MAHATMA EDUCATION SOCIETY’S

PILLAI COLLEGE OF ARTS, COMMERCE

&SCIENCE
(AUTONOMOUS)
NEW PANVEL

PROJECT REPORT ON
“4 P’s Marketing Strategies of Marriott International
Hotels”

IN PARTIAL FULFILLMENT OF BACHELOR OF

MANAGEMENT STUDIES

SEMESTER VI (2024-25)

SUBJECT- INTERNATIONAL MARKETING

PROJECT GUIDE Asst Prof. Sunita Saini

SUBMITTED BY: - SOHAM KADAM

ROLL NO. 8401
 Project Report: 4 P’s Marketing Strategies
of Marriott International Hotels

Introduction
Marriott International is one of the world’s largest and most renowned hotel
chains, founded by J. Willard Marriott in 1927. Headquartered in Bethesda,
Maryland, Marriott operates more than 7,000 properties across 131 countries
and territories, offering a wide range of accommodations that cater to business,
leisure, and luxury travellers.
The company’s portfolio includes 30+ brands, from high-end luxury hotels like
The Ritz-Carlton, St. Regis, and JW Marriott, to more affordable options such
as Courtyard by Marriott and Fairfield Inn & Suites. Marriott's diverse range of
offerings ensures that there’s a property to suit different preferences and
budgets, whether you’re looking for a lavish getaway or a comfortable,
convenient stay.
Marriott also emphasizes providing exceptional service, innovative amenities,
and modern, well-equipped spaces. Its Bonvoy loyalty program allows members
to earn and redeem points for free stays, upgrades, and other rewards.
Over the years, Marriott has expanded through both organic growth and
strategic acquisitions, most notably the purchase of Starwood Hotels & Resorts
in 2016, which brought brands like Sheraton, Westin, and Le Meridian under its
umbrella.

Executive Summary
This report delves into Marriott International’s marketing strategies using the 4
P’s framework: Product, Price, Place, and Promotion. As one of the world’s
leading hospitality brands, Marriott continues to adapt to market demands while
maintaining service excellence and innovation. The following analysis provides
comprehensive insights into their strategic approach and its impact on their
global success.
Marriott Hotel Mission
Marriott's mission is to enhance the lives of its customers by creating and
delivering outstanding hotel experiences. The company strives to offer an
exceptional guest experience with a focus on service excellence, innovation, and
hospitality. Marriott is dedicated to ensuring that its guests feel valued,
respected, and at home, regardless of which hotel brand they choose.
Their mission can be summarized in their commitment to "Serve the world" by
delivering exceptional hospitality, creating a positive impact in local
communities, and ensuring sustainable practices are integrated into their
operations.
Marriott Hotel Vision
Marriott's vision is to be the world’s favourite travel company by providing
enriching and personalized travel experiences. The company envisions leading
the industry with its diverse portfolio of brands, a commitment to innovation,
and a focus on providing quality accommodations and memorable experiences
for travellers of all kinds.
This vision revolves around building long-term relationships with customers by
providing a broad range of hotel options, modern amenities, and leveraging
their global presence to enhance the travel experience on a global scale.
The company’s overarching goal is to create a welcoming and inclusive
environment for all its guests, associates, and partners while maintaining a
strong sense of responsibility to the environment and local communities.
4 P’s Marketing Strategies of Marriott International Hotels

1. Product Strategy
Marriott International, one of the world’s largest and most renowned hospitality
brands, has built a robust product strategy to cater to the diverse needs of
travellers around the globe. With a portfolio that spans more than 30 brands,
Marriott has successfully positioned itself as a leading player in the global hotel
industry. This product strategy focuses on delivering a variety of
accommodation options, personalized guest experiences, technological
innovation, sustainability, and customer loyalty, ensuring the company remains
competitive and appealing to a broad range of consumers. In this report, we will
explore Marriott's product strategy in detail, highlighting key components that
have contributed to its success.

1. Diverse Brand Portfolio

A cornerstone of Marriott's product strategy is its diverse brand portfolio, which

allows the company to target a wide array of customer segments, ranging from
luxury travellers to budget-conscious guests. Marriott’s portfolio includes over
30 brands, each catering to different types of customers with unique preferences
and budgets. This extensive range ensures that Marriott can offer a tailored
experience to any traveller, no matter their needs.

 Luxury Brands: Marriott’s luxury offerings, such as The Ritz-Carlton, St.

