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Important in human development
Important in human development
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Introduction
Apart from innovativeness and incisive management, Marketing Research has played a crucial role in helping Marriot segment the market and successfully launch and develop its line of hotels. Marketing research has been a significant backbone for the success of Marriott. Therefore, marketing research is an important requisite for Marriott to keep track of their changing consumer and business customer needs, to identify new opportunities in the hospitality service sector, to further develop and differentiate its various brands, and to develop strong brand equity. Through marketing research, Marriott has scaled magnificent heights of operational success.
Marriott’s framework for Marketing Research: An evaluation of the role of research towards Marriot’s tremendous success
Marriott has made enormous investments in diversifying its range in offering quality hospitality products and services. Through segmentation, the company focuses on individual groups such as travellers, families and other tourists (Malhotra, p.750). Marriott has a marketing research department within the organisation which effectively collects a large amount of secondary data on an on-going basis and in response to specific marketing problems and opportunities. These data provide valuable information such as: the number of non-business travellers staying at each of the Marriott’s hotels over time, the relative occupancy by non-business versus business travellers over time by specific Marriott brands, average length of stay by non-business travellers, etc. These data can provide a clear understanding of the non-business traveller segment and how this segment selects a hotel. Through this approach, different customers can access specialized services and ...
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...ugh, it is vital to categorize the data based on the different segments for strengthening the standards of uniformity and for further improvements in the near future.
References
1. Belk, R., Grayson, K., (2011). Research in Consumer Behaviour, Emerald Group Publishing.
2. Morrison, M., (2002). Using Qualitative Research in Advertising. Thousand Oaks, CA: SAGE.
3. Hospitality net, Marriott International Shares Rare Look into Innovative Next Generation Marketing Strategy - See more at: http://www.hospitalitynet.org/news/4062297.html (accessed on April 9, 2014)
4. Malhotra, N., (2010). Marketing Research, 6/E, Boston, MA: Prentice Hall.
5. A Marriott Success Story – See more at: http://industry.visitcalifornia.com/Market-Strategy/Liaison-Program/A-Marriott-Success-Story/ (accessed on April 9, 2014)
Marriott Corporation is an international company who's the growth over the year has been more than satisfactory.
In 1919, Company founder, Conrad Hilton, purchased his first hotel in Cisco, Texas. Since that time, Hilton Worldwide has become a worldwide operator, franchisor, and licensor of hotels and timeshare properties in more than 91 countries. In nearly 100 years of existence, the Company now finds itself as one of the largest and fastest growing hospitality companies with over 4,115 properties and 678,630 rooms. With a commitment to high quality and customer satisfaction, the company has established a portfolio of 10 world-class brands including the most recognizable hotel brand in the world, the company’s flagship full-service Hilton Hotels & Resorts brand. Its premier brand portfolio includes the luxury hotel brands, Waldorf Astoria Hotels & Resorts and Conrad Hotels & Resorts, full-service hotel brands, DoubleTree by Hilton and Embassy Suites Hotels, focus-based hotel brands, Hilton Garden Inn, Hampton Inn, Homewood Suites by Hilton and Home2 Suites by Hilton, and the company’s timeshare brand, Hilton Grand Vacations. Hilton operated properties are staffed with more the 314,000 team members focused on providing a complete experience at each location. The company’s award-wining customer program, Hilton Honors, defined rewards programs in the industry and now has over 40 million members (Hilton Worldwide).
Technology has created a major impact on the way in which all organizations market their products and services. With the development of the internet, companies are now able to economically market themselves on a global level. Even smaller companies that were once not able to capture international business due to the cost factor can now do just that. The Washington Plaza Hotel is no exception. The hotel industry in DC relies heavily on tourism as a major part of its client base. Many of these tourists who visit the city are of foreign nationality. It is important that the Washington Plaza Hotel targets these people when marketing the company. Not only do they target the tourist but they also target the international business travelers that come to the city on business related trips. The hotel's website, which gives detailed information about the hotel's accommodations and services, can be accessed by potential customers all over the world. In addition, the Washington Plaza Hotel has teamed up with such web-based travel services like Orbitz, Expedia, Travelocity, Etc. in order to capture more of the global market. Before the existence of the internet, the global market was not easily reachable. Technology has the greatest affect on marketing for many organizations and certainly for the Washington Plaza Hotel as well as the hospitality industry itself.
Founded in 1919, Hilton Worldwide has remained a beacon of innovation, quality, and success. What Hilton Worldwide calls their mission statement imposes its worldwide high status: “We will be the preeminent global hospitality company - the first choice of guests, team members and owners alike.” Fierce competition, however, does currently exist among hotel corporations within the market. Marriott International, Hilton’s main competitor, currently stands as the third-ranked world leader within the industry (according to hospitalitynet.org), coming in after Hilton. Other competition faced by Hilton comes from Wyndham Worldwide, Starwood Hotels and Resorts, and Best Western, to name a few. Affiliated with ten different hotel brands, Hilton Worldwide provides its guests with the advantage of choosing from any one of their 4,000 operating hotels located throughout 90 different countries. This has evidently contributed to Hilton Worldwide becoming one of the top leaders (ranked second to be exact) in the hospitality industry, despite their competition. The vision of Hilton Worldwide is “to fill the earth with the light and warmth of hospitality.” As the modern luxury hotel, Hilton has created a prestigious heritage with a modern attitude. The values of Hilton Hotels are stated uniquely, giving one value to each letter that constitutes the word for the hotel brand. “H” stands for Hospitality– “We are passionate about delivering exceptional guest experiences”; “I” stands for Integrity– “We do the right thing, all the time”; “L” stands for Leadership– “We are leaders in our industry and in our communities”; “T” stands for Teamwork– “We are team players in everything we do”; “O” stands for Ownership– “We are the owners of our actions and dec...
