Marriott International vs Premier Inn | Marketing Methods

Marriott is a global lodging organisation with over 6000 properties in 122 countries and territories that they operate, franchise, or licence under 30 different brands. Marriott's unwavering commitment to doing extraordinary things and taking action fuels the way we used to do business and approach our responsibilities to the planet. As we continue to integrate Starwoods into Marriott, we are looking for more opportunities to implement the most successful strategies for global sustainable hospitality operations.

A comparison of the marketing methods of two multinational hotel
chains

Table of Contents
Introduction:................................................................................................................................................2
Market position, considerations they have made within their marketing regarding sustainability and green
messaging:...................................................................................................................................................3
Premier inn their current markets share:................................................................................................4
What considerations have they made within their marketing regarding sustainability and green
messaging....................................................................................................................................................4
strategies during pandemic:........................................................................................................................5
Conclusion:..............................................................................................................................................5
References:..............................................................................................................................................6

Introduction:
Marriott is a worldwide lodging organization with more than 6000 properties that they are
operating, franchise or license under 30 different brands over 122 countries and territories
globally. After sept. 2016 acquisition of starwoods hotels, Marriott nowadays offers the most
absolute portfolio of hospitality. Marriott welcomes the responsibility to be a good world wide
manciple and always remains grounded in terms of their core value that is putting people first,
chasing excellence, holding changes, tackling with honor and serving whole world. Marriott’s
persistent focus on doing extraordinary and action fuel the way we used to do business and the
way we used to approach our responsibilities to our planet. As we continue to integrate
Starwoods into Marriott, now seeking more opportunities to pull through the most success
strategies for sustainable hospitality operations globally (J.W., 2017).
Marriott’s sustainable goals included:
 Empowering hotel development partner to design environment friendly buildings.
 Educating and inspiring associates and guests for preserving and conserving.
 saving energy and reducing water consumption to less than 20% by 07 to 20.
 Making environment friendly our multi-billion-dollar supply chain management.
Current year, Marriott has invested their sum in considerable resources in developing
sustainability and social impact goals for our next generation. Indulging internal and external
stakeholders and companions in a comprehensive process to generate a new strategy that
manufactures on our success efforts to date and embrace new challenges (Nyangwe, 2018).
Premier Inn was known as UK’s top rated hotel chain for the year 2018. globally with almost
800+ hotels and more than 75000+ rooms across the UK and Ireland. Their guests are never
away from a great staying experience at cheaper rates. It is also located in many regions as
compared to other UK based hotel brand (J.W., 2017).
Market position, considerations they have made within their marketing regarding
sustainability and green messaging:
The JW Marriott created by Marriott International as a richness brand, it is meant to focus on
consumers who are looking for quiet and magnificent atmosphere during their accommodations.
The Marriott International has productively built different attacking markets within its sector by
distinctively attacking requirements of their consumers. Moreover, their consumers are mostly
individualistic, self-defined and sophisticated travelers who are willing to spend good sum of
money on their hospitality or accommodations as well as people travelling on business trip. In
current years, Marriott International’s marketing strategy has rotated from offline to online. It
has shifted its focus to market more digitally than using the traditional marketing procedure
(softinn,2019).

Premier Inn has started a merchandise action plan to increase their status as to become preferred
hotel brand for travelers and to allure more freedom consumers. They placed 4 key levers to their
marketing plan they are Premier offers, focused advertising, widening reservation and increase in
sales activity. The new website of Premier Inn went live in 2008 and gradually increased reach
by 80, and currently website helps attracting over 3 million visitors per month. Lastly Premier
Inn has set up a new 268 rooms budget hotel at Stratford, which is adjacent to the Olympic
Stadium. It already proofs that Premier Inn has prepared for 2012 Olympics (J.W., 2017).
Marriott’s Social media strategy highlights their customers that Marriott is a company that takes
care of people. The brands always listen to their customer through different social media
platforms like Twitter, Facebook, and Instagram and take efforts to join social conversations and
always be in tune with the latest trends. Marriott’s social media hit #TravelBrillantly campaign
encouraged consumers to give their ideas to improve their own hospitality experience.
Premier inn their current markets share:
Shares in Premier inn that is owned by Whitebread increased with 3% to 31.53 Euros as they
revealed they had grown their market share in the hotel segment and continued to exceed UK
market. A wide variety of their hotel chain has been open for their prime workers and those who
are on permit business travel list. Rather than, market’s share growth, Lockdown as well as covid
is still challenging Premier Inn while accommodation sales falling by 55% and occupancy by
49%. Their group sales were degraded by 55% in 3rd quarter and 70% by the end of the year.
What considerations have they made within their marketing regarding
sustainability and green messaging.
As a part of green marketing, brands usually take part in recycling activities, donating funds to
different green developments, becoming more secure regarding waste disposing practices, and
don’t forget to inform their customers explaining dealing with environment, in which way
usually save it and what difference it is making (Vos, 2019).
Hotels that are situated in more than 101 countries, it’s very necessary for Marriott International
to work economically and help in preserving our planer for upcoming generations for travelling,
doing work with hotel owners and supplies, Marriott International is working on more durable
guest stays by low usage carbon emission, managing waste products, saving and maintaining
natural resources. For 2031, Marriott International took responsibility to implement science-
based aim that’ll result in deduction of in-direct operations and reduce in franchise. Also,
Marriott International is targeting new kind of hotels to start working at low or no carbon
emission and to regenerate the factor of renewable energy (Marriott, 2021).
Premier Inn released their 2020 vision to inform world’s very critical environmental issue. It
usually dependent on aiming for all hotels to reduce the use of their power and water, as like
greenhouse gas (GHG) emissions, increasing and water decreasing, maintaining manufacturing