Regis, JW Marriott, and The Luxury Collection, are designed to provide
high-end, exclusive experiences for travellers seeking the finest in
hospitality. These hotels feature opulent designs, exquisite services, and
premium amenities, positioning Marriott as a leader in the luxury travel
sector.
 Premium Brands: For travellers who seek quality and comfort at a
moderate price, brands like Sheraton, Westin, Le Meridian, and
Autograph Collection offer a blend of upscale accommodations with a
focus on both business and leisure needs. These hotels feature modern
amenities, stylish décor, and convenient services designed to appeal to
both corporate clients and vacationers.
 Select-Service and Extended-Stay Brands: Marriott also caters to guests
seeking affordable, convenient accommodations with brands like
Courtyard by Marriott, Fairfield by Marriott, Residence Inn, and
Springhill Suites. These brands are often favored by business travelers
 and families due to their practical amenities, such as spacious rooms, on-
site dining options, and business centers. Extended-stay brands like
TownePlace Suites and Element by Westin focus on longer-term stays
with features like kitchens and separate living areas, making them ideal
for guests who need flexibility and home-like comforts.
 Economy and Budget-Friendly Brands: Marriott's economy brands,
including Moxy Hotels and AC Hotels by Marriott, cater to budget-
conscious travelers who prioritize value and efficiency without sacrificing
style and comfort. These properties focus on providing a trendy and
energetic atmosphere at a more affordable price point, attracting younger
travelers and those on tight budgets.

This broad brand portfolio allows Marriott to maintain a market presence across
various price segments, ensuring they are competitive in every category, from
budget to luxury, and making it easier for guests to find a hotel that meets their
needs and expectations.

2. Personalization and Guest Experience

In today’s competitive hospitality landscape, personalized guest experience is a

critical differentiator. Marriott has invested heavily in ensuring that each guest’s
stay is memorable, tailored to their preferences, and seamless. Marriott’s
Marriott Bonvoy loyalty program plays a key role in this, offering a wide range
of benefits and rewards to loyal customers. Bonvoy members earn points for
stays, which can be redeemed for free nights, room upgrades, exclusive
experiences, and other perks. This personalized approach strengthens customer
relationships and fosters loyalty.

To enhance the guest experience further, Marriott employs a variety of

strategies to cater to individual preferences. For example, through the Marriott
Bonvoy mobile app, guests can manage their bookings, request services, and
even check in and out of their rooms digitally, providing a convenient and
frictionless experience. Additionally, Marriott’s ability to gather and analyze
data through its loyalty program enables the company to offer personalized
recommendations, special promotions, and tailored services based on guests’
preferences and past stays.

Beyond the technological side of personalization, Marriott focuses on creating a

welcoming environment in its hotels, where employees are trained to anticipate
and meet guests' needs. The company’s dedication to exceptional customer
service is embedded in its culture, with staff members encouraged to go the
extra mile to make guests feel comfortable and valued.

3. Technology Integration
The integration of technology into Marriott’s product strategy is vital for
staying ahead of customer expectations and enhancing operational efficiency.
Marriott has been at the forefront of adopting technological innovations that
streamline the guest experience and increase convenience.

One of the most significant technological advancements is the introduction of

mobile check-in/check-out and keyless room entry, which allows guests to
bypass the front desk entirely and use their smartphones to access their rooms.
This feature reduces wait times and enhances convenience for tech-savvy
travelers. Additionally, Marriott's app offers services like mobile chat with hotel
staff, restaurant reservations, and activity bookings, providing an all-in-one
digital solution for guests.

Marriott has also adopted smart room technologies, such as voice-activated

controls, smart thermostats, and lighting systems, enabling guests to personalize
their in-room experience. The ability to control the environment with voice
commands or mobile devices creates a more seamless and enjoyable stay for
tech-conscious consumers.

Furthermore, Marriott utilizes data analytics to offer personalized marketing and

promotions, track guest preferences, and optimize hotel operations. The
company’s focus on technology allows it to maintain a competitive edge in an
industry where digital experiences are increasingly important.

4. Sustainability and Eco-Friendly Initiatives

In recent years, Marriott has made sustainability a key pillar of its product
strategy. As consumers become more environmentally conscious, the demand
for eco-friendly travel options has grown. Marriott has committed to
minimizing its environmental impact through various sustainability initiatives.

Marriott’s Serve 360 program is the company’s global sustainability platform

that focuses on reducing waste, energy consumption, and carbon emissions
across its properties. For instance, Marriott has implemented energy-efficient
lighting, water conservation measures, and waste reduction practices in many of
its hotels. Additionally, the company is working towards sourcing more
sustainable products and promoting responsible tourism.

Marriott’s commitment to sustainability is also evident in the development of

LEED-certified hotels (Leadership in Energy and Environmental Design),
which meet rigorous environmental standards. By integrating sustainable
practices into hotel design, operations, and supply chains, Marriott is
positioning itself as a responsible brand that caters to the growing number of
environmentally conscious travelers.
5. Global Expansion and Market Penetration

Marriott’s strategy of global expansion has allowed it to strengthen its presence

in key markets worldwide. The company continues to expand its footprint by
opening new hotels in both established and emerging markets. In particular,
Marriott has been focusing on expanding its presence in Asia-Pacific, Europe,
and Latin America—regions that are experiencing significant growth in travel
and tourism.

