The hospitality industry faces intensifying pressure to balance growth with sustainability. Hotels and resorts consume vast energy and water resources, and they generate substantial waste. The hotel sector alone contributes roughly 1% of global carbon emissions, underscoring the need to shrink its environmental footprint. Industry analyses warn emissions from hospitality must fall by 66% by 2030 and 90% by 2050 (versus 2010 levels) to meet global climate goals. Water use is another concern as in some regions, the average hotel guest uses 8 times more water than local residents.

Meanwhile, travellers, investors, and regulators are increasingly aware to sustainability issues. Guests seek out greener hotels and tourism operators, and investors scrutinise companies’ carbon footprints, labour practices, and community impact. This has pushed hospitality companies to revisit their operations from the ground up. Many major hotel groups now highlight bold sustainability pledges such as embracing renewable energy, cutting waste, and investing in communities as both a competitive differentiator and a responsibility to “future-proof” their business.

Marriott’s Roadmap: Ambitious Goals and Serve 360

As the world’s largest hotel company with nearly 9,600 properties in 143 countries, Marriott International sits at the forefront of this sustainability push. The company has explicitly tied its business strategy to ESG principles through a platform called Serve 360: Doing Good in Every Direction. Under Serve 360, Marriott established a comprehensive set of 2025 Sustainability and Social Impact Goals, spanning environmental targets and social commitments. These goals organized around four focus areas (Nurture Our World, Sustain Responsible Operations, Empower Through Opportunity, and Welcome All & Advance Human Rights) map out Marriott’s plan to embed sustainability across all facets of its business.

“We want to be known as the world’s favourite travel company while fulfilling our global responsibility to be a force for good,” says Denise Naguib, Marriott’s Vice President of Sustainability & Supplier Diversity.

Marriott’s 2025 agenda sets bold benchmarks. Environmentally, the company aims to reduce carbon intensity by 30%, water intensity by 15%, and waste to landfill by 45% (with a 50% cut in food waste) by 2025. It is also striving to reach 30% renewable electricity across its portfolio. Building sustainability into hotel design is a priority as Marriott is committed to having 100% of properties certified to a recognised green building standard, with 650 hotels pursuing LEED or equivalent certification by 2025, and to develop 250 adaptive reuse projects converting existing buildings into new hotels.

On the social side, Marriott pledged to train all on-property associates in human rights and human trafficking awareness by 2025. It set goals to achieve gender parity in global leadership and increase the representation of people of colour to 25% in U.S. executive roles. The company also plans to invest $35 million in programs that develop hospitality skills and opportunities for underrepresented communities. In its supply chain, Marriott aims to responsibly source 95% of its top 10 product categories (from food and beverages to textiles and guest amenities) by 2025.

Achieving such sweeping goals is no small task, but Marriott’s leadership insists it is a business imperative.

CEO Anthony Capuano says, “At Marriott International, we take great pride in our longstanding focus on taking care of people, our communities, and the planet... We are focused on fostering a more resilient, inclusive, and responsible world for travel”.

💡Marriott associates contributed 3.1 million volunteer hours in 2023, bringing the total to over 12 million hours of service since 2016, a reflection of the company’s culture of social impact.

Cutting Carbon: Marriott’s Climate Action Journey

Climate change is a central concern for Marriott, as it is for the entire hospitality sector. From energy-hungry buildings to the carbon footprint of travel, reducing greenhouse gas emissions is both a challenge and a necessity. Marriott has committed to reach net-zero greenhouse gas emissions by 2050 across its value chain. To that end, it set science-based emissions targets and in April 2024 earned validation from the Science Based Targets initiative (SBTi) that its goals align with the latest climate science. (For example, Marriott is aiming to cut absolute emissions nearly in half by 2030 on the way to net-zero.)

Operationally, Marriott reports steady progress in decarbonising its vast portfolio. By the end of 2023, the company had achieved a 20.3% reduction in carbon intensity (emissions per square meter) since 2016, on track toward the 30% reduction goal. A cornerstone initiative is the Climate Action Program (CAP) launched in 2023 for all Marriott hotels. CAP builds “climate fluency” among hotel managers and owners and helps each property set a tailored carbon reduction plan. In practice, this means deploying energy-efficiency measures (like optimising HVAC systems and lighting) and engaging staff in conservation efforts. Marriott is also analysing climate-related risks at the property level to improve infrastructure resilience against extreme weather events.

