Marriott International announced it is launching its new people brand, “Be,” as the company continues its focus on attracting and retaining top talent around the world.

The brand is launching as Marriott is named one of the top ten Fortune Media and Great Place To Work 100 Best Companies to Work For, a position the group has upheld since the list was established over a quarter century ago.

Marriott’s Be brand will launch globally across its portfolio, and will focus on three distinct pillars: begin, belong, become. With the goal of attracting and retaining top talent, Be will:

• empower associates to fulfill their career goals
• further Marriott’s commitment to creating a culture of inclusion
• offer innovative opportunities to grow professionally and personally

The launch of Be is the next step in Marriott’s journey of associate investment. The group also offers its associates a range of personal and professional growth opportunities focused on building resilience, agility, and well-being with the goal of creating more curious, courageous, and connected leaders to guide the company into the future and make a broader positive impact.

Marriott launched Be to capture and promote its inclusive and welcoming culture and attract talent to traditional and nontraditional roles in the hospitality industry. Be will highlight the vast opportunities within Marriott, from hotel operations and food and beverage to sales and marketing, systems engineering, and tech roles.

For over 95 years, Marriott has been committed to creating a culture of putting people first. As we focus on strengthening our culture, expanding our global workforce, and positioning the company for continued growth, we are excited to build on our people-first culture with Be. We are proud to be an employer of choice for hundreds of thousands of associates who wear the Marriott name badge around the world. Be will help us fulfill our purpose of connecting people through the power of travel by empowering and supporting our associates.

Anthony Capuano, President and Chief Executive Officer of Marriott International

We are excited to launch Be as Marriott continues to invest in our associates and attract top talent. Being recognized as a Fortune 100 Best Company for over twenty-five years reflects our commitment to our associates. Be will help us showcase that commitment as we recognize the whole person, build trust, respect, opportunity, equity, and inclusion and provide the tools and opportunities to help our associates grow.

Ty Breland, Executive Vice President and Chief Human Resources Officer of Marriott International