Marriott launches new people brand Be

Marriott International Inc. has launched its new people brand, Be, as the company continues its focus on attracting and retaining top talent around the world.

“For over 95 years, Marriott has been committed to creating a culture of putting people first,” said Anthony Capuano, president/CEO, 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.”

Marriott’s Be brand will launch globally across the company’s portfolio of more than 8,300 properties and 30 brands. The brand will focus on three 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, according to the company.

The launch of Be is the next step in Marriott’s journey of associate investment. The company was the first to build and launch a digital learning platform, providing associates with access to a range of foundational learning programs. It 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.

The Be brand is launching as Marriott has been named one of the top 10 Fortune Media and Great Place To Work 100 Best Companies to Work For, a position Marriott has upheld since the list was established more than a quarter century ago.

“Being recognized as a Fortune 100 Best Company for more than 25 years reflects our commitment to our associates,” said Ty Breland, EVP/chief human resources officer, Marriott International. “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 added more than 200,000 associates around the world in the past year. It 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 portfolio, according to the company.