COMPANY PROFILE -Marriott International
Business Sector :Hospitality
Operating Geography :United States, Global
About Marriott International :
Marriott International, Inc. is a leading global operator of hotels and related facilities. It was founded in 1927 by J. Willard and Alice Marriott. It’s headquartered in Bethesda, Maryland, US. The company has a 30 brand portfolio, which are all positioned in the luxury and mid-market price segments. Collectively Marriott's brand portfolio is segmented into two styles of hotels, viz., Classic and Distinctive further layered into three quality tiers: Luxury, Premium, and Select. Marriott’s overall lodging system encompassed 7003 properties and timeshare resorts with nearly 1,332,826 rooms in 131 countries and territories globally as of March 2019. Marriott had approximately 176,000 employees during the same period.
Marriott’s mission is “To enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experiences.” And its vision is “To become the premiere provider and facilitator of leisure & vacation experiences in the world.” Marriott’s core values are focused on putting people first, pursuing excellence, embracing change, working with Integrity, serving the world.
Marriott International's USP or Unique selling proposition sprawls in being the world's third-largest hotel chain with most compelling range of brands and properties globally.
Marriott International Revenue :
US$22,894 million (FY ended Dec 31st 2017) (year-on-year growth of 34.1%)
US$17,072 million (FY ended Dec 31st 2016
Competitive Analysis of Marriott International
With numerous brand names under its umbrella, Marriott is a worldwide operator, franchisor, and licensor of the hotel, residential, and timeshare properties with distinct pricing to suit a broad array of patrons. As of 2019, Marriott International is the world's third-largest chain of hotels. With Marriott's Automatic Reservation System for Hotel Accommodations (MARSHA), Marriott became the world's first company to implement the concept of booking reservations online. Accordingly, the SWOT analysis of Marriott International manifests a discussion on the assets that generate surplus cash and are the greatest strengths, that the company enjoys as a competitive advantage over its rival(s) in the hospitality and tourism industry. The analysis highlights the opportunities in the external environment that can be incorporated to further strengthen the company. The SWOT report also confers intelligence on the internal weaknesses and external threats that the company confronts being in such a highly competitive environment.
Global market leadership, strong brands portfolio, strong employee base, sturdy brand recognition and recall, global presence, unique and innovative approach, constantly upgraded with technology, etc. are a few amongst several strengths of Marriott International. Marriott's key internal weakness are its aggressive expansion and establishment of too many hotels as this may lead to dilution of the company and maintaining the standards of service throughout could be challenging. The 2018 cyberattack on the Marriott hotel chain led to millions of customer’s private information being compromised, hence data breach is another significant weakness of Marriott. With an increase in disposable income, the number of travelers for both work and vacation purpose is constantly rising. Therefore, hotel chains can take full advantage of this opportunity and entice patrons with better packages, innovative customer services, attractive interiors, personalized attention and more. Competition threat to Marriott is increasing as the hotel and tourism industry is globally expanding and observing the penetration of many international brands into the industry.
The SWOT matrix of Marriott International is presented below in the SWOT Matrix followed by the detailed analysis:
Strengths | Weaknesses |
1. Top position in competitive landscape
2. Ubiquitous luxury bands
3. M&A deals driving strategic advantages
4. Proactive and innovative
5. Strong pipeline to expand globally
| 1. Majorly reliant on North American market
2. Falls short of OTAs
3. Impact of family feud
|
Opportunities | Threats |
1. Alibaba partnership to help expand in Chinse market
2. Increase in international travel
3. Opportunities to drive future rooms growth
| 1. Getting loyalty right
2. Increasing competition from new entrants
3. Stringent travel norms and slowing economic growth in United States
|
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Detailed SWOT Analysis of Marriott International
Strength
1.Top position in competitive landscape:Marriott International is the largest hotel company in the world in terms of value sales worldwide (Marriott has value sales close to USD50 billion). It has the largest number of rooms globally. The number of hotels that fall in the portfolio of upscale category and above are the also the highest for Marriott International. With an overall capacity of 1,160,000 rooms (Hilton is second with 792,000) it is best positioned to take advantage of the growing demand for luxury accommodations. It also has the best global market share of 11% in top 100 revpar market tracts (second is Hilton with 5.5%). Global fee for Marriott international is $2700 per room which is the most for any hotel. In terms of global market share of current system size and signed STR pipeline (rooms), it occupies a leading share in North America, Europe, Asia Pacific, Caribbean, Latin America, Middle East and Africa. Worldwide it has an 8.3% market share, ahead of Hilton having a 5.9% market share.