chain, and retracement situations that demands public-oriented efforts from businesses and other
organisation. Premier Inn notices supportive information from hotel chains around the world,
using Premier Inn Eco Track, a world-wide environmental database system, which gives tasks
and procedures, as well as easy reading dashboards for hotels (Premier, 2021).
Preferring age, design and environment relating different factors. Energy saving techniques are
usually used by the organisation to concentrate on properties – particular projects in order to
maintain implementation.
For many a times, a particular marketing plan usually fail for organisation, as it doesn’t belong to
their usual organisational behaviour, their market situation or both in same way (Smith, 2005).
Great Success is not based on tactics, so successful brands don’t usually schedule plans.
They use a mixed strategy process, which must include their vision, planning and development.
The mixture of last 3 elements must be in right proportion and critical is a necessity to followed
for every company available in market. Knowing where the marketing is focused and can guide
in defining a clear objective, which results in more progressive strategies to increase hotel’s
income (Kinzel, 2020).
Despite of whatever the area, facilities, design or attractions they have, the hotels should bother
what things makes them different from competitors, to start convincing those people that are still
having issues for travelling.
For an organisation it is no time to re-evaluate their hospitality for marketing approach,
Either it is about considering low scale business or having a good experience while managing
hotel chain. To grab a successful market system the basic necessity is understanding their own
audience and the type of traveller their business is seeking (George, 2021).
Marriott international have greater obligation to operate responsibly with their expansion
globally. Reduce in Environmental Impacts, Building and Operating sustainable hotels and
source responsibly are some of the green messages this organisation giving to their guests
(Marriott, 2022).
While Premier Inn is Operating responsibly and sustainably, they are serving tonnes of food, and
creating awareness regarding “stop food waste” and they are really taking care of their customers
(Premier Inn, 2022).
strategies during pandemic:
Marriott International has their brand established around the world; even there are some
locations where they are reopening. As they are reopening their doors for the guests, the
organisation has announced their precautionary standards. Their commitment for Cleanliness, to
stop speediness of Corona Virus. This includes a wide number of cleaning techniques and
technologies. During the pandemic, this is expected, but appreciating the transparency and the
efficient information organisation has given through social media.
As COVID restriction increased, Whitebread, the landlord of Premier Inn, has financing on
marketing to tackle up “pent-up demand” amongst the customers for repletion and to ride
through business recoveries. With the country under lockdown and not able to travel for the
majority of the past 1 year, Whitebread shared a loss of 1 billion Euros for the 20-2021 financial

years. Moreover, the organization is speculating a “remarkable bounce in respite demand” as the
vaccination program progresses and travel restriction’s proficiency in the United Kingdom from
May 2020. It will be investing 20 million euros into the marketing for the next financial year.
Rest easy with Premier Inn: Easiest ways to book from bed, Premier Inn are here to help out
nation with rest easy. Without worrying for bookings as well as having an advantage of both
CHOICE and FLEXIBILITY. And at the same time compatible top-quality exposure worth
remembering, where hospitality is world class.
Conclusion:
Marriott has always been successful, with a next level thinking strategy that always effect in
change. With such empire, Marriott has increased its benefits, which tends against their internal
business model. The company has already set their large sum on properties, which is putting
Marriott back on their strategies. Premier Inn has already adopted appropriate schemes to wander
its development.
References:
Nyangwe, S. and Buhalis, D., 2018. Branding transformation through social media and co-
creation: lessons from marriott international. In Information and Communication Technologies in
Tourism 2018 (pp. 257-269). Springer, Cham.
Catana, Ş.A. and Toma, S.G., 2021. Entrepreneurship In The Hospitality Industry. Case Study:
Marriott International. SEA-Practical Application of Science, (27), pp.221-225.
Spechler, J.W., 2017. Marriott International, Inc. In Reasonable Accommodation (pp. 173-185).
Routledge.
Kinzel, M. (2020) 7 Hotel Marketing Strategies to Help You Succeed in 2021. Available at:
https://www.travelmefiagroup.com/7-hotel-marketing-strategies-to-help-you-succeed/
(Accessed: 15 May 2021).
George, R., 2021. Characteristics of Tourism and Hospitality Marketing. In Marketing Tourism
and Hospitality (pp. 33-61). Palgrave Macmillan, Cham.
Marriott International Inc Class A MAR. (2017). Retrieved from http://
financials.morningstar.com/cash-flow/cf.html?t=MAR&region=usa&culture=en-US
Al Shamsi, S., Al Rahmah, S., Al Nuaimi, A., Al Shamsi, W. and Nobanee, H., Financial Statement
Analysis of Marriott Hotels.
Chen, W. and Tabari, S., 2017. A study of negative customer online reviews and managerial responses
on social media—case study of the Marriott Hotel Group in Beijing. Journal of Marketing and Consumer
Research, 41, pp.53-64.
(Marriott, 2022) https://www.marriott.com/marriott/aboutmarriott.mi

(Premier Inn, 2022) https://www.premierinn.com/gb/en/home.html