How Marriott Built a Portfolio of Brands That Deliver a Great Customer Experience

January 25, 2014 — Leave a comment

Marriott was founded by J. Willard Marriott and his wife Alice in 1927. They originally opened a nine stool A&W Root Beer Shop in Washington D.C. as a place to get a cool drink during the hot and humid summers. As the first summer drew to a close, the Marriott’s looked for additional ways to attract customers. Bill secured permission from A&W to serve food items and Alice learned to make tamales and chili con carne from the cook at the Mexican Embassy. The “Hot Shoppes” concept was born. Local residents flocked to “Hot Shoppes” for its combination of good food, low prices and great service. The Marriott’s quickly opened additional locations. In 1957, they opened the first Marriott Hotel “Twin Bridges” in Arlington, Virginia.

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Today Marriott operates more than 3,500 hotel properties worldwide under a portfolio of brands. In many ways, they are the Proctor and Gamble of the hospitality industry. They have grown organically and through strategic acquisitions. Their portfolio of brands target different segments of the market. They target the following tiers:

  • Luxury – The Ritz Carlton, JW Marriott, BVLGARI
  • Lifestyle – Edition, Autograph Collection Hotels, Renaissance, AC Hotels
  • Signature – Marriott Hotels and Resorts
  • Select Service – Courtyard by Marriott, Springhill Suites Marriott, Fairfield Inn and Suites Marriott, Moxy Hotels
  • Extended Stay – Residence Inn Marriott, Towne Place Suites Marriott, Marriott Executive Apartments
  • Destination Entertainment – Gaylord Hotels

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Marriott has always focused on being a great place to work, delivering an excellent customer experience and building unique brands. There philosophy is summed up by the following quote. “Take care of your associates, and they will take care of your customers, who will keep coming back.”

I believe that Marriott has done an excellent of staying true to their purpose, vision and values and serving the needs of multiple stakeholders. These elements are critical to building a successful brand and ensuring a great customer experience. Listed below are their purpose, vision and values.

Purpose: We open doors to a world of opportunity for:

  • People – personal and professional growth
  • Customers – rewarding travel experiences
  • Communities – a more sustainable future in the places where we live and work
  • Owners and Franchisees – profitable investments
  • Investors – Financial Achievement
  • Business Alliances – Collaboration with suppliers and other key relationships

Vision: To be the number one consumer hospitality company in the world.

Values:

  • Put people first
  • Pursue excellence
  • Embrace change
  • Act with integrity
  • Serve our world

Marriott has received many awards. Marriott has been recognized by Fortune Magazine as one of the top 100 companies to work for. Ethisphere recognized Marriott as one of the most ethical companies in the world.

Marriott Rewards is the best loyalty program in the hospitality industry. Membership is a must for frequent business ravelers. I have been a member for many years. It has helped fund many of my family vacations. The program started in 1983 as a grassroots program by hotel employees to recognize their loyal customers. This was a significant innovation at the time. In 2013, US News and World Reports named Marriott the number one hotel loyalty program.

I am currently staying at Residence Inn. While not, perfect I have always enjoyed my experiences at Marriott properties. A line from their recent advertising campaign hit home. “It’s not only about where you’re staying, it’s about where you’re going.

 

Are you a member of the Marriott Rewards Program?

 
 
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