Analysis of Hospitality Integration Strategies at JW Marriott Hotels

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Hospitality Provision in the Travel and Tourism Sector
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Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................4
Task 2...............................................................................................................................................6
Task 3.............................................................................................................................................11
Conclusion.....................................................................................................................................15
Reference List................................................................................................................................16
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Introduction
The JW Marriot hotel services are a chain of hotel services which serves luxurious services to
their targeted elite customers. The Marriott international was established in the year 1984 by
John Williard Marriot and is since operating for more than three decades. The organisation is
now handled by the CEO Arne Sorenson. The first hotel was opened in Washington D.C and
now has branches scatters all over United Kingdom and other parts of the world even out of its
Geographical boundaries. The Marriot is one of the world’s largest hospitality organisations who
also cater to the travelling services as well. The hotel services even plans tour and holidays for
their clients and customers to give remarkable experiences and variations to make their holidays
worthwhile. The International hospitality sector also serves as the best houses for many brands
and varied ranges of products to cater to demands of the customers.
The study will analyse the operations of the management of the hospitality sectors in relation to
the operational activities of the JW Marriot which will also include a project plan to enter the
new market.
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Task 1
A. Discuss the scope and scale of the hospitality industry within the travel and tourism
sector and its interrelationship and examine the role of hospitality function using your
experience in your chosen organisation.
The scope of the hospitality sectors depends on the various factors, which relates to the
accommodations and staying services they provide to make the customer relationship strong and
get competitive advantage for their company. The JW Marriot is one of the largest chains of
hotel businesses that relates to the hospitality services and has many other branches scattered in
different parts of the world.
The Scope of JW Marriot: The Marriot is the world largest hospitality sectors and caters to the
travelling services as well. The hotel services even plans tour and holidays for their clients and
customers to give remarkable experiences and variations to make their holidays worthwhile. The
International hospitality sector also serves as the best houses for many brands and varied ranges
of products to cater to demands of the customers (Marriott Hotels Development, 2019). They
have made their services popular and globalised by their services and have become a renowned
brand that the customers prefer the most in case of accommodations and travelling services. The
company has maintained their impression for decades and earned competitive advantage for
themselves, which makes them one of the best companies for hospitality sectors.
The Scale of JW Marriott: The JW Marriot is a private organization owned by John Williard
Marriot and then now managed by the CEO Arne Sorenson. The branches of the hotel services
have been scattered all over the world with many branches in the United Kingdom and even out
of its geographical boundaries, which have mark its huge scale and the competitive advantage
they have gathered. It also holds the ownership of any other hotel services like the Ritz Carlton
and Atlanta. It has made its mark in the hospitality sectors by scattering its branches all over the
world.
The role of Hospitality sectors are that to provide essential accommodations services for their
customers and along with that they provide other necessities as well like the food services and
home services. The JW Marriott provides remarkable services related to hospitality and as they
are the five star hotel industries, they cater to the luxurious and elite personalities. The hotel
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industry also plans traveling and tour so that their clients does not have any inconvenience. The
hospitality sectors are only related to the satisfaction of the customers and making their brand
recognize in the hospitality market sectors.
M1: to achieve M1 you need to have applied an effective approach to research the role of
hospitality industry in the travel and tourism sector using appropriate methods.
To analyse the effectiveness to analyse the roles and responsibilities of the hospitality industry in
travel and tourism can be done in various ways. The surveys and the research and development
department of a travel and tourism sector must be always updated. The recent trends and the
demands which are changed by the technological changes and the vulnerable demands of the
customers should be understood by the company. The approach should be related to the
Customer demands and building relationships with them.
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Task 2
A. Explain integration in hospitality sector organizations and analyse with example drawn
from your organization or other relevant organization how horizontal and vertical
integration in the industry (you may consider wider tourism and hospitality sector) affects
the hospitality businesses. [P 2.1]
The integration in the hospitality sectors are done to make the systems integrated and even the
various departments like the finance, sales, and human resource departments to work together in
correlation so that they can cater to the goals and objectives of the company. In the recent
technological advances, the Cendyn is software related to cloud based storage, which helps in the
making the organisation integrated. The Cendyn helps in making technological grounds where
they can improve their marketing and sales department which are necessary in the travel and
tourism sectors.
