Dive Brief:

• Marriott International launched a new people brand, Be, across its global portfolio of more than 8,300 properties and 30 brands, the company announced in a press release.
• The Be brand, which Marriott said will focus on three pillars — begin, belong and become — is designed to attract and retain talent and help associates “grow professionally and personally.”
• Be will highlight “traditional and nontraditional” hospitality opportunities across operations, food and beverage, sales and marketing, systems engineering and tech roles as hotels build back their workforces from the pandemic.

Dive Insight:

As worldwide travel continues to strengthen following the pandemic, Marriott — like many hoteliers — is prioritizing investment in its global workforce.

Nearly 80% of hotels experienced staffing shortages following the pandemic, per a study from American Hotel & Lodging Association, leading hoteliers to provide new incentives to fill vacancies. AHLA found that 71% of respondents are increasing wages, 64% are offering greater flexibility with hours and 33% are expanding benefits.

Marriott’s new people brand Be is designed to empower associates to fulfill their career goals and offer personal and professional growth opportunities.

“As we focus on strengthening our culture, expanding our global workforce, and positioning the company for continued growth, we are excited to build on our people-first culture with Be,” Anthony Capuano, president and chief executive officer of Marriott International, said in the announcement. “Be will help us fulfill our purpose of connecting people through the power of travel by empowering and supporting our associates."

Long before the pandemic, Marriott was taking steps to attract and retain associates, including launching initiatives like its global well-being program and digital learning platform with access to a range of foundational learning programs.

However, hotels may still be facing an uphill battle. A study by researchers at the University of Houston Conrad N. Hilton College of Global Hospitality Leadership found that of 326 skilled hospitality workers surveyed, 47% were furloughed or laid off as a result of COVID-19 workplace restriction orders, resulting in lingering anger toward the industry at large.