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Leadership in Energy and Environmental Design (LEED®) and the Green Building Certification
Institute, Marriott forwarded green hotel development. In 2011, Marriott developed the
first LEED Volume Program to provide a streamlined path to certification for the hospitality
industry through a green hotel prototype. Furthermore, Marriott is a founding member of
the Hospitality Sustainable Purchasing Consortium (HSPC), which measures the
sustainability of suppliers and their products through an industry-wide index. Marriott have
teamed-up with its vendors to supply products that conserve energy, reduce waste and are
made of sustainable materials like low-energy light bulbs, water-saving showerheads,
recycled key cards and pens, biodegradable laundry bags, etc. In addition, Marriott provides
guidance to its hotels to encourage sustainability in the kitchens and restaurants through
purchasing organic and responsibly sourced food, recycling cooking oil, etc. In addition,
Marriott was also recognized for its continued efforts to implement innovative methods for
making its hi-tech operations more energy efficient and less wasteful (Marriott Ranks High
on InformationWeek 500 as an Innovative User of Technology, 2009)
Process innovation: promoting apps and smart streamlined technologies
Process innovation refers to the implementation of a new or significantly improved
production or delivery method, and may include significant changes in techniques,
equipment, and other processes (OECD, 2015). Process innovations are often linked to
technological developments (Gunday et al., 2011). For instance, hotel smartphone apps
have almost become an industry standard; therefore, more and more hotels are developing
apps for more unique and impressive customer experiences. As apps and smart streamlined
technologies are going mainstream, more hotel chains are providing their clients with
possibilities to use their smartphones to access hotels rooms and hotel services.
Marriott hotels are no exception. Marriott guests can use their smartphones for mobile
check-in, mobile requests and as mobile keys (mobileamarriott.com). This app allows guests
to access a wide variety of services including the ability to order room service, set a wake-up
call, etc. Another Marriott’s expansion in app innovations is the launch of CUR8, an
experience-oriented app that allows guests to share their favorite travel moments through
digital videos on their personal social media networks. Guests can use CUR8 to create digital
souvenirs through a combination of their own personal videos and photos and selecting
from a selection of Marriott property images. App users also have the option to set their
videos to music and add text featuring personalized messages to their short films (JW
Marriott Hotels & Resorts Launches Experience-Driven CUR8 App for Travelers, 2014).
Marketing innovation: offering customers a virtual reality experience
Marketing innovation refers to the implementation of a new marketing method involving
significant changes in product design or packaging, product placement, product promotion
or pricing. Marketing innovations are aimed at better addressing customer needs, opening
up new markets, or newly positioning a firm’s product on the market, with the objective of
increasing the firm’s sales” (OECD, 2005). It entails actions such as detecting new segments,
redesigning promotional messages or introducing new alternative pricing methods (Ladany,
1996). Marketing innovations are highly important in the hotel industry since that play a key
role in attracting new clients.
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