Dafina Mihai Component 2 (1)
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COMPONENT 2 DAFINA MIHAI
As a means of providing their customers with a superior level of service, Marriott Hotels has divided their market into two distinct segments: those traveling for business and those traveling for pleasure. The guests to a hotel can be divided into two categories based on the reason for their visit: those there on business or on holiday. Besides geographic market segmentation, the hotel also uses the concept of hotspots that have a strong demand for lodging from a lodging perspective. Having a better understanding of the specific needs of different types of tourists will enable marketers to tailor their marketing campaigns to their needs. Further, it also helps them decide which areas to focus their advertising efforts on, thus
allowing them to decide which ads to run (StudyCorgi.com, 2021).
There are many different reasons why guests stay in Marriott hotels, but the majority of them are either on a business trip or on a vacation, and they are there for either of these reasons. A solo traveler or a group of several individuals, with a reasonable to substantial travel budget, may be traveling solo or with a group of several others. It is Marriott's primary focus to cater to its customers when they are traveling on business or while on vacation, whether the customers are travelling for pleasure or on business. One of the most important players in the industry is the corporate client. Other significant players include travel agencies, booking sites on the internet, and travel agencies (Parsons et al., 2018).
In Kotler's Model of Product Levels, Marriott Hotels' fundamental offer is a place to stay, or a room furnished with a bed, a bathroom, and a few other essentials that can make your stay comfortable. The generic product for any hotel would be a clean, safe, and comfortable hotel room that is appropriate for the consumer to stay in. It is expected that the consumer will be expecting a hotel room that not only offers all the essentials they may need, but also offers luxuries like a pool, a gym, a business center, and a variety of dining options, in addition to those essentials (Marriott Bonvoy Boutiques, n.d.). A hotel room that provides superior service, comfort, and convenience to its guests goes above and beyond as a superior product in terms of service, comfort, and convenience. In order to offer a customized service to each guest, the hotel might be able to provide a tailored room service.
Marriott's primary offering, according to Gronroos's Services Model, is a comfortable and spacious room with a bed, a shower, and some standard amenities that makes it a comfortable
place to stay. It is only through enabling products that enable customers to be able to use the main product that the main product is possible, such as check-in/check-out procedures, housekeeping services, and 24-hour front desk support. Valet parking, laundry, and room service are all examples of what hotels consider to be "supporting products," which are products and services that contribute to the comfort of their guests (Hotel Management, 2017).
In order to cater to the needs of different segments of the travel market, Marriott Hotels offers
a range of different pricing schemes. In order to accommodate the budget-conscious needs of business travelers, discounts are available for early bookings and extended stays. As a visitor to the area, they can take advantage of a variety of vacation packages that include discounts to local attractions as well as other fun activities for the duration of their stay. There are so many amenities and services available at Marriott Hotels that one can be assured that guests will receive a lot of value while staying there. As part of their loyalty program, guests who frequent the hotel can also take advantage of special benefits that are offered to guests who regularly stay at the hotel. It may seem justified for them to charge exorbitant rates for their rooms and services since their name is universally associated with luxury and refinement, which may justify their exorbitant rates (www.cvent.com, n.d.).
It is critical for Marriott's marketing strategy to rely heavily on the convenience of its website
and the location of its hotels as part of its marketing strategy as a hotel company. It doesn't matter where travel will take them, travelers will be able to find a Marriott Hotel along the way regardless of where their journey will take them. This is due to the ubiquitous nature of the Marriott Chain. There is no difficulty in navigating their website as it has a user-friendly interface, where you can find detailed descriptions of the hotels, their prices, and the amenities they offer. When it comes to accessibility or availability of Marriott Hotels, as they
are known for providing the highest level of service, there are never any problems when it comes to accessibility or availability. Despite the fact that their hotels are located in highly trafficked urban areas and popular tourist attractions, they are consistently busy because they are located in areas where there is a high volume of travel and people visit their hotels frequently. Furthermore, the guests are also able to make reservations at their convenience via the website at any time and at their convenience via the website at their convenience (Social Tables, 2017).