Marriott has also capitalized on the acquisition of Starwood Hotels & Resorts in
2016, which added several prominent brands to its portfolio, including
Sheraton, Westin, Le Méridien, and Aloft. This acquisition gave Marriott access
to new markets and helped solidify its position as a global leader in the hotel
industry.

The company’s global expansion is not limited to urban centers but also
includes resort destinations, which cater to both luxury and leisure travelers. By
diversifying its portfolio and entering new markets, Marriott has been able to
reach a broader range of customers and tap into high-growth travel sectors.

6. Adaptation to Customer Trends

Marriott has demonstrated an ability to adapt its offerings based on evolving

customer needs and trends. Some of the key trends that have shaped Marriott’s
product strategy include:

 Wellness and Fitness: Marriott has incorporated wellness-focused

amenities such as state-of-the-art fitness centers, spa services, and healthy
dining options into its properties. Brands like Westin and Element are
known for their emphasis on well-being, with features like “Heavenly
Beds” and healthy menus.
 Family-Friendly Offerings: Marriott also caters to families with child-
friendly amenities, including family suites, kids’ programs, and special
services like babysitting. Brands such as Courtyard by Marriott and
Residence Inn provide accommodations that are ideal for families
traveling with children.
 Work and Play Balance: As remote work and flexible work arrangements
grow in popularity, Marriott has adapted its properties to offer spaces for
both work and relaxation. Hotels like Element and AC Hotels cater to
business travelers by offering comfortable workspaces and business
services, while also providing spaces for guests to unwind and enjoy their
leisure time.
2. Price Strategy
Marriott International, one of the largest and most recognized hotel brands
globally, has a well-defined and adaptable price strategy that helps it maintain
its competitive position across various market segments. Marriott’s pricing
approach focuses on flexibility, value, and differentiation to cater to the diverse
needs of its customers, ranging from luxury travelers to budget-conscious
guests. The company utilizes various pricing models based on its broad
portfolio of brands, global market presence, and customer preferences. This
report outlines the key components of Marriott's pricing strategy and how it
contributes to the company's success.

1. Tiered Pricing Based on Brand Segmentation

One of the fundamental aspects of Marriott’s pricing strategy is its tiered pricing
model, which is directly linked to the brand segmentation of its extensive
portfolio. Marriott offers more than 30 different brands, each targeting different
market segments, from luxury and premium to select-service and budget brands.
This tiered approach enables Marriott to price its offerings based on the
perceived value of each brand, the customer segment it serves, and the unique
services and experiences provided at each level.

 Luxury Brands: Marriott’s luxury brands, such as The Ritz-Carlton, St.

Regis, and JW Marriott, are priced at the higher end of the market. These
properties offer premium services, lavish amenities, and exclusive
experiences, justifying the higher price points. Luxury hotels often charge
premium rates for their rooms, along with additional fees for high-end
services such as spa treatments, private concierge services, and exclusive
dining experiences. The price of a stay at these hotels reflects the
exceptional service, location, and luxury offerings.
 Premium and Upscale Brands: Marriott’s premium offerings, including
Sheraton, Westin, Le Méridien, and Autograph Collection, are priced to
appeal to both business and leisure travelers who seek upscale
accommodations at moderate prices. These brands offer stylish
accommodations, modern amenities, and a higher level of service than
mid-range options, but at a more accessible price compared to luxury
hotels. The price strategy for these hotels involves charging a premium
for superior service, strategic locations, and enhanced amenities such as
on-site restaurants, fitness centers, and business facilities.
 Select-Service Brands: Brands like Courtyard by Marriott, Fairfield Inn &
Suites, SpringHill Suites, and Residence Inn fall into the select-service
category, offering comfortable and functional accommodations at a more
affordable price point. The pricing for these hotels is more budget-
 conscious but still aims to provide value for money with features like
complimentary breakfast, business services, and extended stays. The
pricing model for select-service hotels focuses on offering guests an
excellent balance of quality, convenience, and cost.
 Economy and Budget-Friendly Brands: Marriott’s economy brands, such
as Moxy Hotels and AC Hotels, are positioned to attract budget-
conscious travelers looking for modern accommodations at affordable
prices. These hotels focus on providing basic yet trendy amenities, such
as free Wi-Fi, minimalist designs, and self-service options, while keeping
operational costs low. The pricing for these brands is intended to offer
value for travelers who want quality accommodations without paying a
premium for extra services.

By tailoring its pricing structure to the characteristics of each brand, Marriott

ensures that it can compete across multiple segments of the market while
maintaining its brand identity. This segmentation also allows Marriott to attract
customers from different income levels, thereby expanding its market reach.

