Marriott: Getting Down to Business with the Business Travelers

1372 Words Apr 4th, 2013 6 Pages
MRKT 5000 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 Marriott. Since then, there are now over 3,700 hotels in 75 countries worldwide. There has only been 2 CEOs for the company; J Willard, and now his son, Bill. In 1983, Courtyard at the Marriott was developed and proved to be a success. This research also uncovered other segments of the residence market could be popular as well. With the economic downturn, companies are looking harder at how to get customers in the door, and then, keep them come back often. For Marriott Hotel chains, the goal is more “heads in beds”. When a
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I recently stayed at a Clarion Hotel in San Angelo, TX. It was a wonderful experience with a choice of 3 different types of pillows and a Sleep Number bed. The next night, I stayed at The Hyatt on the River Walk in San Antonio, TX. Although the Hyatt is a much higher scale hotel, the bed was uncomfortable, I had to pay for parking in the hotel garage, as well a charge for internet use. Maids laughing loudly in the hall at 7am was disturbing as well. This proves that if businesses pay attention to what the guest is looking for in a good night’s rest, it will pay off in the long run.

Case Questions

1 How is Marriott segmenting the market for hotel services?

Marriott uses many segmentation factors to concentrate on certain market groups: geographic factors- placing more than one of their brands right next to each other. Another geographical factor is locations close to the airport or downtown by the business district. Population layout, and demographics in gender, income, occupations, education and family life cycles. Marriott has upper scale, luxury hotels that people are familiar with like the Ritz-Carlton, all the way down to midscale brand that the average working class traveler can afford. Marriott also uses segmentation to cater guests who expect fine dining, business settings, athletic facilities and even extended stay hotels (Baker, 2009)

2 Which of the three

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