Marriott's Competitive Strategy

Marriott quickly recognized that one hotel brand would not cater to every guests needs. Therefore, Marriott utilizes a Broad Differentiation strategy in that there are multiple hotel brands all catering to a different type of traveler or consumer in the hospitality market. From upscale offerings like Ritz Carlton and JW Marriott Resorts and Spas for the consumer desiring high-end and luxurious accommodations to the Courtyard by Marriott that provides the business traveler in-room offices space, to the Fairfield Inn which provides Marriott quality for travelers on a budget, Marriott International has lodging brand that will meet about any consumer desires.

The aforementioned Ritz Carlton, JW Marriott and Marriott Hotels and Resorts are marketed toward a consumer that desires a more upscale lodging experience and is willing to pay a higher cost for the extra luxurious amenities. Courtyard by Marriott provides business travelers space to have a remote office set-up in room and affords the ability to be productive after hours on business trips. Springhill Suites is a moderate hotel offering a single traveler or a family a living area to unwind before a good nights rest. Residence Inn and Townplace Suites offers extended stay accommodations for travelers that are looking for a place a little more like home. These accommodations offer full size kitchens and living areas with the sleeping quarters completely separated. Finally, the Fairfield Inn as mentioned above is for the budget traveler that desires Marriott quality accommodations.

All-in-all, there is a Marriott for all sorts of occasions and Marriott's many offerings in accommodations, all providing exceptional Marriott service and quality, assist Marriott in their mission of building customer loyalty.