Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (2023)

As we all know, Marriott International has been at the forefront of the hospitality industry for a long time. However, there is little doubt as to how his marketing strategy has contributed the most to the success he has achieved over the years.

This case study focuses on Marriott International's target market, its marketing strategy and advertising campaigns, along with its digital presence. So let's start by understanding Marriott International as a company.

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Acerca de Marriott International

Marriott International's target market

Mezcla de marketing da Marriott International

Marriott's International Product Strategy

Marriott International Pricing Strategy

(Video) Marriott International Inc. - Strategic Management Analysis

Marriott International Place Strategy

Mariott's International Promotion Strategy

Mariott International Marketing Strategy

M Live de Marriott International

#GoldenRule: A marketing campaign by Marriott International

Marriott Bonvoy: An International Marketing Campaign by Mariott


Acerca de Marriott International

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (1)

Marriott International, Inc. is an American international hotel company that operates a broad portfolio of hotels and related accommodation facilities.

(Video) Final Case Analysis Marriott International

Founded by J. Willard Marriott, the company was founded in 1927 and is headquartered in Bethesda, Maryland, USA.

Speaking of its presence, Marriott International has established itself in 131 countries with more than 7,000 properties offering around 1.4 million rooms.

It is one of the most respected organizations in the hotel sector and has 30 different brands according to convenience and comfort.

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (2)

Marriott International Brand Portfolio

Marriott International is a public company listed on the NASDAQ Stock Exchange in the United States.

Now that we have a brief understanding of the company, let's drill down into the Marriott International customer profile by examining its target market.

Marriott International's target market

A target market refers to a group of people identified as potential customers of a business. The target market usually includes customers who share similar demographics.

This is how Mariott International segments its target market:

Marriott International's target market
Brandtarget group
marriott patioroad travelers
Hotels in Ritz Carltonluxury travelers
Marriott Conference CentersCompanies that hold meetings
Marriott ExecuStayFor people who need accommodation for a month
Marriott Vacation ClubsTravelers looking to buy timeshare

JW Marriot, created by Marriott International as a luxury brand, is aimed at guests looking for a peaceful and opulent environment during their stay.

Marriott International has successfully created different target markets within its industry, specifically targeting its customers' requirements.

Therefore, its customers are mainly individualistic, sophisticated and self-defined travelers who are willing to spend extra money on their accommodation, as well as business travelers.

Now, let's learn more about the company by looking at the 4Ps of Marriott's marketing mix in the next section.

Mezcla de marketing da Marriott International

The marketing mix is ​​commonly used to describe the set of techniques a company uses to get its message across to its target market. Even more, a marketing mix can also be used to understand what a company is doing from a marketing point of view. It includes the 4Ps that comprise a company in terms of Product, Price, Place and Promotion.

Here's how Marriott's marketing mix works:

Marriott's International Product Strategy

Marriott is one of the most recognized luxury hotel chains. It has a unique product strategy that focuses on luxury travelers.

For Marriott, the core product in its marketing mix is ​​in the hospitality services modality. Its product strategy encompasses everything related to hotel operations. They have over 30 brands, including popular hotels like the Ritz-Carlton, Sheraton, Renaissance and many others.

The company has categorized its brands under the following labels: Luxury, Premium, Select and Longer Stays. This helps customers choose hotels based on their travel plans and convenience.

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (3)

Marriott International strives to deliver exceptional guest experiences that are consistent across all of its branded hotels and resorts in all locations and across all channels. He also works extensively on launching new brands based on different themes catering to new and existing customers.

Marriott International Pricing Strategy

Marriott International is one of the few organizations that has managed to maintain pricing power despite significant discounts from competitive pricing, reduced volume and increased room supply.

(Video) Marriott Hotels & Resorts Market Segmentation Analysis | Free Report Sample

In terms of pricing, Marriott International prices vary between different hotels, customers and locations. The company's main motive is to provide a top-notch experience that exceeds customer satisfaction for the price you pay.

It has been successful in large part because different hotel brands have managed to maintain differentiated value propositions in terms of brand promise and appeal.