2.Ubiquitous luxury brands and presence across the world: Ritz Carlton and JW Marriott are strong luxury brands with a loyal customer base. Due to Starwood acquisition, popular luxury hotels such as W Hotels and St Regis are now also under Marriott International. It also has presence in 127 countries and 6500 properties under its umbrella. Acquisition of Starwood has also helped Marriott to tap into the Asia Pacific market (Starwood is strong in that region) which should remain a key target for expansion.
3.M&A deals driving strategic advantages: Starwood acquisition has provided Marriott International with opportunity to scale and reduce costs. The benefits of acquisition are in the form of cost synergies and penetration into the Chinese market. In terms of value sales worldwide, Marriott International is the largest company for the last 10 years. Acquisition of Starwood has strengthened Marriott’s position on the top spot considerably. 3 tier collection brand portfolio (of Starwood: ‘The Luxury collection’, Tribute Portfolio’ and ‘The Autograph Collection Hotels’) provides full range of options based on the market and product. Most of the Starwood brands have a strong pipeline and are scalable with low cost to build. All these hotels can leverage Marriott’s marketing channels and powerful distribution to reduce operating costs and increase revenue.
Marriott’s acquisition over the years has helped the company gain traction in unpenetrated markets. Acquisition of AC hotels in March 2011 increased Marriott’s presence by 24% in Europe. Gaylord Hotels acquisition in October 2012 extended Marriott’s lead in the convention hotel segment. Proteas Hotels acquisition in April 2014 made Marriott the largest hotel company in Africa. Delta hotels, acquired in February 2015, made Marriott the largest full service lodging company in Canada.
4.Proactive and innovative: Marriott international is one of the top ranked most innovative companies as per Forbes and Fast Company. Its operational philosophy is centred on innovation. Most of its procedures and systems try to integrate commitment and innovation thus ensuring total value for money for the customer. Marriott’s spending on technological innovations such as IOT, testing Amazon Alexa in a number of properties to improve guest experience through voice, immediately grasping on opportunities in the segment of activity market; is a testimony to always staying proactive and innovative and trying to find new ways to increase customer experience and driving growth in the sector.
5.Strong pipeline to expand globally: Marriott International is reliant on the North American market and is looking to grow its international portfolio. As of Q3 2017 it had over 450,000 rooms in pipeline. In Europe from 40,000 rooms in 2010 it has 134,000 rooms in 2016 and it will debut its Delta hotels in Europe. By 2020, the company plans to double its portfolio in the Asia Pacific region. In April 2016, Marriott International opened its first Marriott hotel in Rwanda. Marriott is also focusing on introducing limited service brands in Mexico, Columbia and Brazil. Distribution is expected to increase by 75% in 2018 as compared to 2015 numbers
Weakness
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Opportunity
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Threat
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The hotel industry has shown significant grown in recent years and to grow along with the industry, the hotel chains need to encompass the trending aspects of the industry into their business model. The 2019-2020 trends that highly influence the hotel industry are Healthy organic food and drinks, Personalized attention, Smart Hotels, Robots over Human staff, Tech explosion, Artificial Intelligence, Sustainability, etc. Hence the PESTLE tool helps to study more such trends and influencers that impact the Hospitality industry and widely the Marriott International Inc. The PESTLE / STEEPL / PEST analysis report is a structure to examine the consequence of external factors on the macro-environment that influences the business of Marriott. The PESTLE analysis is a useful technique to study the impact of influencers like political, economic, social, technological, legal and environmental on Marriott’s business model, growth trajectory, its business case, and market strategy.