47% of Marriott’s rooms are in North American Limited Service, 30% are classified as North American Full Service, and the remaining 23% of its rooms are in the international segment (Marriott, 2015). Recognizing that travelers have a range of budgetary and amenities needs, Marriott operates its properties under a variety of different brand names, 19 in total, each of which has its own “price and service points” (Marriott, 2015). Most of Marriott’s brands are at the high end of the market, which includes such widely recognized luxury brands as the Ritz-Carlton, JW Marriott, Renaissance Hotels, Bulgari Hotels, Marriott Executive Apartments, Marriott Vacation Club, Edition Hotels, Autograph Collection Hotels, Gaylord Hotels, and Marriott Hotels (Marriott, 2015). These properties often command nightly rental rates that can run several hundred dollars a night and offer a wide range of amenities well suited for both business and pleasure travelers. These properties are classified as “Full-Service.” Marriott also offers a range of “Limited-Service” brands that do not contain as many amenities and tend to be much cheaper than the Full-Service line. Examples of these properties include Courtyard, Residence Inn, SpringHill Suites, and Fairfield Inn & Suites (Marriott, 2015). Even though these properties are considered Limited-Service, they do offer considerably nicer accommodations and more amenities than other types of budget motels and hotels. In contrast to many of the other hotel brands, Marriott International does not operate any midscale, economy, or budget
Internet Marketing News and Know-How. Hotel Marketing. 18 Feb. 2011. Web. 19 Apr. 2011. .
The hotel industry performs within a saturated market, driven by customer loyalty and competitive pricing to stand-out. This competitive nature makes it extremely important to capitalise on strengths while improving on
Finally, Marriott also had to measure how this vision is performing. They are looking at 3 success measures; Loyalty, Profitability and Growth.
The most prestigious name in the industry, Hilton Hotels & Resorts stands as the stylish, enthusiastic and global leader of hospitality. With over 92 years of experience, Hilton continues to be synonymous with hotel because of innovative approach to products, facilities and service. They help make traveling easier with smart design, innovative restaurant concepts, authentic hospitality and assurance to the global community.
The Hotel industry has become very important in the past years due to immense traveling and growth of international business. Hotel industry not only plays an important role in the life of people but as well as the economy of the country. Development and advancement in the Hotel industry have rapidly been taking place and especially since the rapid change in technology, it is very important for hotels to be promptly keeping up to date. When the hotel industry is spoken of, there are many famous hotels but one hotel company that has been outstanding in growth and other aspects of business, like in Leadership, Teamwork (Employee turnover), Motivation (Customer retention and satisfaction, Goals and objectives, (changing the way hotel business has worked), and Change within the company; structurally inside and physically outside, adding elements, like entertainment, gaming, and outdoor activities, is the Hilton Hotel Company.
...s are essential to its growth domestically as well as globally for the long term. Despite its success with the Courtyard by Marriott, the company continues to expand. “Marriott is a growth company outside the U.S. Thirty-eight percent of all full service hotels are now open outside the U.S. and the growth in international distribution is aggressive and fast. We are expanding into new markets where Marriott is not known.” (Babitch and Chen).
-“Emphasis on individual property brands was not working from a number of fronts. Guests are seeking a unique Rosewood property experience and are not making the connection between Rosewood properties and are increasingly indentifying with other strong hotel brands.” –Scott and Boulogne
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
The overall industry saw a strong boom rate from 2010-2014. The global hotels & motels industry had total revenues of $677.1bn in 2014, representing a compound annual growth rate (CAGR) of 4.6% between 2010 and 2014. In comparison, the Asia-Pacific and US industries grew with CAGRs of 6.6% and 5% respectively, over the same period, to reach respective values of $163.7bn and $166.2bn in 2014(Global Hotels & Motels 7). The reason for this growth is due to the Asia-Pacific Region and Americas. The US alone with its world’s largest hotels/market has conquered net value growth, while China has literally doubled the revenue in the same time span. The leisure segment
The Hotel industry has become very important in the past years due to immense traveling and growth of international business. The Hotel industry not only plays an important role in the life of people but as well as the economy of the country. I spent an hour of my day relaxing in the lobby at the Fontainebleau resort in Miami, while on vacation with my family visiting from out of state. It was my first time staying at the resort so I was eager to check it out, after seeing such great reviews on Yelp and hearing great things from friends who have been there in the past. The employees working at the resort were very welcoming, professional and willing to go above and beyond to help their guests. The check-in process was very quick due to having