update and
upgrade its CSR efforts
O pushing forward to improve and
expand upon its work in all
areas of sustainability.
Study Questions
1.
2.
3.
Sometimes there is resistance to practicing social and environmental
sustainability in CSR efforts because these practices must be balanced with
profitability. What can various stakeholders do to help ensure that this
balance—the TBL of people-planet-profits-- is the focus of sustainability
efforts?
Compare and contrast Marriott‘s CSR efforts with those of another prominent
lodging or hospitality company. Use references to make the comparison.
One focus of sustainability is to buy local and fair trade goods, including
foods, beverages, household goods, and furniture. Write a plan for purchasing
for the lodging industry, or another segment of the hospitality and tourism
industry, based on current and future trends in the global economy, with a
focus on CSR and the TBL of sustainability. Cite at least two references.
International Cases in Sustainable Travel & Tourism
Study Questions
3.
4.
Globalisation often refers to the increased mobility of goods, services, labour,
technology, and capital throughout the world and this process has increased
dramatically with the advent of new technologies. This interconnectedness
increases interdependence and can create greater uniformity across cultures
and societies and promote greater unity and openness (Gizewski, 2009).
Discuss the benefits and drawbacks to this globalisation for CSR among those
who operate hospitality and tourism businesses. Cite at least two references.
Marriott’s CSR efforts are well integrated into its company culture and
extensive. Suggest CSR efforts that you might engage in if you were the
manager of a lodging operation. Base your ideas on what you had read about
Marriott’s CSR efforts, extend your ideas using ideas from at least two other
companies, and explain why you believe that these CSR efforts would be
effective.
International Cases in Sustainable Travel & Tourism