Marriott decided to enhance travelers’ value by segmenting the market and then targeting selected segments, each with a different brand. Then as now, Marriott was the flagship brand. Each new brand would support Marriott’s overall brand identity — a commitment to superior customer service — and train employees to have a passion for service.
Marriott’s flagship brand continues to target customers needing fine restaurants, meeting rooms, athletic facilities, and other upscale amenities. But Marriott added seven additional brands according to its view on market segments — Courtyard by Marriott, Fairfield Inn, Residence Inn, TownePlace Suites, SpringHill Suites, …show more content…
- Twice-daily housekeeping
- Fitness centers
- Business centers
- Concierge services
3. Despite the distinct brands targeting a wide array of diverse market segments, Marriott maintains an unique identity and image. How does it accomplish the task?
Each Marriott brand has a distinct personality and style — target customers know what to expect at each hotel brand. Marriott works hard to communicate the essence and strength of each brand. There is some customer crossover, but each brand focuses on a defined market segment. Internal competition is small. Marriott has achieved extraordinary results from its segmentation and targeting strategy. The Courtyard by Marriott brand now manages more rooms than the entire firm managed in 1985.
Marriott’s slogan - People first! – is the foundation of Marriott's success for nearly 80 years. Company is in Fortune’s “100 Best Companies to work for 2008” list, and its values have become known all over the world, across employees in countries where Marriott operates.
It is necessary to mention that from the beginning of existence, until nowadays Marriott was managed by family members, which ensured the stable growth, consistency and continuity of the once stipulated plan.
4. What major demographic changes should Marriott consider in future planning?