In the case of the JW Marriot, they have planned to open their integrated system along with the
Global development Firm Witkoff and it will be opened in the Las Vegas Boulevard south. The
technological era have made the hospitality sectors to make their operations more integrates. The
integration leads to the connection between the various sectors or different parts of the hotel
arena. For example, the JW Marriott has accommodations and lodging infrastructures as well as
Casinos and bars which interrelate the main infrastructure. The connection between the various
sectors will led to better coordination and correlation among the sectors and leading to an
integrated system by the help of technological devices of integration to reach their goals and
objectives in aligned and systematic way.
M2: A range of sources of information has been used in analysing the effects of integration
in the hospitality sector.
The effects of the integration systems helps in coping up with the technological advances and the
teamwork will be enhanced in the hospitality sectors. The CRM (Customer Relationship
Management) will be upgraded by the integrated systems and the utilizations of the integration
have both negative and positive aspects. The negative and the positive effects of the integration
are as follows:
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The positive impacts
 The data warehousing will be organised so that the communication within the employees
and the authorities will be organised (Boussaid et al.,2017)
 The Customer relationship management will also be organised and the relations between
the customers and the organisational authorities building up good image and impression
to get competitive advantage for the company (David, 2017).
The negative impacts
 The coping up with the technological advances sometimes become tough for the
organisation to maintain
 If the integration fails, it can result in the total breakdown of the data warehouse within
the company
 The coordination can sometimes not match up with the workload, which will result in
miscommunication and the breakdown of the integrated system
B. Discuss the impacts of integration and how the organisation decides to respond to the
consequences of integration. Consider both vertical and horizontal integrations.
The impacts of the Integration are
Vertical integration
The Vertical Integration is a strategic process, which makes the total monitoring and control of
the company operations and the distribution of the work processes and product development in a
synchronized way (Al-Fuqaha et al., 2015).
The Vertical integration is generally applied to the company operations to make their raw
materials refined so that their production goes well. The JW Marriot applies these rules to make
their services and products process in a good quality. The distribution of the products is also
done by the usage of the vertical integration.
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Figure 1: Vertical Integration
(Source: Corporate Finance Institute, 2019)
Horizontal Integration
The Horizontal Integration is another strategic approach which helps the company to keep track
of their market demands and the competition they have to cope up using the concept of
Horizontal Integration. The organisational activities must be done in the same manner as in the
value proposition which is also same in other organisations. The relativity of business operations
with other operations are with the existing operational body is called Horizontal Integration
(Bunderson and Van der Vegt, 2018).
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Figure 2: Horizontal Integration
(Source: researchgate.net, 2019)
D1: Critically analyse both vertical and horizontal integration in the hospitality and similar
organisations and draw conclusion on the impact based on synthesis of ideas.
The impacts of horizontal and vertical Integration in the hospitality sectors are as follows:
The impacts of horizontal Integration on hospitality sectors are as follows:
 The market share of the organisations gets increased and therefore they have to make the
relativity of their organisational activities with other organisational body
 The customer relationship will get developed
 The service will get improved related to the satisfaction of the customers
The impacts of the Vertical Integration on the hospitality sectors:
 The vertical integrated systems give the clearance in power and control by monitoring the
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operational activities
 The increment in the coordination and the cooperation among the employees in a
hospitality sectors
 The market share and the profitability will increase
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Task 3
A. Develop a rational for a new hospitality business/project outlining the product-service
concept
The rationality is the varied or the clear explanation for a particular subject. The product or
service is the business operations should have the rationality in understanding the process of a
business organisation (Schwalbe, 2015).
The Strategic processes of the marketing processes of an organisation should be understood by
the goals and objectives of the company (Scott, 2015).The company should understand their
components and attributes and according to that set up strategies for the company to develop
their products and services. The organisational activities of the JW Marriot are very strategic and
is an integrated system and have organized their branches according to that rationality of the
product and services of the JW Marriot. The rationality gets valued when the organisations target
their goals and objectives along with the specified customers. The JW Marriot therefore sets their
goals and objectives to target the elite customers. The rationality of the product or services of an
organisation are known by the target they make.
Figure 2: The rationale of the project
(Source: researchgate.net, 2019)
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