A Comparison of Marketing Methods of Multinational Hotel Chains

This report compares the marketing strategies of Marriott Hotels and Premier Inn, two multinational hotel chains. It discusses their market choice, advertising methods, product strategies, market sustainability, and green message. The report also highlights the impact of COVID-19 on their sales and how they responded to it.

Title A comparison of
the marketing methods
of multinational hotel
chains

Table of Contents
INTRODUCTION................................................................................................................................3
TASK....................................................................................................................................................3
CONCLUSION....................................................................................................................................5
REFERENCES.....................................................................................................................................6

INTRODUCTION
Marketing is basically refers to the procedure of exploring, designing, creating, and
delivering the products and the services to the targeted audience in order to satisfy the wants and the
needs of the customers. The procedure of marketing include selecting the appropriate target
audience, choosing definite themes, advertising campaigns, designing of the product, packaging
design to attract the purchaser and so on. this respective report is aimed on two companies, the first
one is Marriott Hotels which is basically a multinational company which offers the hotels as well
as the resorts. Which was founded in 1927 in Washington by J. Willard Marriott and Alice Marriott.
They serve worldwide at approx 665 locations and their main headquarters are located in Bethesda
Maryland. The other one is the Premier Inn. Which is one the UK's largest hotel brand. Their hotels
are situated in different places like city centres, airports etc. it was founded in 1987 by Whitbread.
They serve in various countries like united kingdom, Qatar, Germany, and many more (Ali, and
Anwar, 2021). The following report is a discussion which is going to include the comparison
between the marketing strategies of both the companies and what sort of green message they are
providing to the environment.
TASK
Market choice is basically a market selection process in which an organization decides
which market to invest in and pursue. One of the most important things companies need to consider
that while choosing a marketplace, there is how much growth of the potential market. The
management of the Marriott Hotel belongs to a hotel and tourism industry that have their hotels and
resorts in various regions of the world. The company focused on foremost of the market by offering
the finest quality of commodities and services to its customers. A devoted group has been developed
within the organization to give their views on the various aspects in the organization that help to
meet the needs of both the guest and the company itself. Recently, a marketing method in the print
media has been utilised by the Marriott Company to sponsor their brand in the marketplace. They
advertise with the help of the press, voyage and hospitality magazines, leaflets and flyers. But in
this day and age, each company is promoting their brand with digital PR memes and digital
promotion strategies (Kingsnorth, 2022). The company has rented a specialized team to prep an
eye-catching content for its social media platform to catch the attention of more and more
customers. On the other hand, premier inn also focuses on providing tremendous and class services
to its customers. Recently, premier inn company uses telemarketing and vocal marketing method,
where it attracts the buyer with cold calling and SMS. This is measured as one of the most tricky
and helpful traditional marketing methods. By using telemarketing methods, the conversion
achievement rate compared to cold calling for the company is only 5-10%. In modern times, video

tagging process and contextual marketing method have been adopted by the corporation where they
make YouTube videos and other social media methods.
The advertising situation is basically a method used by the organization to build a fine and
exceptional representation of the brand in the minds of the consumers. The two companies use 4 PS
Marketing for this. In line with the Marriott Hotel, the Company's product strategy is to provide
lavishness hospitality services to its consumers (Chaffey and Ellis-Chadwick, 2019.). They
recommend their customers spacious rooms, banquet halls, gardens, bars, restaurants and ample
variety of dining options with appetizing dishes. All employees who work in the corporation are
fine skilled and ensure the complete happiness of their customers. Additionally, the Marriott hotel's
management is focused on the finest quality prices for its merchandise as it targets high-status
business and socialites. They also offer their clients discounts on group bookings and on extended
days. Apart from that, they have provided their customers with free meals, free suites and many
more to keep them satisfied. In addition, the presence of Marriott hotels is almost everywhere in the
world. They have developed around 679 properties under the same brand name and are currently
present in almost 56. Marriott is the main operator of the franchise system. Additionally, media
channels are utilized by Marriott to make sure their clients are satisfied with their hospitality
services. Digital media methods and digital PR memes are used by the organization to promote their
product in the market.
In line with the premier inn, the company's product strategy is to also offer its customers
excellent quality of service. The high product quality has been maintained by the company's
management by adding up value at various phases of the value chain. In addition, the management
of the premier inn focuses on a hybrid pricing strategy to achieve high value for its product. The
company has applied premium pricing, psychological pricing strategies, and geographic strategies.
Because the corporation has a number of several product lines and groups, they utilise a
psychological pricing strategy that helps generate higher sales. Along with this geographic pricing
strategy, they help them set the price according to the region, which helps them in nonstop sales
growth. In addition, the company is present all over the world. They have their properties in 100
countries. In addition, they mainly rely on word of mouth, but in this day and age, they rely on word
of mouth. This is considered one of the quickest ways to attain potential consumers (Lee, and
Johnson 2019).
The Marriott services are segmented by bundle and ambience. Services offered by them such
as spa, gym, housekeeping and many more. The Marriott company's product was chosen by them
based on income levels and bundled services. To do this, they use a differentiation strategy that
helps meet consumer needs. The respective company positions itself as a prominent player in the
hospitality market. On the other hand, premier inn segmented its services by personal services.

