In the hospitality industry, the guest journey is often seen as the ultimate measure of success. Yet, behind every memorable stay, seamless check-in, or personalized recommendation lies a deeper truth: exceptional guest experiences are built on the foundation of empowered, engaged, and enabled employees. Leading hospitality brands like Marriott International have long recognized that the path to guest loyalty and business growth begins with investing in their people. Drawing on insights from Publicis Sapient’s work with industry leaders and interviews with executives, this page explores how prioritizing employee experience and team culture is the catalyst for delivering superior customer outcomes.
Marriott’s approach to customer experience is rooted in a simple but powerful idea: the guest journey is shaped by every associate, from the front desk to the digital team. As one executive put it, “The way we define customer experience is actually through the lens of the associate. Whether you’re in the hotel, run our digital site, or manage our loyalty program, you have a view of customer experience that’s different based on what you’re doing. Most people in our company have joined because they love this mission of serving the customer experience.”
This philosophy is not just about sentiment—it’s operationalized through practices that empower employees to deliver on the brand promise. When employees feel valued, equipped, and inspired, they are more likely to create the authentic, human connections that guests remember long after their stay. In fact, when Marriott Bonvoy members are asked what they love most, it’s not just the points or perks, but the relationships and moments of care they experience with staff.
The digital transformation of hospitality has accelerated rapidly, especially in the wake of the pandemic. For Marriott and its peers, this has meant more than just upgrading guest-facing technology. It’s about arming employees with the right digital tools to anticipate and meet evolving guest expectations. As one industry leader noted, “Arming [employees] with a set of tools that allows them to deliver on that loyalty promise or to remind guests why they’ve chosen your brand is really important.”
When employees are empowered with technology that simplifies their work and enhances their ability to serve, the result is a more consistent, responsive, and delightful guest experience.
Innovation in hospitality is not just about new products or services—it’s about creating an environment where employees feel safe to experiment, share ideas, and take risks. Marriott’s leadership emphasizes the importance of “creating a culture and environment that allows people, gives them the space, empowers them, that gives them permission to create, to innovate, to think.”
Such an environment not only drives innovation but also builds resilience and adaptability—qualities that are essential in a fast-evolving industry.
Leading hospitality brands understand that employee engagement is closely tied to business outcomes. By aligning incentives and recognition programs with guest satisfaction metrics, companies reinforce the behaviors that matter most. As one executive shared, “We need to stay laser focused on our customers and in particular on innovation, constantly listening to them, iterating new ideas, coming up with new solutions for them. And then as a result of staying focused on our associates and our customers through innovation, we’ll deliver results for our owners and franchisees and for our shareholders.”
The hospitality sector’s experience offers actionable lessons for leaders in any industry:
By making employee experience a catalyst for exceptional guest journeys, organizations can unlock higher levels of customer loyalty, operational excellence, and sustainable growth. As the world of travel and hospitality continues to evolve, those who put their people first will be best positioned to deliver the memorable experiences that keep guests coming back—and telling their stories for years to come.