Managing Cultural Issues in Hospitality - A Case Study of Marriott Hotels

This case study discusses how Marriott Hotels manages cultural issues in the hospitality industry. It covers Marriott's organizational values, brands, and message to project itself as a people-friendly, customer-oriented, and socially responsible business. The target audience includes customers, employees, and stakeholders associated with Marriott Hotels.

Managing cultural issue in
hospitality
Task 2

The target audience
 Could be anyone who in some or the other way
is associated with Marriott Hotels
 It can be the likes of customers or existing or
potential employees
 Various other stakeholders

About Marriott
 It is an American hotel, operating at international scale.
 Founded by J. Willard Marriott in 1927.
 It is world's one of the renowned brand names in the
hospitality industry.
 Since establishment has grown at a rapid pace.
 Today, it has more than 4087 properties in over 80
countries.
 Total of 697,000 existing rooms; additional 195,000 in
coming years.

Brands of Marriott
 Signature brands
 Marriott Hotels & Resorts
 Delta Hotels
 Luxury
 BULGARI Hotels & Resorts
 JW Marriott Hotels & Resorts
 Renaissance Hotels
 Ritz-Carlton

Contd...
 Lifestyle
 AC Hotels
 MOXY Hotels
 Autograph Collection Hotels
 Destination Entertainment
 Gaylord Hotels
 Marriott Vacation Club (MVC)

Contd...
 Extended stay lodging
 Residence Inn by Marriott
 Town Place Suites by Marriott
 Marriott Executive Apartments
 Time share
 Marriott Grand Residence Club
 The Residences at the Ritz-Carlton
 The Ritz-Carlton Destination Club

Organizational Values of Marriott
 We put people first
 We pursue excellence
 We embrace change
 We act with integrity
 We serve our world

We put people first
 Focuses on 'taking care of associates', i.e. the
employees
 Conducts regular training and development sessions
 Motivates through different reward programs
 Emphases skill development and enhancement
 Gives recognition to employees for their efforts in
the company
 Ample opportunities for staff members to grow and
develop

We pursue excellence
 Attention to training and development of skills
of employees
 Superior customer services
 'Good food and good services at fair prices'
 'Attention to detail'
 Dedication towards fulfilling and satisfying
demands of customers
 Uses latest technological tools and methods

We embrace change
 Innovation forms a major part of operations of
the hotel
 Use of different change management tools and
techniques
 Emphasis on modifying business operations as
per trends in the market
 Attempts to accomplish every need and demand
of the customers

We act with integrity
 Emphasis on honestly performing business functions
 Philosophy of the organization is 'how we do business
is as important as the business we do'
 Follows different ethical and legal standards
 Regularly conducts meetings with government to
discuss legislations and policies; along with
improvements that could be brought
 Existence of different policies like employee policy;
supply chain policy; environmental policies;
commitment to human rights and social responsibility

We serve our world
 A lot of emphasis on Corporate Social Responsibility (CSR) related activities
 “Spirit to serve”
 Focuses on five global issues:
 Poverty alleviation
 Safeguarding the environment
 Community workforce development
 Well being of children
 Global diversity and inclusion
 Conducts regular and thorough analysis of different resources that it
consumes as well as ways to safeguard and eventually replenish it.
 In this context ,hotel follows different responsible business principles

Messgae that company wants to
project
 People friendly organization: Through this organizational
value, the company aims at developing an image for self
that it is a firm which puts a lot of emphasis on its
employees as well as the customers.
 Customer oriented enterprise: It aims to function as a
customer oriented firm, i.e. its goal is to satisfy the
customer demands and keep them happy and satisfied
with the organization.
 A firm that modifies according to market trends: Here, the
hotel attempts to become a firm that changes or modifies
its operations on basis of latest trends prevailing in the
market as well as needs and demands of customers.

Contd...
 Honest corporation: Through this value,
Marriott hotel aims at projecting itself an a
business that prefers maintaining honesty in its
operations
 Socially responsible business: The company
gives importance in conducting different CSR
activities, altering its image to an enterprise
which is socially responsible.

Examples how the company delivers
the message
 People friendly organization: In order to develop its image as a
people friendly enterprise, regular training sessions are conducted so
that skills of employees can be enhanced. Furthermore, numerous
growth opportunities are also presented to the staff members. High
employee retention rate is proof that delivers this message.
 Customer oriented enterprise: Fact that management conducts
regular search of target market so as to identify and understand new
trends in terms of customer demands and needs, explains that the
hotel is customer oriented.
 A firm that modifies according to market trends: Market research is
an integral part of functioning of the hotel. Through various tools
and techniques of market research, company attempts to adjust as
per market trends.

Contd...
 Honest corporation: Regular auditing of workplace
explains that the hotel is honest and transparent with
its operations. In addition, autonomous power has
been given to the legal department.
 Socially responsible business: A lot of focus and
attention is paid in conducting different CSR
activities. This way Marriott hotel can be considered
as a socially responsible business firm.

Benefits to target audience
 Since the target audience could be anyone for
the hotel, who have something or the other at
stake in the company.
 Customers can be benefited by way of
receiving high quality products and/or services.
 Their needs and demands can be fulfilled with
ease and comfort.

Contd...
 Employees both existing and potential can be
benefited by way that they get an opportunity
to work in world's one of the leading
hospitality firms.
 Further the workforce members would get
ample development opportunities as well as
monetary and non-monetary benefits,
according to position they hold in the hotel.

References
 Core Values & Heritage., 2015. [Online]. Available through:
<http://www.marriott.co.uk/culture-and-values/core-values.mi>. [Accessed
on 9th October 2015].
 Festing, M. and Maletzky, M., 2011. Cross-cultural leadership adjustment—
A multilevel framework based on the theory of structuration. Human
resource management review. 21(3).pp. 186-200.
 French, R., 2010. Cross-cultural management in work organisations. CIPD
Publications.
 Gefen, D. and et. al., 2005. Cultural diversity and trust in IT adoption.
Journal of Global Information Management. 13(1).pp. 54-78.
 Gupta, V. and Fernandez, C., 2009. Cross-Cultural Similarities and
Differences in Characteristics Attributed to Entrepreneurs A Three-Nation
Study. Journal of Leadership & Organizational Studies. 15(3).pp. 304-318.

Thank You!!!