They have basically divided their market into 5 classes i.e. H. Luxury, Upscale Upscale, Upscale,
Mid-range, Economy/Budget. They target the upper upscale with their intercontinental hotels.
Basically, they do not target the luxury market, but offer their customers luxury services at a
reasonable price.
In terms of market sustainability, marriott Hotel identifies the different obstacles to compete
in the market and develops many other strategies to address them. Also identify, together with the
management of the company, the different potentials such as financing and much more to build up
in the market. On the other hand, premier inn Hotel identifies the a variety of cost saving and cost
efficiency opportunities that improve their sustainability and help them benefit from the competitive
advantage over their rivals (Morgan, and et. Al, 2019).
In terms of green message marketing, marriott Hotel uses most of the marketing strategies
on paper like posters, brochures, magazines and many more lately. In order to minimize the usage
of natural resources, the organization has on the go to implement the use of digital platforms to
carry out their promotion activities. On the other hand, premier inn use telemarketing methods that
hurt the animals. To solve this problem, they started to implement the use of digital PR memes on
their several digital platforms in their marketing activities. As a result, both improve their
sustainability in the market and develop a good brand identity in the minds of consumers.
After the outbreak of the COVID-19 pandemic, vast negative impact has been found in the
hospitality business, people don't go out from home due to this problem. This leads to a decrease in
sales of the two respective companies. In relation to this pandemic, the Marriott Hotel is following
the rules and regulations developed by the administration regarding hygiene. On the other hand,
premier inn Hotels position themselves by offering different discounts to their clients to boost their
sales. Along with this pick and drop service was also provided by both the organisation (Baker, and
Sinkula, 2019).
CONCLUSION
From the essay it has been concluded that there are several types of strategies of marketing
which are accessible in the marketplace and aids the company to enhance their sustainability. The
essay concludes that the premium pricing strategy is being followed by the Marriott hotel for their
services and the product. The psychological as well as the geographical pricing strategy has been
used by the premier inn for their products and the services. Lastly the essay concludes the
comparison between the two hotel brands and what are the strategies they have been following and
their current position in the marketplace also what is the green message they are giving.

REFERENCES
Books and journal
Ali, and Anwar, 2021. Marketing Strategy: Pricing strategies and its influence on consumer
purchasing decision. Ali, BJ, & Anwar, G.(2021). Marketing Strategy: Pricing strategies
and its influence on consumer purchasing decision. International journal of Rural
Development, Environment and Health Research, 5(2), pp.26-39.
Kingsnorth, 2022. Digital marketing strategy: an integrated approach to online marketing. Kogan
Page Publishers.
Chaffey and Ellis-Chadwick, 2019. Digital marketing: strategy, implementation & practice.
Pearson uk.
Lee, and Johnson 2019. Cause-related marketing strategy types: assessing their relative
effectiveness. Journal of Fashion Marketing and Management: An International Journal.
Morgan, and et. Al, 2019. Research in marketing strategy. Journal of the Academy of Marketing
Science, 47(1), pp.4-29.
Baker, and Sinkula, 2019. Environmental marketing strategy and firm performance: Effects on
new product performance and market share. Journal of the academy of marketing
science, 33(4), pp.461-475.