Analysis of Marriott International Hospitality Management Report

This report provides an analysis of Marriott International's hotel and hospitality management, focusing on the brand's value and its strategies for delivering exceptional guest experiences. The report examines Marriott's position as a leading global brand, its brand equity, and its ability to manage a diverse portfolio of luxury hotels, including the W hotel in Hong Kong. The report also discusses Marriott's target market, which primarily consists of high-income individuals, typically in their 30s, who travel for business and seek luxury and comfort. The analysis considers how Marriott caters to this target market by providing elegant and comfortable environments, incorporating technology, and offering amenities such as pools, gyms, and fine dining experiences. The report also references several academic sources to support its findings.

Running head: HOTEL AND HOSPITALITY MANAGEMENT
Hotel and Hospitality Management
Name of the student
Name of the university
Author note

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Answer to question 1:
The international hotel and hospitality brand, Marriot International, is one of the most
prestigious and most desirable brands all around the world. When travelers put more
emphasis on enhancing their personal experience within their stay in the hotels, they chose
the brand over others. Marriot itself is a premium brand that provides a vast numbers of
choices for the clients from all around the world for leisure and business travel (Wong &
Wickham, 2015). Marriot has been famous for delivering an unmatched guest experience at
different global destinations. The organization is now providing a vast array of services to its
clients which signify the enduring commitment of the organization of offering a greater
service. Marriot has been considered to be the second valuable hotel brands all over the world
in a recent survey. The brand value of the Marriot brand is considered to be 5.32 USDM in
the year 2016 (Huang & Cai, 2015). The Marriot International has more value than most
favorable brands in the world as the organization has been able to create an out of the world
experience for the clients.
Considering the scale of luxury hotels and brands, the Marriot International is capable
of managing the high end luxury portfolio which has already been developed. The Marriot
also does not have the value conferring equity, as the hotel brand itself is a luxury brand
which is mostly known for the functional brands, mid tier suits etc (Liu et al., 2017). It is also
one of the economic business travel brands all over the world. As far as the Marriott- W hotel
Hong Kong is considered, this property sits at one of the higher places within the brand.
There are three strata in the brand value recognition, invisible, mixed and pure (Lee, Oh &
Hsu, 2017). The invisible stratum is the one where the hospitality organizations are holding
the developed brand position yet they are entirely autonomous. The Marriott- W hotel Hong
Kong certainly does not include in this sector as it seems to unappealing as it seems to be
compromised as most of the independent luxury brands are to be included here. The mixed

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stratum is mostly the set of the sub brands or the less endorsed brands; however the Marriott-
W hotel Hong Kong is not even a part of this stratum as well. However, the within the pure
brands, the endorsed or the pure brands are included. Marriott- W hotel Hong Kong is a part
of this stratum which signifies that the hotel has all the functional segments which can build
the brand in the international market. It stands within a diversified portfolio across a wide
range of price points.
Answer to question 2:
The target market is the set of individuals or a group of sub-segments within the
market place where the organization tends to identify its primary client base. There are
several methods of segmenting the client base. For instance, any organization may want to
segregate its customer base on the basis of its geographic locations such as cities, media
markets or neighborhoods. The organization can also segment its client base on the basis of
the demographic division which considers the education, cultures, race, age, income of the
clients (Wong & Wickham, 2015). Each of the target market has been designed considering
the services and products in a method that meets the primary requirements of the client base.
The brand, Marriot International is a luxury brand which designs its target market who seeks
a luxurious and quiet place while they are staying the hotel. These customers mostly belong
to the high income groups who are mostly in their 30s and they mostly tend to travel for their
business purposes. Moreover these customers are sophisticated, individualistic and usually
self-defined who tend to spend a good amount of money while they are travelling for any
business purpose. Therefore the Marriot hotels all over the world are providing an elegant
and simple atmosphere for the clients that make them feel comfortable and leisured as much
as possible without any kind of disruption or distraction (Lee, Oh & Hsu, 2017). This brand is
mostly for the travelers who want to travel in luxury. Marriott- W hotel Hong Kong is also
one of the Marriott hotels that provide a comfortable stay for the clients. The deluxe rooms

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with city views are entirely blended with technologies including Wi-Fi, large TVs and marble
bathrooms. The customers can enjoy the Hong Kong city skyline, the mountains from their
rooms (Marriott, 2017). There are also additional perks such as outdoor pools, gym and the
exquisite dining experience. Therefore the Marriott- W hotel Hong Kong meets all the
qualities to meet the target client base of the Marriot hotels.

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Reference list and Bibliography
Dennis, A. R., Minas, R. K., & Lockwood, N. S. (2016). Mapping the corporate blogosphere:
linking audience, content, and management to blog visibility. Journal of the
Association for Information Systems, 17(3), 162.
Huang, Z. J., & Cai, L. A. (2015). Modeling consumer-based brand equity for multinational
hotel brands–When hosts become guests. Tourism Management, 46, 431-443.
Lee, S., Oh, H., & Hsu, C. H. (2017). Country-of-operation and brand images: evidence from
the Chinese hotel industry. International Journal of Contemporary Hospitality
Management, 29(7).
Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y., & Phau, I. (2017). Applying
consumer-based brand equity in luxury hotel branding. Journal of Business Research.
Marriott. (2017). Marriott.com. Retrieved 26 August 2017, from http://www.marriott.com
Wong, T., & Wickham, M. (2015). An examination of Marriott's entry into the Chinese
hospitality industry: A Brand Equity perspective. Tourism Management, 48, 439-454.