2. Dynamic Pricing and Revenue Management

Marriott employs dynamic pricing as a core component of its pricing strategy.

Dynamic pricing refers to the ability to adjust room rates based on factors like
demand, market conditions, booking timeframes, and competitor pricing.
Marriott’s revenue management system analyzes a wide array of data points to
determine the optimal price for each room at any given time.

 Demand Fluctuations: Marriott’s dynamic pricing model adjusts rates

based on the level of demand in a particular market. For instance, during
peak seasons, holidays, or major events, Marriott can increase room rates
to capitalize on higher demand. Conversely, in times of lower demand,
Marriott can lower rates or offer promotions to encourage bookings and
fill rooms. This flexibility in pricing allows Marriott to maximize revenue
by optimizing room rates in real-time.
 Booking Timeframes: Marriott uses pricing strategies that vary based on
the time of booking. Early bookings often come with discounted rates,
while last-minute bookings might be priced higher, especially if the
demand for rooms is expected to rise. The idea is to reward customers
who plan ahead while maximizing revenue from customers who book
closer to their desired stay dates.
 Geographic and Event-based Adjustments: Marriott also adjusts prices
based on location-specific factors and events in the area. Hotels in major
cities or tourist destinations can charge higher rates due to location
advantages, while those in less tourist-centric areas might offer lower
 rates to remain competitive. Special events, such as conventions, sports
games, or festivals, can cause a spike in demand, prompting Marriott to
increase room rates at properties near those events.
 Competitor Pricing: Marriott’s pricing strategy also takes into account
competitive benchmarking. The company continuously monitors room
rates at competitor hotels within the same market segment and adjusts its
own rates accordingly. This ensures that Marriott remains competitive in
terms of pricing and value offering.

Dynamic pricing allows Marriott to be responsive to market conditions,

ensuring that it can achieve optimal revenue for its properties while still offering
competitive prices to customers. This approach also minimizes the risk of
overpricing or underpricing, allowing Marriott to balance profitability with
customer satisfaction.

3. Promotions, Discounts, and Loyalty Programs

Marriott employs a range of promotions and discounts to attract different

customer segments and encourage repeat business. These promotions are
particularly important for filling rooms during off-peak seasons, driving
customer loyalty, and enhancing customer retention.

 Discounts and Flash Sales: Marriott offers time-sensitive flash sales or

limited-time discounts to stimulate bookings. These offers are often
available through Marriott’s website or partner travel agencies and can
provide discounts of up to 40% off regular rates. These discounts help fill
rooms during periods of low demand and attract price-sensitive travelers.
 Corporate and Group Rates: Marriott’s pricing strategy includes special
rates for corporate clients, business travelers, and group bookings.
Corporate clients often receive discounted room rates, especially if they
have negotiated contracts with Marriott. Similarly, group rates are
available for events, conferences, and weddings. These special pricing
arrangements encourage companies and large groups to book at Marriott
properties, fostering long-term business relationships.
 Marriott Bonvoy Loyalty Program: The Marriott Bonvoy loyalty program
is central to Marriott’s pricing strategy. By offering guests the
opportunity to earn points for every stay, Marriott incentivizes repeat
bookings and enhances customer retention. Bonvoy members can use
accumulated points to redeem free nights, room upgrades, and exclusive
experiences, creating a sense of value and loyalty. The program also
offers members tiered benefits such as late check-outs, free Wi-Fi, and
access to exclusive hotel services.
  Member-Only Discounts: Marriott also offers exclusive discounts to
Marriott Bonvoy members, which encourage guests to book directly
through the Marriott website or app. These discounts are generally
available for members at the time of booking, creating an incentive for
customers to join the loyalty program and book through Marriott’s direct
channels rather than third-party booking sites.

4. Price Elasticity and Customer Segmentation

Marriott’s pricing strategy also accounts for price elasticity, or the

responsiveness of customers to changes in price. Different customer segments
are likely to react differently to price changes, and Marriott adjusts its pricing
strategy based on these insights.

 Business Travelers: Business travelers, especially those staying during

weekdays, tend to be less price-sensitive due to the nature of their trips.
For this segment, Marriott can charge higher rates, especially for hotels
near business hubs or corporate offices. Business travelers are often
willing to pay a premium for convenience, high-speed internet, meeting
spaces, and flexible check-in/check-out times.
 Leisure Travelers: In contrast, leisure travelers are generally more price-
sensitive and flexible with their travel dates. Marriott’s pricing strategy
for this segment often includes discounted rates, promotional offers, and
packages designed to provide value while attracting customers during off-
peak seasons.
 Families and Group Travelers: Marriott offers discounted rates for
families and groups, particularly through package deals, such as
combined lodging and tickets to local attractions. These pricing strategies
cater to the needs of larger groups seeking value and flexibility.

