Analyzing Marriott Hotel's International Marketing Standardization

This case study examines Marriott International Hotel's international marketing strategies, focusing on the impact of globalization on standardization within the hospitality industry. Marriott, a renowned American hotel chain founded in 1993, operates globally with a large workforce. The study highlights Marriott's use of cost-effective distribution systems like MARSHA and loyalty programs to maintain customer relationships. It details Marriott's booking, cancellation, and reward policies, including online booking services, mobile check-in, and rewards based on membership. The case study also touches upon hotel packages, gift cards, and services for weddings and business events, illustrating the company's comprehensive approach to international marketing.

MARRIOTT HOTEL

INTRODUCTION
Marriott is American diversified chain of hotels which operates in many counties of the
world. Further it was founded in the year 1993 by J. W Marriott. Further it is one of the
most renowned brand in hospitality industry and operates with an force-work of around
200000 employees. In order to analyse the influence of globalization on the
standardization of international marketing related strategies for hospitality industry an
enterprise is selected which is named as Marriott international hotel. It is one a famous
luxury hotel in United Kingdom that provides full services hotels and resorts to their
customers. This hotel has listed its name on the fortune 500 list of company and has
been operating in more than 3700 locations in 75 countries. Marriott international
hotel contain the team of 199929 employees that are dedicatedly working towards the
objectives of an enterprise in an effective way. Marking an effective presence in
international market is not an easy task but its required varied efforts from the
managers of an enterprise.

Cont..
In this respect, there are various types of international marketing strategies identified
that are being currently used by manager of an enterprise with an aim to establish
their remarkable presence at global platform. Hotel uses most cost effective
distribution system which is being called by the name of MARSHA (Sales & Marketing,
2014). It is by complying assistance from such type of marketing strategies only
managers of an enterprise are able to mark their effective presence in global market.
They complied with a most effective loyalty programs that enable them in a way to
maintain an effective and cordial relationship with that of their global customers.

BOOKING POLICY
 In order to book a room in Marriott a person is required to visit its online website
and then need to search for the hotel.
 Further he/she is required to provide information regrading his/her entire program
of stay.
 In need to book a room in the hotel a person is required to provide a request
before 48 hours.
 As per the policy of the hotel, a person needs to make 50% of the payment at the
time of booking the room.
 The booking amount will be be refunded

Contd....
 Marriott offers advance booking services to worldwide customers
 Offers mobile check-in booking services to its customers
 Preferences are offered while online booking
 Requires advance payment during the time of special events.

CANCELLATION POLICY
 A person is required to pay 20% of the charges in case if he/she cancels the room
before 24 hours.
 After 24 hours no refund will be provided to any of the person
 A person is also required to follow proper process regarding cancellation
 After cancellation a message will be send to the person regrading confirmation of
the cancellation
 Cancellation policy is different as per the country and tourist destination
 Advance intimation regarding cancellation

REWARD POLICY
 Rewards such as free nights
 On the basis of reward points
 Based on membership

SERVICES
Hotel packages
Car, tour parking
 Hotel and flight packages
Gift cards
Wedding service
Business event
Business meeting

Thank You