ENVIRONMENT AND SUSTAINABILITY IN THE HOSPITALITY INDUSTRY: JW MARRIOTT ASSIGNMENT SAMPLE 2024
Introduction
Sustainable practices refer to the enhancement of the environment, human and economic
health of resources. In the hospitality industry, sustainability is measured with three factors
such as environment, equity and economy for maintaining long-term durability of
organisations (Hussain et al. 2020). The main benefit of sustainable practices induces value
creation in the organisation by reducing the cost and maintaining innovation. Additionally,
competitive advantages are also gained with the involvement of sustainable practices in the
hospitality industry. The report has included environmental management strategies (EMS) in
maintaining the hospitality business. In this report, Marriott has been selected in finding its
sustainability practices. Moreover, current governance and certification for sustainability in
the hospitality industry has been addressed. The social, economic and environmental impact
in Marriott hotels has been depicted. With this, the application of principles of sustainability
in this organisation has been analysed. Lastly, the corporate social responsibilities in the
hospitality industry have been addressed accurately.
Environmental management strategies of the hospitality business
EMS is focused on the behaviour of people with the use of substances that are shaped by the
environment. Nowadays, the implementation of technologies is maintained as a part of
sustainability practices as it induces the customer-centric approach for maintaining their
needs without hampering the environment (Diener and Špaček, 2021). Following are the
areas of the strategies in which hospitality industry has involved its operations in managing
environment sustainability by connecting the existing strategies of Marriott
Procurement
Procurement is based on minimising the impact of environment through, which supply chain
operations can be maintained accurately. Moreover, the economic viability is managed
through long-term financial stability for promoting shared values and economic growth of an
industry (Chugunov et al. 2021). In referring to this context, the economic pillars of
sustainable procurement are managed through economic regeneration and value for money.
Marriot, which is an international hotel organisation in the hospitality industry, has induced
procurement operations by involving a diverse supplier program (Marriott, 2023). This
organisation has collaborated with Avendra group as its procurement partner in managing the
food and beverages, room operations and ground maintenance. Moreover, innovations are
involved in this organisation in maintaining procurement of services. The implementation of
competitive pricing strategy is one of the efficient ways in addressing the procurement of
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businesses accurately (Marriott, 2023). Therefore, the inclusion of the procurement is
managed in this organisation for ensuring the supplier accessibility.
Energy management
The optimisation of the organisation’s energy consumption by reducing its cost and
conserving the resources are maintained with energy management. The process of monitoring
the energy bills with energy-saving equipment in organisations are managed with the
induction of this strategy (Rathor and Saxena, 2020). In referring to this, hospitality
management is using solar energy for reducing the cost and managing electric usage.
Additionally, using low electric-consumption utilities are also included by the hospitality
industry for maintaining environment operations (Marriott, 2023). In Marriott, the
involvement of energy management is managed through reduction of energy intensity by
13.2%, which has assisted in maintaining the sustainability operations accurately. Moreover,
the organisation has involved $471,891 USD in maintaining energy cost savings by which the
business has managed energy efficiently (Marriott, 2023). This has been possible in the
organisation due to reducing the renewable energy usage by 30% in the organisation.
Water management
Nowadays, water management is one of the crucial processes for maintaining the business
operations by which the sustainability of business is maintained accurately. As per the views
of Craswell (2021), there is an issue across the world as the water in the earth is being
reduced. This is negatively impacting the management of natural resources in the
environment. Additionally, in the hospitality industry, water consumption is necessary for
providing the services to customers. Thus, implementation of water management techniques
is essential for the industry. Marriott with its operational efficiency has induced CDP water
security for conserving the water (Marriott, 2022). Moreover, the kitchen wastewater is being
reused for gardening or other purposes in maintaining the efficient usage of water. This
organisation has also targeted to reduce the water intensity of 15% by 2025 (Marriott, 2022).
It has induced a ground water recycling process for managing the water supply processes
accurately.
