LCCA Hospitality: Marriott's Experiential Insights and Research

This essay provides a comprehensive analysis of Marriott International's brand strategy, marketing communications, and experiential insights. It begins with an overview of the brand, its current branding strategy, and market research trends, including a PESTLE analysis and consumer lifestyle trends. The competitive environment is examined, identifying direct competitors and their positioning. The essay then delves into Marriott's target market, product offerings, and pricing strategies. It evaluates the rationale behind Marriott's marketing objectives and mission statement, highlighting the importance of adapting to the evolving hospitality and tourism market. The positioning strategy and recommended communication strategies, including online and offline approaches, are discussed in detail. The essay concludes by emphasizing the need for Marriott to embrace digital marketing and loyalty programs to maintain a competitive edge, offering conversational marketing as a prospective strategy. The document includes references to support the analysis, and Desklib provides access to similar solved assignments and study resources.

Experiential Insights And
Research

TABLE OF CONTENT
 Summary of the current brand
 Market research and trends
 Competitive environment
 Rationale
 Mission statement
 Marketing objectives
 Target market
 Positioning strategy
 Recommended communication strategy
 Conclusion
 References

SUMMARY OF THE CURRENT BRAND
Overview of the brand
 An American international brand
 Biggest hotel chain in the world
 Having more than 80 years of experience
 Main mission is new innovation and signature experience

CONTINUED…
Current branding strategy of Marriott
In the current times, the company has switched from different modes such as
online and offline for marketing their products and brand. Digital methods are now
majorly used by the hotel rather than traditional methods. Further, the president of
the company has also said once that social media is not for drawing attention of
the company but it is to oversee the guests of the hotel in their own limelight.
Advertisement, brand sponsorship, campaigns, direct marketing and videos on
different social media sites are currently used by the hotel. The social media
strategy are being used by Marriott for unique branding as well as positioning of
the brand in new locations and destinations.

MARKET RESEARCH AND TRENDS
PESTLE analysis
Political
 Effective governance
 Strong democratic set-up
 Strong position in the politics across the world
 Tensions in ruling coalition
Economic
 Excellent environment for conducting
business
 Developed economy
 Overheated property market can be the future
risks
Social
 Education system is strong
 Challenges of an ageing population
 Good healthcare services
 Rising level of inequality is a severe threat
Technology
 Intellectual property right is quite effective
 Scope for new industries
 Lack of skilled personnel
Legal
 Enforcement of law and order is effective
 High business freedom
 Tax evasion is the current challenges being
faced by the nation
Environmental
 Global influence is quite strong
 High level of air pollution
 Good at executing policies

CONTINUED..
Hospitality industry research
 It is very dynamic
 Optimistic performance values recorded in 2018
 The main performers in the London city alone are bit higher in comparison with
the total performance throughout the nation
 The income per available room (RevPAR) of the country was established at GBP
67.5

CONTINUED..
Consumer and lifestyle trend
 Due to pandemic, people are now spending most of their time at home and thus,
there social media habits are also changing.
 Further, there has been rise in the opportunity for e-commerce as they now prefer
to shop via online means
 Coronavirus has turned the routine of each and every individual and now they are
caring more about social issues, environment and hygiene

CONTINUED..
Communication and retail trends
 There has been surge in the electronic commerce after the pandemic

 Seventy percent of the buying decision is being done online
 Personalized marketing is more effective these days
 Message media is more preferred with personalized information or content

COMPETITIVE ENVIRONMENT
Direct competitors (positioning map)

CONTINUED…
Target market
Marriott operates in the market which is multi-segmented. They do not
communicate same marketing message to all its customers
 Luxury [urban individuals]
 Over-the-road
 Business travellers

CONTINUED…
Product offering
Different services re being offered by Marriott such as:
 Resorts
 Lodging
 Spa
 Salon services
 Pricing
 Boutique service

CONTINUED…
Pricing
The hotel has targeted varied segments of the market on the basis of
location and this will going to impact the pricing. For example,s there are
certain hotels in the city centres which are majorly focussed on men and
women who are conducting business or doing job. This signifies that with
this segment, Marriott can charge high amount of prices. Other than this,
the hotel also focusses on couples as well as families who resides for long
time period however have limited amount of budget. This signifies that
the prices needs to be lower. Other than this, competitive pricing is also
considered because over or under price from the competitors can damage
the brand in the market.