Getting Down to Business with Business Travelers

In: Business and Management

Submitted By aiikahn
Words 765
Pages 4
Case Summary:

“Make every interaction meaningful” is the Marriott philosophy. Not quite an easy challenge for the multitude of Marriott brands and the abundance of campaign management tools used to contact customers spread all over the world. With over 3,200 hotels and resorts under 19 brands in 68 countries, the company was founded by J. Willard Marriott in 1927, which began from a roadside root beer stand to an $11 billion industry on just about anything involved in running a hotel.

Despite one of the industry leaders in the market, slow economic conditions intensified rivalry within the hyper-competitive hotel industry. Like the Marriott, its competition also offered the same wide range of hotel and resort brands that cater to different customers’ needs and tastes not to mention rivalries on the basis of location, ambience, price, amenities, and other elements. In order to compete effectively, Marriott relied on extensive marketing research, expert segmentation, and careful targeting.

This began with the focus on various type of customers such as business customers, green travelers, meeting planners, vacationers and their families. In using a variety of research techniques, Marriott was able to determine customer needs and behavior, including focus groups, online surveys, and in-room questionnaires. By partnering with brand and marketing leaders, the company was able to build a campaign management platform that scaled across brands, programs and marketing organizations. They were also able to integrate guest communication preferences as well as efficiently distribute offers to millions of customers.

Through a unified framework and centralized database, Marriott was able to capture details of its customers’ history with their hotels or resorts. As a result, the company was able to create sophisticated statistical models to target those customers…...

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