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Ritz Carlton Brand Case Study
1.
2. 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.
3. 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.
4. 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
5. 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
6. 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
7. 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.
8. 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.
9. 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
10. 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
23. 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.
24. 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.
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30. 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.
31. 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
33. 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.
35. 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
