Hotel Value Proposition (2): The Marriott International Example

Continuing the series of articles on creating a Value Proposition, which I began with the previous article, I wanted to publish an article on what I believe is one of the most complex cases in the sector—one that has been resolved with great success and has been well received by customers. This real-life example of creating a value proposition for a hotel brand is that of Marriott International. I am aware that there are not many companies like Marriott, and I would not want anyone to think that these practices are only within the reach of major players. My sole aim is to show how great things can be achieved simply through a strategic vision and by defining the future in an orderly way. This is within the reach of any hotel property or brand. Marriott International is one of the world’s largest hotel companies, with more than 30 brands in its portfolio and a presence in over 130 countries. Its value proposition is based on offering guests exceptional stays, with a focus on quality, comfort and innovation. The process of creating Marriott’s value proposition began with a comprehensive review of its existing brand portfolio and the identification of its customers’ needs and desires. Surveys and market research were conducted to gain a better understanding of what guests expected from their stays, what they liked and disliked about hotels, and what they would like to see in the future. Meanwhile, Marriott International had already clearly established its Mission, Vision and Values statements:

Mission:

Marriott International’s mission is to make travel brilliant for everyone. It seeks to offer its customers memorable and unique experiences through its commitment to service excellence and ongoing innovation.

Vision:

Marriott International’s vision is to lead the hotel industry in creating and delivering exceptional travel experiences worldwide. It strives to be customers’ first choice and, to achieve this, aims to provide personalised, high-quality service across all its brands.

Values:

Marriott International’s values are:

Put people first

Marriott cares about its associates, customers and the communities where it operates. It seeks to provide a fair, inclusive and safe working environment for its associates, offer unique and personalised experiences to its customers, and be a good neighbour and partner in the communities where it operates.

Pursue excellence:

Marriott strives to exceed the expectations of its customers and associates. This is achieved through innovation, continuous improvement and a commitment to quality.