What Motivates High Achievers in the Hotel Industry? An Exploratory Case Study of Marriott International through the Lens of Herzberg’s Two-Factor Theory

Motivating employees is a critical challenge in the hospitality industry, directly impacting on customer satisfaction and the sustainability of organizations. Drawing on Herzberg’s two-factor theory, which distinguishes between hygiene factors and intrinsic motivators, this study explores the factors driving high achievement among hotel employees. Specifically, it investigates the backgrounds and motivations of Marriott associates who were recognized as President’s Circle awardees in 2024. A qualitative approach using self-administered surveys with open-ended questions was employed. The survey questions were developed based on Herzberg’s theoretical framework. Findings indicate that work content, client relationships, & relationship with associates and advancement significantly contribute to motivation among high achievers. Furthermore, the study revealed that these individuals typically have hospitality careers averaging 16.8 years, with more than five years spent at the sector. These results offer insights into sustainable workforce management practices in the hospitality industry.