Marriott Hotel Customer Analysis

This assignment analyzes Marriott Hotels' performance in areas such as market segmentation, customer engagement, and satisfaction. It examines how Marriott identifies customer needs and preferences, delivers services to diverse customer groups, and encourages customer loyalty. The analysis includes suggestions for further improvement, focusing on service speed, cleanliness, room amenities, and post-stay feedback mechanisms.

POWERPOINT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Explain the value and importance of understanding the needs, wants, preferences of target
customers groups for Marriott Hotel:..........................................................................................1
P2: Explore the different factors that drive and influence customers engagement of different
target customers groups within Marriott hotel............................................................................2
P3: Create customer experience map for Marriott Hotel............................................................3
P4: Based on Customer Journey Map, identifying positive and negative touchpoints suggest
improvements the business can make to improve the customer experience- This needs to be
improvement prior to their stay, during their stay and after their stay........................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6
.........................................................................................................................................................6

INTRODUCTION
Hospitality business is all about serving the guests to provide them with feel-good effect.
Nowadays hospitality sectors are growing fast and is expected grow at the 6% is the upcoming
time(Bader, E.E., 2005)A hotel is a setup or establishment that provides paid lodging for short
terms, it provides basic accommodation that consists of a room with bed, cupboard and a wash
stand. This presentation emphasis on Marriott Hotels and focus on importance of understanding
needs, wants and preferences of targeted customer groups. It also covers the different factors that
influence customer engagement, customer experience map and suggestion to improve the
Marriott hotel services business.
TASK 1
P1: Explain the value and importance of understanding the needs, wants, preferences of target
customers groups for Marriott Hotel:
It is crucial to identify and understand the importance of needs, wants and demands of
customers to run hospitality businesses. In order to find out the need and wants of targeted
customer group market segmentation is important as it allows to subdivides a large homogeneous
market into identifiable segments which includes similar needs, wants and demand
characteristics. Marriott Hotel uses market segmentation process to target a variety of customers
groups with different thoughts and behaviour(Beracha, Hardin and Skiba, 2018).It enables
Marriott Hotels to develop offers for customers so that they can match the need, wants and
preferences of customers in appropriate budget. The 4 market segmentation includes geographic,

demographic, psycho graphic and behavioural. This market segments vary in their
implementation and are discussed below:
Demographic segmentation: Demographic segmentation is simplest and widest type of
segmentation that is used Marriott Hotels. Marriott hotel uses this market segmentation to
identify the right population who are using their hotel services. Demographic segmentation has
different variables which includes family size, income, occupation, nationality, race, gender and
age. It is applicable in hotel business as it has different price markets for different room services.
For example standard rooms offered by hotels has low price brackets, executive & premium
rooms has average price brackets and suite rooms has high price brackets. Suite rooms are
preferred by those customers who has high income and believes in high quality while standard
and executives rooms are preferred by average income customers.
Behavioural segmentation: This type of market segmentation subdivides the customers on
the basis of their behaviour and decision making patterns. Behavioural segmentation helps
Marriott Hotel to identify the demands of customers in seasonal months of tourism and summer
vacation. During vacations, the demand of room services are high as compared to other normal
days.
Psycho graphic segmentation: Psychographic segmentation is quite similar as behavioural
segmentation. It emphasis on lifestyles of people, their activities, opinion and interests to develop
a market segments. For example: Famous celebrities has their own lifestyle and they need
luxurious room services in compare to common people( Zervas, Proserpio and Byers, 2017).
Geographic segmentation: This type of market segmentation deals the needs and
demands of customers on the basis of geography. All potential customers has different demands
and needs that is based on geographical location. For examples, in hilly areas costumers prefers
to have rooms with heater, gestures and warm water facilities while in hot geographic regions,
customers prefers to have air conditioned rooms with cold water facilities.
P2: Explore the different factors that drive and influence customers engagement of different
target customers groups within Marriott hotel
Customer engagement is continuous process optimizing and fostering the relationship
between customers need, demand and preferences and organisation objectives to produce and
deliver viable services. Through customer engagement Marriott Hotels are able to ensure that
they are able to deliver best room services and suited to the customer's expectations. Customer

Engagement allows to enhance satisfaction scores and creates impression of more professional in
front of customers.
Personal characteristics of influencing targeted markets
As according to psycho graphic segmentation celebrities and economic class customers
are targeted based on their lifestyles and income. Celebrities has different characteristics as
compared to economic class customers. Celebrities are use to luxurious room services as they
prefers to have great lifestyle in compare to common economic customers. They are use to wine
and beverages facilities, air conditioning rooms, luxuries entertainment facilities including pools.
In context to common economical people they concerned about normal budgets of room, they
prefer to have standard rooms and premium room in compare to suite rooms. Complementary
services like cabs facilities and free morning breakfast provided by hotels matter a lot for
economic class customers in compare to celebrities.
Marriott Hotels provides room services worldwide, it serves different kind of room
services both for celebrities and common economic class customers. It has different room
services which includes standard rooms, premium rooms and suite rooms. Marriott Hotels
influences there different customer by providing excellent services. For celebrities they have
different spa segments,entertainment session, luxurious bars that serves different drinks like
cocktails, beers, wine etc. This facilities provided by Marriott Hotels attracts celebrities to stay
and adopt this luxurious lifestyles. For common economical customers, Marriott Hotels serves
complementary services like free morning breakfast, cabs facilities and free Wi-Fi connection.
This services are great to attract and engage common economical customers.
In relation to Colin Shaw's emotional chart, after getting some feedback from customers
Marriott Hotels founds that customers where highly satisfied with services provided by them.
Spa facilities, bar facilities and entertainment at hotel make customers happy, pleased and
relaxing. Both celebrities and common economical customers are highly satisfied with the
services due to which its add positive value to Marriott Hotels.
P3: Create customer experience map for Marriott Hotel
Customer experience maps implemented by Marriott Hotels helps in visualization of all
those services that are provided to customers. Customer experience maps allows better
understanding of end-to -end customer experiences which involves prior to stay, during the stays
and after the stays of customers (Beringer, Herrmann and Nierhoff, 2017).Customer experience

