MarRiott

Sustainable Brand Strategy

Contributors: Allen Xie . Asmaa Alowd . Krunal Patel

Concept overview.

As a team, we chose the Marriott group to apply a multi-brand strategy on its business model and introduced a completely new brand, which has sustainability at its core.

This included studying the environmental impact through the entire life cycle of the product and service including materials and sourcing, design, manufacturing and assembly, packaging and transportation, usage experience, energy and resource consumption, and disposal.

About Marriott.

Marriott International, Inc. is an American multinational diversified hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities.

Marriott International owns the most powerful portfolio in the industry, with 30 brands and more than 6,900 properties across 130 countries and territories.

Brand Attribute.

Mission

To enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experiences.

Vision

To become the premier provider and facilitator of leisure & vacation experiences in the world.

Value

We put people first, we pursue excellence, we embrace change, we act with integrity, and we serve our world.

Target segment.

Marriott Occupancy rate.

https://www.statista.com/statistics/271096/occupancy-rate-of-marriott-international-inc-hotels-worldwide/

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Hotel service blueprint.

To understand the different divisions and tasks in a hotel, we started by studying a service blueprint for a hotel.

Marriott Sustainability strategy.

Marriott has ambitious 2025 sustainability and social impact goals for its more than 6,500 global properties and Ecolab's technologies directly impact UN Sustainable Development Goals (SDGS) into perspective. More details on their strategy on the website below. Therefore, we studied their previous and current step, to help us find solutions for other problems that haven't been dissolved yet.

“Eco-sustainable tourism is booming. According to a study published by the World Tourism Organization (UNWTO), a third of travellers prefer sustainable tourist destinations, and eight out of ten stayed in accommodations that ensured energy efficiency. Therefore, it is the hotel’s responsibility to comply with these requirements, not only to meet the user's needs in relation to the commitment to ecology and recycling beyond their own homes, but also to meet the social cause and provide added value to the tourist offering”. - Noken Porcelanosa Bathrooms

The problem.

For many guests, bathrooms are as important as the bedroom itself. Studies show that 46% of utility consumption is spent in the bathroom while staying in a hotel. On an average of 70 gallons of water per guest.

Because the bedroom/bathroom combination creates the overall footprint of the building they are the primary driver of cost and the primary area where developers may try to save money. Building down to the lowest common denominator may prove expensive long term, as future-proofing demands building up to a higher standard.

The problem breakdown:

1. Water sources & Electricity

2. Sanitary ware & furniture

3. Towels & giveaways

Bathroom Life Cycle Analysis (LCA)

Sanitary ware & furniture (Materials research)

Towels & giveaways (LCA)

Introducing ecorooms by Marriott.

We are introducing ecorooms by Marriott; a new sustainable line of hotels that is 100% environmentally friendly. At the first stages of this new product, we will be focusing on bathrooms and then expanding to room design and eventually, the whole hotel.

Brand Attribute.

Value proposition.

Road map.

Phase 1 | Bathrooms.

Phase 1 | Application (Reward system).

In this new eco strategy, we developed a reward app that allows the users to book specific eco-rooms through it, the app will show the rooms' features from green electricity, water consumption, and materials. In addition, to getting points for minimum use of resources through a measuring system that is built in the room that is connected to the app. This reward system will encourage users to change their consuming behavior.