Marriott International Place Strategy

Marriott International is recognized and is one of the largest hotel chains in the world in number of hotels that it manages and operates both in different parts of the world and in the United States.

Choosing the ideal location and distribution strategy has played a vital role for Marriott on its journey over the years. Since its founding, it has established itself in over 131 countries and its hotel locations are mainly focused on major cities and towns in and around a country.

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (4)

Marriott's International Presence

Mariott's International Promotion Strategy

Marriott International has been in the hospitality industry for nearly a decade now that the name "Marriott" speaks for itself. It is one of the positive beneficiaries of word of mouth promotion.

Other than that, Marriott focuses primarily on promoting itself and its brands through digital media.

  • It has a very well-designed website that shows all its brands in detail, which attracts users to book the room immediately.
  • He also worked on user-generated content strategy and also collaborated with several influencers.
  • It also runs a loyalty program called Bonvoy, which offers its customers a variety of benefits.

Now that we understand the hotel giant's marketing mix, let's review Marriott's marketing strategies in the next section.

Mariott International Marketing Strategy

In recent years, Marriott International's marketing strategy has shifted from offline to online. You've shifted your focus to marketing yourself more digitally than using the traditional marketing approach.

As Arne Sorensen, president of Marriott International, aptly put it on his blog: "What social media allows us to do is not draw attention to ourselves, but to see our guests in their own spotlight."

So let's understand the strategies and campaigns you put in place to provide a better customer connection and service in general.

M Live de Marriott International

M Live by Marriott International has been shaping the future of the hospitality industry with its communities at Marriott hotels.

M Live is a platform where the M Live team tracks a variety of popular topics around the world and organizes its content around these topics. Furthermore, it also targets people on an individual level.

For example, a traveler recently tweeted a question about hotels in Nashville, USA and received relevant suggestions from M Live. The M Live team not only suggested hotels, but also provided relevant content on how Nashville's nightlife further enhances the travel experience.

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (5)

M Live Studios by Marriott International

Marriott International Marketing and Advertising Campaigns

Marriott's marketing campaign revolves around showcasing the comfort, care and wealth of the Marriott luxury hotel chain. The advertisements focus on the hotel chain's luxurious room services and hospitality, as well as a relaxed atmosphere.

With memorable marketing campaigns that drew people's attention to the company, Marriott's marketing campaign strategy has so far managed to positively impact its viewers and thus resulted in steady growth in customer engagement.

#GoldenRule: A marketing campaign by Marriott International

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (6)

Marriott International launched a campaign called "Rule of Thumb", a premium brand campaign showcasing four of its brands - Courtyard by Marriott, Fairfield Inn & Suites, Four Points by Sheraton and SpringHill Suites - together for the first time.

(Video) Marriott International Strategic Market

The idea behind the Golden Rule campaign is to showcase Marriott's collective strength stemming from its "classic curated" brands, which together comprise a third of its 30-brand portfolio. It shows a connection between the four brands and how the service is rooted in human connections.

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (7)

Marriott ran several commercials for this campaign, including 60 and 30 second commercials. This campaign launched in 2017 and is one of Marriott's most appreciated campaigns.

Marriott Bonvoy: An International Marketing Campaign by Mariott

Bonvoy: Marriott International's global campaign promoting its travel program under the theme "Reinvented Rewards".

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (8)

Bonvoy is a new loyalty program that offers its customers a variety of benefits, such as exclusive bonuses and discounts. It also allows customers to earn points that can be later redeemed. It also gives members access to a host of sporting and entertainment events.

It launched the Bonvoy app for Android and iOS to enhance the experience for loyal customers.

It has also launched several global advertising campaigns highlighting the benefits of Bonvoy membership. In India, it joined Mumbai Indians as loyalty partners and thus promoted Bonvoy during Indian Premier League (IPL) 2020.

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (9)

Marriott International's Detailed Marketing Strategy: A Case Study | IIDE (10)

These were one of the popular campaigns that Marriott International incorporated to promote itself and maintain its presence in the minds of customers.

With that, our case study comes to an end, we'll go over the final points in the next section.

