Marriott latest hotel group to align CSR with the Global Goals

Marriott's Serve 360 Empower commitments

Marriott's Serve 360 Empower commitments

Marriott International launched the group’s new CSR strategy called Serve 360 and is the latest global group to align responsible business activities with the United Nations’ Sustainable Development Goals (SDGs).

The company says the new sustainability and social impact initiative is designed to foster business growth while balancing the needs of associates, customers, owners, the environment and communities.

Called Serve 360: Doing Good in Every Direction, the platform includes commitments for 2025 to:

  • Reduce water by 15%, carbon by 30%, waste by 45% and food waste by 50%
  • Contribute 15 million associate volunteer hours, 25% of which will be skills-based, to capitalize on personal talents and core business skills
  • Train 100% of associates to know the signs of human trafficking
  • Embed human rights criteria in recruitment and sourcing policies

Ray Bennett, Chief Global Officer, Global Operations at Marriott International and Serve 360 Executive Leadership Council Co-Chair said, “As the global hospitality leader with properties and associates across 125 countries and territories, Marriott International has a global responsibility and unique opportunity to be a force for good in all aspects of our business – from helping to reduce carbon and water use to providing our associates with human trafficking awareness training.

“We recognise that how we do business is as important as the business that we do. Incorporating environmental and social initiatives, including human rights awareness training, into our business is not only the right thing to do, it has a direct impact on our profits and beyond.”

Guided by the United Nations’ Sustainable Development Goals, Marriott created Serve 360 to guide the company’s commitment and deliver positive results through four priority areas or “coordinates”:

  • Nurture Our World – Advancing the resiliency and development of our communities.
  • Sustain Responsible Operations – Reducing the company’s environmental impacts, sourcing responsibly and building and operating sustainable hotels.
  • Empower Through Opportunity – Helping people prepare for jobs in the hospitality industry.
  • Welcome All & Advance Human Rights – Creating a safe and welcoming world for associates and travellers alike.

Tricia Primrose, Global Chief Communications Officer at Marriott International and Serve 360 Executive Leadership Council Co-Chair said, “Building off our 2007 Sustainability goals, Marriott is proud to issue our next generation of goals, inclusive of social and human rights targets to address some of the world’s most pressing challenges.

“Associates and customers want to work for and do business with a company that aligns with their values and drives positive community impact. We are proud to be part of the solution.”

The platform also builds on Marriott’s support for ITP’s Goals and Vision for 2030. The International Tourism Partnership is the hotel industry’s voice for sustainability, leading the sector to a fairer future for all. The organisation launched Goals on carbon, water, youth employment and human rights, supported by its members. They are:

  • YOUTH EMPLOYMENT: Collectively impact one million young people through employability programmes by 2030, thereby doubling the members’ current impact on youth unemployment.
  • CARBON: Embrace science-based targets, and encourage the wider industry to join in reducing emissions at scale
  • WATER: Embed water stewardship programmes to reduce the number of people affected by water scarcity; also improve water-use efficiency and identify ways to address water scarcity.
  • HUMAN RIGHTS: Raise awareness of human rights risks, embed human rights into corporate governance, and address risks arising in the labour supply chain and during hotel construction.

Learn more about Serve 360 and Marriott’s commitments here.

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