Marriott

Definition

Marriott is a global hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities. Founded in 1927 by J. Willard Marriott and his wife, Alice, it has grown to become one of the largest hotel chains in the world, significantly impacting the evolution of the hospitality industry and establishing strong branding in tourism.

5 Must Know Facts For Your Next Test

1. Marriott was founded as a root beer stand before evolving into a restaurant chain, with its first hotel opening in 1957.
2. The company became a public corporation in 1953 and has since expanded to more than 7,000 properties worldwide across various brands, including luxury options like Ritz-Carlton and budget-friendly choices like Fairfield Inn.
3. Marriott's merger with Starwood Hotels & Resorts in 2016 made it the largest hotel company in the world, with over 30 brands under its umbrella.
4. Marriott's commitment to sustainability is reflected in its 'Serve 360' initiative, which aims to positively impact communities, workplaces, and the environment.
5. The company's Marriott Bonvoy loyalty program integrates multiple brands under one rewards system, enhancing customer experience and driving repeat business.

Review Questions

• How did Marriott's origins as a small root beer stand influence its growth into a major player in the hospitality industry?
  • Marriott's origins as a root beer stand highlight its humble beginnings and adaptability. The company's growth into a major player in hospitality began with J. Willard Marriott's entrepreneurial spirit and focus on customer service. As they expanded from serving root beer to offering food services and ultimately opening hotels, this commitment to quality and innovation laid the groundwork for Marriott's future success in the competitive hospitality landscape.
• Discuss the impact of Marriott's merger with Starwood Hotels & Resorts on the global hospitality market.
  • The merger between Marriott and Starwood Hotels & Resorts in 2016 transformed the global hospitality market by creating the largest hotel chain in the world. This consolidation allowed Marriott to expand its portfolio significantly, adding well-known brands like Sheraton and Westin. The increased scale provided Marriott with greater leverage in negotiations with suppliers and enhanced its ability to compete globally by offering a diverse range of accommodations to meet varying customer preferences.
• Evaluate how Marriott’s loyalty programs have influenced customer behavior and brand perception within the hospitality industry.
  • Marriott’s loyalty programs have significantly influenced customer behavior by fostering brand loyalty and encouraging repeat business. The integration of its Marriott Bonvoy program across multiple brands offers tangible rewards that enhance customer satisfaction. This strategy not only strengthens the company's brand perception as a customer-centric organization but also contributes to overall revenue stability through increased occupancy rates and guest retention across its properties.

Related terms

Franchise: A business model that allows individuals or groups to operate a hotel under the established brand and operational guidelines of a larger company like Marriott.

Hospitality Management: The management of hotels, restaurants, and other hospitality-related businesses, focusing on customer service, operations, and profitability.

Loyalty Program: A marketing strategy used by Marriott to reward repeat customers, fostering brand loyalty through points and benefits that can be redeemed for free stays or upgrades.