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Segmentation Bases For Marriotts Hotels Marketing Essay

Demographic segmentation is one of the most popular bases for segmenting customer groupings. Businesspeople or business travelers are one of the clients that Marriott target the most. Individuals who work running a business industry can't avoid traveling about the world for business purposes. So Marriott have few brands such as Courtyard, Fairfield Inn & Suites, SpringHill Suites, House Inn and TownePlace Suites are for businesspeople. Fairfield Inn & Suites hotel amenities have free Wi-Fi in public areas spaces and also have business centers or lobby Computer with internet and printing capacities that help you stay profitable. Other than that, room features have free high-speed internet access, have guest rooms with well-lit workshop, and have distinct living, working, and sleeping areas. (Anon. , n. d. ) Besides, SpringHill Suites by Marriott have style and space and beautifully charged. Hotel amenities such as free Wi-Fi in the lobby, complimentary newspapers in the lobby, business middle with printing and faxing service and getting together with rooms. Businesspeople are largely heavy users of technology so room features in the suite hotel have high-speed access to the internet, iPod docks in every suite, versatile workspaces, large and well-lit office with ergonomic chair and two mobile phone lines with data dock and voice email. (Anon. , n. d. )

If you offered employment which is at oversea for approximately 6 months or per year, House Inn or TownePlace Suites by Marriott are your best choice to remain at. Both of these brands by Marriott are created for longer stays. Other than Dwelling Inn and TownePlace Suites, Marriott have another brand called Marriott Professional Apartments. Marriott Executive Apartments is recommended by international business travelers for long stays on. A couple of amenities and services to enjoy throughout your stay such as fully-furnished apartments rentals, gourmet kitchens, versatile floor plans, 24-hour security, grocery store delivery & laundry service, fitness & recreation, business services and housekeeping. Marriott Exec Apartments supplies the services and amenities you love at home and expect on your trips. (Anon. , n. d. )

Furthermore, many family members will at least once annually bring their kids for vacation. Marriott Vacation Club is a hotel that entire family will love their holiday. The hotel amenities such as swimming pools and whirlpool spas, fitness center, children's play area, access to golf and spa can be enjoy by the people and children. The villa features such as fully-equipped kitchen, individual living and dining areas, master shower with whirlpool or large soaking tub, Televisions, Disc player, balcony and porch and so many more. Marriott Vacation Team is a place for vacation encounters for the entire family. (Anon. , n. d. )

Psychographic Segmentation

Marriott have few luxury hotels brand such as JW Marriott, Bulgari Hotels & Resorts, The Ritz-Carlton as well as the Ritz-Carlton Destination Team. This few brands are mainly for luxury travelers. JW Marriott provides the luxury that customer deserve. You will find professional staff is available at any hour to ensure customer receive the personal and warm service. Customer can enjoy distinctive lounges and restaurants offering exceptional dinner experience. Customer can have the most delightful dinner activities at JW Marriott luxury hotels with those memorable foods start with wholesome ingredients picked locally, ready expertly and dished up graciously. You will find recipes and food that can't find any other areas except JW Marriott luxury hotels. (Anon. , n. d. ) Moreover, Renaissance Hotels by Marriott supply the lifestyle that customer enjoy. Renaissance Hotels have RLife LIVE that brings music and also have thrilling live shows. Renaissance Hotels launched Navigators at each hotel to help guests discover local food, wine and culture. The brand also opened up hotels around the world such such as Sweden, Thailand and China supporting travelers fulfill their urge for food for trip.

Behavioral segmentation

Behavioral segmentation divides consumers into teams predicated on their knowledge, uses and responses to a product or service. For instance, consumers can be grouped accordingly to events or life happenings such as graduations. Getting married or have a wedding can be considered as life incidents. Marriott have wedding services that you can plan your wedding with Marriott. Marriott will cope with the best possible of details, from the set up of the dining tables and the menus that are dished up to the final farewells and the lasting stories. Marriott have these full services that you can just relax and enjoy while preparing for the wedding and during the big day. Customers have options to possess their wedding whether in Marriott Hotels & Resorts, JW Marriott or Renaissance Hotels. Different hotel brands have their different area of expertise. (Anon. , n. d. )

Marriott using Differentiated Targeting Strategy

For most businesses, the overall strategy to be profitable can control the marketplace once by recording a large part of their targeted market by giving products searched for by most people. However, this may well not always be the case as some marketers like not to choose a huge audience but instead, seek to find smaller sections of a marketplace to enter that could reap more earnings. Concentrating on strategies are selected by marketers after evaluating the attractiveness of their product or services, the current size of the marketplace, the growth probable of the market, their company's brand aims and the availability of organizational resources.