maps helps Marriott Hotels to improve cross-functional processes, enhance efficiency of
marketing and retaining customers.
Customer Journey map includes following things:
Communication prior to arriving at Hotel: Marriott Hotels should build strong
effective communication with customers before arriving at hotels for services. They should
collect some personal data of customers which includes e-mail id, identification proof. This will
help Marriott Hotel to get in touch with customers to sort out the issues of booking
conformation, payment information and billing informations. Collecting personal information
allows Marriott Hotel to inform details about hotel location and booking conformation.
Communication during the stay: After arrival of customers at hotel, Marriott Hotel
focuses on collecting feedback from their customers. This feedbacks collected from customers
includes all the facilities that is provided to them. It mainly concerned with room services
facilities, spa facilities, entertainment facilities and bar facilitates. The main aim of collecting
this feedback is that it allows to correct cross-functional services and serve maximum
satisfaction to customers. Sometimes it creates disturbance for the customers to give feedback.
Communication after the stay: This communication takes place with customers after
they leave the services of hotel. Marriott Hotel use to communicate with their customers by using
follow up emails, feedbacks. They build strong relationship with customer by wishing them on
occasionally like on birthdays, anniversary etc. They collect feedback after stay in concern with
room infrastructure, cleanliness, water facilitates etc. Marriott Hotel also inform their customers
after stay about various discounts and promotions. It may create disturbance for those customers
who are not regular in touch with hotel services.
P4: Based on Customer Journey Map, identifying positive and negative touchpoints suggest
improvements the business can make to improve the customer experience- This needs to be
improvement prior to their stay, during their stay and after their stay.
Improvements prior to stay: Prior to stay, Marriott Hotels should adapt some advance
that new few hotel offers to their customer. It can provide customers door transport facilitates for
their customer engagement and satisfaction. For example, it can pick up their regular customers
from Airports and drop back after after taking hotel services. Moreover it can inform their
customers about their booking confirmation and provide exact location and information about the
hotel(Sniukas, Lee and Morasky, 2016).

Improvements during the stay: During the stay, Marriott Hotels can provides all the
room services on time. Usually, room cleaning services takes long time which creates
disturbance for the customers. To avoid this Marriott Hotel should try to provide fast services to
their customers with proper cleanliness and drinking water facilities. Moreover, it can provide
well furnished rooms to their customer to attract and retain customer loyalty for long duration. It
can provided free decoration facilitates on associational days like birthdays, anniversary of
customers with complementary drinks.
Improvements after the stay: After the stay, Marriott Hotels can ask for rating the
different services offered to their customers. Different services includes delivery of food and
drinks in room, room cleaning services etc. This collection of rating from customers can help
Marriott Hotel to improve their room services.
CONCLUSION
It is found that Marriott Hotels is quite good with their market segmentation, this helps
them to target their customers well. They are able to identify their customers needs, demand and
preferences. It can be identified that Marriott Hotels has great customer engagement along high
customer satisfaction. They are excellent in delivering services to their customers of different
categorises like celebrities, common economical customers.

REFERENCES
Books and Journals
Bader, E.E., 2005. Sustainable hotel business practices. Journal of Retail & Leisure
Property 5(1), pp.70-77.
Beracha, E., Hardin, W.G. and Skiba, H.M., 2018. Real Estate Market Segmentation: Hotels as
Exemplar. The Journal of Real Estate Finance and Economics, 56(2), pp.252-273.
Zervas, G., Proserpio, D. and Byers, J.W., 2017. The rise of the sharing economy: Estimating
the impact of Airbnb on the hotel industry. Journal of Marketing Research, 54(5), pp.687-
705.
Moreno-Munoz, A., Bellido-Outeirino, F.J., Siano, P. and Gomez-Nieto, M.A., 2016. Mobile
social media for smart grids customer engagement: Emerging trends and
challenges. Renewable and Sustainable Energy Reviews, 53, pp.1611-1616.
Brodie, R.J., Hollebeek, L.D. and Conduit, J. eds., 2015. Customer engagement: contemporary
issues and challenges. Routledge.
Beringer, J., Herrmann, T. and Nierhoff, J., 2017. Complementing Journey Maps with
Situational Frames to Create Actionable Design Spaces. Mensch und Computer 2017-
Usability Professionals.
Sniukas, M., Lee, P. and Morasky, M., 2016. The Art of Opportunity: How to build growth and
ventures through strategic innovation and visual thinking. John Wiley & Sons.