Note: check ourMasterclass Gratuita de Marketing Digitalby Karan Shah to get started in digital marketing.


Marriott International may be one of the most famous hotels in the world that is constantly in the news for its new hotel development deals. Needless to say, the Marriott International chain is also world-class, with over 7,000 properties in over 100 countries and territories.

However, over the past three years, Marriott International has also been at the forefront of online travel marketing. From its extensive global network to its proprietary technology platform, Marriott International has worked well to integrate digital marketing into a well-organized strategy to make its brand the preferred choice for people seeking luxury travel.

Did you like our work? Interested in learning more? check oursite webfor more. Also, if you are interested in Digital Marketing.

Let us know your thoughts on this case study in the comments section below. Thanks for reading and if you liked ours please share it in your circle.

(Video) MARRIOTT - Case Study: #DesignCharlotte #MTOM

Until then, until next time!


What type of strategy does Marriott use? ›

Marriott also uses the demand and supply pricing strategy. Not just that, they also use the competitive pricing strategy which means they sometimes determine their hotel price based on their competition behaviors.

What was the crucial strategic decision for Marriott that became a game changer for the Internet global marketing? ›

Marriott's app creates loyal customers

Sometimes hotel marketing can get stale. So when Marriott built its customer app, it looked to non-hotels (like theme parks) for inspiration like theme parks. What they found: Customers want apps to make their experiences hassle-free ” and then get out of their way.

Which of the following service marketing tactics are applied at Marriott? ›

Marketing Strategy of Marriott analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc.

What makes Marriott International successful? ›

Marriot was founded on the principles that if you take care of employees, they will in turn, take care of customers; employees feeling good about themselves will be inspired to serve others. It is this belief that is utilized for business effectiveness.

What are the 4 main marketing strategies? ›

(Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

What are the four 4 types of marketing strategies? ›

4 Types Of Marketing Plans And Strategies
  • Market Penetration Strategy.
  • Market Development Strategy.
  • Product Development Strategy.
  • Diversification Strategy.

What sets Marriott apart from the competition? ›

Massive scale. Marriott maintains the largest inventory of hotel rooms globally, and the company intends to extend this advantage for many years, as it also has more inventory in development than any other hotelier.

What is Marriott's growth strategy? ›

Marriott International is planning to open more than 30 luxury properties worldwide in the coming year. The company already has more than 420 hotels and resorts in nearly 65 countries and territories across its Ritz-Carlton, Ritz-Carlton Reserve, St.

What are the 5 core values at Marriott? ›

Our core values make us who we are. As we change and grow, the beliefs that are most important to us stay the same—putting people first, pursuing excellence, embracing change, acting with integrity and serving our world.

What are the three effective marketing strategies for the hospitality industry? ›

Effective Marketing Strategies for the Hospitality Industry
  • Technology, Loyalty, Creativity. Much of the future of hospitality marketing lies in three major areas: technology, customer loyalty, creativity, and new concepts in the business model. ...
  • Creativity. ...
  • Technology. ...
  • Loyalty.
Jun 26, 2018

What are the 5 main marketing strategies? ›

The 5 P's of marketing are part of what is often referred to as a “marketing mix”. A marketing mix is the actions brands take to market their products and services by using a specific framework with the five biggest components of successful marketing: product, place, price, promotion, and people.

What is the target market of Marriott International? ›

A Target Market refers to a group of individuals identified as being likely customers of a business.
Target Market of Marriott International
BrandTarget Group
Marriott CourtyardOver-the-road travellers
Ritz-Carlton HotelsLuxury travellers
Marriott Conference CentersCorporates that conduct meetings
2 more rows
May 21, 2021

What is Marriott's mission statement? ›

What is Marriott's Mission Statement? Marriott International does not have a mission statement; rather, we have a vision statement which is "To be the World's Favorite travel Company."

What is an example of a marketing strategy? ›

Marketing strategies

For example, if your marketing plan is to promote a new product or service, you might have a strategy dedicated to how you're going to use email marketing to support these broader goals. Every marketing plan will most likely produce several marketing strategies as part of the broader plan.