Marriott targeted business traveller

From the research study, "Marriott: Getting Right down to Business with Business Travellers", it could be witnessed that, Marriott's targeted market is mostly business travellers and that Marriott is using the differentiated strategy. The differentiated strategy is used by separating the segments into smaller parts and a distinctive service or product is designed to each portion. The flagship Marriott brand stands for full service which its hotels are equipped with restaurants, appointment rooms, fitness centres and other fantastic facilities. This service is customized for the business holidaymakers with average expenditures in their thoughts. Marriott will not only appeal to that segment exclusively, but caters for more exclusive clientele as well. JW Marriott brand is the more upscale version of Marriott hotels and the Ritz-Carlton brand which is well known for top-quality service. Besides these two hotels, the Model is a chain of stylish, luxury hotels. These three are designed for business vacationers who are willing to spend a lot more to take pleasure from Marriott's hotel services.

Marriott care about customer budget

On the other hand, Marriott also attracts a lot more cost constrained business vacationers who seek other goals. TownePlace Suites are mid-priced suite hotels for customers who anticipate extended stay away from home and the Fairfield Inn & Suites are for businesspeople seeking valued-priced accommodations. These two suites are personalized for "budget" focused business tourists. Looking beyond the expenses subject, Marriott also targets predicated on the individuals personalities that gravitate on the Marriott brands. For the "achievers" section, Marriott hotel stated that "Marriott is about productivity and performance" to appeal to business tourists who feel influenced to obtain a lot done very quickly.

Marriott provide more completed facilities

In addition, Marriott also investigated the reason as to why businesspeople visit their hotels. For example, businesspeople who travel often and see a collection hotel as a destination to spread out, feel refreshed and have a break from the stress of being on the road preferred the SpringHill Suites. Designed for the more tech savvy business vacationers, Marriott had outfitted a lot of its conference rooms with latest in taking and marketing communications technology. Furthermore, it partnered with AT&T and Cisco to offer "virtual meeting" capacities in its Marriott, JW Marriott and Renaissance Hotels. Additionally, Marriott is also starting to target the ever growing 'green' market to cater for the market segment who care about the environment. Based on the research study, Marriott had developed prototype renewable hotels for a number of of its brand which is planning to build a huge selection of green hotels within the next decade.

In a nutshell, Marriott is using the differentiated technique to target different sections of the marketplace by providing variety of unique hotel services, features and characteristics to cater for a specific section as in the above list.

Marriott's Green Hotels

What is GREEN Hotel? "Green" hotels can be consider as environmentally friendly properties that take the initiative and carry out practices and programs to save lots of drinking water, save energy and reduce misuse. In this few years, the concept of going green gets more and more popular and event such as Globe Hour almost round the world followed it since 2008. The environment around us is getting more polluted and discomforting. Out of this problem, it influences visitors to be greener than ever before. The demand for a wholesome environment is getting high and any company that is producing inexperienced products gets great feedbacks. Folks are willing to invest more merely to be greener. Many hotels now are following a trend by building renewable hotels. Hotel companies such as Marriott, Hilton Worldwide, Hyatt, Starwood Hotels, and Best European.

LEED skilled Marriott Hotels

For more than twenty years, Marriott has been positively involved in energy conservation. Marriott has been an ENERGY STAR partner for 6 consecutive years. ENERGY Superstar is a joint program of the U. S. Environment Protection Agency and the U. S. Section of Energy help to cut costs and protect the surroundings through energy efficient products. (Anon. , n. d. ) Marriott headquarters has retained Energy Star ratings of 77 out of 100 since 2007. A rating of 75 or more than that signifies top performance. Since 2007, the electricity utilization at Marriott head office has slipped by an gathered of 9. 04%. (Anon. , n. d. ) Other than that, Marriott International's 30 years old Headquarters building awarded LEED-Existing Building Gold status. What is LEED? Command in Energy and Environmental Design (LEED) is a third-party qualification program. It consist a series of ranking systems for design, structure and operation of high performance green complexes. (Anon. , n. d. ) This is to guarantee the complexes are environmentally compatible, provide a good work environment. Marriott have almost 90 hotels across all brands that are LEED accredited or authorized by the U. S. Green Building Council (USGBC). In the entire year 2012, Marriott became the first hotel company with five brands including Courtyard, Fairfield Inn, Residence Inn, SpringHill Suites and TownPlace Suites to earn the LEED qualification from the U. S. Green Building Council. (Anon. , n. d. ) Marriott International ranks seventh on the Weekend Times "Best Green Companies" list and has received a whole lot of awards for its commitment to the environment. (Elizabeth Caminiti, 2010)