Waste management
This is another important sustainability strategy that an organisation needs to involve in
maintaining the sustainability practices appropriately. Recycling and reusing of raw materials
used in an organisation and eliminating waste are the major processes by which the business
developments can be managed accurately (Saeed and Yas, 2023). The usage of renewable
sources of raw materials are required to be involved for ensuring the waste management. ENVIRONMENT AND SUSTAINABILITY IN THE HOSPITALITY INDUSTRY: JW MARRIOTT ASSIGNMENT SAMPLE 2024
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operations in the organisation. In the hospitality sector, the reduction of plastics has been
induced for ensuring the waste management operations that have assisted in maintaining the
business operations appropriately in maintaining sustainability. Along with this, Marriott in
its Bangkok unit has successfully managed the waste reduction process (Marriott, 2020). 99.6
tons of food waste is saved in the organisation [Refer to Appendix 1]. Additionally, it has a
target to reduce the food waste of 50% by 2025 in maintaining food preservation (Marriott,
2020). In ensuring this, the organisation has rescued 174,000 meals in the organisation.
Operations Management
Operation management is one of the integral parts of environmental responsibility, which
assists in maintaining supply chain operations with proper sustainability (Diener and Špaček,
2021). The stakeholder’s expectations are prioritised in any industry for managing operations
with proper sustainability. In the hospitality industry, the involvement of the environment
friendly practices is induced for managing the operation correctly (Legrand et al. 2022). For
this, communication with supplies and customers are important for spreading the awareness
of environment friendly approaches. The organisations of the hospitality industry are
inducing environmental policies by which the business developments can be managed
accurately. Apparently, Marriott has managed its operation with the Sustainable Development
goals of the UN. The inclusion of goals 6, 7, 8, 11 12, 13, 14 and 15 are induced in this
organisation for operating responsibly with environment sustainability (Marriott, 2024). The
organisation is also focusing on local sourcing for avoiding pollution from the supply
operations in the organisation.
Current certification, governance and provenance related to sustainability in the
hospitality industry
Different policy interventions as well as strategic considerations are largely referred to across
the hospitality industry as an integral part of promoting sustainability. The sustainable
hospitality guidelines are eventually followed for this purpose across the sector covered with
a strong set of principles. Most enhanced focus, in this case, is kept on the reduction of
negative environmental impact of respectful events including energy consumption as well as
water usage and others (Weforum, 2022). Along with this, the hospitality guidelines also
reflect a positive awareness level among the stakeholders regarding the maintenance of
environmental standards.
A comprehensive focus of the hospitality industry can also be highlighted towards the
consideration of sustainable procurement policy under the lights of responsible procurement
strategies. According to this guideline, respective hotels and hospitality service providers
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should be attentive towards local products rather than focusing on imports. The consequences
of recycling are largely preferred as an integral part of encouraging minimal packaging for
the products with the reusable containers (Weforum, 2022). The aspects of supplier
collaboration are provided with enhanced significance, in this case, by preferring transparent
communication and provision of fair prices for services and offerings. On the other hand,
effective resource allocation attributes are also largely signified across the hospitality
industrial sustainability standards.
Increasing prospects of governance can also be highlighted across the hospitality sector
concerning the maintenance of sustainability measures. The scope of waste management can
also be considered for this purpose, which is largely focusing on removing plastic waste from
the hospitality industrial operations. Apart from that, the hospitality sector has been widely
attentive to consider sustainable certifications based on providing effective and attractive
energy efficient facilities and options. For example, active preference of green key and green
globe, LEED and others can be highlighted (LinkedIn, 2024).
With reference to the aspects of certification and provenance for sustainability, Marriott has
also increased their focus on ensuring effective certification to obtain sustainability measures.
The organisation is looking forward to consider 100% sustainability certifications for
Marriott international hotels across the globe where 650 Marriott hotels are likely to pursue
LEED certification or equivalent by the end of 2025 (Marriott, 2024). Along with this, the
consequences of effective governance are also formulated by Marriott as an integral part of
abiding by the sustainability attributes concerning the reduction of negative environmental
impact, generation of waste, carbon emission and others. Along with this, Marriott is also
observed to consider the completion of DEKRA certification while considering the audit of
their energy management system under the lights of ISO 50001 standard (Clean energy
ministerial, 2024). These aspects are equivalently indicating perceptual focus and intention of
Marriott management to consider effective governance and focus towards the inception of
sustainability standards and measures. The governance framework of Marriott International
also reflects the consideration of sustainable operations and design with responsible sourcing
attributes through the integration of leading environmental and social practices across their
supply chain operations (Marriott, 2024). All these aspects are reflecting concise interlink
between the governance and sustainability in Marriott with reference to the hospitality
industrial standards.
