Marriott International Launches New People Brand, Be

BETHESDA, Md. — Marriott International has launched its new people brand, Be, as the company continues its focus on attracting and retaining top talent around the world. Be will highlight the vast opportunities within Marriott, from hotel operations and food and beverage, to sales and marketing, systems engineering and tech roles.

Marriott’s Be brand will launch globally across its portfolio of more than 8,300 properties and 30 brands. The brand will focus on three distinct pillars: begin, belong and become. With the goal of attracting and retaining top talent, Be will empower associates to fulfill their career goals, further Marriott’s commitment to creating a culture of inclusion and offer innovative opportunities to grow professionally and personally.

The launch of Be is the next step in Marriott’s journey of associate investment. As a pioneer in the hospitality industry, Marriott was the first to build and launch a digital-learning platform, providing associates with access to a range of foundational learning programs. The company was also one of the first to introduce a global well-being program over two decades ago, focused on nurturing the physical, mental, and financial health of associates worldwide. Marriott also offers its associates a range of personal and professional growth opportunities focused on building resilience, agility, and well-being.

“For over 95 years, Marriott has been committed to creating a culture of putting people first,” says Anthony Capuano, president and CEO 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 fulfill our purpose of connecting people through the power of travel by empowering and supporting our associates.”

“We are excited to launch Be as Marriott continues to invest in our associates and attract top talent,” says Ty Breland, executive VP and Chief Human Resources Officer of Marriott International. “Being recognized as a Fortune 100 Best Company for over 25 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.”

As global travel continues to remain strong, Marriott added over 200,000 associates around the world in the past year. The company is continuing to invest in and grow its workforce in 2023, offering competitive pay, benefits and rewards, 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 30 hotel brands in the Marriott Bonvoy portfolio.


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