Reference no: EM133442998

Marriott International Inc., the world's largest hotel company, has a brand for every price point, every occasion, and every type of customer. The company is consistently ranked as the most admired company in the hotel industry and one of the best places to work by Fortune magazine. Operating in 87 countries and territories, Marriott employs approximately 127,500 people. From its high-end Ritz-Carlton and J. W. Marriott Hotels to its more budget-oriented Fairfield Inns, the company has been successful at clearly positioning its many brands, distinguishing them from each other, and attracting well-defined market segments for each. According to branding and strategy executives at Marriott, building these distinctive hotel brands involves a complex strategy that meshes hotel design, employee training and selection to match the brand strategy, careful customer segmentation, and specific operational brand standards.

From the customer's perspective, the most visible aspect of Marriott's distinctive brand strategies is the "servicescape," or the physical environment where the service is delivered-the hotel design itself. The luxury design of the Ritz-Carlton brand fits well with its position as the hotel where the long-standing motto, "ladies and gentlemen serving ladies and gentlemen" guides employee attitudes and behaviors. The Ritz-Carlton enjoys a global reputation for "setting the gold standards" through the underlying values and philosophies by which it operates. Its vision is to "inspire life's most meaningful journeys." The physical servicescape of every Ritz-Carlton reinforces its high-end luxury positioning, from the lobby areas to the acclaimed restaurants, elegant spas, and upscale retail opportunities. In contrast, the physical presence of a Marriott Courtyard, while still expressing personal comfort and style, is much more efficient and business-like in its design. The lobby area is open and flexible, inviting guests to socialize, relax, and enjoy casual food options in a comfortable, yet upscale environment. In the lobby there are efficient spaces for working, connecting to the Internet for free, and conducting meetings (see photo). The space is designed to promote collaboration, productivity, and social interaction. Guest rooms are designed similarly with moveable workspaces, plenty of electrical outlets, the latest in technology connections, and refreshing colors to recharge business guests after a long day.

Marriott's most recent hotel brand introduction is "Edition," a boutique hotel that marries unique, destination-inspired hotel design with sophisticated service. This concept, a partnership with Ian Schrager, a well-known pioneer in the modern boutique-hotel industry, provided the foundation for Marriott to enter an entirely new market for the company. The Edition-branded hotels are generally smaller, upscale properties that emphasize exclusive and unique styles for each location. The specific design elements of this new boutique hotel are critical to the positioning of the concept. There are currently four uniquely designed Edition hotels in London, Miami Beach, New York, and Istanbul, with twelve more planned in the coming years. Each existing and planned hotel reflects the local character, as well as the geographic and cultural uniqueness of the area through its distinctive and high-end servicescape design.

We have highlighted only three of Marriott's 18 brands. What is noteworthy is that each of the 18 brands has a distinctive servicescape design, reinforcing its positioning along the continuum from midscale to luxury hotels. Along with the servicescape, Marriott also reinforces each brand with employee training, dress codes, and internal processes that are consistent with the brand.