What is the most powerful marketing strategy? ›

If you are looking for the overall most effective marketing strategy for small business, content marketing is the winner. Content marketing encompasses blogs, videos, social media posts, podcasts, webinars, and more – basically, any type of content you can distribute online falls into this category.

What are the strategies required to attract customers? ›

The following six strategies will help you attract and keep customers.
  • Offer quality products. Good quality is the most important reason cited by consumers for buying directly from farmers. ...
  • Cultivate good people skills. ...
  • Know your customers. ...
  • Use attractive packaging. ...
  • Let customers try samples. ...
  • Be willing to change.

What are the seven 7 strategies of marketing? ›

The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.

What is Marriott's strategic objective? ›

To enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experience.”

What is the market positioning of Marriott? ›

Marriott recognizes the existence of varied customer preferences, hence their willingness to pay a premium to achieve the desired level of comfort and luxury. To satisfy the varied market needs, Marriott has integrated a multi-stage market segmentation approach.

What makes Marriott different? ›

Marriott Bonvoy has 30 hotel brands under its portfolio, and travelers can stay at over 7,000 participating properties around the globe. Compared to other hotel rewards programs, Marriott Bonvoy has more participating properties, which gives you greater flexibility when making travel plans.

Who is Marriott's biggest competitors? ›

Competitor comparison
  • Hilton Worldwide Holdings Inc Headquarters. United States of America. No. of employees. 142,000. ...
  • Hyatt Hotels Corp Headquarters. United States of America. No. of employees. 44,000. ...
  • InterContinental Hotels Group Plc Headquarters. United Kingdom. No. of employees. ...
  • Accor SA Headquarters. France. No. of employees.

What are the 4 major market segments for hotels? ›

There are three primary hotel market segments: transient, corporate, and group travel. Each of the three major segments can be broken down into smaller, more specific market segments that further detail customer travel patterns.

What is the Marriott brand slogan? ›

The campaign builds on Marriott Bonvoy's global tagline “Where Can We Take You”, with 'Here' as an expression for reveling the authentic, relatable little moments loved and missed by travelers.

Which 4 categories does Marriott moments? ›

Marriott Bonvoy® Moments is a program where Marriott Bonvoy® Members have exclusive access to concerts, culinary experiences, premier sporting events, and more. Members can redeem their Marriott Bonvoy® Points for either fixed-price experiences or auction-style experiences.

What are Marriott's major market segments? ›

Managers of the company also propose the alternative market segmentation, determining the following categories: luxury (Ritz-Carlton, JW Marriott, Bulgari Hotels & Resorts); lifestyle collection (Edition, Autograph Collection, Renaissance, AC Hotels); signature (Marriott); select service (Courtyard, Fairfield Inn); ...

What is Marriott functional level strategy? ›

Functional level strategy assist the business to see managementdecisions to be specific with the functional or departmental area of the organization, suchas marketing, human resources, finance, information management and public relations.

What is Marriott's business model? ›

Under Marriott's business model, it franchises or manages hotels, rather than own them outright. The company has two revenue streams: Management Fee Revenues – Revenues Marriott earns through managing/franchising properties; they include base management fees, franchise fees, license fees, and incentive management fees.

What hotel management system does Marriott use? ›

What PMS System Does Marriott Use? The property management system used by Marriott International is Micros Opera. All North American properties under Marriott use this PMS system, and subsequently, all Marriott brands worldwide.

What are the 5 core values of Marriott? ›

Our core values make us who we are. As we change and grow, the beliefs that are most important to us stay the same—putting people first, pursuing excellence, embracing change, acting with integrity and serving our world.

What are the 3 functional strategies? ›

Functional area strategies typically include marketing, production, human resources (HR), and research and development (R&D). Each of these departments has its own goals and strategies that contribute to the attainment of the company's overall goal.

What is Marriotts competitive advantage? ›

Massive scale

Marriott maintains the largest inventory of hotel rooms globally, and the company intends to extend this advantage for many years, as it also has more inventory in development than any other hotelier.


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