CHAPTER 3

The Road Less Traveled

Marriott International, the world largest hotelier with over 6,500 hotels in 127 countries with luxury brands such as JW Marriott, The Ritz-­Carlton, St. Regis, W Hotel, Westin and Le Meridien, sent out a seemingly routine survey to its loyalty members in the early January of 2018. Even counting over 100 million guests as its Marriott Rewards loyal members, sending out a survey should have been a simple walk in the park for the employee tasked with that role. However, nothing could be further from the truth.

With that clicked of the button “send,” the 91-year-old hotel, which began as a nine-seat A&W root beer stand to over 600,000 associates in 2017 (Marriott recognizes its employees as associates drawing upon ...

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