5. Geographical Considerations

Marriott’s pricing strategy also takes into account geographic variations in

customer preferences and economic conditions. Room rates vary based on
regional economic factors, local competition, and tourism patterns. Marriott
tailors its pricing to align with regional conditions, ensuring it offers the best
value while maintaining competitiveness within local markets.
3. Place Strategy
The place strategy of Marriott Hotels is a critical component of its overall
marketing strategy and plays a significant role in its success as one of the
leading hotel chains globally. This strategy refers to the distribution channels
Marriott uses to make its products and services available to customers.
Marriott’s place strategy ensures that its hotels are positioned in key locations,
accessible to a wide range of travelers, and conveniently located in both urban
centers and leisure destinations. The company’s approach combines physical
locations, digital channels, and strategic partnerships to maximize its reach and
improve customer experience. In this report, we will explore Marriott's place
strategy in detail, including its global expansion, market segmentation,
distribution channels, and its use of technology to enhance accessibility.

1. Global Expansion and Geographic Presence

One of the key elements of Marriott’s place strategy is its global expansion and
its strategic positioning in both urban and leisure destinations. Marriott has
established a significant global footprint, with more than 8,000 properties in
over 138 countries and territories. The company's presence spans major cities,
resort areas, and emerging markets, ensuring that it serves a wide range of
travelers across different geographies.

 Urban Locations: Marriott has a strong presence in major metropolitan

cities and business hubs around the world. Cities such as New York,
London, Tokyo, Dubai, Paris, and Shanghai are home to several Marriott-
 branded hotels, ranging from luxury to select-service offerings. These
properties cater primarily to business travelers who require convenient
access to meeting spaces, transport hubs, and business districts. Urban
hotels are often located near key attractions, transport links (airports,
metro stations), and commercial centers, making them ideal for corporate
clients, business meetings, and conferences.
 Leisure and Resort Locations: Marriott also targets leisure travelers by
positioning its hotels in tourist destinations and resort locations. These
include popular vacation spots such as Hawaii, the Caribbean, Bali, and
the Mediterranean. Marriott’s luxury and premium brands, such as The
Ritz-Carlton, St. Regis, and JW Marriott, are often found in high-end
resort areas, providing an exclusive and luxurious vacation experience.
These hotels are designed to attract travelers seeking relaxation,
recreation, and unique experiences.
 Emerging Markets and International Growth: Marriott’s place strategy is
also focused on expanding into emerging markets. The company has
made significant inroads into regions such as Asia-Pacific, Latin
America, and Africa, where the demand for tourism and business travel is
increasing rapidly. Marriott’s international growth strategy focuses on
opening hotels in rapidly developing markets, such as India, China,
Brazil, and Southeast Asia. These markets provide immense opportunities
due to the rising middle class, increased disposable income, and growing
interest in both business and leisure travel.

By carefully choosing locations in both developed and emerging markets,

Marriott has managed to create a global presence that attracts a diverse range of
travelers and ensures it remains competitive in the global hotel industry.

2. Market Segmentation and Target Audience

Marriott’s place strategy is closely linked to its market segmentation, which

ensures that the company’s hotels are positioned in locations that align with the
needs and preferences of its diverse customer base. Marriott has tailored its
properties to appeal to different types of travelers, from luxury seekers to
budget-conscious tourists.

 Business Travelers: Marriott’s urban hotels cater predominantly to

business travelers who prioritize proximity to business centers, transport
hubs, and commercial districts. By positioning properties near airports,
convention centers, and office complexes, Marriott is able to attract
business travelers who need convenience, accessibility, and amenities
such as meeting rooms, high-speed internet, and business centers.
  Leisure Travelers: Marriott targets leisure tourists by placing its resorts
and luxury properties in sought-after tourist destinations. These locations
are selected based on their appeal to travelers looking for vacation,
relaxation, and recreation. For example, Marriott’s resort properties in
tropical destinations are strategically located near beaches, nature
reserves, and local cultural sites, providing guests with an immersive
travel experience.
 Families and Group Travelers: Marriott also focuses on families and
groups, providing accommodations that are spacious and offer family-
friendly amenities. For this market segment, Marriott’s extended-stay
hotels and select-service brands such as Residence Inn and SpringHill
Suites are positioned in locations that cater to family vacations and group
travel. These hotels are often located near tourist attractions, theme parks,
and family-friendly destinations.
 Budget-Conscious Travelers: For price-sensitive travelers, Marriott’s
economy brands, such as Moxy Hotels and AC Hotels by Marriott, are
often located in both urban and suburban areas. These properties are
positioned to provide affordable, yet stylish accommodations for younger
travelers, those on business trips, or budget-conscious tourists. Marriott’s
selective placement of these brands in accessible and well-connected
locations ensures that they can attract guests seeking value without
compromising on comfort and quality.

