Marketing Mix of Marriott and 7Ps (Updated 2024)

The Marketing mix of Marriott analyses the 7Ps of Marriott, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Marriott. Marriott is a publicly-traded company of American origin. It is associated with the tourism and hospitality services industry and deals with resorts and hotels. Marriott was founded in 1927 by J. Willard Marriott. Marriott believes in global expansion, leading to its presence in most countries. It faces competition from several hotel chains like-

• Taj Hotel
• Starwood Hotels and Resorts
• Hilton Hotels and Resorts

About Marriott

• Type: Hotel Company
• Industry: Hospitality
• Founded: 1927
• Founders: J. Willard and Alice Marriott
• Headquarters: Bethesda, Maryland, United States
• Area served: Worldwide
• Current CEO: Anthony Capuano
• Number of employees: Over 370,000
• Major products: Hotels, resorts, and timeshare properties

Marriott Product Strategy

Marriott is in the hospitality sector and manages a broad and diversified portfolio of resorts and hotels. It believes the global hospitality industry is constantly evolving and has evolved over the years with impeccable services and comfortable settings.

Marriott owns and operates nearly 30 hotel brands of Classic Luxury, Classic Premium, Distinctive Luxury, Classic Select, Distinctive Premium, Distinctive Select, and Classic Longer-Stays. Some are The Ritz-Carlton, Sheraton, Delta Hotels, Renaissance, Le Meridien, Westin, Aloft Hotels, Bulgari Hotels and Resorts, Fairfield, Residence Inn and Courtyard. Marriott offers personalized and premium services to its esteemed guests.

Marriott International, a renowned hotel and hospitality company, offers a diverse product mix that caters to various market segments and customer needs.

The product mix of Marriott in 2024 is as follows (Source).

1. Hotel Brands: Marriott operates various hotel brands, each catering to different market segments. Luxury Brands: These include Ritz-Carlton, St. Regis, JW Marriott, and W Hotels, offering premium services and amenities for high-end travelers. Premium Brands: Marriott Hotels, Sheraton, Marriott Vacation Club, and Delta Hotels fall under this category, providing full-service accommodations with superior facilities for business and leisure travelers. Select-Service Brands: Courtyard by Marriott, Fairfield by Marriott, Four Points by Sheraton, and SpringHill Suites offer more affordable options with limited services. Extended Stay Brands: Residence Inn by Marriott, TownePlace Suites, and Element Hotels cater to guests needing longer-term accommodations with amenities like kitchenettes.
2. Marriott Bonvoy Loyalty Program: This program allows guests to earn points for their stays at Marriott properties, which can be redeemed for free nights, flight bookings, and other rewards. It enhances customer loyalty and encourages repeat business.
3. Timeshare and Vacation Ownership: The company offers timeshare and vacation ownership options through Marriott Vacation Club, providing customers with opportunities to own vacation properties.
4. Conference and Event Spaces: Many Marriott hotels offer extensive meeting and event facilities, catering to business conferences, weddings, and other significant events.
5. Online Booking and Mobile App Services: Marriott provides easy online booking through its website and mobile app, enhancing customer convenience and accessibility.
6. Culinary Experiences: Upscale dining options in various Marriott hotels, ranging from casual eateries to fine dining restaurants, offer diverse culinary experiences to guests.
7. Spa and Wellness Services: Luxury and premium brands often include spa and wellness facilities, offering relaxation and health-focused services to guests.
8. Sustainable and Eco-friendly Initiatives: Marriott has integrated sustainable practices that appeal to environmentally conscious travelers.
9. Customized Packages and Experiences: Marriott also offers holiday packages, romantic getaways, family vacations, and business trips.

Each component of Marriott’s product mix is designed to meet the specific needs of different customer segments, from budget-conscious travelers to luxury seekers, thereby ensuring a broad market appeal.

Marriott Pricing Strategy

Marriott is a multinational company that has targeted the upper class, corporations, families, honeymooners, and travelers like premium, business, and leisure as its target customers. It believes in serving with integrity and excellence. Its estimated revenues at the end of the financial year 2015 were 14.486 billion dollars, and its net income was declared 859 million.

