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CHAPTER 15: MARRIOTT
SUMMARY
Quality and consistent service is Marriott’s main focus and keeps the company in the top position
in its industry. The company is responsible for pioneering segmentation in the hospitality
industry. With a wide array of hotels, Marriott meets the needs of various customer segments.
Before developing any additional hotel chains and their respective brands, the company always
tests properties first. Marriott is active in soliciting feedback from its customer base and focuses
on really understanding its customer targets.
A few of Marriott’s brand extensions are the Fairfield Courtyard for the business traveler,
Residence Inn and Townplace Suites for extended stay, and the Renaissance line overseas.
Marriott’s newest line is Springhill Suites, which was developed based on feedback from
extended-stay clients. Marriott carefully manages the different communication messages about
each brand. By focusing on differentiating each property, Marriott feels it does not create
confusion in the customer’s mind. Each brand has its own loyal following, with some crossover.
What is most important to Marriott is to meet the customer’s travel need, which may vary over
time.
DISCUSSION QUESTIONS:
1. Where would you place the hotel industry on the evaluation continuum in Figure
15.3 on p. 439 of the chapter?
2. How do you think Marriott would score out on a SERVQUAL survey among its
customers?
3. Read the “Application: Marriott” paragraph on p. 445 of the chapter and discuss
the changes Marriott implemented to increase customer satisfaction.
4. Despite the distinct brands targeting a wide array of diverse market segments,
Marriott maintains a unique identity and brand image. How does it accomplish this task?
1. Choose one hotel brand and highlight how Marriott has differentiated its service with
appropriate amenities.
2. Have group representatives contact local Marriott Hotel managers and inquire about new
trends, amenities, marketing concerns, and current advertising campaigns that relate to the
video case.