Through strategic location selection, Marriott ensures that its hotels are aligned
with the needs of its varied customer segments, providing value and
accessibility to a wide range of travelers.

3. Distribution Channels and Online Presence

Marriott’s place strategy is not limited to physical locations but also extends to
its distribution channels. The company uses a combination of direct booking
platforms, online travel agencies (OTAs), and third-party partnerships to ensure
that its hotels are easily accessible to potential guests.

 Marriott Website and Mobile App: Marriott encourages direct bookings

through its official website and mobile app. Direct bookings provide
Marriott with a more profitable revenue stream by avoiding third-party
commission fees. The company offers incentives such as Marriott
Bonvoy loyalty program benefits, room upgrades, and discounted rates
for guests who book directly through these channels. This strategy not
only ensures higher margins but also enables Marriott to foster stronger
relationships with its loyal customers.
  Online Travel Agencies (OTAs): Marriott also collaborates with major
OTAs such as Expedia, Booking.com, and Agoda, which provide
additional distribution reach and exposure to travelers who prefer to use
these platforms to compare and book accommodations. OTAs are
especially effective in reaching a wider audience of international travelers
or those who may not be familiar with Marriott’s brand portfolio.
 Global Distribution Systems (GDS): Marriott’s hotels are also available
on Global Distribution Systems (GDS), which connect travel agents and
corporate clients to booking systems. This ensures that Marriott
properties are accessible to a broad range of business travelers and
corporate clients who rely on GDS platforms for booking
accommodations during business trips or conferences.
 Travel Partnerships and Corporate Accounts: Marriott’s extensive
network of partnerships with travel agencies, tour operators, and
corporate clients further extends its distribution reach. Marriott offers
corporate travel programs, negotiated rates, and custom packages for
businesses and organizations, which encourages repeat bookings and
secures large volumes of room nights. The company also collaborates
with airlines, car rental companies, and other travel providers to offer
integrated packages to customers.

Through its multi-channel approach, Marriott is able to increase its market

reach, optimize booking volumes, and create a seamless customer experience
across various platforms.

4. Technology and Innovation in Accessibility

Marriott's place strategy is further enhanced by its investment in technology and

innovative tools to improve customer accessibility and convenience. The
company uses a range of digital solutions to make its hotels more accessible and
provide a seamless booking experience for guests.

 Mobile App and Keyless Entry: Marriott’s mobile app plays a central role
in the customer experience, allowing guests to check in, check out, and
access their rooms using their smartphones. The app also allows guests to
manage bookings, request services, and explore local attractions. This
innovation in keyless entry provides greater convenience and streamlines
the check-in process, enhancing the overall guest experience.
 Personalized Offers and Communication: Marriott uses data-driven
insights to send personalized offers to guests based on their past
preferences and booking behavior. The company leverages artificial
intelligence (AI) and machine learning to improve its customer service,
 offering personalized recommendations for dining, activities, and room
preferences.
 Online Reviews and Reputation Management: In the digital age, online
reviews play a significant role in a hotel’s success. Marriott uses online
reputation management tools to track and respond to guest feedback on
platforms such as TripAdvisor, Google Reviews, and social media. This
helps Marriott maintain high service standards and ensure that guests
have positive experiences at their properties.

5. Sustainability and Accessibility Initiatives

In addition to physical location and digital accessibility, Marriott also focuses

on sustainability as part of its place strategy. The company is committed to
reducing its environmental footprint by implementing eco-friendly practices at
its properties. This includes the use of energy-efficient technologies, water
conservation, waste management, and sourcing sustainable products.

Marriott’s emphasis on sustainability appeals to environmentally conscious

travelers and ensures that the company’s hotels remain attractive to guests who
prioritize eco-friendly accommodations.

4. Promotion Strategy
The promotion strategy of Marriott Hotels plays a pivotal role in shaping the
company’s brand image, increasing bookings, and building long-term customer
loyalty. Marriott International, a global leader in the hospitality industry,
employs a comprehensive promotional mix that includes advertising, public
relations, sales promotions, direct marketing, and digital strategies. By
leveraging these tools, Marriott effectively engages its target audience, drives
awareness of its diverse portfolio, and maximizes customer retention through
value-added offerings.

This report will explore Marriott’s promotion strategy in detail, highlighting the
key components such as branding, marketing campaigns, loyalty programs,
digital marketing, and strategic partnerships.

1. Branding and Positioning

A core aspect of Marriott’s promotion strategy is its focus on strong branding

and clear positioning in the market. Marriott's brands span various segments,
from luxury and upscale to select-service and economy, each catering to
different customer needs. The company’s promotional efforts are designed to
communicate the unique value proposition of each brand and its specific target
audience.