Marriott believes in good food and good services at fair prices and has adopted a premium pricing strategy because it offers value-based prices and services. It provides distinguished guests the best possible services and charges premium rates accordingly. As it has targeted high-end customers, it has been confident of its pricing policies because its guests demand immaculate products and services and are willing to pay for the privilege.

Marriott’s pricing strategy is a sophisticated blend of various approaches tailored to maximize revenue while catering to diverse customer segments. Here are the key components of their pricing strategy:

1. Value-Based Pricing: Marriott sets prices based on the perceived value of their services to different customer segments. Luxury brands like Ritz-Carlton and JW Marriott command premium prices due to their high-end services and amenities, while more affordable brands like Fairfield offer competitive pricing.
2. Dynamic Pricing: Marriott employs dynamic pricing strategies, where room rates fluctuate based on demand, seasonality, and occupancy levels. This approach allows them to optimize revenue, particularly during peak travel seasons or special events.
3. Segmentation Pricing: The company uses segmentation pricing to target different market segments. Business travelers, for instance, may find value in premium services like high-speed internet and conference facilities, while leisure travelers might prefer packages that include meals or spa services.
4. Loyalty Program Incentives: Through the Marriott Bonvoy program, the company offers members discounted rates and special offers. This not only encourages repeat bookings but also helps in maintaining customer loyalty.
5. Competitive Pricing Analysis: Marriott regularly analyzes competitors’ pricing to ensure their rates are competitive within each market segment. They adjust their pricing strategies in response to changes in the hotel industry and competitive landscape to remain attractive to customers.

Marriott’s pricing and marketing strategy is key to its overall marketing approach, balancing profitability with customer satisfaction and market competitiveness. By effectively segmenting their market and adjusting prices according to demand and customer value perception, they cater to a wide range of customers while maximizing revenue.

Marriott Place Strategy

Marriott’s global presence has spread to 110 countries with nearly 5,700 properties. Its headquarters is in Bethesda, Maryland. The First Marriott hotel was opened in Arlington, Virginia. The second is in the Rosslyn neighborhood of Arlington. Since then, it has opened its hotels besides the United States in places like India, China, Pakistan, Dubai, Argentina, Thailand, Venezuela, Indonesia, Malaysia, Peru, Canada, Spain, Turkey, Sri Lanka, Bangladesh, Portugal, Mexico, Switzerland, and the United Kingdom.

All its hotels are located at prime locations to maintain their distinctive quality and include strategic places like highways, near airports, and in central and vital parts of cities. Marriott has a capable and trained workforce that helps directly deal with its customers. In 1995, it became the first hotel business to offer the option of online facilities for reservations.

Marriott’s place strategy is as follows:

1. Global Presence: Marriott has a widespread global presence, with hotels and properties in major cities, tourist destinations, and business hubs worldwide, ensuring accessibility for diverse travelers.
2. Strategic Location Selection: The company carefully selects hotel locations, prioritizing areas with high tourist traffic, business centers, and proximity to key attractions and airports to attract a wide range of customers.
3. Diversified Portfolio across Regions: Marriott’s portfolio includes properties in various regions, from urban to suburban and resort destinations, catering to different market needs and geographical preferences.
4. Online and Digital Presence: Marriott has a strong online and digital presence through its website and mobile app, facilitating easy booking and global access to customers’ information.
5. Expansion in Emerging Markets: The company focuses on expanding in emerging markets and under-served areas, capitalizing on new opportunities and catering to these regions’ growing travel and tourism sectors.

Marriott Promotion Strategy

Marriott is a market leader in the global arena because of its high brand recall. It offers its clients innovative incentives to maintain and reward customer loyalty. Marriott offers free merchandise, vacations, gifts, bonuses, and upgrades to its hotel rooms and facilities as a part of its loyalty program for frequent customers titled Marriott Rewards.

The company has launched high-impact ad campaigns and targeted specific customers to increase its brand awareness. It has received several accolades in recognition of its services and unique features. Marriott Marquis Hotel Dubai in the year 2012 was acknowledged as the tallest hotel building in the world, and Marriott Marquis Hotel Dubai is said to have the highest library by the Guinness World Record.

