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Marketingpptfinal03 131211100749-phpapp01
This document contains information about Marriott International's hotel brands, markets, and performance. It discusses Marriott's portfolio of 30 hotel brands targeting different market segments. It also analyzes Marriott's global presence, financial performance from 2008-2012, and strategies for working with partners and developing new markets. Recommendations are provided around developing new express brands and markets in developing countries and business travelers.
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Marketingpptfinal03 131211100749-phpapp01
- 1. Elton Kong 201301153 MandyLau 201303284 Michelle Li 201300035 Rita Mui 201304686 Anthony Tang 201308039 Kitty Tsoi 201303373 Vania Tsang 201310769 Crystal Yuen 201308022 Marketing Lecturer: Mr. Robert Chan
- 2. History 1983197219651957193719281927 The Hot Shoppe East’sfirst drive-in restaurant “In-flight” airline catering Hoover Airport The 365-room Twin Bridges Marriott Motor Hotel drive-in registration desk First fast-food restaurant Sun Line cruise ship and two Great America theme parks First national “moderate” segment for business travelers
- 3. 2011200920082004199919981997199519881987 Opens first Fairfield Innand Marriott suites hotel, acquire Residence Inn Open its 500th hotel in Warsaw, Poland, the first western managed hotel in Eastern Europe Acquire The Ritz-Carlton Acquire The Renaissance Hotel Group Launch TownePlace Suites, Fairfield Inn & Suites and Marriott Executive Residences brands Launch Springhill Suites by Marriott Acquire the ExecuStay corporate housing company The first Bulgari Hotels & Resorts property opens in Milan, Italy Officially announce the EDITION brand Launch the Autograph Collection Launch AC Hotels
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- 12. Discount Pricing Strategy EarlyBird Sales Holiday Getaway Motivation
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- 16. Personnel Treat your employeesthe way you would like to be treated Guarantee of fair treatment Communication Meet their needs
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- 27. Seamless Hotel ShoppingProcess MARSHA: Global Reservation System Global Distribution System System of E-Intermediaries
- 28. Who to Workwith
- 29. Sabre •Direct Connect Shop oAccuraterates oAvailability oRate Assured
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- 31. Market Segmentation Hotel GeographicDemographic Behavioral The Ritz-Carlton -84 luxury hotels and resorts in 26 countries worldwide. -Businessmen -tourists The Ritz-Carlton Rewards Rewards Offers Rewards Credit Card Bulgari Hotels & Resorts -5 luxury hotels and resorts In 5 countries worldwide. -Businessmen -tourists / JW Marriott -64 hotels and resorts in worldwide -Businessmen -tourists Marriott Rewards Rewards Offers Rewards Credit Card AC Hotels -63 hotels and resorts in 3 countries worldwide. -Businessmen -tourists Residence Inn -over 600 hotels and resorts in 3 countries worldwide. -Businessmen -tourists Towneplace -over 200 hotels in two countries worldwide. -Businessmen -tourists Autograph Collection Hotels -6 hotels in worldwide. -Businessmen -tourists
- 32. Marriott Hotels &Resorts -over 500 hotels in 47 countries worldwide. -Businessmen -tourists Marriott Rewards Rewards Offers Rewards Credit Card The Ritz-Carlton Destination Club -over 70 hotels in worldwide. -Businessmen -tourists Courtyard -over 900 hotels in 37 Countries in worldwide. -Businessmen Fairfield Inn -570 hotels in the worldwide,. -Businessmen Moxy / -Businessmen / Marriott Executive Apartments -over 25 hotels in 16 Countries worldwide. -Businessmen Marriott Rewards Rewards Offers Rewards Credit Card SpringHill Suites by Marriott -over 210 hotels in the worldwide. -Businessmen Marriott Vacation Club -over 50 hotels in the worldwide. -tourists EDITION -8 hotels in worldwide. -tourists Renaissance Hotels -80 hotels in 7 countries in worldwide.. -tourists Market Segmentation
- 33. Mind map ofTarget Marketing Target market Full service Limited service Leisure + Business Younger market Leisure Business Younger market Luxury or Finest
- 34. Target Marketing -Marriott Target market Full service Leisure + Business Luxury: Ritz Carlton Ritz Carlton destination on Club JW Marriott The Residences Autograph collection EDITION Grand Residences Renaissance Finest: Marriott Vacation Marriott Hotels Gaylord Hotels Younger market Limited service Leisure Finest: Courtyard Residence Inn Towne Place Business Luxury: Marriott Executive Apartment Finest: Fairfield Inn Spring Hill Younger market Finest: Moxy Ac Hotel
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- 37. Brands Distribution indifferent regions Starwood Marriott Intercontine ntal America 647 3,339 3,555 Europe 164 223 628 Middle East and Africa 80 41 232 Asia 243 132
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- 39. Brands in Americabetween Intercontinental and Marriott Intercontinental Marriott America (luxury) 236 528 America (mid- scale) 3233 2602