 Luxury and Premium Brands: Marriott’s high-end brands like The Ritz-
Carlton, St. Regis, and JW Marriott are positioned as exclusive and
luxurious, appealing to affluent travelers seeking premium services and
sophisticated experiences. Promotional campaigns for these brands
emphasize the exceptional service, unique destinations, and luxury
amenities available at these properties. High-quality imagery,
testimonials, and collaborations with renowned personalities are often
used to elevate the brand’s prestige.
 Mid-Range and Select-Service Brands: Marriott’s more accessible
brands, such as Courtyard by Marriott, Fairfield Inn, and SpringHill
Suites, are positioned as offering great value for business and leisure
travelers looking for affordable yet stylish accommodations. The
promotional messaging for these brands typically focuses on providing
convenience, modern amenities, and practical features like free breakfast
and Wi-Fi.
 Economy Brands: Marriott’s budget-friendly brands, such as Moxy
Hotels and AC Hotels, focus on youthful, design-forward, and budget-
conscious travelers. The promotional materials for these properties
emphasize affordability, self-service features, and a fun, energetic
atmosphere.

Marriott ensures that its promotional campaigns align with the image and values
of each brand, offering targeted messaging that resonates with the distinct needs
of its different customer segments.

2. Advertising and Media Campaigns

Marriott employs a wide array of advertising and media campaigns to reach its
target audience through various channels. These campaigns focus on building
brand awareness, showcasing the diversity of Marriott’s offerings, and
highlighting the benefits of booking directly through Marriott.

 Traditional Media: Marriott has traditionally used television commercials,

print ads, radio, and outdoor billboards to promote its hotels and reach
broad audiences. These traditional media campaigns often feature
glamorous depictions of Marriott properties in key cities or beautiful
resort destinations, appealing to travelers who appreciate luxury and the
promise of an unforgettable experience. For example, advertisements for
The Ritz-Carlton and St. Regis showcase high-end experiences such as
private dining, spa treatments, and bespoke concierge services.
 Digital and Social Media Marketing: Marriott has increasingly shifted its
focus to digital channels, recognizing the importance of online platforms
in reaching modern travelers. Social media marketing plays a central role
in Marriott’s promotional strategy, with the company using platforms like
Facebook, Instagram, Twitter, YouTube, and TikTok to connect with
potential customers. Through visually engaging content, Marriott
highlights the experiences and amenities available at its properties, using
hashtags like #MarriottHotels, #TravelBrilliantly, and #Bonvoy Moments
to engage customers and encourage content sharing.

Marriott also utilizes digital display advertising, search engine marketing

(SEM), and programmatic ads to target specific segments based on interests,
behavior, and demographic data. This enables the company to personalize
messaging and drive conversions through various online booking channels.

 Content Marketing: Marriott has embraced content marketing through its

Marriott Bonvoy Traveler blog and video series. The blog features travel
guides, stories, tips, and destination highlights, providing valuable
content for travelers looking for inspiration and planning their next trip.
These content-driven campaigns aim to create emotional connections
with potential customers by showcasing Marriott’s unique destinations
and travel experiences.

3. Sales Promotions and Special Offers

Sales promotions and special offers are a key part of Marriott’s promotional
strategy, designed to entice customers to make bookings and boost occupancy
rates, especially during off-peak seasons.

 Discounts and Limited-Time Offers: Marriott frequently runs limited-

time promotions that offer discounts on room rates or special deals on
 packages. For instance, seasonal sales, flash deals, and holiday
promotions such as Black Friday, Cyber Monday, and New Year’s Eve
sales encourage customers to book at discounted prices. These time-
sensitive offers create urgency and encourage customers to take
advantage of the limited availability of discounted rates.
 Bundled Offers: Marriott often bundles multiple services together in
special vacation packages. These packages typically include
accommodations, meals, and access to local attractions or activities.
Marriott’s promotional campaigns often highlight these bundles as cost-
effective ways for families, couples, or groups to enjoy a comprehensive
vacation experience. Family vacation packages, honeymoon packages,
and destination-specific packages are promoted to attract guests seeking
all-in-one travel solutions.
 Flash Sales: Marriott regularly runs flash sales on its website and mobile
app, offering limited-time discounts on specific hotels or locations. These
sales are often targeted at customers who are willing to make quick
decisions and book rooms within a narrow time window. Flash sales are
typically promoted through email marketing, social media posts, and
digital ads.
 Referral and Group Discounts: Marriott’s promotional strategy includes
group discounts for corporate clients, event planners, and large groups
booking accommodations for conferences, weddings, or family reunions.
Marriott also rewards referrals where existing customers encourage others
to book through Marriott’s platforms, often with special discounts or
points through the Marriott Bonvoy loyalty program.

