HOSPITALITY MANAGEMENT EXPERIENTIAL

INSIGHTS AND RESEARCH

Marriott International Hotel

1
 Company profile
Marriott International operates more than
700 hotels in more than 70 countries
worldwide. In the global hotel industry,
there are various issues that are affecting
profit margins and resulting in lower
profit margins. Hotels such as Hilton
Worldwide, Accor Hotels, and
InterContinental Hotel Group are among
Marriot's most significant rivals.
Communication strategy of Marriot
International Hotel
• To raise brand recognition, attract new consumers, and keep
current customers happy, Marriott spends a lot of money on
advertising and marketing efforts.
• In order to coordinate its promotional efforts, Marriott uses a
variety of channels, such as websites and a worldwide sales
office.
• Because integrated marketing communications (IMC) allows
marketers to consolidate many marketing communications
channels into a single channel, they may optimize brand
equity development.
• Note that IMC is not a marketing plan in and of itself, but
rather a medium via which the business's marketing strategy
is delivered to customers.
• The aspects of integrated marketing communications that are
most important are consistency, community, collaboration,
and communication.
 Long-term objectives for change of Marriot
International Communication
• Changes to Marriot International's messaging
should be based on long-term consumer
objectives.
• Customers are important to every business's
marketing strategy.
• Because a company's growth is entirely reliant on
its customers.
• However, many marketers underestimate the
importance of customer retention in any
marketing strategy.
• To achieve integrated marketing communications
objectives, a business must ensure customer
connectivity, establish a strong customer base,
and use marketing methods that are consumer-
driven.
 Short-term tactics for change of Marriot
International Communication

• Be proactive
• Be responsive.
• Empower your employees.
 Recommendation for development of the
communication strategy of Marriot International
• The company's future marketing strategy
will place a heavy focus on consistency,
effective communication, creating strong
client bases, and enhancing cooperation
among the employees who must work
together to achieve the company's
marketing goals and objectives.
• In part because the technique provides for
the harmonization and integration of various
advertising methods used to establish the
company's brand equity, awareness, and
image, Marriott's marketing planning and
execution will be more effective as a result
of the method's implementation.
 REFERENCE
• Bisen, V. and Priya., 2009. Business communication. New Delhi: New Age
International Ltd.
• Cartwright, R., 2002. Communication. Oxford, U.K.: Capstone Pub.
• Gopal, N., 2009. Business communication. New Delhi: New Age
International.
• Graham, I., 2009. Communication. Mankato, Minn.: QEB Pub.
• Hartley, P., 2015. Business Communication. Taylor and Francis.
• Krizan, A., 2011. Business communication. Australia: South-Western
Cengage Learning.
• Ober, S., 2009. Contemporary business communication. Boston, Mass.:
Houghton Mifflin.
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