1. Elton Kong
Mandy Lau
Michelle Li
Rita Mui
Anthony Tang
Kitty Tsoi
Vania Tsang
Crystal Yuen
201301153
201303284
201300035
201304686
201308039
201303373
201310769
201308022
Marketing
Lecturer: Mr. Robert Chan
2. History
East’s first drive-in
restaurant
1927
1928
The 365-room
Twin Bridges
Marriott Motor
Hotel drive-in
registration
desk
1937
1957
The Hot Shopper
“In-flight” airline
catering Hoover
Airport
First fast-food
restaurant
1965
First
national
“moderate”
segment for
business
travelers
1972
Sun Line cruise
ship and two
Great America
theme parks
1983
3. Opens first Fairfield
Inn and Marriott
suites hotel, acquire
Residence Inn
Acquire The
Ritz-Carlton
1987
1988
Open its 500th hotel
in Warsaw, Poland,
the first western
managed hotel in
Eastern Europe
1995
Launch
Springhill
Suites by
Marriott
1997
1998
Acquire The Renaissance
Hotel Group
Launch TownePlace
Suites, Fairfield Inn &
Suites and Marriott
Executive Residences
brands
Launch the
Autograph
Collection
Acquire the
ExecuStay corporate
housing company
1999
2004
The first Bulgari
Hotels & Resorts
property opens in
Milan, Italy
Launch AC
Hotels
2008
2009
2011
Officially
announce the
EDITION brand
31. Market Segmentation
Hotel
Geographic
Demographic Behavioral
The Ritz-Carlton
-84 luxury hotels and resorts
-Businessmen
-tourists
The Ritz-Carlton Rewards
Rewards Offers
Rewards Credit Card
-Businessmen
-tourists
/
in 26 countries worldwide.
Bulgari Hotels &
Resorts
-5 luxury hotels and resorts
In 5 countries worldwide.
JW Marriott
-64 hotels and resorts in worldwide
AC Hotels
-63 hotels and resorts in 3
countries worldwide.
Residence Inn
-over 600 hotels and resorts in 3
countries worldwide.
Towneplace
-over 200 hotels in two countries
worldwide.
Autograph
Collection Hotels
-6 hotels in worldwide.
-Businessmen
-tourists
-Businessmen
-tourists
-Businessmen
-tourists
-Businessmen
-tourists
-Businessmen
-tourists
Marriott Rewards
Rewards Offers
Rewards Credit Card
32. Market Segmentation
Marriott Hotels & Resorts
-over 500 hotels in 47
countries worldwide.
The Ritz-Carlton
Destination Club
-over 70 hotels in worldwide.
Courtyard
-Businessmen
-tourists
-Businessmen
-tourists
-Businessmen
-over 900 hotels in 37
Countries in worldwide.
Fairfield Inn
Moxy
-570 hotels in the worldwide,.
-Businessmen
/
-Businessmen
Marriott Rewards
Rewards Offers
Rewards Credit Card
Marriott Executive
Apartments
-over 25 hotels in 16
Countries worldwide.
-Businessmen
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
/
Marriott Rewards
Rewards Offers
Rewards Credit Card
33. Mind map of Target Marketing
Target market
Full
service
Leisure
+
Business
Limited
service
Younger
market
Leisure
Luxury or Finest
Business
Younger
market
34. Target Marketing - Marriott
Target market
Limited service
Full service
Leisure
+
Younger market
Leisure
Business
Younger market
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
Finest:
Courtyard
Residence Inn
Towne Place
Luxury:
Marriott
Executive
Apartment
Finest:
Fairfield Inn
Spring Hill
Finest:
Moxy
Ac Hotel
37. Brands Distribution in different regions
Starwood
Marriott
Intercontinental
America
647
3,339
3,555
Europe
164
223
628
Middle East
and Africa
80
41
Asia
243
132
232
39. Brands in America between
Intercontinental and Marriott
Intercontinental
Marriott
America
(luxury)
236
528
America
(midscale)
3233
2602
40. The brands of hotels in America
(Intercontinental VS Marriott)
7.3%
16.9%
83.1%
92.7%
41. Comparison in Marketing Targeting Starwood
Target market
(Starwood)
Full service
Limited service
Leisure
+
Younger market
Leisure
Business
Younger market
Finest:
Four Points
Finest:
Element
Finest:
Aloft
Business
Luxury:
St. Regis
The Luxury Collection
W hotels
Westin
Le Meridien
Sheraton
42. Comparison in Market Targeting Intercontinental
Target market
(Intercontinental)
Full service
Limited service
Leisure
+
Younger market
Leisure
Business
Younger market
Finest:
Holiday Inn
Express
Finest:
Crowne Plaza
Holiday Inn Hotel
Stay Bridge Suite
Finest:
Indigo hotel
Business
Luxury:
InterContinental
Finest:
Candlewood Suite
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
The number of Marriott's
properties in worldwide
3900
3800
3700
3600
3500
3400
3300
3200
3100
3000
2900
2800
2008
2009
2010
2011
2012
The number of Marriott's properties
located in different countries
76
74
72
70
68
66
64
62
2008
2009
2010
2011
2012
45. Performance
Diluted earnings per share from
continuing operation
2
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
2001
2002
2003 2004 2005 2006 2007 2008 2009
2010
2011
2012
The revenue Marriott International have earned
from 2003 to 2012
14000
12000
10000
8000
in million 6000
4000
2000
0
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
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 new markets
the developing countries with
potential market
mainly develop the market target
the business traveler
(high yield market->profitable)
50. The Direction of Marriott’s
Development
150 franchised MOXY HOTELS
Three stared
Europe
Develop the “express” to target the mid-scale
traveler
Mid-scale business travelers
Provide the basic need :
Short period
MOXY
Bed, food and high speed internet service
Locate in international crowd city
(e.g. Macau, HK and Singapore)
MelbourneWarm-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!
Millennial Media,ESPN, Comedy Central and the Travel Channel, Jimmy Kimmel LiveWired and Fast Company
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
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 enterpriselow costs per transaction, high contribution to occupancy, and high revenues generated per call.24/7 availability and reliability
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.
