Prevue July-August 2017 - 11

goodbusiness

Crowdsourcing Kindness
Blazing new paths of innovation by mobilizing a diverse band of co-creators
has developed into somewhat of a superpower for Marriott International.
The #LoveTravels mosaic debuted
last year with contributions from "Orange
is the New Black" actor Laverne Cox and
other celebrities and thousands of LGBT
supporters from over 90 countries. The
campaign included a partnership with the
recently opened Smithsonian National
Museum of African American History &
Culture and an "EncouragHERS" luncheon
celebrated the contributions of women in the
African American community. #LoveTravels
has also raised donations for recent
immigrants and future African American and
Latino projects are in the works.

Embracing Diversity
Actor Tituss Burgess with #LoveTravels mosaic

A

few years out of the gate, the
company's Travel Brilliantly
campaign is still spinning usergenerated ideas for improving upon the
millennial hotel experience into gold.
Likewise, the success of the world's first
live-beta hotel, the Charlotte Marriott
City Center, is a direct result of real-time
guest feedback submitted through onsite beta buttons. M Beta, as the project
is called, inspired the first pop-up hotel
innovation labs in L.A.'s downtown Aloft
and Element hotels this year. These
are the kinds of innovations that we've
come to expect from Marriott. A lessor
known facet of its hotelier personality is
its pioneering stance on diversity both in
its workforce and hotels. This brings us
to one of Marriott's latest user-generated
innovations: crowdsourcing kindness.

Forget Four Walls
Marriott's focus on "purpose priorities" is
rooted in the idea that the hotel experience
does not begin or end at the hotel; where
you're staying isn't always where you're going.

This sense of responsibility has taken shape
in the hotel company's global, year-round
#LoveTravels campaign for equality. During
Pride Month this past June, #LoveTravels
put the spotlight on homeless LGBT youth-
which account for nearly four in 10 homeless
youths in the US-by calling for in-person
and online expressions of unconditional
acceptance and love in the form of paintings,
doodles, photographs and handwritten notes
that were added to an ongoing mosaic.
The #LoveTravels art installation rose
in Washington, DC's Freedom Plaza ahead
of Capital Pride, and local personalities and
celebrities such as "Unbreakable Kimmy
Schmidt" actor Tituss Burgess dropped
by to contribute and create some noise
for the cause. Marriott donated to the
True Colors Fund and Casa Ruby, two
organizations that help homeless LGBT
youth, for every original submission created
on-site or tagged #LoveTravels and
#MyPride on Twitter and Instagram. Seven
Marriott properties-North Carolina to Sao
Paulo-also held art "expression sessions,"
which will be added on to the mosaic.

Marriott knows that diverse partnerships
facilitate an exchange of ideas that lead to
innovation. This idea plays out in numerous
ways, including the fact that more than
800 of its 6,100 worldwide properties are
owned by women and minorities. The
goal is to have 1,500 hotels owned by
women and minorities by 2020. Multicultural awareness is also a touchpoint of
Marriott's employee training. The company
hosts annual educational "Culture Days" for
associates around the world that plunge
them into a particular culture in effort to
foster cultural sensitivity and awareness
that translates naturally into business
exchanges. These retreats have lasted as
long as seven days and often include field
trips into various ethnic districts within a city.
Recent cultural training has also
touched on the importance of family, food
and relationship building in India; business
hierarchy and status in China; kosher
food and its impact on catering for Jewish
guests, and understanding Ramadan,
Islam and halal foods in the Middle East.
While Marriott's next goodwill initiative
is yet to be determined, its overarching
objectives remain clear: diversity is good for
business.-Johnalee Johnston
marriott.com

prevuemeetings.com | 11


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