Marriott’s fourth CEO in 98 years shared lessons on leadership, loyalty and the dignity of service.
By Devika Jeet
Anthony Capuano, President and CEO of Marriott International, spoke about hospitality with the kind of conviction that comes from a lifetime of living it. In a recent fireside chat at the 25th Global Summit of the World Travel & Tourism Council (WTTC), he reflected on what it truly takes to lead a company that spans 143 countries, 9,600 properties and 1.7 million rooms — and yet remains guided by the same values it was founded on nearly a century ago.
“For our first 30 years, we were a food and beverage company,” Capuano said. “Those core values established by our founders have been the guiding principle.”
Nearly 98 years later, that foundation continues to shape Marriott’s global culture.
He added, “Bill Marriott, after 93 years, says what he is most proud of is the opportunities we have created for people and their families.”
People-centric approach
Marriott’s commitment to people-first leadership has helped the company weather every major disruption — from financial crises to the pandemic. “Our true north has always been our people,” Capuano said.
When asked about managing such a vast global operation, he responded with characteristic clarity and humour.
“Don’t sleep and drink a lot of sugar-free Red Bull.” But the real secret, he explained, is empowerment. “We give our continental teams the right tools and training, and then we get out of the way.”
His point was unambiguous — great service flows from trust, not control.
Deeper connections with travellers
Highlighting how the luxury traveller is evolving, Capuano noted, “The highest income consumer continues to prioritise travel and spend meaningfully on experiences.”
Marriott’s move into ultra-luxury — from Bulgari Hotels to The Ritz-Carlton Yacht Collection — reflects this shift. Equally transformative has been the evolution of Marriott Bonvoy.
What began as a points-based loyalty programme has grown into a global community of over 250 million members. “Bonvoy is the connective tissue,” said Capuano, adding, “It allows us to expose our members to the full breadth of our portfolio.”
He further explained that the brand now focuses on emotional connections rather than transactional ones — offering members access to concerts, sporting events and curated culinary experiences.
“Recognition and personalisation are the true currencies of loyalty,” he averred.
Beyond transactions
Drawing from his time in Italy, Capuano described the pride of waiters and staff who have spent decades honing their craft.
“There’s such recognition of the dignity of careers dedicated in the service of others,” he said, adding, “There’s nothing like going to Harry’s Bar in Venice and seeing a waiter who’s been there 20 or 30 years, taking pride in their service.”
He reminded the audience that while growth and luxury may define the business, people define its purpose.
“Luxury may define the business, but people define its purpose.”
True hospitality, he concluded, is not about rooms or revenue, but about respect — for guests, for teams, and for the calling of service itself.