Still, substantial hurdles remain, notably in transitioning to renewable energy. The goal of 30% renewable electricity by 2025 is ambitious, and as of 2023 Marriott’s hotels were only about 2.9% powered by renewables. To close this gap, Marriott completed a global solar feasibility study to identify high-potential sites for on-site solar installations at its properties. The company is also increasing purchases of renewable energy credits and exploring power purchase agreements to boost its access to green power. These efforts should accelerate progress toward the renewable energy target, but scaling up clean energy across thousands of hotels will require ongoing investment and collaboration with property owners and local utilities.

Even as Marriott works to cut its own emissions, it is nudging the broader travel ecosystem toward sustainability. For instance, the company has greatly expanded electric vehicle charging across its hotels, making it easier for guests to drive EVs. By the end of 2023, more than 7,100 EV chargers were installed at over 1,800 Marriott properties worldwide. Marriott is also phasing out high-carbon amenities like single-use plastic toiletry bottles in favour of bulk dispensers, an initiative expected to keep hundreds of millions of plastic bottles out of landfills each year. And it is piloting programs to cut food waste, such as smarter buffet management and donations of surplus food, to support its goal of halving food waste.

💡Marriott’s investment in electric vehicle infrastructure is paying off, by 2023 it had installed 7,100+ EV charging stations at its hotels, making sustainable travel easier for guests around the world.

Greener Stays: Renewable Energy and Sustainable Building

Marriott embeds sustainability into hotel design and construction from the start - All new hotel prototypes are now required to meet LEED or equivalent green building standards. This ensures each new property integrates energy-efficient systems, water-saving fixtures, and sustainable materials. The company also published new tools like the Sustainable Building Certification Toolkit, Solar Readiness Guide, and Building Envelope Design Guide to support architects and developers in executing these standards across the portfolio.
Progress toward full certification is underway but remains a challenge - Marriott aims for 100% of its properties to be certified to a recognized sustainability standard by 2025, with a target of 650 hotels pursuing LEED or similar certification. As of 2023, 378 hotels had either achieved or were in the process of obtaining certification, while overall, just under 10% of Marriott properties held verified sustainability credentials. The company continues to support adoption by guiding hotel owners and offering technical resources.
Adaptive reuse is a core part of Marriott’s sustainability strategy - Rather than building from scratch, Marriott converts existing structures such as historical buildings and former office spaces into hotel properties. This approach reduces construction waste, conserves materials, and often preserves local heritage. By the end of 2023, Marriott had completed 247 adaptive reuse projects with another 126 in the pipeline, making it likely to surpass its 250-project target by 2025.
Operational upgrades support energy, water, and waste reduction - Marriott is modernizing its hotels with LED lighting, smart thermostats, low-flow water fixtures, and smart irrigation systems. It has already cut energy intensity by 9.8% and water intensity by 9.3% since 2016. To reduce waste, the company is eliminating single-use plastics and piloting food waste tracking software across properties. Hotels are also adopting small-batch buffet cooking and donating excess food to local charities, aligning with the 2025 goal to reduce food waste by 50% and landfill waste by 45%.

Responsible Sourcing: Greening the Supply Chain

Marriott’s sustainability commitments extend into its vast supply chain – the food, products, and materials that support its operations. The company identified 10 priority categories for responsible sourcing, including key areas like meats, seafood, coffee, bottled water, guest amenities, paper products, and textiles. By 2025, Marriott intends to source 95% of these priority goods from suppliers that meet its sustainability and ethical criteria.

One high-profile pledge is the shift to 100% cage-free eggs globally by 2025. This move is well underway as in 2023, 56% of eggs purchased for Marriott’s U.S. hotels (and 47% in Canada) were cage-free, a substantial leap as the deadline nears. Similarly, Marriott has partnered with organizations like the World Wildlife Fund to improve fisheries in sourcing regions, helping ensure the seafood served in its restaurants is sustainable.

Using its purchasing power, Marriott is pushing suppliers to improve. By 2023 the company required all contracted suppliers in those top categories to provide information on product sustainability and any social or human rights impacts. By 2025, this requirement will extend to all centrally managed suppliers. In practice, vendors must disclose data on carbon footprints, sourcing, and labour practices for their products. This transparency helps Marriott favour suppliers aligned with its values and identify hotspots for improvement. Additionally, Marriott leverages tools like the MindClick Sustainability Assessment Program (MSAP) to rate the environmental and social performance of furniture and equipment suppliers, aiming for all top-10 furniture categories to achieve top-tier sustainability scores by 2025.

Local sourcing is another focus. Marriott has a target to source 50% of all produce locally by 2025, a step that cuts emissions from transport while investing in local farmers and suppliers.