Social, environmental and economic impacts of the chosen hospitality industry
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The hospitality industry, including prominent organizations such as JW Marriott, is
profoundly affected by a multitude of social and environmental elements that have a
substantial impact on its operations and strategic choices (Aguiar-Quintana et al. 2020). It is
essential to address these elements to effectively deal with the problems impacting the sector
and remain in line with changing customer expectations and sustainable practices.
Figure 1: Unemployment in the Hospitality industry
(Source: Htrends, 2023)
Rates of unemployment have a big impact on the hotel industry with a 15% unemployment
rate that has recovered by 0.6% in 2023 (Htrends, 2023). Staffing at upscale venues like JW
Marriott can be directly impacted by fluctuations in employment availability and labour
stability. While high unemployment rates may attract more applicants, they also frequently
lead to a more temporary workforce, which negatively affects the continuity and quality of
services. On the other hand, low unemployment may result in more talent competition and
higher labour expenses (Dogru et al. 2020).
Issues with data security gravely compromise the operations and brand of luxurious hotel
businesses such as JW Marriott. It is essential to protect visitors and their personal
information from cyber threats and breaches owing to the enormous amount of information
that is gathered regarding them for reservations and loyalty programs (Shabani and Munir,
2020). The confidence of customers may be seriously undermined by a single security
breach, which can negatively affect the brand's reputation and customer retention. The hotel
industry's environment is continuously shaped by changing customer demands (Gwebu and
Barrows, 2020). As a result, JW Marriott needs to adjust to changing customer tastes, which
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includes the need for more customization. This exerts a strain on established service models
by requiring the use of modern technology in order to provide personalized services while
retaining human interaction (Anichiti et al. 2021).
Environmental issues like waste management and pollution have a big influence on how
sustainable hospitality firms try to be. Approximately 1% of the world's carbon dioxide
emissions come from the hotel sector in 2021 (Planbe Eco, 2023). This equates to about 45.7
million households that could be powered annually by the 363 million tons of carbon dioxide
that hotels produced in 2021 (Planbe Eco, 2023). As a result, there is increasing pressure on
JW Marriott, a premium chain, to implement environmentally friendly procedures,
particularly with regard to waste management and minimizing plastic consumption.
Luxurious service has to exist with sustainable practices, which means major investments in
innovative solutions and operational adjustments that affect logistics and cost structures.
Application of the principles of sustainability
The hospitality industry, including JW Marriott, may benefit substantially from the adoption
of sustainable practices like water conservation, green energy adoption, waste reduction, and
energy conservation. These practices not only align business practises with environmental
responsibility but also improve operational efficiency and customer satisfaction (Floričić,
2020). One of the most important components of sustainability in the hotel industry is water
conservation. A significant quantity of water is used every day by hotels, including JW
Marriott, for both operational and guest services. Research indicates that the typical daily
water use per hotel room ranges between 100 and 400 gallons (Pure Blue Sustainability,
2023). Using water-efficient technology, including intelligent water systems and low-flow
fixtures, not only minimizes water usage but also cuts utility expenses. Moreover, the
integration of water reuse systems may considerably reduce the ecological footprint of water
use, therefore augmenting the brand's environmentally conscious reputation (Legrand et al.
2022).
Another crucial step toward sustainability for JW Marriott and the hospitality sector as a
whole is the adoption of green energy sources. The carbon footprint related to energy use can
be reduced by switching to renewable energy sources like solar or wind power. Energy-
efficient technology integration, including smart climate control systems and LED lighting,
not only lowers operating costs but also shows a dedication to sustainable practices, which
appeals to visitors who care about the environment. Furthermore, efforts to reduce waste are
essential for encouraging sustainability in hotels (Khatter et al. 2021). From food scraps in
restaurants to single-use plastics in guest rooms, the hospitality sector produces enormous
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volumes of trash. Hotels generate significantly more garbage than restaurants do, on average,
it has been seen that 118,141 kg is produced yearly. Apart from that, research estimated that
hotels generate close to 300,000 tons of rubbish annually (Juvan et al. 2023). To reduce the
amount of waste deposited in landfills, JW Marriott might implement strategies like
composting organic waste, cutting back on single-use plastics, and collaborating with nearby
recycling facilities into practice.
