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.
Marriott International within their respective market segments are one of the largest hotel groups globally.
The Marriott brand ranges from 5 …show more content…
Marriott use a number of marketing strategies that are executed in the following channels that create campaigns that will appeal and engage all audiences while reinforcing the personality of the brand. Marriott use a sample of the following: Marketing & Planning, Communications, E-commerce, Marriott Rewards etc.
The Marketing Strategy in each of these segments is quite simply to build brand exposure and increase customer loyalty. This is executed by awareness in the brand driven by Public Relations Exercises, integrated communications, regional and national advertising – such as Television, Brochures/print, Direct Mailing campaigns.
Marriott appears to be the leader for online sales as total revenue created by this system is 25% (reference)
Marriott have created their own online reservation system as there was serious competition from third party internet channels that could also reserve a hotel bedroom (expedia, laterooms, etc). These internet channels are fast growing, taking a large share of hotel room bookings which affects demand for hotels, these third parties also negotiate on lower rates, in addition, hotels have to pay them commission for every room booked, which in turn affects bottom line profit of the hotels.
Marriott created Marriott.com and