Conceptually, Marriott believes that the same guest falls into a different customer profile depending on the nature of the trip taken. Marriott has a product for every price point chain-scale (as defined by Smith Travel Research) except for the lowest economy segment. The company's commitment to quality and steady brand building has resulted in a strong brand portfolio of hotels, vacation ownership and corporate housing brands that associate quality, dependability, integrity and trust with the company's services. In 2005, Fortune Magazine recognized Marriott as the most admired company in the lodging industry for the sixth consecutive year. The company's strong brand name and its unique brand strategy help the company to stay ahead of its peers.

Thought Leadership in Technology-Enabled Services

The company's increased focus on technology is also paying off, as Marriott bolsters its web-based services portfolio. The company's reservation and yield management systems have outperformed the industry for...
[ View Full Essay]