Marriott Saves Green by Heading Green

What does Marriott renewable hotels do to save drinking water, save energy and reduce throw away? The hotels have replaced light bulbs with fluorescent light, recycling 75% of the waste materials created, bathtub substituted with showers which use less water, installed 400, 000 low-flow showerheads and toilets, recycling bin in the lobby and the hotel room clearly marked, "Room-ready" towels that eliminate the initial wash routine and save an estimated 7. 5 million gallons of normal water each year, 24 million key credit cards made of 50% recycled materials and 29 million pens manufactured from 74% recycled materials. (Anon. , n. d. ) Besides, they improved the heating and air conditioning in the hotels, installed action sensor throughout the building so light don't shed when no one's around, swap cleaning crew to daytime hour so it's light out during at night, get paper dish turn to real dishware and everything the surfaces beyond your hotels are white so that it shows 80% of the sunlight that reduces the heat island effect. Furthermore, Marriott have almost 45 electric vehicle (EV) charging channels available and ready to be use at several of its hotels. Friends at these hotels is now able to impose their electric vehicles using the "Level 2" charging channels. Moreover, Marriott offering employees with hybrid vehicles and parking space before the building to encourage others to drive renewable. (Marriott, 2010)

In final result, I acknowledge Marriott should reposition its hotel brands to be environmentally friendly. Because they build renewable hotels, Marriott reach reduce operating costs, reduction of green house emissions, healthier workplaces for employees and can save energy, save water and reduce throw away.

Specific Types of Data in Marriott's Customer Databases for Segmentation Purposes.

Demographic Data

For segmentation purposes, Marriott have specific data in its customer databases. Demographic data contain years, gender, income, job, religion, technology and source. Data such as income, job and origins are essential data that Marriott must have in their customer databases in order to analyze majority of their customers are from upper class, middle income or lower category modern culture and are their customer normally local or tourists. These will be needed by Marriott to devise numerous effective marketing ways of target a specific segment respectively. For example, for occupation data, if almost all of their customers are business associates, they could as well prepare conference rooms or convention centre to appeal to more business people thus increasing their income. By doing that, they should include photographs of types of rooms provided, floor programs of conference rooms and reserve space for their convenience of choosing which room will be suitable because of their needs. They will also need web-based calculators to determine how large a meeting space they'll need and calculate the costs. With these facilities, Marriott will definitely be most company's favorite.

Values Data

By tracking individual tastes, Marriott can provide its customers better still. This data can be use for prices segmentation that considers what customers like and what motivates customer's respond to marketing activities. By knowing what its customers favor, Marriott can aim for different types of segments utilizing their different types of hotel services which are available in their chain of hotels. For example, Marriott should list down all the facilities provided by the hotel in their database so that customers are well informed on what they can enjoy from the hotel. With this helpful database, customers will be more eager to pick Marriott as their first choice.

Behavioral Data

Besides that, what customers purchased when they stay at Marriott's hotels are data for behavioral segmentation purposes. This segmentation allocates consumers into organizations based on their uses or responses to something or service. Organizations can divide market according for some top features of consumer behavior towards the hotel services that Marriott has to offer. They may be grouped into heavy users, moderate users, light users and nonusers. With this data, Marriott will be able to ascertain the right marketing plan to cater for the several types of users based on their consumer behavioral characteristics and Marriott will know what products or services they have to concentrate on when their customers frequently purchase a product when they stay at Marriott's hotels.

Needs Data

How long do customers stay when they come to Marriott, how a long time before their next visit and exactly how often they come back to Marriott are also data that are needed in its customer databases. This data can be utilized in the needs segmentation goal where individuals are assigned into communities, predicated on their current and desired level of interaction with a particular market category. With understanding of the average amount of days a customer stay, enough time before their next visit and how often they revisit; Marriott can devise marketing ways of effectively target this marketplace.

Psychographic Data

In addition, data such as customers' personality characteristics and their standards of living although difficult to obtain and measure, also needs to be contained in customer databases for psychographic segmentation purposes. This segmentation divides buyers into different groups based on lifestyle, category or personality characteristics. Consumers who show similar lifestyles, pursuits frequently have the same needs/needs in the merchandise or services they purchase. When Marriott is aware their customers personalities and lifestyles, service or product development can be improved upon. At exactly the same time, Marriott can also determine which specific advertising press to work with when focusing on different segments of the marketplace. When identifying which type of advertising should be used to advertise Marriott, they must attach some photographs of these rooms including the pricing for this. This will entice more customers, especially the clients who would like to try Marriott's services. As data, Marriott has applied Group Costs Optimizer (GPO) that really helps to recommend maximum price and negotiating range to different types of segmented groups. This has helped to improve its sales process as well as their customer's. (Interfaces, 2010)

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