This presentation focused primarily on Marriott International and its most hugely successful marketing strategies.

1. By: Justin, Ari, Emily, and
Chris

2. Six-Part Strategy
 Next Generation Travelers- Understand and attract Gen X,Y, and Future Guests
 Brand Distinction- Invest in innovation and differentiation
 Portfolio Power- Build loyalty with the most compelling family of brands
 Technology Leadership- Empower connections for guests and associates
 Owner Preference- Generate Value for our hotel owners and franchisees
 Global Growth- Expand footprint and profitability

3. Strengths
Online Resources
 i.e.- Website
• Contains specific details regarding history, news, events, and
other important information
• Ability to book reservations directly on the site
Quality
 “Customers associate quality with Marriott. They expect it and
will pay for it. Managers must see that customers receive that
quality in every area…” – J.W. Marriott
 Part of the “Marriott Way”- Corporations core values

4. Weaknesses
Large variance in hotel brands
 Marriott Resort v/s Springhill Suites by Marriott
 Can lead to misunderstanding from the customer as to what is
being received
Limited Market Share
 A lot of competition leads to a small percentage of market share
 Market Share- The portion of a market controlled by a particular
company

5. Segmentation and Targeting
- North American Full-Service Lodging
For consumers seeking a high-end hotel experience
*Within continental USA
 Renaissance Hotels brand
 J.W Marriott brand
 Autograph & Edition brand

6. Segmentation and Targeting
- North American Limited-Service Lodging
- *Business travelers within continental USA
- Less expensive rates & longer stays
- Highlight amenities
 Courtyard brand
 Fairfield Inn
 Springhill Suites
 Residence Inn

7. Segmentation and Targeting
- International Lodging
 ** Business travelers outside continental USA
 J.W Marriott brand
 Courtyard
 Fairfield Inn

8. Segmentation and Targeting
- Luxury Lodging
 Targets consumers worldwide
 For consumers seeking a lavish hotel experience
 Ritz-Carlton brand
 Bulgari Hotels & Resorts

9. Segmentation and Targeting
- Timeshare
 ** Target consumers with disposable income
 Marriott Vacation Club
 Fractional Ownership
 Residential Properties
 Halted timeshare brand expansion

10. Distribution/ Product Offerings
 Marriott has been expanding its investment to either launch
new brands or expand the existing ones
 October of 2012, obtained the Gaylord brand and hotel
management company from Gaylord Entertainment Company,
which is now called Ryman Hospitality Properties (Ryman
Hospitality) -$210 million.
 Still own Gaylord hotels, Marriott manages under the Gaylord
brand under long-term management agreements.
 This allowed them to add four more hotels and approximately
7,800 rooms in North America.
 December 2012, also took over the management of another
hotel owned by Ryman Hospitality also, The Inn at Opryland-
about 300 rooms.

11. Distribution/ Product Offerings
 Beginning of 2011, entered into joint ventures with AC
Hotels-towards end of 2012, 79 AC Hotels by Marriott
properties in Spain, Italy, France and Portugal.
 Another segment called, The Autograph Collection,
launched in 2010 – includes collection of 24 hotels with
6,609 rooms.
 In addition to these, started EDITION hotels in Istanbul,
Turkey in 2007 and announced to open hotels in London
in 2013, Miami Beach and New York in 2014, Sanya,
China and Gurgaon, India in 2015, and Abu Dhabi in
2015
 Several more around the world under works

12. Distribution/ Product Offerings
 Besides adding these new brands- company has
engaged in a process of expanding its image around the
world.
 Opened 122 properties, which totaled 27,059 rooms,
within all the brands in 2012.
 Marriott has also added three residential properties
during the year of 2013.

13. Distribution/ Product Offerings
 The company's development channel of hotels under
construction, awaiting renovation or approved for
development, grew to be more than 130,000 hotel rooms in
2013.
 Have presence in a bunch of different types of segments:
luxury, upper moderate, moderate and lower moderate price
segments.
 Luxury segment: Ritz-Carlton, JW Marriott and Bulgari Hotels
 Upper moderate-price level: Marriott Renaissance, SpringHill
Suites and Courtyard
 Fairfield Inn competes in the lower moderate-price level.
 In addition-Marriott has brands like Renaissance,
TownePlace, Marriott Vacation Club and Grand residences

14. Distribution/Pricing

15. Price
-Parity between online prices and prices offered not online
was a concern for many customers.
-The solution to this problem was their Parity Guarantee
plan which offered customers the same price for the
same type of room across the entire franchise
-Total Trip Pricing was an attempt to be more honest and
straightforward about the cost of one room

16. IMC
-2011 marked the first year that Marriott had promoted it’s
Fairfield Inn and Suites in a way other than a written ad
-Marriott uses two different Twitter handles, “Marriott
Hotels” and “Marriott Internat’l” both of which they use to
interact with customers, promote deals and take
recommendations.
-Marriott’s latest ads promote their new “Travel Brilliantly”
slogan which attempts to bring travel to the future.

17. Conclusion
 Thank You!
 Q & A