The hospitality industry is subject to various political and legal factors due to its worldwide presence. For instance, Trump's policies on immigration tariffs are a big political threat to the entire industry. Some of the other important political factors that can affect Marriott are international relations, Brexit, terrorism, military conflicts, political instability, etc. Though Marriott is a financially strong brand certain economic downturns like weak economic conditions in operating countries, fluctuating currency values, wavering government policies in fields like trade, travel, and immigration, etc. could have a negative impact on Marriott's financial results and growth. Most of the patrons today are Millennials and tech-savvy travelers who are self-sufficient, early adopters of technology and comfortable using apps or websites. Thus, creating a need for hotels to be upgraded with the latest technology-based services and define their strategies as per these social trends, demographic patterns, personality traits, and habits of the customers. As mentioned early in the report sustainability is one of the key trending aspects of the industry. Thus, Marriott takes up its social responsibility through Serve 360 an initiative guided by their 2025 Sustainability and Social Impact Goals, to meet the world’s most pressing social, environmental and economic issues.
The PESTLE / PESTEL/ STEEPL Analysis for Marriott International is presented below in a nutshell followed by the detailed analysis:
Political | Economical |
1. Ripple effect of travel ban, anti immigrant statements and expanded wall along Mexican border
2. Uncertain political landscape of EU
| 1. Currency fluctuations affecting tourism
2. Intense airline competition
|
Social | Technological |
1. Terrorism
2. Increase in consumer spending and experiential travel
3. Different region, different demand for lodging and experiences
4. Activities and lighting up the guest experience
| 1. Innovations driving competitive advantage |
Legal | Environmental |
1. Achieve standardisation in the face of legal compliances | 1. Integration of various norms
2. Increasing consumer preference for sustainable hospitality
|
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Detailed Pestle Analysis of Marriott International
Political
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Economic
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Social
1.Impact of terrorism on tourism: Tourism in 2016 suffered because of continued terrorism and impacts on sentiment, in spite of cheap air travel, low level of oil prices and a number of countries adopting more visitor-friendly visa policies. In Europe, tourism spending decreased in France, Belgium and Turkey. Inbound visitor spending decreased in Egypt after weakness in 2015, with international tourist arrivals over 60% below the 2008 peak level. As Travel & Tourism sectors in these countries suffered, several other destinations have profited as these being seen as ‘safe haven’ substitute destinations. These destinations include Bulgaria, Cyprus, Malta, Portugal and Spain.
2.Increase in consumer spending and experiential travel: In 2018, the consumer spending on hotels is expected to increase at 5% as per Technomic. The consumer spending is expected to increase in the luxury segment. As per Deloitte travel hospitality industry outlook, spending on tourism in the US hit a record of $353 billion in 2017 and a strong 5% growth is forecasted for 2018. Other factors such as low unemployment, robust stock markets have contributed to elevate consumer confidence. Historical personal consumption expenditure (PCE) data reveals that consumer spending on durables, clothing & apparels have decreased, with an increase in experiential spending on recreation, travel and eating out. All these factors are demand signals for the hospitality industry and testimony to growing opportunity that exists in this segment. Marriott with its huge capacity and strong presence in US is well positioned to take advantage of these trends.
3.Varied regional demand for lodging and experiences: This is true and evident from success of companies like Airbnb, a major competitor of Marriott International. When it comes to tourism, it is no longer only about luxury but also about cultural immersion. Business travellers’ requirements for lodging are different from leisure travellers and for family travellers. Similarly millennial (those aged 18-34) look for a much more understanding of the culture and people in the region. These travellers also act as influencers for other people looking to travel to new location for spending their vacation. With millennials expected to represent 50% of travellers to the United States by 2025, a major challenge lies in front of Marriott international to cater to this group.
