Why is Marriott the Big Data analytics leader in hospitality

Running Head: HOSPITAITY MANAGEMENT; JW MARRIOTT
Hospitality Management; JW Marriott
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HOSPITALITY MANAGEMENT; JW MARRIOTT
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
The current position of JW Marriott............................................................................................3
Theories used to analyze the position of JW Marriot..................................................................5
SWOT analysis............................................................................................................................5
Strength of JW Marriot............................................................................................................5
Weaknesses of JW Marriot......................................................................................................5
Opportunities of JW Marriott..................................................................................................5
Threats of JW Marriott............................................................................................................6
PESTEL analysis of JW Marriott................................................................................................6
Political factor..........................................................................................................................6
Economical factor....................................................................................................................6
Social factor.............................................................................................................................6
Technological factor................................................................................................................7
Environmental factor...............................................................................................................7
Legal factor..............................................................................................................................7
Conclusion and recommendations...................................................................................................7
References........................................................................................................................................9

HOSPITALITY MANAGEMENT; JW MARRIOTT
Introduction
A hotel is an industry, which provides lodging according to the requirement of the
customers. Five-star hotels are assets that offer visitants premium services through custom-made
amenities and stylish accommodations. Hotels earn five-star grading by offering guests the
services of a higher level that meet the expectations like comfort, luxury, and décor of the
customers (Baldwin & Vinson, 2016). The five-star hotel chosen for this assignment is JW
Marriott. JW Marriott is a premium five-star hotel and belongs to the hotel chain of Marriott
International. The hotel has it's headquartered in France, Paris, the United States, and Maryland
and was founded in the year 1984. The report outlines the current position of the JW Marriott.
The theoretical model used to analyse the situation is PESTLE and SWOT analysis. The project
aims to give recommendations regarding how to increase the market share and to analyse the
financial and economic data of the selected hotel.
Discussion
The current position of JW Marriott
The JW Marriott has evolved as a giant in the hotel industry over the last three decades. It
has evolved and established its position among premium luxurious hotels under the international
hotel chain of Marriott International. It owns 89 outstanding properties in gateway cities around
the world. It has unique resorts in around 29 countries. The hotel has effective revenue
management for managing its resources well and managing human resources for the smooth
functioning of the business (Rosner, Urdaneta & Yepes, 2019).
JW Marriott has expanded in almost all the continents, and most of its portfolio is
situated exterior of the United States. Its property is ranked in the Forbes Travel Guide as a four-
star tier. Its target competitors are Conrad, Grand Hyatt, Shangri-La, and Fairmont. It holds the
third position among the hotel chains globally. It has completed its 75th anniversary in the year
2002 (Perkins-Chavis, 2017). It has expanded its business widely. Marriot International consists
of 2400 hotels, 156 service communities, 60 luxurious resorts, and 13 conference centres in the
United States of America. It has eighteen brands under its umbrella. In the year 2019, the
revenue of the hotel increased to 1% and reached 20.97$. The annual revenue of the JW Marriott
in the fiscal year is recorded around $22.894 billion and constitutes market shares of around 39.1
billion dollars (Wei, 2018).