How Customer Loyalty Impacts Airbnb and Marriott: A Dissertation

This dissertation framework investigates the changing landscape of customer preferences in the accommodation sector, focusing on the competition between private accommodations like Airbnb and traditional hotels such as Marriott. The study begins by establishing the rationale for the research, highlighting the shift in customer preferences towards more authentic and local experiences, and the impact this is having on traditional hotel chains. The context of the study explores the challenges and opportunities faced by both Airbnb and Marriott as they adapt their business models to meet evolving consumer needs. The aim of the dissertation is to analyze these shifts and understand how leaders in the hotel industry are competing in this ever-changing market. The proposed methodology involves both primary data collection through surveys of customers and secondary data collection from various sources. The framework outlines the structure of the dissertation, including chapters on introduction, literature review, research methodology, data analysis and findings, and conclusion with recommendations. The limitations and delimitations of the study are also discussed, along with the proposed structure and references.

Running head: DISSERTATION FRAMEWORK
Dissertation Framework

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Table of Contents
Title.............................................................................................................................................................3
The rationale for the study...........................................................................................................................3
Context of the study:...................................................................................................................................4
Aim.............................................................................................................................................................4
Objectives....................................................................................................................................................5
Proposed methodology:...............................................................................................................................5
Primary Data Collection..........................................................................................................................5
Online survey – suggested Survey Questions:.........................................................................................5
Secondary Data Collection......................................................................................................................7
What facts will need to be gathered – and where/how to find them?...........................................................8
Limitations of the study:..............................................................................................................................8
Delimitations of the study:..........................................................................................................................8
The proposed structure of the study:............................................................................................................9
References:................................................................................................................................................10

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Title
How will customer loyalty contribute to the continued crossover between private
accommodation and traditional hotels: An exploration into Airbnb and Marriott’s ever-changing
models as they adjust to consumer needs
The rationale for the study
- hotel industry in the past has been ruled by known chains such as Marriott, Wyndham,
and Accor
- a fairly recent shift has occurred in customer preference regarding accommodation and
experience - they prefer private accommodation options like Airbnb which is geared
towards a more authentic experience [and local]
- most traditional hotel chains have been severely affected and many of them have seen a
gradual decline in their profit margins, so a change to their product and experience for the
customers in order to maintain the competitive advantage in the industry is needed – yet
Marriott has somehow adopted to the changing market and seen growth: so what are they
doing to compete with Airbnb that the customers are recognizing as a shift?
The hotel can learn through their rivalry by conducting a methodological assessment of the
market. It can also comprehend the degree to which, the specific field is being affected through
incoming influences regarding vacation rentals (Su, and Kang, 2018). It is also a fundamental
part of smart decision-making. The hotel can track key performance measurements such as
occupancy rate, ADR as well as, supply furnishes hotel executives with tools required for
remaining aggressive (Zhang, Seo, and Ahn, 2019).
Tastes are shifting as well as, travelers are choosing in order to stay in accommodation that
provides authentic experiences together with, distinct prospects. They are focusing in order to

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stay like a local that often runs in contrast to corporate (Gregory, and Weinland, 2016). Hotels
can emphasize on promoting their properties as historic, distinct, local and somehow
representative of their location. As the best Airbnb host performs, hotels can provide helpful tips
as well as, insights on things for performing in near surrounding areas (Yoo, Berezan, and
Krishen, 2018).
Context of the study:
As Marriott and Airbnb expand their business models, these hotels are dealing with new
challenges. The launch of Villas and Homes increases around 40 leisure destination towards the
footprint of Marriott. However, the company can face the backlash in the market where,
Marriott-flagged properties are previously available (Su, and Swanson, 2019).
When Marriott ends up having a large inventory regarding Homes & Villas in the destination in
which they have other Marriott hotel. In addition, thosehotel owners may not be highly happy. In
addition, Marriott is now providing rentals there. For the longest time, the hotel industry was
related to home-sharing and now that, they are starting for completely holdsit. In addition, the
owner can potentially be upset or confused (Silva, and Goncalves, 2016).
In current times, Airbnb is facing growing level regarding regulatory forces in different top
urban destinations. Along with this, apartment hotel is hybrid in a commercial building that can
support Airbnb hedge in against of the constant legal concentrated effort in major nations. It is
joining efforts such as its current acquisition of booking platform and increasing inventory of
private hotel as well as, listings of bed and breakfast. These moves are adequate to offset the
unfavorable effects on core short-term rental inventory of Airbnb in key cities (Silva, and
Goncalves, 2016).
Aim

