The paper "Applied Strategic Hospitality Management in Marriott International" is a perfect example of a case study on management. The Marriott Hotels and Resorts operate under the Marriott International Incorporated Flagship. The 482 hotels and resorts operating under the Marriott brand name are categorized as full-service providers and rated as five-star hotels. This means that the hotels and resorts have facilities such as restaurants, business centers, banquet halls, concierge services, and room service on their premises. The 482 hotels and resorts are spread in different parts of the world.
According to the Marriott News Centre (2009), the hotels target “ the sophisticated, self-assured travelers who seek a hotel experience that embodies confident sophistication without pretense” . More to this, the brand’ s business strategy seems to target expansion in established resort destinations, luxury markets, and gateway cities in different locations in the world. Some of the distinctive attributes in the Marriott Hotels & Resorts include architectural features, spacious and luxurious rooms, and residential lounges that give guests a relaxing environment (Marriott News Centre, 2009). The financial performance of the Hotels looks impressive with sales in the 2009 fiscal year estimated at $11 billion (Marriott News Centre, 2010). If the ranking that the international platform is anything to go by, then Marriott Hotels International’ s perceived performance is quite impressive.
In 2010 for example, The Sunday Times (2010) ranked the hotels at number seven amongst the “ best Green companies of the year” . The hotels’ management not only trains staff members regarding eco-friendly practices but also encourages their customers to embrace practices that have a minimal negative effect on the environment (MultiVu Consumer News, 2009). More to this, the Sunday Times (2010) observes that the Marriott hotels have a re-use program that conserves energy, water, and minimizes the number of detergents released to the environment.
According to the Entrepreneur (2008), the hotels, which were opened by J. W. Marriott in 1927, with an initial capital of $3,000, had grown to a $3.5 billion business empire by 1999 and were ranked as the second-largest providers of lodging facilities in the entire world. Competitor analysis Global presence In a study conducted by Strauss and Scoviak (2005, cited by Wood and Brotherton (2008, p. 69) on hotels with a global presence, Marriott International was ranked at position seven after Intercontinental Hotels, Starwood Hotel and Resorts, Accor, Best Western International, Hilton Group plc, and Carlson Hospitality World Wide.
This ranking was however done on from a country presence perspective and Marriott’ s position was attained because it operated in 66 countries compared to Intercontinental 100 countries, Starwood’ s 95 countries, Accor’ s 90 countries, Best Western International’ s and Hilton’ s 80 countries, and Carlson Hospitality Worldwide’ s 69 countries. According to Kim and Oh (2004, p. 66), this mode of gauging an organization’ s competitive advantage is resource-based and assumes that the amount of resources (assets, knowledge, competencies, capabilities, and information) a firm has equaled its performance. Ranking based on performance and growth In 2007 and 2008, Marriot International was ranked number three among the top ten largest hotel groups in the world.
The ranking done by MKG hospitality (2008) considered the number of establishments and room facilities that a hotel brand operated. In 2007, Marriot International had 2775 hotels worldwide, with 502,089 rooms. A year later, this number had gone up to 2,901 hotels and 517, 909 rooms thus registering a 3.2 percent growth.
Marriott was rivaled by the IHG group of hotels, which was ranked in the first position with 3,741 hotels consisting of 556, 246 rooms in 2007, and 3949 hotels and 556, 246 rooms in 2008. Ranked second was Wyndham Worldwide which had 6,473 hotels and 543,234 rooms in 2007 and 6,544 hotels and 550,576 rooms in 2008. Other hotel brands ranked under Marriott International include Hilton, Accord, Choice International, Best Western, Starwood Hotels & Resorts, Carlson Hospitality, and Global Hyatt (MKG Hospitality, 2008).
Analyzing Marriott International’ s competition, the Hilton hotels, Accor, Choice international, and Best Western remain the major competitive threats. This is especially so because Marriot International is less superior to the four based on the number of hotels they operate worldwide.
American Hotel & Lodging Association 2002, 2002 lodging industry profile, viewed 29 September 2010,
Entrepreneur 2008, J. Willard Marriott- From root beer to riches, viewed 29 September 2010 < http://www.entrepreneur.com/growyourbusiness/radicalsandvisionaries/article197668.html>
Enz, C. A 2009, Hospitality Strategic management: concepts and cases, John Wiley and Sons, Hoboken, NJ
Kim, B. Y & Oh, H 2004, ‘How do hotels attain a competitive advantage?’ International Journal of Contemporary Hospitality Management, vol.16, no.1, pp. 65-71.
Kohli, K & Jaworski, J 1990, ‘Market orientation: the construct, research proposations, and managerial implications,’ Journal of Marketing, vol. 54, No. 2, pp. 1-18.
Lovelock, H 1983, ‘classifying services to gain strategic marketing insights,’ journal of Marketing, vol. 47, no. 2, pp. 9-20.
Marriott Core Values & Culture n.d., viewed 29 September 2010< http://www.marriott.com/corporateinfo/culture/coreValuesCulture.mi>
Marriott International Inc., 2010, Marriott Rewards: Program Information, viewed 29 September 2010 < http://www.marriott.com/rewards/hotel-rewards.mi>
Marriott News Centre 2009, JW Marriott Hotels & Resorts: Fact Sheet, viewed 1 October, 2010, < http://news.marriott.com/jw-marriott-hotel-and-resorts.html>
Marriott News Centre 2010, Company Information, viewed 1 October, 2010, < http://www.news.marriott.com/company-information.html>
Marriott Rewards Program 2009, Podcast, Viewed 1 October 2010,
MKG Hospitality 2008, Top twenty hotel brands in the world at January 1, 2008, also top ten hotel groups in the world, Hotel online: news for the hospitality executive, viewed 29 September 2010, < http://www.hotel-online.com/News/PR2008_2nd/Apr08_ChainRanking.html>
Morone, T 2003, ISHC’s top ten issues and challenges in the hospitality industry for 2004, Gaming industry wire, viewed 29 September 2010< http://www.gamingindustrywire.com/article8124ISHC_s_Top_Ten_Issues___Challenges_In_The_Hospitality_Industry_For_____.html>
MultiVu Consumer News 2009, Green your Marriott Hotel Stay for $1/day: Help preserve the rainforest and com bat climate change-video, podcast.TV, viewed October 1, 2010, < http://www.podcast.tv/video-episodes/Green%20Your%20Marriott%20Hotel%20Stay%20for%20$1/Day:%20Help%20Preserve%20the%20Rainforest%20and%20Combat%20Climate%20Change%20-%20Video-4827253.html>
Palmer, A 2000, ‘A structural analysis of hotel sector loyalty programmes,’ International Journal of Contemporary Hospitality Management, vol. 12, no.1, pp. 54-60.
Porter, M. E 1980, Competitive strategy: techniques for analyzing industries and competitors, Free Press, New York.
Powers, T 1997, Marketing hospitality, 2nd ed., John Wiley and Sons, NY.
Telegraph (20 September 2008), Viewed 1 October 2010, http://www.telegraph.co.uk/news/worldnews/asia/pakistan/3023114/Islamabad-suicide-bombing-Scores-killed-at-Marriott-Hotel.html
The Sunday Times, 2010, Marriott hotels International: Hotels and Catering, The Sunday Times Best Green Companies 2010, viewed 29 September 2010, < http://bestgreencompanies.thesundaytimes.co.uk/5/profile/307/Marriott-Hotels-International/>
Wood, R. C & Brotherton, B 2008, The Sage Handbook of Hospitality Management, Sage Publications Ltd., London.