Postal Service Conference Center. Marriott International does not commission on the purchase of gift cards. AAA rates are not eligible for cash back. What else is essential?
Getting Down to Business with Business Travelers Imagine marketing more than 3, hotels and resorts under 18 brands in 71 countries. The company, founded by J.
The flagship Marriott brand, for example, stands for full service. Its properties have restaurants, meeting rooms, fitness centers, and other facilities.
TownePlace Suites are mid-priced suite hotels for customers who plan an extended stay away from home. Sluggish economic conditions have only intensified rivalry within the hyper-competitive hotel industry.
In addition, local hotels and regional chains compete on the basis of location, ambience, price, amenities, and other elements. To compete effectively in this pressured environment, Marriott is relying on extensive marketing research, expert segmentation, and careful targeting.
Focus on the Customer What exactly do hotel customers want? Marriott uses a variety of research techniques to find out about customer needs and behavior, including focus groups, online surveys, and in-room questionnaires.
For example, when it conducted focus groups with customers who had stayed at its Marriott and Renaissance properties, it discovered some interesting differences. Renaissance customers said they like to open the curtains and look out the window when they first enter their rooms. In contrast, Marriott guests said they get unpacked quickly and get right to work in their rooms.
The print and online ads featured interviews with six real customers, who discussed their drive to accomplish personal and professional goals.
When Marriott looked at visitors who prefer SpringHill Suites, one of its suite hotel brands, it found a slightly different profile. These are businesspeople who travel often and see a suite hotel as a place to spread out, feel refreshed, and take a break from the stress of being on the road.
These customers are also heavy users of technology, especially mobile communication devices such as smartphones. In reaching out to this target market, Marriott uses mobile marketing as well as traditional media to get its message across.
It invites business travelers to download its iPhone app, for example, and runs ads designed especially for viewing on smartphone screens.
Customers can click on the mobile ad to check availability online or to speak with the reservations department. One of the newer brands, Marriott Executive Apartments, combines the spacious comfort of an upscale apartment with the elegance of a luxury hotel.
This brand targets affluent business and professional travelers, and their families, who plan to be in a city for several weeks or even longer.
More Business from Business Customers Marriott also targets companies that need hotel space to hold meetings and seminars.
In most cases, these companies bring in attendees from outside the immediate area, which means Marriott can fill more guest rooms during meetings.
Meetings usually involve additional purchases, such as snacks or meals, another profitable reason to target businesses. Sales reps at major Marriott properties are ready to help companies plan employee workshops, supplier and distributor events, and other meetings for a handful to a ballroom full of people.
To appeal to this segment, Marriott has equipped many of its meeting rooms with the latest in recording and communications technology.
Because planning and managing a business meeting of any size can be a complicated process, Marriott offers online special tools for one-stop assistance.
Meeting planners can log on to view photos and floor plans of different meeting rooms, reserve space, and book hotel rooms for individual attendees. Downloadable checklists guide companies through every step, from selecting a site to promoting their meetings to attendees.
Marriott understands that when a business meeting goes smoothly, the company is more likely to pick a Marriott meeting place next time around. Targeting Green Travelers The segment of consumers and business travelers who care about the environment is sizable these days, and Marriott wants its share of this growing market.
The company has developed prototype green hotels for several of its brands, designing the public space and guest rooms with an eye toward conserving both water and energy. Marriott will build hundreds of these green hotels during the next decade.
Marriott is also going green by working with suppliers that operate in environmentally friendly ways. It provides pads made from recycled paper for attendees of business meetings held at its properties, for example, and buys key cards made from recycled plastic.
Even the pillows in guest rooms are made from recycled plastic bottles. Getting the Database Details Right Marriott set up a central database to capture details such as how long customers stay and what they purchase when they stay at any of its hotels or resorts.
It also stores demographic data and tracks individual preferences so it can better serve customers. By analyzing the information in this huge database, Marriott discovered that many of its customers visit more than one of its brands. Therefore, the company created sophisticated statistical models to target customers for future marketing offers based on their history with Marriott.
Because of its database capabilities, Marriott was able to track whether recipients returned to one of its properties after this campaign— and actual sales results exceeded corporate expectations.
This database technology has paid for itself many times over with improved targeting efficiency and higher response rates.
Watch for Marriott to continue its expansion into new markets and new brands with marketing initiatives targeting vacationers, business travelers, and meeting planners.Marriott International cashback discounts can be earned just by clicking through to Marriott International and then shopping exactly as you would normally on their website.
Marriott: Getting Down to Business with the Business Travelers Case Summary MRKT (4 Pages | Words) The Marriott Company was formed more than 50 years ago by J Willard and his wife, Alice Marriott.
Case Study Marriott Getting Down To Business With Business Travelers. MRKT Online Course Deanna Duran Marriott: Getting Down to Business with the Business Travelers Case Summary: The Marriott Company was formed more than 50 years ago by J Willard and his wife, Alice lausannecongress2018.com then, there are now over 3, hotels in 75 .
Case Study Marriott Getting Down To Business With Business Travelers. MRKT Online Course Deanna Duran Marriott: Getting Down to Business with the Business Travelers Case Summary: The Marriott Company was formed more than 50 years ago by J Willard and his wife, Alice lausannecongress2018.com then, there are now over 3, hotels in 75 countries worldwide.
Marriott: Getting Down to Business with the Business Travelers Case Summary: The Marriott Company was formed more than 50 years ago by J Willard and his wife, Alice Marriott.
Since then, there are now over 3, hotels in 75 countries worldwide. There has only been 2 CEOs for the company; J Willard, and now his son, Bill. May 05, · Switching to wall-mounted dispensers saves money and cuts down on waste, according to representatives for the Marriott and InterContinental hotel companies.