Ritz Carlton Brand Case Study

21,233 views

Published on

Published in: Retail

Ritz Carlton Brand Case Study

  1. 1. Origin of the brand: Heritage Cesar Ritz died in 1918 but his wife Marie continued the expansion of hotels bearing his name. In the United States, The Ritz-Carlton Investing Company was established by Albert Keller who bought and franchised the name. In 1927 The Ritz- Carlton, Boston, opened and other hotels followed in New York (at Madison and 54th), Philadelphia, Pittsburgh, Atlantic City and Boca Raton. However, by 1940 none of the hotels were operating except The Ritz-Carlton, Boston. The hotel embodies the vision of Cesar Ritz, Yankee ingenuity and Boston social sensibilities.
  2. 2. History & Legacy • The history of The Ritz- Carlton Hotel Company, L.L.C. originates with The Ritz-Carlton, Boston. The standards of service, dining and facilities of this Boston landmark serve as a benchmark for all Ritz-Carlton hotels and resorts worldwide. • The legacy of The Ritz- Carlton, Boston begins with the celebrated hotelier Cesar Ritz, the “king of hoteliers and hotelier to kings.” His philosophy of service and innovations redefined the luxury hotel experience in Europe through his management of The Ritz Paris and The Carlton in London.
  3. 3. Marriot The Ritz-Carlton Hotels are wholly owned by Marriott International operating in over 26 countries worldwide. Their history dates back in 1927 when Edward N. Wyner, a local Boston real estate developer, was asked by Mayor Curley to build a world-class hotel. Currently The Ritz-Carlton headquarters are found in Chevy Chase, Maryland along the border of Washington, D.C under Herve Humler as president of the Ritz-Carlton Hotel Company
  4. 4. Revolutionaries for American Hospitality • Private bath in each guest room • Lighter fabrics in the guest room to allow for more thorough washing • White tie and apron uniforms for the waitstaff, black tie for the Maitre d’ and morning suits for all other staff, conducive to a formal, professional appearance • Extensive fresh flowers throughout the public areas • A la carte dining, providing choices for diners • Gourmet cuisine, utilizing the genius and cooking methods of Auguste Escoffier • Intimate, smaller lobbies for a more personalized guest experience • In the 20s: • rates $15 per room • private club for the wealthy • Unescorted women were not allowed into the bar until 1970 • roof top dancing and dining • treated individual guests like luxury
  5. 5. Logo and Goblet • - combination of british royal seal(the crown) and logo of a financial backer(the lion) • - created by Cesar Ritz • - Cabot and Forbes(owners of the Boston hotel) revised the logo that is used today • - Set their tables with cobalt glasses • - Designed to match the blue Czechoslovakian crystal chandeliers in the original dining room of Ritz-Carlton, Boston • - considered a status symbol in the 20's (blue color) • - meant you could get imported glass if you has blue glass windows
  6. 6. The Credo & Motto • The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. • We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience. • The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests. • At The Ritz-Carlton Hotel Company, L.L.C., "We are Ladies and Gentlemen serving Ladies and Gentlemen." This motto exemplifies the anticipatory service provided by all staff members.
  7. 7. 3 Steps of Service & Employee Promise • A warm and sincere greeting. Use the guest's name. • Anticipation and fulfillment of each guest's needs. • Fond farewell. Give a warm good- bye and use the guest's name. • At The Ritz-Carlton, our Ladies and Gentlemen are the most important resource in our service commitment to our guests. • By applying the principles of trust, honesty, respect, integrity and commitment, we nurture and maximize talent to the benefit of each individual and the company. • The Ritz-Carlton fosters a work environment where diversity is valued, quality of life is enhanced, individual aspirations are fulfilled, and The Ritz-Carlton Mystique is strengthened.
  8. 8. Marriott Brand Extensions 3962 hotels around the world, across 16 brands • Gaylord Hotels- acquired in October 2012 for $210 Million • The Ritz-Carlton- September 1996, purchased 3 hotels for $331 Million, now 87 locations in USA • JW Marriott- 71locations in USA • EDITION Hotels- 2 locations in USA • Autograph Collections- 55 locations in USA • Renaissance Hotels- February 1997, purchases brand from Doubletree for $1 Billion, now 162 locations in USA • AC Hotels- acquired the Madrid-based hotel chain in 2010, 76 locations in USA • Marriott Hotels & Resorts- 505 locations in USA • Courtyard- launched in 1983, 971 locations in USA
