Introduction The development of the hotel industry is essential today as it requires the improvement of its leadership and management activities. One of the possible steps to be taken is the implementation of corporate social responsibility (CSR). Many hotels have already demonstrated certain achievements in this area, and the line of Marriott Hotels is one of them. Serve360 is a current Marriott CSR initiative focusing on three major aspects: people, the environment, and economic profit. There are many reasons for Marriott Hotels to integrate this program in its activities, like the increased attention from potential and regular clients, cooperation with leading brands, and the improvement of working conditions. Still, the main benefit includes the possibility to stay competitive in the hospitability industry. Hotel Industry and CSR Concepts The relationship between the hotel industry and CSR concepts is evident: both of them are in high demand today. The hotel industry may grow locally and internationally, while CSR initiatives are implemented by many hotels to obtain their competitive advantage. Three areas are usually improved in terms of CSR programs. First, CSR addresses the discussion of social issues by means of cooperation and education for people with different backgrounds. Second, socially responsible hotels underline the importance of saving the environment and becoming eco-friendly organizations. Finally, the presence of CSR initiatives promotes problem-solving and decision-making in multiple economic aspects. Serve360 in Marriott Hotel In Marriott Hotels, much attention and resources are spent to enhance its Serve360 program. The mission of the team is “doing good in every direction”. This commitment is not simple, and it is expected to take steps in several directions. At this moment, Marriott Hotels work in four directions, namely:   * Nurturing the world (communities need additional help and inspiration to become better)   * Sustaining responsibility (the expansion of global presence imposes multiple obligations)   * Empowering people through opportunities (employment conditions have to be improved)   * Advancing human rights (cultural diversity is never a challenge but a benefit for the hotel industry). If these four tasks are complete, it is possible to achieve and promote a positive impact on people, the environment, and business in general. Nurture Our World It is not enough for Marriott Hotels to provide clients with high-quality sources and options. One of the strongest characteristics of the CSR initiative of the hotel is the recognition of the role of local communities. As soon as communities are involved, they understand how to create better places for life and work as per their needs and skills. In addition, the vitality of children is promoted due to cooperation with leading hospitals like Children’s Miracle Network Hospitals in the United States and Canada. Education about natural resources is important to understand how to protect the environment by participating in coral restoration and rainforest protection. Recently, skills-based volunteer activities have emerged, in terms of which “how-to” guides are offered for all potential participa