Marriott’s marketing strategy and promotion strategy is as follows:

1. Loyalty Programs and Personalized Offers: Marriott utilizes its Marriott Bonvoy loyalty program to offer personalized promotions, encouraging repeat business and enhancing customer loyalty.
2. Digital Marketing and Social Media Engagement: The company leverages digital and social media channels for targeted advertising, brand awareness, and customer engagement.
3. Partnerships and Collaborations: Marriott engages in strategic partnerships with airlines, credit card companies, and other entities to offer joint promotions, expanding its reach and appeal to a broader customer base.

Some Recent Video ads and Print ads of Marriott are:

Marriott People Strategy

The “People” component of the service marketing mix for Marriott International, like other hospitality and service-oriented companies, is crucial for delivering exceptional customer experiences. This aspect focuses on the employees, staff training, customer service, and every human interaction that shapes the customer’s perception of the brand. Here are some key points about the “People” element in Marriott’s service marketing mix:

1. Employee Training and Development: Marriott invests significantly in employee training and development programs. This ensures that staff are well-equipped with the necessary skills and knowledge to provide high-quality service. Programs often include customer service training, leadership development, and specialized training tailored to specific roles within the hospitality industry.
2. Customer Service Excellence: The brand is committed to delivering exceptional customer service. Employees are encouraged to go above and beyond to meet and exceed guest expectations, creating memorable experiences that foster loyalty and repeat business.
3. Diversity and Inclusion: Marriott strongly emphasizes diversity and inclusion within its workforce. The company believes a diverse team can offer a broader range of perspectives, ideas, and solutions, enhancing the guest experience. This commitment extends to its hiring practices, employee support networks, and community engagement initiatives.
4. Employee Satisfaction and Retention: Marriott understands the importance of employee satisfaction to customer satisfaction. The company strives to create a positive work environment where employees feel valued and engaged. This includes competitive compensation, benefits, recognition programs, and career advancement opportunities, all aimed at reducing turnover and retaining top talent.
5. Brand Ambassadors: Employees at Marriott are seen as brand ambassadors, embodying the company’s values and culture in their interactions with guests. This alignment ensures a consistent brand experience across all touchpoints, reinforcing the brand’s reputation for quality and service excellence.
6. Feedback and Continuous Improvement: Marriott actively seeks input from guests and employees to improve its service offerings continually. This feedback loop allows the company to adjust training programs, service standards, and operational procedures, ensuring they remain responsive to customer needs and expectations.
7. Community Engagement: Employees are encouraged to engage with and give back to their local communities through volunteerism and support of local causes. This positively impacts the communities where Marriott operates and fosters a sense of purpose and connection among employees.
8. Safety and Well-being: In the wake of the COVID-19 pandemic, Marriott has increased emphasis on the health and safety of guests and employees. This includes enhanced cleaning protocols, social distancing measures, and health screenings, demonstrating the company’s commitment to creating a safe and welcoming environment for all.

Marriott Process Strategy

The “Process” component of the service marketing mix for Marriott International involves the operational and service delivery methods that contribute to the customer’s overall experience. It encompasses everything from the booking process to the actual stay and post-stay services. Here are several key points about Marriott’s processes that you might find helpful for your article:

