Marketing for Marriott

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MARKETING FOR MARRIOTT INTERNATIONAL

Introduction:
Marriott is a multi brand company with a Global Portfolio that providing lodging that fit within many market segments. This report will discuss briefly Marriott’s Portfolio of hotels, what they do, briefly examine a number of their key marketing strategies and examine how they are implemented, measured and ask the question does this make them market leaders?

The final part of this report will try to identify if there are services or products that can be improved upon or a marketing strategy that can be approved or changed.

THE BRAND
Marriott International within their respective market segments are one of the largest hotel groups globally.
The Marriott brand ranges from 5 star luxury products to 3 star moderately priced lodgings. Samples of Marriott’s brands are:
JW Marriott Hotels & Resorts (5 star luxury), Marriott Hotels & Resorts (4 Star), Renaissance hotels and resorts (4 star), Courtyard by Marriott (3 star),
Residence Inn by Marriott, (long stay lodging) Fairfield inns (basic 2 – 3 star lodging)

MARKET SEGMENTS
Marriott quickly identified that their travellers were becoming more sophisticated in what they wanted and needed, as there are many segments within the hotel industry. Marriott saw the opportunity to cater to these many different requirements, needs and wants.

Marriott did this by identifying different lodging requirements, which ranged from 5 star to 3 star and introduced market segments for these needs.

Within the hotel industry there are leisure and business travellers. Leisure travellers can fall into demographics ranging from low income to high income households. This will determine where they will stay while on holiday.
A higher income household is more likely to go for luxury, 4-5 Star hotel brands than those on lower incomes where price is a key factor and more moderate accommodation is required – It could be argued that Marriott’s segmentation caters for

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