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It is important to note that Marriott Hotels charge different rates depending on the type of guest. It is often the case that business travelers make their reservations much later than vacationers in order to ensure that their needs are met, so their accommodations are often more expensive than those of vacationers when it comes to the cost of their accommodations. Customers who book in advance or who stay at Marriott Hotels for many nights have the option of receiving special discounts if they book in advance or stay for a long period of time at Marriott Hotels. Marriott Hotels have a variety of pricing schemes that are tailored to specific segments of the travel market, each of which offers a unique set of advantages depending on what segment of the market you are catering to. If you are a business traveler who is concerned about the cost of your stay and would like to save some money, it is possible to take advantage of discounts on early reservations and extended stays (Marriott International, n.d.). The hotel offers a wide variety of vacation packages as well as a number of discounts that visitors can take advantage of while on vacation to enjoy local attractions as well as other fun activities that they might find interesting.
There are a wide range of marketing strategies that Marriott Hotels employ, each tailored to a
specific demographic of guests they are trying to attract. It is common for newspaper ads and advertisements on websites to advertise deals on rooms and other services of interest to businessmen and women. Oftentimes, vacationers will be enticed by advertisements, billboards, and online posts to take advantage of a special offer or book a package deal as part
of a promotion. A part of Marriott Hotels' marketing strategy is to use a combination of product marketing, market segmentation, as well as location-based promotions. There is no doubt that their stores will be able to attract customers from all over the world because they will be located in bustling suburban areas as well as tourist hotspots that are popular with tourists. Additionally, the website's simple layout and in-depth descriptions of hotels make it easy for interested guests to book a hotel room and make a reservation.
Marriott Hotels' employees represent the 'people' part of the company's marketing mix in terms of its offer to its customers. For these workers, creating a positive customer experience is the top priority in terms of customer service. In order for prospective guests to book a stay at a Marriott Hotel, they must take part in a sequence of steps, also referred to as "processes" in the Marriott marketing mix, which is a set of steps to take before they make a reservation. Signing up for an account with the company, choosing a hotel, and completing a credit card payment are some of the steps involved in this process (Marriott International, 2014).
Marriott Hotels uses their actual properties as part of their marketing mix to back up their claims with concrete examples that can be backed up by concrete evidence. A hotel's website can be used to give prospective guests a feel for what their hotel has to offer. Moreover, it enhances Marriott Hotels' sense of a high quality and luxury experience, which contributes to its reputation as one of the most reputable hotels in the world.
In addition to its convenient locations, its user-friendly website, its flexible price structures, and its highly dedicated staff, Marriott Hotels' success internationally and regionally is due to
many factors that contribute to its success, including its convenient locations, its user-friendly
website, and its highly dedicated staff members, all of which contribute to Marriott Hotels' success.
REFERENCE LIST
Hotel Management. (2017). Marriott creates smart guestroom lab. [online] Available at: https://www.hotelmanagement.net/tech/marriott-creates-smart-guest-room-lab.
Marriott Bonvoy Boutiques. (n.d.). Homepage. [online] Available at: https://www.boutiques.marriottbonvoy.com [Accessed 11 Sep. 2022].
Marriott International (2014). Core Values and Heritage | Marriott International Corporate Values. [online] Marriott.com. Available at: https://www.marriott.com/culture-and-values/core-values.mi.
Marriott International. (n.d.). Terms & Conditions | Loyalty Rewards Program | Marriott Bonvoy. [online] Available at: https://www.marriott.com/loyalty/terms/default.mi.
Parsons, R., Skripak, S., Cortes, A., Walz, A. and Walton, G. (2018). Chapter 16 Hospitality & Tourism. [online] oen.pressbooks.pub. Available at: https://oen.pressbooks.pub/fundamentalsofbusiness/chapter/chapter-16-hospitality-
tourism/.
Social Tables (2017). Why Marriott’s Marketing Strategy Is A Cut Above the Rest. [online] Social Tables. Available at: https://www.socialtables.com/blog/hotel-sales/marriotts-
marketing/.
StudyCorgi.com. (2021). Marriott’s Market Segmentation and Positioning | Free Essay Example. [online] Available at: https://studycorgi.com/marriotts-market-segmentation-and-
positioning/
.
www.cvent.com. (n.d.). 14 Hotel Pricing Strategies for Effective Revenue Management | Cvent Blog. [online] Available at: https://www.cvent.com/uk/blog/hospitality/hotel-pricing-
strategies [Accessed 11 Sep. 2022].
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