Marriott International Introduces “Be” – A New People Brand to Foster Growth and Empowerment of Global Workforce

Marriott International, Inc.  has revealed that it will launch a new people brand called “Be,” which aims to showcase and promote the company’s inclusive and welcoming culture.

‘Be’ seeks to attract talented individuals to various traditional and non-traditional roles in the hospitality industry. The new brand will emphasize the diverse range of opportunities available within Marriott, spanning from hotel operations and food and beverage to sales and marketing, systems engineering, and technology-related positions.

The new initiative is set to launch worldwide across Marriott’s portfolio of over 8,300 properties and 30 brands. The new brand’s approach is based on three pillars: begin, belong, and become, with the aim of attracting and retaining the best talent. ‘Be’ seeks to empower associates to achieve their career aspirations, strengthen Marriott’s pledge to cultivating an inclusive culture, and provide unique opportunities for personal and professional development.

The company is introducing the Be brand at a time when it has once again been recognized as one of the top ten Fortune Media and Great Place To Work® 100 Best Companies to Work For®. Marriott has consistently held this position since the list’s inception more than 25 years ago.

“For over 95 years, Marriott has been committed to creating a culture of putting people first,” said Anthony Capuano, President and Chief Executive Officer of Marriott International. “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. We are proud to be an employer of choice for hundreds of thousands of associates who wear the Marriott name badge around the world. ‘Be’ will help us fulfil our purpose of connecting people through the power of travel by empowering and supporting our associates.”

The introduction of Be represents the company’s continued commitment to investing in its associates.

As a trailblazer in the hospitality industry, Marriott was the first to develop and launch a digital learning platform, which provides associates with access to a variety of fundamental learning programs. Over two decades ago, the company also established a global well-being program aimed at promoting the physical, mental, and financial health of associates across the world.

Additionally, Marriott offers a range of personal and professional growth opportunities designed to foster resilience, adaptability, and well-being, with the objective of cultivating more innovative, courageous, and interconnected leaders capable of driving the company forward and making a broader positive impact on its guests and communities.

“We are excited to launch Be as Marriott continues to invest in our associates and attract top talent,” said Ty Breland, Executive Vice President and Chief Human Resources Officer of Marriott International. “Being recognized as a Fortune 100 Best Company for over twenty-five years reflects our commitment to our associates. Be will help us showcase that commitment as we recognize the whole person, build trust, respect, opportunity, equity, and inclusion and provide the tools and opportunities to help our associates grow.”

Marriott is increasing its workforce in 2023, building on its addition of over 200,000 associates worldwide in the past year, as global travel remains strong.

The company is offering various incentives to attract and retain talent, including competitive pay, benefits, flexible scheduling, an increased retirement savings plan match, a newly introduced Employee Stock Purchase Plan for U.S. and U.S. Virgin Islands associates, and discounted travel across its 30 hotel brands under the Marriott Bonvoy portfolio.