level of the company. Marriott was selected for showing leadership in promoting ethical business standards. This recognition is a testament to Marriott’s leadership and commitment to governance, ethics and compliance policies that not only meet legal minimums and industry standards, but exceed them. This 8th award shows Marriott's goals, and transparency and their commitment to culture within itself. Marriott is very customer forward, and it shows, asMarriott leads among hotel brands incustomer satisfaction, joined by fellow Marriott brands Fairfield Inn & Suites (third) and MarriottHotels (fifth) in the top five 2.With the aforementioned sustainability goals, Marriott does seem52to be in place to hit their numbers by 2025. These numbers are leading to reduced waste, consciousenvironmental scanning as Marriott expands, and protecting and empowering minorities with theirdiversity inclusion programs.Associate opinions are highly valued by members of management,so they are often required to attend brainstorming sessions where key issues are discussed. Suchinvolvement should make way for improved productivity and efficiency, as having an input in thedecisions taken in one's department is fundamental to happiness at work, which may also have apositive effect on other aspects of associate life. Members of management know that to maximiseprofitability, employees must be awarded a level of responsibility within the organisation, and mostimportantly, be respected and treated as integral members of the organisation. The Spirit to Serve, Chairman and former CEO J.W. Marriott Jr. 's management bookpublished that same year, is also required reading for all new hires. Reuse if possible, buy if available, and build for competitive advantage. Mike Keppler, president of marketing, was hired back in 1998, when the internal system usedwas an outdated program called, ‘Marsha.’His goal was to improve upon marsha, and use itcompany wide. He hit the ground running in 1998 on the Marsha overhaul. Marsha’s importance toMarriott is best understood, says Misha Kravchenko, senior director of Marsha systems andperformance measurement, by thinking of it as a "supply chain system for the hotel industry." Muchmore than a database of reservations, it connects in real-time to Marriott’s customers, partners andsuppliers and contains more than 6,000 programs, and is used to this day. Aspreviouslystated,Marriott’saward-winningcultureasksfortransparencyinalldepartments. After extensive research, Marriott has a tried and true management style that haslended to their brand loyalty: Marriott has adopted a form of contingency management whichrevolves around the human relations approach, whereby past studies have shown that certain52“Marriott Sustainability Goals for 2025 and Beyond.” marriott-sustainability-goals-for-2025-and-beyond. Accessed May 12, 2020.