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Marriott: Getting Down to Business with the Business Travelers

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Marriott: Getting Down to Business with the Business Travelers
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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 business person is on the road traveling, they have many choices to choose from when it comes to a hotel. Marriott decided to increase the likelihood that potential guests choose their unique hotel chain by specializing needs of different types of business travelers calculated by doing research on different markets.

Key Marketing Issues • Benefit Segmentation – Marriott has broken up the chain of hotels into at least a dozen segments that benefit certain types of individuals’ specific needs. By segmenting customers into categories based on their needs, the business person, the family on a tight budget and the traveler just wanting to relax after an extended trip across the country all benefit. Segment marketing offers several benefits over mass marketing by enabling Marriot to hone in on product or services more effectively, while using less money on advertising as well as profitably. An example of Marriott’s segmenting would be the Courtyard. By spending more time on reconfiguring the room by adding additional plugs and a bigger desk, business persons are able to keep working within their room without distractions. (Gunther, 2009)
• Segmentation Variables– Concentrate specific advertising on selected target areas; Placing


Cited: Baker, R. J. (2009). Pricing on purpose:How to implement value pricing in your firm. Journal of Accountancy. Ferrell, P. a. (2012). Marketing. Mason, OH: South Western Cengage Learning. Gunther, M. (2009, June 25). Marriott gets a wake up call. Retrieved from CNN Money: http://money.cnn.com/2009/06/22/news/companies/marriott_hotels_makeover.fortune/ Marriott, B. (2008, June 8). Celebrating world environmant day. Retrieved from Marriott on the move: http://www.blogs.marriott.com/marriott-on-the-move/2008/06/celebrating-world-environment-day.html Moutinho, L. (2000). Strategic Management in Tourism. New York City, NY: CAB International. Pote, B. (2005, October 12). Senior Vice President, International Marketing Marriott Hotels. (S. B. Chen, Interviewer) Simon, B. (2009, Apr 23). Alternates routes for survival. Financial Times, p. 8.
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