The paper “ Marriott Group of Hotels in Australia - the Nature of the Hotel Industry's Changes with Socio-Cultural and Environmental Change” is an outstanding example of a case study on management. Organizations exist to make a profit by producing goods and services that create value for the customers. This means operating in a demand-driven innovation. However, it has been proven that it is not the strongest organization that survives, but that which is able to adapt to change (Tung, 2001, p. 41). The basis of this argument is based on the fact that customers’ needs are dynamic and thus, the organization has to keep abreast of them.
The ultimate purpose of this paper is to qualify the statement that “ the nature of the hotel industry changes with socio-cultural and environmental change” . To prove this statement, the discourse will analyze a recent change/ trend in the hotel industry. In the paper, the recent is used to imply to change that has occurred within a timeframe of two years. The change to be analyzed in this paper is an environmental perspective. To be precise, the paper examines the concept of ecotourism within the paradigm of sustainability reporting where hotel industries align their operations with sustainable development concept by reporting on how they impact on the environment and how they control these impacts through best practices.
Moreover, the term hotel industry in this paper will be used to refer to four stars hotels and above in Australia. The paper actually narrows on the Marriott Group of hotels in Australia and how they contribute to environmental conservation. The Change With the emergence of the sustainable development concept in the early 1970s, the business operation framework has also shifted (Ortas and Moneva, 2011, p. 17).
Globally, there is the realization that firms can not only base their performance on profits recouped alone (Geraghty, 2010, p. 141). Ethical approaches to doing business have over the years gained a paramount position. Moreover, the environmental perspective of sustainability has been a cause for the reaction. Sustainability calls for utilization of earth resources with the future generation into consideration. Sustainable development thus focuses on creating a balance between human economic need, social need and environmental need (Hubbard, 2011, p. 824 and 825).
Therefore, hotels as one of the main users or earthly resources are encouraged to be proactive in this agenda. Best environmental practices demand that hotels operate in an eco-friendly manner. Legal stipulations in Australia demands the utilization of the environment in a sustainable manner. The cause is further highlighted by the fact that operations of hotel industries to a great extent relies on the physical environment. The approaches to these include the use of environmental impact assessment (EIA) and auditing (EU). This would ensure that firms operate as stipulated in their environmental management program (EPM).
In addition, the development of internal control mechanisms such as safety health and environment (SHE) or occupational safety and health (OSHA) should be voluntarily initiated by firms. The annual reviews and findings should then be made public. In Australia, it has been reported that approximately 66 % of firms engage in sustainability reporting (Geraghty, 2010, p. 143). Marriott International (2012), in the environmental policy, indicates that they seek to maintain responsibility towards the environment by focusing on five key elements internally.
These include energy, water, waste & carbon so to be a green hotel. Under these, one of the principal aims is to reduce energy use by 20% in the year 2020. The next is empowering those whom they contract to build green hotels. The same policy they try to apply to their suppliers and guests. Further, from the external perspective, they aim at conserving the environment. To conserve the environment, they seek to adopt innovative approaches in conservation such as rainforest protection.