  9. 9. Marriott Brand Extensions • Fairfield Inn & Suites- part of Gaylord acquisition, 723 locations in USA • SpringHill Suites- part of Gaylord acquisition, 317 locations in USA • Residence Inn- part of Gaylord acquisition, 664 locations in USA • TownePlace Suites- 231 locations in USA • Marriott Executive Apartments- 26 locations in USA • Marriott Vacation Club- a timeshare ownership club, that has 60 locations in the USA • Conference Centers- 7 locations in USA
  10. 10. Brands
  11. 11. Starwood • Starwood- St. Regis, The Westin, W Hotels, Le Meridian, Sheraton, aloft, element, FourPoints, The Luxury Collection
  12. 12. Hilton • More than 4,000 locations worldwide
  13. 13. • http://www.nytimes.com/1996/09/20/business/ host-marriott-buys-3-ritz-carlton-hotels.html • http://articles.baltimoresun.com/1997-02- 19/business/1997050001_1_renaissance- marriott-international-hotel-chain • http://www.hotelchatter.com/story/2013/6/2/14 4434/2928/hotels/AC_Hotels_by_Marriott_Will_ Open_in_The_U.S._%28And_With_Free_WiFi_To o!%29
  14. 14. About Marriott Brands When you are traveling - no matter what your travel purpose - Marriott offers a complete family of hotels, one of which is sure to meet your individual needs. From luxurious full - service hotels and resorts to all - suites hotels to affordable lodging along the way, there is a Marriott for everyone. Please take some time to explore all the ways that Marriott can serve you.
  15. 15. A key part of Marriott’s brand architecture has been the careful cultivation and development of a range of sub-brands designed to target different traveler sub- segments. The Courtyard sub-brand is geared toward business travelers while the Residence Inn sub-brand is positioned as extended stay lodging. Some of Marriott’s sub-brands are tied very closely to the Marriott brand and create a familial feeling, while other sub-brands operate with little or no reference to Marriott’s ownership. Of all the sub-brands in the Marriott portfolio, Courtyard and Residence Inn seem to be among the least differentiated from each other.
  16. 16. Touchpoints Digital • The Art of The Craft” is a video series that spotlights the ladies and gentlemen of their luxury service organization. This was the first video in the series. • “The Art of The Craft’ centers on how significantly the craftsmanship of true professionals can impact your experience with our brand, and just what goes into being a lady or gentleman of The Ritz-Carlton.” • They share details of the role they play within The Ritz-Carlton and the opportunity they have to make a difference to a guest’s experience, beyond the expected.
  17. 17. Touchpoints Digital • One year ago, The Ritz-Carlton introduced an entirely new communications approach with the launch of ‘Let Us Stay With You’. • “With rapid evolution of digital space, Ritz- Carlton has the opportunity to provide a peak behind the scenes to see what goes into a Ritz-Carlton experience by using the format of digital video” • http://news.marriott.com/2011/09/the-ritz-carlton- hotel-company-introduces-new-brand-platform-let- us-stay-with-you.html
  18. 18. Touchpoints Digital
  19. 19. Touchpoints Digital The Ritz-Carlton App is your reservationist, local guide and on property concierge all in one. It is the newest way to help you navigate your journey and enhance your experiences at every Ritz- Carlton destination around the world. Let the memory making begin. • With The Ritz-Carlton App, you can: - Make hotel reservations at all Ritz-Carlton hotels and resorts worldwide - Access your Ritz-Carlton Rewards account or enroll in the program - View and edit upcoming reservations - Browse full hotel information, photo galleries and amenities - View interactive maps and turn-by-turn directions to our hotels - Receive and view special offers while staying at our hotels - Learn about events at the hotel during your stay - Unlock experiences and stories at our hotels with our built-in QR code scanner - View recommendations and tips from our world-renowned concierges • The Ritz-Carlton App makes use of location data to present relevant and timely content based on their users' current, only if the particular user has opted in to share location. We've also included a description about how we use location in our settings view, so that our users are also fully aware of the intended use of location data.
  20. 20. Touchpoints-Digital
  21. 21. Touchpoints Physical • The Ritz-Carlton prides itself on customer service. • Their ultimate goal is to provide not only a service but an experience. • Through concierge services, to housekeeping, to our sommeliers and shoe shine valets, there is a significant amount of dedicated craftsmanship and care that goes into making memories for the discerning world traveler
  22. 22. Touchpoints Physical The Ritz-Carlton has a magazine that is released quarterly. Their last publication was 2011.

×