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Marriott International

Corporate Social Responsibility and the Sustainable Tourism


Practices of Marriott International
Cynthia S. Deale

International Cases
in Sustainable
Travel & Tourism
Benckendorff
& Lund-Durlacher
(Eds) International Cases in Sustainable Travel & To

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
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 companys
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 Ritz-Carlton
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 Marriotts CSR efforts


reflect core values and
embrace :
Business values
Society
Environment

O Marriotts environmental
vision and goals provide a
context for the case

International Cases in Sustainable Travel & Tourism

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.

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.

International Cases in Sustainable Travel & Tourism

Study Questions
1.

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 balancethe TBL of
people-planet-profits-- is the focus of sustainability efforts?
2. Compare and contrast Marriotts CSR efforts with those of
another prominent lodging or hospitality company. Use
references to make the comparison.
3. 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
International
Cases in Sustainable Travel & Tourism
references.

Study Questions
3.

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.
4. Marriotts 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 Marriotts CSR
efforts, extend your ideas using ideas from at least two other
companies,
explain Travel
why you
believe that these CSR efforts
International
Casesand
in Sustainable
& Tourism