Week 4 Written Assignment
Week 4 Written Assignment
Week 4 Written Assignment
The Case
Marriott International is a multinational hotel company based in Bethesda, Maryland. Per the
company’s website, they own “31 brands and 8,500+ properties across 138 countries” (2023). Through a
series of wise mergers and acquisitions, the company has become a leader in the hotel industry. The 31
brands represent different price points and features. While some may overlap, the individual brands each
During recent years Marriott has invested heavily in technology to improve guest offerings. The
company has developed and maintained a high-quality website. They have also developed a mobile app
Marriott’s Bonvoy loyalty program is used across all the company’s properties, including those
recently acquired. Marriott has made a point of quickly incorporating loyalty programs and granting
The hotel industry has been frequently seen as lacking sustainability. Per their serve 360 website
(n.d.), Marriott has developed a full-scale sustainability plan based upon the seventeen WHO sustainable
development goals.
Major Issues
One of the challenges that Marriott must face is the repetition among some of their brands. For
example, a Sheraton branded property is very similar in price and amenities to a Marriott branded
property. To date they have maintained both brands. This is most likely due to brand loyalty for each of
the brands.
Technology
The technology category is very broad. It includes everything for hotel management software, to
customer facing software such as the corporate website to automated door locks on guest room doors.
Coordinating this vast array of technical areas will always be a challenge. It is expensive, time
Loyalty
Cultivating customer loyalty is a necessity for business. It is imperative that customers make an
effort to return to your business frequently. Within the world of hotels, customer frequency can be a
challenge. There are frequent business travelers who are highly sought after as well as less frequent
Sustainability
The hotel industry has been frequently seen as not sustainability friendly. Hotels are frequently
perceived as wasters of electricity and water. In addition, they are frequently criticized for poor treatment
of labor. Marriott is attempting to counteract this image through a clear sustainability plan.
Analysis
Disruptive Technology
“Disruptive technology is an innovation that significantly alters the way that consumers,
industries, or businesses operate” (Smith, 2022). Inventions such as the telephone, television, and smart
phone are all examples of disruptive technologies. Established companies are less frequently the source of
chains into the Marriott brand quickly and efficiently. From a customer standpoint, it appears seamless.
The integration of the Starwood brand exemplifies this. Customers were able to transfer all their program
status directly to Marriott. From a consistency standpoint, Marriott has created a common customer
experience across brands. This means the booking, check-in, and check-out process is the same regardless
of which property a guest visits. From a technology perspective, this is extremely difficult to accomplish
(Carson, 2019).
Part of maintaining loyalty is continuing to provide a product that is attractive to the customer.
Through innovative use of data analytics, Marriott can determine the features that are most desirable for
customers and what price point is ideal for those products and services. Much of this data can be gathered
from customers who voluntarily choose to use the company’s technology offerings online and through the
mobile app. Something as simple as knowing that a guest has entered a room due to a digital card swipe
can allow for marketing additional products such as room service or spa treatments.
Using technology to optimize processes for sustainability is key. The obvious point here is supply
chain management. By sourcing supplies locally, transportation costs can be reduced, and local businesses
can be supported. A hotel offers numerous other options for reducing their carbon footprint as well. Being
able to control lights and air conditioning when guests leave rooms can significantly cut costs and reduce
electricity waste (Close et al., 2023). Some of the technology projects being undertaken by Marriott, such
I recommend that Marriott continue to invest in disruptive technologies. As people become more
accustomed to smart devices in their homes, it becomes logical for customers to expect the same type of
devices in their hotel rooms. Additionally, this technology makes it easier to achieve sustainability goals
because they can be controlled easily by the hotel when the guest is not present in the room. Technology
that makes it possible to tell when guests are present in the room is another extension of this process.
A second recommendation is that Marriott continue to invest in the loyalty program. The creation
of a robust loyalty program supported by exceptional technology has been a game changer for Marriott. I
would advise that the company continue to improve their loyalty offerings and maintain a simple,
effective app for customers. By making the loyalty program appealing, Marriott continues to gain insight
into customer habits and interests. This data can be used to further improve the company’s offerings.
Conclusions
Marriott may not be developing disruptive technologies themselves. However, they are
embracing these technological innovations as they come to market. Marriott did not invent smart locks or
smart light fixtures but including them in hotels should continue to be disruptive in the hotel industry.
Marriott should continue to invest in customer loyalty and other customer facing technologies to ensure a
Carson, D. (2019, July 10). Marriott International commits to continued innovation in hotel guest-facing
international-commits-to-continued-innovation-in-hotel-guest-facing-technologies/
Close, K., Faure, N., & Hutchinson, R. (2023, August 9). How tech offers a faster path to sustainability.
initiatives
Marriott. (2023). About Marriott International: Corporate Information. About Marriott International |
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Smith, T. (2022, April 2). Disruptive technology: Definition, example, and how to invest. Investopedia.
https://www.investopedia.com/terms/d/disruptive-technology.asp
Walker, B. (2023, April 5). Inside Marriott’s Big Tech Investment Strategy. Hospitality Investor.
https://www.hospitalityinvestor.com/technology/inside-marriotts-big-tech-investment-strategy