How Marriott International’s Response to COVID-19 Set An Example For The Travel Industry
The Covid-19 pandemic has changed the world as we know it. Daily business operations have shifted drastically, for some industries much more than others. The hospitality industry is undoubtedly one of the hardest hit by the outbreak as travel has halted globally. Marriott International is no exception to this struggle, with many of their hotels forced to temporarily halt operations and at least one confirmed permanent closure. Marriott is the worlds largest hotel chain with a portfolio of renowned brands including W Hotels, Sheraton, Westin, Moxy Hotels and many more. The number of actions the company has taken during these unprecedented times has shown their strong commitment to their guests as well as associates.
CEO’s Sincere Message to Associates and Commitment to Forgo Salary
When the outbreak worsened Arne Sorensen, President and CEO of Marriott International released a video message to associates and on Linkedin, despite his “new bald look” as a result of cancer treatment. He began by sharing the gravity of the difficulties the company faced during this pandemic stating that the financial impacts they are facing are more severe than 9/11 and the 2009 financial crisis combined. He then shared that he will forgo his salary for the balance of 2020 in order to diminish layoffs as much as possible, in addition to the executive team taking a 50% cut in pay. Although I am not a Marriott associate, I admit to feeling rather emotional upon watching this video. This was a timely powerful speech which was informative, authentic and came from the heart. I can imagine that this honest and inspiring message is highly appreciated by associates during this trying time.
Rooms for Responders
Marriott International has committed to provide $10 million worth of hotel stays in a new initiative called Rooms for Responders. The stays will be provided to healthcare professionals working to fight against the Covid-19 pandemic in heavily affected cities such as New York City, New Orleans, Chicago, Los Angeles and many more. Whether doctors and nurses are in need of accommodation closer to hospitals or need to be separated from family members for their safety, Marriott will provide the space for those in need. They do so with the goal of supporting frontline healthcare heroes, who have selflessly supported us throughout this crisis.
Cancellations Fee Waivers
Given the unexpected changes in travel plans most have experienced, Marriott International announced that hey have implemented a new 24 hour cancelation policy, including reservations that were prepaid or non-refundable. This will of course benefit those who will no longer be able to take pre-booked trips, as well as those who would like to being planning a trip but are uncertain of the future circumstances. Given the nature of travel at this time, it’s simply the right thing to do.
We Will Travel Again
In times where the company can no longer share their typical communications, they launched a simple message which I personally found highly impactful: “We will travel again.” As a travel lover and a professional in the industry, these four simple words spread a message of hope. This message was shared across multiple social platforms. On some platforms, the message continued:
“Soon, we will step out from behind our screens. We will look each other in the eye — instead of the camera.We will clink glasses. We will exchange hugs.
We will travel again.
Until then, stay healthy and stay positive.
We’ll be waiting.”
As travel is still deemed unsafe, this is exactly the kind of communication that I as a consumer and traveler expect at the moment; a ‘we’re here when you’re ready’ mentality rather than a call to action. This message overall resonated with me deeply.
Marriott Bonvoy Members
As the worlds largest hotel group with countless accommodations to chose from, the company’s loyalty program, Marriott Bonvoy, has become widely popular globally. Marriott has announced that loyalty statues will be extended until 2020, in addition to points expirations being paused until 2021. As many customers (including myself) commit to staying loyal with the hotel group because of the marvelous rewards program, I’m sure I can speak for many when I say this is extremely appreciated.
Commitment to Clean
Marriott International has properties all over the world, some in locations that are beginning to re-open. As some properties begin to open their doors to guests again, the company has announced their new meticulous cleaning standards, Commitment to Clean, to stop the spread of Covid-19. This will include a number of cleaning regime changes as well as new cleaning technologies. During a pandemic, this is expected, but I especially appreciate the transparency and the clear information the company has shared across social media. I have recently developed new expectations for cleanliness, as I’m sure many others have, thus I am grateful that Marriott has clearly outlined their new protocols.