Corporate Social Responsibility in the Business
An extended focus has been maintained by Marriott International and their management
towards the inception of effective corporate social responsibility throughout their global
operations and business activities. For this purpose, the most increasing attention can be kept
upon the CSR strategies and practices considered by Marriott. The concept of the triple
bottom line theory can be evaluated for this purpose, which indicates three different areas to
be considered from a corporate perspective to ensure success while generating positive values
for the people, planet and profit (Pereira et al. 2021) (Refer to appendix 2). The preference of
triple bottom line focus can also be efficiently signified within the intention and operational
measures of Marriott International. The most attractive concern, in this case, highlights the
positive focus of the hotel chain towards the inception of sustainable goals with reference to
their 2025 sustainability and social impact objectives. These aspects are eventually acting as
the determinant factors to create the visionary pathway to guide their operations and CSR
focus. Along with this, the social responsibility program of Marriott is also indicating
adequate support for sustainable development and resilience for the community with heavy
investment regarding the vitality of the children as well as natural resources and others
(Marriott, 2024). These aspects are effectively enhancing the focus of Marriott management
to ensure a positive impact over the society and community while ensuring people's welfare.
On the other hand, the aspects of charitable donations are also largely referred to by Marriott
International under the lights of community engagement approach (Marriott, 2024). In this
regard, the hotel chain considered cash and in-kind donations along with fundraising
activities, volunteerism and others, which are largely helping the organisation to complete
effective philanthropic responsibilities on behalf of societal welfare. Along with focusing on
the consequences of community development, Marriott has also been attentive to ensure
positive influence over the planet and environment. The responsible procurement option as
well as the focus of Marriott management towards different sustainability measures and
standards are efficiently addressing this aspect (Marriott, 2024). The consequences of the
sustainable energy management system are also helping Marriott to put a positive impact to
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deal with the toxic consequences of climate change. The energy reduction outcomes of
Marriott indicated gradual improvement with the reduction of energy intensity by 13.2%
during 2016 (Clean energy ministerial, 2024). Marriott management has eventually
considered 100% certification for their hotel chain across the globe with the recognition of
sustainability standards by the end of 2025. The environmental goal of Marriott International
also indicates reduction of environmental footprint by 45% across their portfolio (Clean
energy ministerial, 2024). As a result of this, wider focus of Marriott management can be
signified towards the consideration of effective sustainability practices within their business
to promote responsible corporate presents across the global competitive markets. Increasing
focus on the minimization of food waste generation and others are also helping to clarify the
intention of Marriott management to empower and promote sustainability standards under the
lights of effective CSR approach.
Conclusion
It can be concluded that based on the above report the sector has many potential and complex
issues, that range from environmental management techniques including procurement, energy
and water management, waste reduction, and operational concerns to governance. The report
also sheds light on certifications and the considerable consequences of social and
environmental factors on the industry. However, incorporating sustainability principles
improves operational effectiveness, consumer satisfaction, and brand reputation in addition to
encouraging environmental responsibility. Thus, it can be concluded that in an environment
that is changing quickly, the industry's long-term performance depends on its dedication to
sustainable practices, which foster corporate citizenship and resilience.
Recommendations
Renewable energy sources
In order to supply electricity for hotel operations, the company needs to put aside funds to
implement sustainable energy sources like solar or wind turbines. JW Marriot has to
introduce water-saving fixtures, smart HVAC controls, LED lighting, and other energy-
efficient systems and appliances across the property to cut down on operating expenses and
demonstrate a commitment to sustainability.
Waste management and circular economy
JW Marriott has to reduce its usage of single-use plastics, start recycling programs, and
compost its organic waste to implement complete waste reduction activities. The company
can adopt a circular economy strategy by procuring environmentally friendly products and
materials, assisting local suppliers, and recycling resources for hotel operations.
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Strategic Marketing and Differentiation
To draw in eco-aware tourists, JW Marriot can use sustainability as a unique selling
proposition (USP). This will help the company draw attention to the hotel's sustainable
initiatives and marketing campaigns which demonstrate its dedication to eco-friendly travel
and attract an increasing number of socially and ecologically conscious customers.
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