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To analyze the changes that are taking place in the customer preferences regarding
accommodation and how the leaders in the hotel industry are competing in that ever-changing
market with shared accommodations
Objectives
a. To understand how customer preferences are shifting and the factors that are influencing
their decision
b. To understand the differences in experience in private and traditional accommodation and
what is contributing to the shift in customer preferences
Proposed methodology:
Primary Data Collection
In this investigation, primary data would be collected as it would be beneficial for capturing the
fresh and first-hand data regarding analyzing the changes that are taking place in the customer
preferences regarding accommodation and how the leaders in the hotel industry are competing in
that ever-changing market with shared accommodations. The survey would be conducted on 50
customers who purchase accommodation through the private and traditional hotel (Finneran,
2017).
Online survey – suggested Survey Questions:
1. Please specify your gender:
Female
Male
2. Please mentioned your Age-group
20- 30 years
31- 40 years

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41-50 years
51 years & above
4. Please specify your Annual Income
Below 4 Lacs
Between 4 to 10 Lacs
10 Lacs & Above
5. What do you like in the 2 models of stay at Airbnb and Marriott hotel?
Personalization
Communitas
Localness
Ethical consumerism
Hospitableness
Serendipity
6. What do you dislikes in the 2 models of stay at Airbnb and Marriott hotel?
Potential Damage
Added Fees
Taxes
7. What factor motivate to you in contributing to your shift in customer preferences?
Advertising
Sales Promotion
Personal Selling
Publicity by words of mouth

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8. How customer preferences are shifting towards private accommodation as compared to
traditional accommodation?
Call Centre -24x7
Free after -sales- service for some period
Proper and rapid complaint decision
Behaviour & approach of Sales staff
9. Which factor influences your decision towards private and traditional accommodation?
Wide Selection
Free Listings
Customizable Searches
Protections for Guests and Hosts
Additional Services
10. What do you experience different in private accommodation as compared to traditional
accommodation?
Choice of guests
Permissions
Effective taxation policy
Secondary Data Collection
In this investigation, secondary data collection would be used to collect the data authentic
information regarding research issues. These are authentic publication, textbooks, newspapers,
online websites, and journal articles. These sources would be considered in literature reviews. It
helps to increase the depth understanding regarding the changes that are taking place in customer
preferences regarding accommodation (Chang, 2016).

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What facts will need to be gathered – and where/how to find them?
Throughout the research study, different facts would need to be gathered such as customer
loyalty that contributed tothe continued crossover between private accommodation and
traditional hotels. This research would gather the data about the exploration into Airbnb and
Marriott’s ever-changing models as they adjust to consumer needs. These data would be found
by accessing different databases such as Google scholars, Online Wiley, ACM, and Elsevier.
Throughout these databases, different journal articles, textbooks, and academic publication
would be used (Silva, and Goncalves, 2016).
Limitations of the study:
This investigation is restricted only to Airbnb and Marriott hotel. Hence, the outcome cannot be
applicable in terms of other areas. This study relies on prevailing customers. However, the
perception of customers may transform according to time, development, trend and technology.
Although the population of the study is wider the sample size is only 100 sample participants
would be selected in the study (Silva, and Goncalves, 2016).
Exact data cannot be gathered for the investigation is not possible as there is a gap among what
participants say as well as, what they actually perform. Moreover, data offered by consumers
cannot be accurate. They may hide some of the data during filling up the questionnaires
(Morosan, and DeFranco, 2016).
Delimitations of the study:
First, with respect to the model, only one model of customer loyalty would be focused as well as,
two components would be practiced for measuring the loyalty of customers. Other tactics and
quality measurements are beyond this investigation. Secondly, this investigation only emphasizes
on customer loyalty of Airbnb and Marriott hotel, the other sectors in other nations are not