- 40. The brands ofhotels in America (Intercontinental VS Marriott) 92.7% 7.3% 83.1% 16.9%
- 41. Comparison in MarketingTargeting - Starwood Target market (Starwood) Full service Leisure + Business Luxury: St. Regis The Luxury Collection W hotels Westin Le Meridien Sheraton Younger market Limited service Leisure Finest: Four Points Business Finest: Element Younger market Finest: Aloft
- 42. Comparison in MarketTargeting - Intercontinental Target market (Intercontinental) Full service Leisure + Business Luxury: InterContinental Finest: Candlewood Suite Younger market Limited service Leisure Finest: Holiday Inn Express Business Finest: Crowne Plaza Holiday Inn Hotel Stay Bridge Suite Younger market Finest: Indigo hotel
- 43. Cooperation Partners in Diversity •National Black MBA Association • National Association of Black Hotel Owners, Operators and Developers • National Gay & Lesbian Chamber of Commerce • Gay & Lesbian Alliance Against Defamation • Asian American Hotel Owners Association • WEConnect International
- 44. Global growth 2800 2900 3000 3100 3200 3300 3400 3500 3600 3700 3800 3900 2008 20092010 2011 2012 The number of Marriott's properties in worldwide 62 64 66 68 70 72 74 76 2008 2009 2010 2011 2012 The number of Marriott's properties located in different countries
- 45. Performance 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2 2001 2002 20032004 2005 2006 2007 2008 2009 2010 2011 2012 Diluted earnings per share from continuing operation 0 2000 4000 6000 8000 10000 12000 14000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 The revenue Marriott International have earned from 2003 to 2012 in million
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- 48. Recommendation - Youth Provide Interaction between users Game with more fun Run a virtual hotel Virtual economy Incentive Prevent Too informative Boring
- 49. Recommendation Develop the newmarkets the developing countries with potential market mainly develop the market target the business traveler (high yield market->profitable)
- 50. The Direction ofMarriott’s Development 150 franchised MOXY HOTELS Three stared Europe Develop the “express” to target the mid-scale traveler Mid-scale business travelers Short period Provide the basic need : Bed, food and high speed internet service Locate in international crowd city (e.g. Macau, HK and Singapore)
- 51. Reference http://files.shareholder.com/downloads/MAR/2795113264x0x639271/D9E7DF84-7B56- 4600-B1F6-AB68479A77B8/Final_2012_Form_10-K.PDF http://www.marriott.com/Multimedia/PDF/Hotel_Development/PowerofMarriott_broc hureEMEA.pdf http://www.rewards-insiders.marriott.com/people/vaboywnder/blog/2013/06/03/using- rewards-for-marriott-gift-cards http://www.odysseymediagroup.com/nan/Editorial-GDS-CRS.asp?ReportID=38627 http://www.nytimes.com/2013/06/17/business/media/a-campaign-from-marriott-aims- younger.html?_r=0 http://travel-brilliantly.marriott.com/our-innovations/check-in-app http://www.cwhonors.org/case_studies/MarriotInternational.pdf http://www.sabrehospitality.com/global-distribution-system.php http://www.travelagentcentral.com/hotels/marriott-signs-amadeus-best-rate-10597 http://www.travelmole.com/news_feature.php?news_id=83389&c=setreg®ion=2 http://www.fiu.edu/~ereserve/010019227-1.pdf
Editor's Notes
- #13 Melbourne Warm-up this winter with our Holiday Getaway Event! Book at a participating property by December 15, 2013 and stay between November 15, 2013 - January 31, 2014. Guests who book the package will enjoy a resort guest room and a $50 resort credit each night! Just stay four nights to receive $200 in resort credit. You can apply your credit to your favorite things like dining, spa, golf and more (activities vary by resort). Book today!
- #19 Millennial Media, ESPN, Comedy Central and the Travel Channel, Jimmy Kimmel Live Wired and Fast Company
- #27 Cross sales room revenue: perated or franchised more than 3,000 properties across 19 brands in the United States and 66 other countries and territories
- #28 Adv: -agility in responding to changing market conditions and future needs, -Improved decision-making to drive revenues and profitability, -enhanced relationship-building opportunities across all touch points, -Reduced complexity in Marriott’s computing environment, -consistency of information across systems, -enhanced security for data and transactions, and -shared best practices and measurement tools across the enterprise low costs per transaction, high contribution to occupancy, and high revenues generated per call. 24/7 availability and reliability
- #31 To avoid delays and errors hotels and their technology providers opted to integrate the GDS information with their own reservations and property management solutions. This was called seamless integration. 2 way seamless refers to the systems that can manage GDS rates from the hotel CRS or PMS. One way integration simply means the hotel system can view the GDS sales but not manage the data.