Serve 360: Doing Good in Every Direction is Marriott’s refreshed sustainability and social impact platform. It builds on the company’s efforts to support communities across the globe through everyday operations and guest interactions.
“As the global hospitality leader with properties and associates across 125 countries and territories, Marriott International has a global responsibility and unique opportunity to be a force for good in all aspects of our business — from helping to reduce carbon and water use to providing our associates with human trafficking awareness training,” said Ray Bennett, chief global officer, global operations, Marriott International. “We recognize that how we do business is as important as the business that we do. Incorporating environmental and social initiatives, including human rights awareness training, into our business is not only the right thing to do, it has a direct impact on our profits and beyond.”
The Serve 360 agenda is organized into four core pillars: Nurture Our World, Sustain Responsible Operations, Empower Through Opportunity, and Welcome All & Advance Human Rights. Each pillar guides Marriott’s policies and programs, helping align daily practices with long-term social and environmental goals.
Marriott has also set measurable targets to track progress through 2025. The company aims to lower water consumption by 15 percent and reduce carbon emissions by 30 percent. Waste reduction is another priority, with goals to cut overall waste by 45 percent and food waste by 50 percent. To strengthen community engagement, Marriott plans to generate 15 million associate volunteer hours globally, with at least 25 percent of those hours focused on skill-based volunteering. A further commitment is that all associates will receive training to identify and respond to signs of human trafficking.
These commitments reflect Marriott’s strategy to integrate sustainability and human rights into its operations, from energy and resource management to associate training and community service. By setting clear, time-bound goals and emphasizing measurable outcomes, the company aims to make its sustainability work transparent and trackable. The program also highlights the role of associates in delivering impact—through volunteerism, responsible practices at properties, and awareness training that supports guest and community safety.
Serve 360 positions Marriott to reduce environmental footprint while advancing social priorities, showing how a global hospitality company can embed responsibility into everyday business decisions. Tracking progress against the 2025 targets will allow Marriott to report on results and refine efforts where needed, reinforcing accountability and continuous improvement across its global portfolio.