Marriott

Marriott Hotels Tribute

‘Uncovering the DNA of sincere service in boutique hotels’

Challenge

Marriott’s Tribute Portfolio wanted to define what ties together their collection of independent boutique hotels. And how to bring to life one of its brand pillars: sincere service. As a brand, they celebrate the character of each hotel and want to protect their individuality. We needed to understand the mindsets, motivations and conditions that foster sincere service, which leads to high-quality, authentic experiences.

Result

To uncover what sincere service means we needed to understand how ‘Sincerity’ is achieved within organisations, benchmarking best in class examples, and determining the attributes and actions which go into creating these experiences. All the insights lead us to identify six key behaviours that make up sincere service, which touch employees at all levels

The team then took these insights into co-creation workshops, leading to a program of learning and development, in how to provide training for employees to create a high quality and harmonious service style across multiple locations. From guidance on how to hire personalities that fit their brand, to step-by-step instructions to run creative exercises, Tribute Portfolio now has the foundations to build out a comprehensive toolkit for their independent hotels.

My role

Research of benchmark examples delivering ‘Sincere Service’

Analysis of how ‘Sincerity’ is achieved within organisations

Assessment and recommendations how to train and achieve truly authentic ‘Sincere Service’

Methodologies

Secondary research (Benchmarking, Trend research)

Proposal assessment and Strategy