Marriott International is a hospitality company with approximately 2,800 Marriott-branded properties located in the United States and other countries. The company is a global operator, franchisor, and licensor of the hotel, residential, and timeshare real estate. Marriott International’s portfolio of hotel property brands is the largest and most attractive in the global hotel industry: JW Marriott, St. Regis, Delta Hotels, Sheraton, Marriott Executive Apartments, The Ritz-Carlton, and others. These are hotels of different categories for clients with different income levels – luxury, premium, and select. Marriott International provides franchising, licensing, and joint venture programs that enable hotel owners and operators to use many of the company’s brands and accommodation systems.
This organization in the hospitality industry can be considered highly competitive; Marriott International has 16% of the US hospitality market and less than 4% of the non-US hospitality market. Among the company’s competitive advantages, one can note the worldwide popularity of brands, which guarantees long-term customer confidence. In addition, a variety of marketing strategies to attract customers, such as loyalty programs and credit card programs in partnership with different companies, set the hotel chain apart from others for both employees and customers. The company regularly develops and improves service quality (Porter, 2008). Therefore, it is possible to note the diversification of hotel properties in terms of geography and orientation to different client groups, which also benefits the company.
The company declares that its core value is its employees; this principle works well, intertwined with its strategy. Having a specific culture and policy based on creating conditions for growth and successful development of employees allows focusing part of the strategy on creating value. This is not all that the company is guided by, successfully organizing its business. Client-oriented approach, technology, honesty, and conscientiousness, the principle of serving the world allow the company to take leadership in the domestic and international market. Therefore, the company will likely retain its value for a very long time.
Reference
Porter, M. E. (2008). The five competitive forces that shape strategy. Harvard business review, 86(1), 78-93.