Marriott

Definition

Marriott is a global hospitality company that operates a broad portfolio of hotels and related lodging facilities. Founded in 1927, it has grown to become one of the largest hotel chains in the world, known for its commitment to customer service and quality accommodations. The brand has expanded its offerings through various acquisition strategies and a focus on innovation in marketing and guest experience.

5 Must Know Facts For Your Next Test

1. Marriott operates over 7,000 properties under 30 different brands across 131 countries and territories.
2. The company was a pioneer in the adoption of digital technology for booking and customer engagement, enhancing the guest experience.
3. Marriott has a robust loyalty program, Bonvoy, which allows members to earn points for stays and redeem them for rewards, fostering customer loyalty.
4. Sustainability is a key focus for Marriott, which has set ambitious goals for reducing environmental impact, including carbon footprint and water usage.
5. In 2016, Marriott International acquired Starwood Hotels & Resorts, significantly expanding its portfolio and market reach.

Review Questions

• How has Marriott utilized digital technology to enhance the guest experience?
  • Marriott has embraced digital technology to streamline the booking process and improve customer engagement. The introduction of mobile apps allows guests to book rooms, check in, and even unlock their doors using their smartphones. By leveraging data analytics, Marriott can personalize marketing efforts and tailor services to meet guest preferences, enhancing overall satisfaction and loyalty.
• Discuss the impact of Marriott's acquisition of Starwood Hotels & Resorts on its market position and brand portfolio.
  • The acquisition of Starwood Hotels & Resorts in 2016 was a strategic move that significantly boosted Marriott's market position, making it the largest hotel company in the world. This merger expanded Marriott's brand portfolio to include well-known names like Sheraton, Westin, and W Hotels. As a result, Marriott could offer a wider range of options to customers while benefiting from increased economies of scale and enhanced marketing capabilities.
• Evaluate how Marriott's focus on sustainability might influence its brand image and customer loyalty in a competitive market.
  • Marriott's commitment to sustainability not only enhances its brand image but also appeals to an increasingly eco-conscious consumer base. By setting ambitious goals for reducing environmental impacts, such as energy consumption and waste management, Marriott demonstrates corporate responsibility that resonates with travelers who prioritize sustainability. This focus can lead to increased customer loyalty as guests are more likely to choose brands that align with their values, giving Marriott a competitive edge in the hospitality industry.

Related terms

Hospitality Industry: The sector that includes businesses providing accommodation, food, and other services to travelers and tourists.

Brand Loyalty: The tendency of consumers to continuously purchase one brand's products or services over others, often resulting from positive experiences.

Customer Relationship Management (CRM): Strategies and technologies that companies use to manage interactions with customers and analyze data throughout the customer lifecycle.