Addressing Change and Innovation at Marriott International

Addressing Change and Innovation at Marriott International Anessa Caalim, Jennifer Hendrick & Julia McDonald

Step 1: Problem identification/introductionMarriott International, Inc. (2016). Marriott's Canoyon Villas, Phoenix, Arizona.

Marriott International, Inc. (2016). Courtyard Paris Arcueil, Paris, France.

Millennials want:Instant serviceStyleConvenienceIntegrated social technologyStep 1: Problem identification/introduction

Airbnb offers:Instant serviceStyleConvenienceIntegrated social technology

Step 1: Problem identification/introduction

Marriott offers to Millennials:Millennial engagementnextMTravel BrilliantlyMillennial perksGreatroomsEnhanced mobile capabilitiesReinvented guest roomsMoxy, AC hotels

Step 2: Data gatheringUnobtrusive measuresMarriotts websitesArticles on Marriott business practices from USA Today, Wall Street Journal, Forbes, LinkedIn, etc.Questionnaires and surveys

Step 2: Data gathering

Step 2: Data gathering

Step 3: DiagnosisQuantitative Results:

Management encourages me to bring creativity and innovation to my role: 4.5/5.0In our organization, people at all levels proactively take initiative to innovate: 3.75/5.0Our people know exactly how to get started and move initiatives through the organization: 3.75/5.0Our organization gives people dedicated time to pursue new opportunities: 3.5/5.0Our processes are tailored to be flexible and context-based rather than control-and bureaucracy-based: 3.5/5.0Our organization rewards people for participating in potentially risky opportunities, irrespective of the outcome: 3.25/5.0Our innovation performance is much better than other companies in the hospitality industry: 4.0/5.0We treat innovation as a long-term strategy rather than a short-term fix: 4.5/5.0

Qualitative Results:Catering to their millennial employees with the introduction of the TakeCare program aimed at improving an individual's health, both mental and physical as well as the utilization of telecommuting opportunities when needed. Social media based advertising is used often to attract millennials such as YouTube-based advertisements.New hotel brands have been created that cater to millennial-minded people, e.g., Moxy. Marketing has expanded into social media and is more content-focused, e.g., Moxy celebrity interviews hosted by youtube star Taryn Southern. Brand initiatives are effective b/c they differentiate hotels for guests who are looking for different travel experiences.[Travel Brilliantly] brings new ideas to the table and encourages others to do the same.

Step 3: Diagnosis

Where did Marriott score high:Management encourages me to bring creativity and innovation to my roleWe treat innovation as a long-term strategy rather than a short-term fixOur innovation performance is much better than other companies in the hospitality industry

Where did Marriott score low:Our organization rewards people for participating in potentially risky opportunities, irrespective of the outcomeOur organization gives people dedicated time to pursue new opportunitiesOur processes are tailored to be flexible and context-based rather than control-and bureaucracy-based

Step 4: Action planning/intervention designingSelecting an Intervention Types of interventions:Human Process InterventionTechnostructural InterventionStrategic Change Intervention (initial assumption)Human Resource Management Intervention (final conclusion)

Step 4: Action planning/intervention designing (cont.)Selected Intervention: Human Resource Management Intervention

Types of HR Management Interventions: A) Performance ManagementB) Workforce Diversity and WellnessC) Talent Management

Types of Talent Management Interventions :1) Coaching Interventions 2) Management and Leadership Development (the primary HR intervention for transferring knowledge and skills to many individuals)3) Career Planning and Development Interventions

Step 4: Action planning/intervention designing (cont.)Management and Leadership Development InterventionGoal: Development of the organizations management and executive talent Must focus on changing the skills and knowledge of a group of organization members to:improve business management effectiveness implement strategyor build the capabilities of an organization system

Step 4: Action planning/intervention designing (cont.)Application stages of Management and Leadership Development Intervention:Perform needs assessment Develop objectives and design the trainingDeliver the trainingEvaluate the training

Step 4: Action planning/intervention designing (cont.)Application stages of Management and Leadership Development Intervention (cont.):Perform needs assessment (completed through survey)Develop objectives and design the trainingestablish outcome objective: To develop leaders that can effectively encourage and manage employee innovation in order to advance strategic goal of attracting millennials to our brand.develop trainingDeliver the trainingEvaluate the training

Step 4: Action planning/intervention designing (cont.)Develop objectives and design the training continuedEstablish outcome objective: To develop leaders that can effectively encourage and manage employee innovation in order to advance strategic goal of attracting millennials to our brand.Develop training1) Robust, year-long innovation training program for Marriott leaders. Innovation training topics include: Being adept at using innovation tools.Creating frequent opportunities for blue-sky thinking. (*tied back to survey results)Avoiding premature judgments when evaluating new options. (*tied back to survey results)Demonstrating an appetite for unconventional ideas.Recognizing innovators and celebrating smart failures. (*tied back to survey results)Working to eliminate bureaucratic impediments to innovation.

2) Put training into action: each manager enrolled in program to be assigned to mentor innovation projects.

Step 4: Action planning/intervention designing (cont.)Effective change management Motivating change Creating readiness for change Developing political support Identify key stakeholders

Step 5: Action Delivering the trainingDelivery mode: leadership consultantsTraining techniques:classroom lectureexperiential exercisecoachingon the job training case studyTimeline:March 2016: OD consultant contract ends (that's us)April 2016: Marriott to begin contracting to find Leadership consultants to bring in to conduct training May 2016: Identify everyone in organization who will take part in the leadership development program (LDP)June 2016: Select leadership consultantsJuly-Aug 2016: Leadership consultants come in to observe and work with company execs to develop program based on our recommendationsSept 2016-Sept 2017: Innovation Leadership Development conductedMarch 2017: 6 month mark of program. During- implementation evaluation survey conductedDecember 2017: post-implementation evaluation for all Marriott employees

B) Evaluating the training

Step 5: Action (cont.)Delivering the trainingEvaluating the trainingDuring-implementation survey (March 2017)SurveyHow much blue sky thinking time have you carved out for your employees and how do you encourage them to use this time ? What actions do you take when an employee approaches you with a new idea?List three ways managers can recognize employees for developing innovation solutions. 2) Post-implementation survey (December 2017)To be developed by leadership consultants

CONCLUSION By implementing a Human Resources Management intervention, centered on a robust training program for leadership and real-time initiative mentoring, Marriott will be able to establish better support, recognition and throughput for innovative ideas within the organization. In doing so, they will better respond to industry trends such as the one they are facing now with millennial clients.