Over the past couple of years, Marriott Hotels has introduced several vital changes to its performance framework, outlining the special importance of its sustainability-driven approach. According to the 2020 report, the company has been changing its framework to show the progression toward greater social awareness, specifically, regarding the company’s impact on the well-being of its stakeholders. Namely, in its 2020 Serve 360 Report, Marriott Hotels announced its readiness to reduce the level of plastic production, as well as support the causes associated with the management of human trafficking and poor workplace conditions (“Marriott International provides updates on sustainability and social impact progress,” 2020).
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Therefore, the effects of the company’s sustainability framework on its economic performance have been quite positive since it has allowed to improve Marriott Hotels’ current brand image and gain the appreciation of new audiences. Likewise, the causes to which Marriott Hotels has subscribed allow improving the well-being of vulnerable groups of people, while also leading to waste reduction and, thus, the improvement of the state of the planet. However, there are still several issues that managers at Marriott Hotels must address. Namely, the company needs to update its technology to improve the quality of services, as well as adopt a culturally sensitive approach for catering to the needs of diverse customers. The lack of focus on diversity currently represents the greatest threat to the company’s sustainable business strategy since it implies a partially inept approach to assessing socio-cultural factors as contributors to sustainable management of the supply chain.
To increase the extent of sustainability while maintaining the current performance rate, Marriott Hotels will need to introduce a greater variety of services into its current range of options available to its customers, while also maintaining a sustainable approach toward the use of resources. Specifically, apart from supporting the initiative mentioned above and encouraging a drop in the use of plastic, Marriott Hotels will also have to consider incorporating energy-saving technologies into its current supply chain. The specified tools should be deployed at all stages of the SCM process, including the transfer of data and the delivery of services to customers. Specifically, energy-saving and temperature-regulating appliances must be installed in every room (Marriott International provides updates on sustainability and social impact progress, 2020). Additionally, similar practices involving the sustainable use of water and other resources must be promoted within the hotel system.
For Marriott Hotels to utilize the suggested business practices, specifically, enhancing its sustainability focus while improving the quality of customer service, the company will need to shape its public image and improve its STP approach to increase the revenue flow and invest in sustainable solutions. Furthermore, it is strongly advised that Marriott Hotels should consider partnering with organizations that endorse eco-friendly approaches to SCM and the management of communication, service delivery, research and development, communication, and other vital aspects of the company’s performance. For instance, the issues associated with logistics, namely, transportation strategies, will need to be revisited so that Marriott Hotels could reduce the extent of fossil fuel consumption and the resulting CO2 emission (Marriott International provides updates on sustainability and social impact progress, 2020). Combined with the current focus on recycling and the minimized use of plastic, the proposed technique is expected to help Marriott Hotels improve the levels of sustainability in its performance, while also addressing the existing gap in the use of technological advances within its SCM. As a result, the company’s performance and eco-friendliness levels will increase.
Marriott Hotels fined £18.4m for data breach that hit millions. (2020). BBC.com. Web.
Marriott International provides updates on sustainability and social impact progress. (2020). Marriott Business Center. Web.