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Brand Strategy
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Marriott® Hotels & Resorts, the flagship brand of Marriott International, commands first choice preference among business travelers, leisure travelers, and meeting planners—the highest customer preference of any lodging brand in the United States.1 With 520 full-service, upscale hotels surround the guests with services and amenities that inspire them to perform at their peak, while creating memorable experiences.
Brand Positioning: Inspiring Performance
Target Guest: Marriott Hotels & Resorts focuses on the Achievement Guest; individuals who are driven to perform, who thrive in excellence, whether it's for their company, their family or their own sense of accomplishment.
Brand Pillars: The three brand pillars provide the foundation for the services, features, and amenities our hotels provide to inspire the Achievement Guest.
Achieve
The professional, performance-driven side of our guests and hotels; for example, large, well-lit ergonomic work desks that pivot to enable the guest to create a conducive environment in his/her room.
Revive®
Purposeful luxury and more personal elements of the guest's stay; for example, aromatherapy bath products, connectivity panels on a high-definition TV to enable guests to connect personal entertainment devices such as iPods, and 300-thread-count sheets.
Culture
Warm, friendly, sincere service built on our Spirit to Serve® and providing a refreshingly human touch in today's hectic world.
The New Guest Room
Marriott Hotels & Resorts newly designed room creates the potential to increase trip-share and rate.2 Our spacious rooms include our signature bed from Marriott including full-sized headboards, quilted top mattresses, upgraded down blankets (some locations), oversized down comforters, 300-thread-count linens and down and feather pillows—amenities that help the Achievement Guest revive to perform at his/her peak the next day. The artwork in the room reflects the local environment. Some hotels will offer a flat-panel, high-definition television that serves as more than just a television—it's a monitor for laptops and the built-in, split-screen capability allows guests to work and watch their favorite program at the same time. Well-lit desks with large work space, task lighting, ergonomic seating, high-speed Internet access, and connectivity panels for iPods, Blackberries, and other personal entertainment devices support the guests' need to achieve their business goals.
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Performance
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Marriott commands the highest consumer preference of any lodging brand in the United States.1 In addition to being the brand most preferred by customers, Marriott Hotels & Resorts achieved a RevPAR index of 112.4% (see below), enhancing revenue opportunities for Marriott owners and franchisees. As the brand continues to expand worldwide, the strategy to achieve an even greater brand preference is centered on the brand positioning of Inspired Performance, and the goal to win over Achievement Guests with experiences that reflect and respond to their priorities. By combining this experiential strategy with the brand's unwavering commitment to operational excellence, Marriott Hotels & Resorts will continue to solidify its leadership position as an industry innovator.
Market Share
- RevPAR* Index**: 112.4
- Occupancy Index: 102.1
- Rate Index: 110.1
* Revenue per available room
** Figures in excess of 100 reflect a market share premium.
Source: Smith Travel Research Services, December 2007, year-to-date. Competitive set of managed and franchised hotels opened and operating at least one full year or longer (Starview Comparable). See franchise offering circular for franchise specific analysis.
Awards
- Marriott Hotels & Resorts: "Best Hotel Chain" in North America for Business Travel (Business Traveler 2006)
- Marriott Hotels & Resorts: "Best Hotel Chain", including "Best Hotel for Business Service and Meetings" (Executive Travel 2006)
- Marriott Hotels & Resorts: "Best Global Hotel Chain" and "Best Hotel Chain in North America" (Global Finance, 2003, 2004, 2005)
Marriott Reservation System Contribution to Occupancy
The industry’s foremost sales channels fully deliver over 66 percent of Marriott’s gross room nights in the U.S. and Canada.
Source: 4th Quarter 2007 data. Includes 800 number, GDS, Marriott.com and area reservation sales offices (ARSO).
Marriott Rewards®
Marriott Rewards members paid nights represent approximately 43% of total Marriott Hotels & Resorts room nights sold.
Source: Marriott Rewards Loyalty News, 4th Quarter 2007.
Average Length of Stay
U.S. and Canada: 1.98 nights
Outside U.S. and Canada: 2.19 nights
Source: Marriott Reservation System (MRDW), December 2007, YTD.
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Sample Properties
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Finely appointed and a standard bearer in the upscale hotel category, each Marriott Hotels & Resorts is a sight to behold. Click the links to view examples of Marriott properties in the United States and Canada and experience the reasons millions of guests return time after time.
Photo tours:
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Brochure
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Download and print information about development opportunities at Marriott Hotels & Resorts.
Marriott Hotels & Resorts Brochure >>
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1. 2005 and 2004 Harris Interactive Portfolio Frequent Traveler Tracking, and 2004 M/A/R/C Meeting Planner Tracking Survey. US information only.
2. Marriott product testing
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Brand Strategy