1. Booking and Reservation Process: Marriott offers a streamlined, user-friendly booking process through various channels, including its website, mobile app, and third-party platforms. Features like easy navigation, detailed hotel information, and flexible booking options enhance customer convenience and satisfaction.
2. Check-in and Check-out Procedures: Marriott has innovated its check-in and check-out processes to increase efficiency and reduce wait times. This includes options for online check-in through the Marriott mobile app, where guests can also request additional services, making the process smoother and more personalized.
3. Customer Service and Support: The company provides multiple touchpoints for customer service and support, including 24/7 online chat, phone support, and in-person assistance at hotels. This ensures that guests have access to help whenever they need it, enhancing the overall service experience.
4. Room Customization and Preferences: Marriott allows guests to customize their stays by selecting room preferences, amenities, and special requests through its app or website. This personalization ensures that guests’ needs and preferences are met, improving their stay experience.
5. Loyalty Program (Marriott Bonvoy): The process of earning and redeeming points in the Marriott Bonvoy loyalty program is designed to be straightforward and rewarding. Members can earn points for stays, dining, and other activities, redeemed for free nights, upgrades, experiences, and more, encouraging repeat business and customer loyalty.
6. Quality Assurance and Standards: Marriott maintains high service quality and operational standards across its global portfolio. Regular audits, guest feedback, and performance benchmarks ensure consistent service delivery and continuous improvement.
7. Health and Safety Protocols: In response to health concerns such as COVID-19, Marriott has implemented enhanced cleaning protocols, contactless services, and health safety measures across its properties. These processes aim to protect guests and employees while maintaining a high level of service.
8. Sustainability Initiatives: Marriott’s processes also reflect its commitment to sustainability, with initiatives aimed at reducing waste, conserving water, and minimizing its carbon footprint. These practices contribute to environmental protection and appeal to eco-conscious travelers.
9. Employee Training: Marriott invests in comprehensive training programs for its staff to ensure they are well equipped to deliver exceptional service. This includes customer service training, operational procedures, and health and safety protocols.
10. Feedback and Continuous Improvement: Marriott strongly emphasizes gathering and acting on customer feedback to continually refine and improve its processes. This includes post-stay surveys, online reviews, and direct feedback during stays, which the company uses to make operational adjustments and enhance the guest experience.

Marriott Physical Evidence Strategy

The “Physical Evidence” component of the service marketing mix for Marriott International encompasses the tangible and intangible elements that customers experience, which help to shape their perceptions of the brand. In the hospitality industry, physical evidence is crucial as it directly impacts the customer’s overall satisfaction and perception of quality. Here are key points regarding the physical evidence in Marriott’s service marketing mix:

1. Hotel Properties and Architecture: Marriott’s diverse portfolio includes properties ranging from luxury to budget-friendly, each designed to meet the specific needs of different market segments. The architecture and design of each hotel are carefully considered to reflect the brand’s standards and the local culture, providing a unique yet consistently high-quality experience across the globe.
2. Room Design and Amenities: Guest rooms are designed with comfort and convenience in mind, featuring high-quality bedding, modern furnishings, and thoughtful amenities. Marriott ensures that rooms meet a high standard of cleanliness and functionality, catering to the needs of various types of travelers, from business to leisure.
3. Lobbies and Common Areas: Marriott’s hotel lobbies are designed to be welcoming and comfortable, serving as multi-use spaces where guests can relax, work, and socialize. These areas often feature stylish décor, comfortable seating, and amenities like Wi-Fi, business centers, and refreshment stations.
4. Branding and Signage: Consistent branding and clear signage throughout Marriott properties help reinforce the brand identity and assist guests in navigating the hotel’s facilities and services. This includes everything from the exterior signage to the interior branding elements, such as logos, color schemes, and promotional materials.
5. Dining and Culinary Experience: The dining experiences offered by Marriott, from fine dining restaurants to casual cafes and room service, are part of the physical evidence that contributes to the overall guest experience. High-quality food, ambiance, and service in these dining venues reflect the brand’s commitment to excellence.
6. Leisure and Fitness Facilities: Amenities such as swimming pools, spas, fitness centers, and recreational areas are essential physical evidence that enhances the guest experience. These facilities are maintained to high standards to meet guest expectations for relaxation and leisure activities.
7. Meeting and Event Spaces: For business travelers and event planners, the quality, versatility, and technological capabilities of meeting and event spaces are crucial. Marriott’s investment in well-equipped, flexible conference rooms and banquet halls shows its capability to host professional and social events.
8. Cleanliness and Maintenance: The overall cleanliness and maintenance of the hotel, from guest rooms to public areas, play a significant role in shaping guest perceptions and trust in the Marriott brand. Regular upkeep and attention to detail in cleaning protocols are essential.
9. Online Presence and Digital Platforms: In today’s digital age, Marriott’s online presence—including its website, mobile app, and social media platforms—serves as physical evidence. The usability, design, and information provided online significantly influence guest perceptions and decisions.
10. Customer Service and Staff Presentation: Marriott’s staff’s appearance, professionalism, and demeanor are vital to physical evidence. Employees’ uniforms, name badges, and overall presentation reflect the brand’s values and commitment to providing high-quality service.

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