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entailed. Third, this investigation would be performed only from the point of view of customers,
and the hotel’s perspectives regarding this subject are not been investigated (Finneran, 2017).
The proposed structure of the study:
The organization structure of this research is effective in terms of achieving research in a
mechanical manner. This research study will entail several chapters like introduction, literature
review, research methodology, data analysis and findings, discussion and conclusion with
recommendations (Chang, 2016).
The primary chapter will demonstrate the introduction part and contains the background of
investigation, aim with objectives, research questions, and project scope. The next chapter will
be a literature review that shows the views of different authors through the application of
secondary sources. These secondary sources would journal articles, academic publication,
textbooks, online websites, and newspapers (Gregory, and Weinland, 2016).
The third chapter will be a research methodology that demonstrates the method for doing an
investigation with some phases. These are related to the type of investigation, data collection
techniques, data analysis technique, accessibility concern, research limitations, and research
delimitations (Yoo, Berezan, and Krishen, 2018).
Data analysis and findings would be the next chapter of investigation that would demonstrate the
pooled data through several graphs, and charts. Along with this, a literature review would be
practiced for supporting the gathered information.Conclusion and recommendation would be the
last chapter of research and under this, according to findings; the whole study will be concluded
through the investigator. Moreover, the precise solution will be suggested by an investigator for
conducting further research (Zhang, Seo, and Ahn, J.A., 2019).

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References:
Chang, K.C., 2016. Effect of servicescape on customer behavioral intentions: Moderating roles
of service climate and employee engagement. International Journal of Hospitality
Management, 53, pp.116-128.
Finneran, N., 2017. Beside the Seaside. The Archaeology of the Twentieth-Century English
Seaside Holiday Experience: A Phenomenological Context. International Journal of Historical
Archaeology, 21(3), pp.533-557.
Gregory, A.M. and Weinland, J., 2016. Timeshare research: a synthesis of forty years of
publications. International Journal of Contemporary Hospitality Management, 28(3), pp.438-
470.
Morosan, C. and DeFranco, A., 2016. It's about time: Revisiting UTAUT2 to examine
consumers’ intentions to use NFC mobile payments in hotels. International Journal of
Hospitality Management, 53, pp.17-29.
Silva, G.M. and Goncalves, H.M., 2016. Causal recipes for customer loyalty to travel agencies:
Differences between online and offline customers. Journal of Business Research, 69(11),
pp.5512-5518.
Su, L. and Swanson, S.R., 2019. Perceived corporate social responsibility's impact on the well-
being and supportive green behaviors of hotel employees: The mediating role of the employee-
corporate relationship. Tourism Management, 72, pp.437-450.
Su, X. and Kang, Y., 2018, July. Analysis of Competitive Strategy of Hotel Enterprises in the
Context of Industrial Transformation--A Case Study of Jinling Hotel. In 3rd International
Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018).
Atlantis Press.

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Yoo, M., Berezan, O. and Krishen, A.S., 2018. Do members want the bells and whistles?
Understanding the effect of direct and partner benefits in hotel loyalty programs. Journal of
Travel & Tourism Marketing, 35(8), pp.1058-1070.
Zhang, T., Seo, S. and Ahn, J.A., 2019. Why hotel guests go mobile? Examining motives of
business and leisure travelers. Journal of Hospitality Marketing & Management, 28(5), pp.621-
644.