People and Communities: DEI, Human Rights and Social Impact

For Marriott, promoting diversity, equity, and inclusion (DEI) and uplifting communities is as fundamental as any environmental goal, it’s part of the company’s DNA. At a time when some businesses have wavered in their DEI commitments amid political pressures, Marriott’s leadership has taken a firm stand. The company insists that inclusivity is non-negotiable, tying it back to a 100-year legacy of welcoming all.

“We welcome all to our hotels, and we create opportunities for all – fundamentally, those will never change,” CEO Anthony Capuano declared, reaffirming Marriott’s values regardless of external headwinds.

This top-down stance is backed by action. Marriott has made strides toward its diversity goals, coming close to gender parity in leadership by 2023, and in the U.S. it surpassed its target with 25% of executive roles now held by people of colour. Efforts like mentorship programs and partnerships with organisations that connect underrepresented talent to careers in hospitality have helped drive this progress.

The company also steps up in times of crisis: after the Maui wildfires in 2023, Marriott contributed about $5.5 million in relief aid for affected associates and neighbours. Furthermore, Marriott has committed to hiring at least 3,000 refugees by 2026, working with the Tent Partnership for Refugees to provide jobs for people displaced by crises.

On the human rights front, Marriott is widely regarded as a leader in combating human trafficking in the hotel industry. To date, it has trained over 1.2 million associates to recognise and respond to trafficking situations, closing in on its goal of training every employee. Marriott also deploys technology to fight exploitation, blocking known child sexual abuse websites on hotel Wi-Fi networks. And it is embedding human rights criteria into its hiring and procurement practices to prevent abuses like forced labour from occurring anywhere in its business or supply chain.

Importantly, Marriott sees these social efforts as inseparable from its business success. Happier employees and healthier communities tend to translate into better service and stronger brand loyalty. Marriott’s employee retention far outpaces the industry average – it retains around 90% of its workforce, versus about 57% industry-wide, a difference likely helped by its “people first” culture. In turn, a stable, engaged workforce is better equipped to deliver the high-quality service that keeps guests returning.

Context on Local Environment Concerns

Marriott’s sustainability strategy operates alongside some high-profile land-use controversies, including the proposed development near the Masai Mara ecosystem. Marriott’s safari lodge near Kenya’s Maasai Mara National Reserve has drawn criticism for its environmental and social impacts. Maasai community leaders and conservationists allege the 20-tent Ritz-Carlton camp obstructs a crucial wildlife migration corridor between the Maasai Mara and Tanzania’s Serengeti, threatening the wildebeest migration. A Maasai conservationist filed a lawsuit to block the lodge’s opening, arguing no proper environmental assessment was done and that it violated a county management plan banning new tourist accommodations in the Mara. The case highlights a broader conflict, as indigenous Maasai communities say unchecked high-end tourism is degrading their land and way of life. Marriott’s local partner (Lazizi) insists it followed regulations and that wildlife routes are unaffected, but the dispute remains unresolved in court.

Next Steps in Marriott’s Sustainability Commitment

Marriott International’s ESG journey shows both the promise and the complexity of pursuing sustainability at scale in hospitality. The company’s progress is tangible as it has trimmed its carbon footprint, invested in green infrastructure, and woven sustainability into everything from building design to supplier contracts. It has also engaged its massive workforce in volunteering and human rights training, magnifying its social impact.

Yet there is no room for complacency. Some goals remain a stretch: reaching 30% renewable energy use, for example, will require major new investments and partnerships beyond Marriott’s direct control. As 2025 approaches, Marriott will need to set a new slate of goals for 2030 and beyond, likely with even bolder climate targets and expanded social commitments. And the broader hospitality sector will need to collaborate on industry-wide solutions to achieve shared sustainability objectives.

One lesson from Marriott’s experience is that top-level commitment drives action. When leadership makes ESG a priority and integrates it into strategy, it empowers innovation at all levels. Marriott’s vocal stance from the C-suite has helped keep its initiatives on track even amid headwinds. Equally important is measurement and transparency. By tracking metrics and publicly reporting progress, Marriott builds accountability and trust with stakeholders. (Third-party validations, for instance, SBTi-approved targets further ensure its efforts are credible and not just marketing.)

Ultimately, sustainability in hospitality is a journey of continuous improvement. New challenges will emerge and new solutions will arise, but the key is to stay committed. As Marriott’s own mantra reminds us, success is never final, yet with a clear ESG compass to navigate by, the hospitality industry can steer toward a more sustainable and inclusive future.

Marriott sustainability and social impact - here

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