4. Loyalty Program: Marriott Bonvoy

A central element of Marriott’s promotional strategy is its Marriott Bonvoy

loyalty program, which is designed to enhance customer retention and build
long-term relationships with travelers. Through Bonvoy, Marriott offers an
array of benefits that encourage guests to book directly with Marriott properties
and reward their loyalty over time.

 Earning Points and Rewards: Bonvoy members can earn points with
every stay, which can be redeemed for free nights, room upgrades, special
experiences, and exclusive events. This system motivates repeat bookings
and enhances the customer experience by providing tangible rewards for
loyalty. Additionally, members can earn points by making purchases at
Marriott-branded hotels, restaurants, and spa services.
 Tiered Membership Levels: Marriott Bonvoy operates on a tiered
membership system, with Silver, Gold, Platinum, Titanium, and
Ambassador levels. Each tier offers increasing benefits, including bonus
 points, late check-outs, room upgrades, and exclusive access to special
promotions. The loyalty program’s emphasis on tiered membership
incentivizes guests to increase their number of stays and elevate their
status within the program.
 Exclusive Offers and Events: Marriott Bonvoy members are given access
to exclusive promotions, such as members-only discounts, early access to
sales, and unique experiences like VIP event access, private concerts, and
culinary events. These offers are promoted through personalized email
campaigns and targeted digital ads, making members feel valued and
appreciated for their loyalty.
 Cross-Promotions with Partners: Marriott’s Bonvoy program also
partners with a variety of airlines, car rental agencies, and credit card
companies, allowing members to accumulate and redeem points for
flights, car rentals, and other travel-related services. These cross-
promotions expand Marriott’s promotional reach and create a
comprehensive travel ecosystem for loyal customers.

5. Influencer and Brand Partnerships

Marriott engages in influencer marketing and strategic brand partnerships to

broaden its promotional reach. The company collaborates with social media
influencers, bloggers, and travel ambassadors who align with its target audience
to create authentic content. These influencers share their Marriott experiences
through visually compelling content, such as Instagram posts, YouTube videos,
and blog articles, which helps Marriott reach a wider, digitally savvy audience.

Marriott also partners with corporate and travel industry leaders, such as
airlines, tour operators, and destination marketing organizations, to extend its
promotional reach. Joint marketing campaigns with American Airlines, Uber,
and Eventbrite are examples of how Marriott partners with other brands to offer
bundled travel experiences, creating mutually beneficial promotional
opportunities.

6. Public Relations and Sponsorships

Public relations (PR) is another important aspect of Marriott’s promotional

strategy. Marriott frequently engages in corporate social responsibility (CSR)
initiatives and PR campaigns to improve brand perception, enhance its
reputation, and build goodwill with its customers.

 Community Involvement and CSR: Marriott has launched several CSR

campaigns related to sustainability, education, and community
development. These initiatives are often publicized through press
releases, social media content, and partnerships with charitable
 organizations. PR campaigns surrounding Marriott’s sustainability
efforts, such as reducing carbon footprints, sourcing sustainable products,
and supporting local communities, position the brand as responsible and
eco-conscious.
 Event Sponsorships: Marriott sponsors major events such as sports
tournaments, film festivals, and fashion shows to increase brand
visibility. These sponsorships allow Marriott to reach a large, diverse
audience while associating its brand with premium events that align with
its target customers' interests.

SWOT Analysis of Marriott Hotels

Strengths

 Strong Global Brand Presence: Marriott is a recognized and trusted brand

worldwide.
 Diverse Product Portfolio: Catering to a wide range of customer
segments.
 Technological Advancements: Investments in technology enhance the
guest experience.

Weaknesses

 High Operational Costs: Maintaining luxury properties requires

significant investment.
 Vulnerability to Economic Downturns: Demand for travel is sensitive to
economic conditions.

Opportunities

 Expansion in Emerging Markets: Growth potential in regions like Asia

and Africa.
 Growing Demand for Sustainable Tourism: Rising interest in eco-friendly
travel.

Threats

 Intense Competition: From other global hotel chains and alternative

accommodations like Airbnb.
 Economic and Geopolitical Instability: Can impact travel demand.
Conclusion
Marriott International’s success in the travel and hospitality industry can be
attributed to its well-executed 4 P’s marketing strategy. By offering a diverse
range of products, adopting dynamic pricing, maintaining a strong global
presence, and employing effective promotional tactics, Marriott continues to
thrive as a leader in the global hospitality market. The company's adaptability,
innovation, and customer-centric approach position it well for sustained growth
in a dynamic and competitive industry. With ongoing efforts in sustainability,
digital innovation, and localized marketing, Marriott is poised to maintain its
competitive edge.