Analysis of Marriott's Promotional Strategies in Marketing

This report analyzes Marriott's promotional strategies within the hospitality industry. It highlights Marriott's use of its loyalty program, "Marriott Rewards," to build customer relationships and brand image. The report also examines Marriott's effective use of social media marketing to reach a broad audience and communicate its value proposition. Furthermore, it explores the role of Marriott's mobile app in enhancing customer experience through features like check-ins and check-outs. The report emphasizes how these promotional tactics contribute to Marriott's competitive advantage in the market. References include academic sources and online resources discussing Marriott's marketing initiatives.

Promotion
in Marriott

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The below mentioned poster seeks to explore one element of the marketing mix named
promotion in context of Marriott. This is a hospitality organisation functioning within the
confines of hospitality sector.
MAIN BODY
Marriott is one of the most famous and renowned hotels across the globe. The popularity
of this hospitality organisation owes to the initiatives taken by the firm to conduct promotional
activities. With respect to this, it is acknowledged that the firm has executed an effective award
ward winning loyalty program under the name of “Marriott Rewards” (Lakhtina, 2015). This is
an initiative taken up by the respective corporation with a view to build its positive image among
the customers. At present, over 38 million of individuals are an active part of this program. With
this, Marriott is able to appeal to extensive customer base and satisfy their demands with its high
quality services.
Apart from its loyalty program, Marriott also capitalises upon social media marketing
which is an effective promotional move taken up by the firm to reach to large number of
individuals at a single point of time (Nyangwe and Buhalis, 2018). Through this, the concerned
hotel communicates its long term objectives and USP to people and thereby gain appreciation
and support from them.
The mobile app of the respective hotel is yet another tool by which Marriott interacts and
develops networking with the public at large (Marriott creates user-generated content to capture
Millennials’ attention, 2020). With this, guests can do automatic check ins and check outs and
open the door of their rooms with one click on their mobile screens.
CONCLUSION
It is determined that promotion aids an organisation to attain a competitive advantage at
market place. Marriott makes use of social media, mobile application and its loyalty program as
promotional strategies.

REFERENCES
Books and Journals
Lakhtina, K., 2015, April. Value Formation of Loyalty Programs in the Hotel Industry: Starwood
Preferred Guest, Marriott Rewards, Hyatt Gold Passport. In ISCONTOUR 2015-
Tourism Research Perspectives: Proceedings of the International Student Conference in
Tourism Research (p. 59). BoD–Books on Demand.
Nyangwe, S. and Buhalis, D., 2018. Branding transformation through social media and co-
creation: lessons from marriott international. In Information and communication
technologies in tourism 2018 (pp. 257-269). Springer, Cham.
Online
Marriott creates user-generated content to capture Millennials’ attention. 2020. [Online].
Available Through:<https://www.socialtables.com/blog/hotel-sales/marriotts-
marketing/>.