4.Activities segment enhancing the guest experience: Activity market, which includes everything from tours to bike rentals, is a growing segment in the hospitality industry and is a business which is not controlled by any individual company or entity. Travelers can be connected to what they already want to do, such as a sporting event or a theme park, or to entirely new experiences they do not know about, activities unique to a particular destination (local area and culture). A huge opportunity lies in this multi-billion dollar segment (activity market) of the hospitality industry, for capturing travelers’ attention and money by providing a differentiated experience. This is a sought after segment by many hotels, individual properties, OTAs and other third party companies. Marriott International has decided to capitalize on this growing trend and integrated their activities and tour segments into their reward programs.
Technological
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Legal
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Environmental
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Major Competitors :
- InterContinental Hotels Group (IHG)
- Hilton Hotels and Resorts
- Hyatt Hotels Corporation li>
- Wyndham Worldwide Corporation
- Accor Hotel
Major Brands :
- JW Marriott
- The Ritz-Carlton
- St. Regis
- Marriott Hotels
- Le Méridien
- Sheraton
- Westin
- Delta Hotels
- Marriott Executive Apartments
- Marriott Vacation Club
- Courtyard
- Residence Inn
- Fairfield Inn & Suites
- SpringHill Suites
- Four Points
- TownePlace Suites
- Protea Hotels
- Bvlgari Hotels
Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :
Open Table Preview
Name | Business Segment | Year | Type | Objective/Synergy Achieved |
Avendra LLC | Hotels | 2017 | Divestment | The proceeds from the divestiture would be used to develop other properties and system of hotels. |
Starwood Hotels & Resorts Worldwide | Hotels | 2016 | Acquisition | The Starwood Combination will result in various benefits, including, among other things, operating efficiencies |
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
On purchase the Marriott International SWOT and PESTLE Analysis PDF report will reach you within minutes. At rare times, a slight delay not exceeding 1 hour might be caused.
WHY BUY THIS REPORT?
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
• Employing the fundamental evaluation models, SWOT and PESTLE analysis to assess the internal and external factors and their consequences on the company's micro and macro environment.
• The SWOT analysis is a structure, employed to evaluate Marriott's competitive stance by recognizing its internal strategic factors like strengths and weaknesses, external strategic factors like opportunities and threats.
• Cataloging Mariott’s innovative strategies that catapulted its position to a market leader in the industry and bestowed the company with an edge over its competitors.
• The PESTLE analysis of the Hospitality industry helps to recognize its current trends that impact Marriott’s business.
• The PESTLE / STEEPL / PEST analysis report is a structure to study the effects of external factors like political, economic, social, technological, legal and environmental, and their impression on the hospitality industry and in precise, Marriott International.
• A complete illustration of Marriott's business model and business diversification with further categorization and examination of key business segments and business case study
• Synopsis of the acquisitions, mergers, capital raising, equity transactions, alliances or partnership ventures that Marriott consented with deal valuations to achieve its milestones, business aims, and synergies.
• Comprehensive company analysis to compile information about company profile, value proposition, revenue jumps, business model, business plans and marketing strategy.
• Understanding of Mariott's USP or unique selling proposition, mission statement, and vision statement
• Identifying the core values, core competencies, key performance indicators and success factors that contribute to the fullness of the company
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Check Out Analysis of Other Relevant Companies
References used in Marriott International SWOT & PESTLE Analysis Report
1. Annual Report- https://www.annualreports.com/Company/marriott-international-inc
2. Annual report 2016-https://investor.shareholder.com/mar/marriottAR16/pdfs/Marriott_2016_Annual_Report.pdf
3. Marriot Website- Sustainabilty- https://serve360.marriott.com/sustain/
4. Hospitality Trends- https://www.ey.com/Publication/vwLUAssets/ey-hospitality-trends-2017/$FILE/ey-hospitality-trends-2017.pdf
5. Marriot Revenue- https://www.statista.com/statistics/266279/revenue-of-the-marriott-international-inc-hotel-chain/
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Marriott SWOT and PESTLE analysis has been conducted by Vaneet Verma and reviewed by senior analysts from Barakaat Consulting.
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