HISTORY

Marriott Corporation was a hospitality company that

operated from 1927–1993, founded originally by J. Willard
Marriott as Hot Shoppes, Inc. In 1957, Marriott Corporation
opened its first hotel in Arlington County, Virginia, United States
as the Twin Bridges Motor Hotel (demolished 1990). Marriott
Corporation's first international property was opened in
Acapulco, Mexico in 1969. Hot Shoppes became Marriott
Corporation in 1967, which subsequently split into Marriott
International Corporation and Host Marriott Corporation in
1993.

Willard Marriott, who had relocated with his business partner

Hugh Colton and his wife Alice from Utah to Washington, D.C.,
started the company in 1927, when he operated a curbside
food stand selling A&W Root Beer in the Columbia Heights
neighborhood of Washington at 14th Street and Park Road NW.
He would later rename the food stand The Hot Shoppe, adding
Mexican food items to the menu. Marriott's business expanded
to Baltimore, Maryland, in 1934, shortly after which the
company started its food services division. During the Second
World War, the business expanded to include the management
of food services in defense plants and government buildings,
such as the U.S. Treasury. Then in the 1950s, Hot Shoppes, Inc.
started providing food services to public schools and to
Children's Hospital in 1955, a contract which they held for 35
years.
Marriott's restaurant chain grew, and the company went public
in 1953. In 1957, he expanded his business to hotels, opening
the first Marriott hotel—actually a motel, the Twin Bridges
Motor Hotel—in Arlington County, Virginia. The company
became Marriott, Inc., in 1967. Two large chains were added to
the group, the Big Boy family restaurants in 1967 and Roy
Rogers Family Restaurants in 1968.

Over the years, Marriott's company interests expanded.

Continuing with food services, Marriott eventually invented
airline in-flight food service. This segment of their enterprise
continues to be a large part of their business, providing food
services to many major airlines. Ultimately, Hot Shoppes, Inc.
changed its name, becoming the Marriott Corporation in 1967.

In 1976, Marriott opened two theme parks called Marriott's

Great America in California and Illinois. The parks had replicas
of the first Hot Shoppes. Both parks were sold in the mid-1980s.
In 1980, the company purchased the Howard Johnson's
restaurant chain and acquired Host International in 1982. By
1984, Marriott had formed a vacation time-share division, now
called Marriott Vacation Club International, and a senior-living
division.

The Marriott Corporation ended its existence as a single

company in 1993, when it was split into two separate entities:
1) Marriott International Corporation, which operated the hotel
and lodging aspect of the business and Marriott Vacation Club
International, and 2) Host Marriott Corporation, the new name
for the original Marriott Corporation and operating the Marriott
Food Services Management. The last Hot Shoppes restaurant,
located in the Marlow Heights Shopping Center, closed on
December 2, 1999.

MARRIOTT INTERNATIONAL

Marriott was founded by J. Willard Marriott 1927 when he and

his wife opened a root beer stand in Washington D.C.. As a
missionary in the sweltering, humid summers in Washington,
Marriott was convinced that what the city needed was a such a
place to get a cool drink.] They later expanded their enterprises
into a chain of restaurants and hotels.

The Key Bridge Marriott in Arlington, Virginia is Marriott

International’s longest operating hotel, and celebrated its 50th
anniversary in 2009.[7] Their son and current Chairman and
Chief Executive Officer, J.W. (Bill) Marriott, Jr. has led the
company to spectacular worldwide growth. Today, Marriott
International has about 3,150 lodging properties located in the
United States and 67 other countries and territories.

Marriott International was formed in 1992 when Marriott

Corporation split into two companies, Marriott International and
Host Marriott Corporation.

Marriott International headquarters in the Bethesda area of

unincorporated Montgomery County, Maryland, United States

In April 1995, Marriott International

acquired a 49% interest in the Ritz-
Carlton Hotel Company LLC. Marriott
International believed that it could
increase sales and profit margins at
the Ritz, a troubled chain with a
significant number of properties either
losing money or barely breaking even.
The cost of Marriott's initial investment
was estimated to be about $200
million in cash and assumed debt. The
next year, Marriott spent $331 million
to take over the Ritz-Carlton Atlanta
and buy a majority interest in two
properties owned by William Johnson,
a real estate developer who had
purchased the Boston Ritz Carlton in
1983 and expanded his Ritz holdings
over the next twenty years.
The Ritz began expansion into the lucrative timeshare market
among other new initiatives made financially possible by the
deep pockets of Marriott, which also lent its own in-house
expertise in certain areas. There were other benefits for Ritz-
Carlton flowing from its relationship with Marriott, such as being
able to take advantage of the parent company's reservation
system and buying power. The partnership was solidified in
1998 when Marriott boosted its interest in Ritz-Carlton to 99
percent. By 1999 revenues from the 35 hotels it operated
around the world totaled about $1.4 billion.

Marriott International owned Ramada International Hotels &

Resorts until its sale on September 15, 2004 to Cendant. It is
the first hotel chain to serve food that is completely free of
trans fats at all of its North American properties.

In 2005, Marriott International and Marriott Vacation Club

International comprised two of the 53 entities that contributed
the maximum of $250,000 to the second inauguration of
President George W. Bush.

On July 19, 2006, Marriott announced that all lodging buildings

they operate in the United States and Canada would become
non-smoking beginning September 2006. "The new policy
includes all guest rooms, restaurants, lounges, meeting rooms,
public space and employee work areas."

PROFILE
Marriott International, Inc. is a leading worldwide hospitality
company. Its heritage can be traced to a small root beer stand
opened in Washington, D.C. in 1927 by J. Willard and Alice S.
Marriott. Today it has more than 3200 lodging properties in the
United States and 70 other countries and territories across 17
lodging and vacation resort ownership brands.

The company is headquartered in Bethesda, Md., and had

approximately 146,000 employees at 2008 year-end. It is
ranked as the lodging industry's most admired company and
one of the best places to work for by FORTUNE(R). The
company has also been recognized by the U.S. Environmental
Protection Agency (EPA) with the 2008 Sustained Excellence
Award and Partner of the Year since 2004. In fiscal year 2008,
Marriott International reported sales from continuing operations
of nearly $13 billion.

Marriott International's goal is to create significant value by

aggressively building its brands and growing its businesses.
The company is dedicated to providing exceptional service to
customers, growth opportunities for associates, and attractive
returns to

shareholders and owners.

MISSION
At Marriott Hotels and Resorts we inspire performance with an
experience that reflects our guests’ own priorities-excellence,
optimism and professionalism.

Our highest mission is to provide genuine care, showing

empathy and compassion and always exceeding the
expectations of our guests.

Our hotels enable our guests to work and socialize, in their own
way, and to relax and recharge so they are always at their best.

VISION

J.W. Marriott, Jr. is Chairman

and Chief Executive Officer
of Marriott International,
Inc., one of the world’s
largest lodging companies.
His leadership spans more
than 50 years, and he has taken Marriott from a family
restaurant business to a global lodging company with more
than 3,200 properties in 67 countries and territories.

Mr Marriott’s vision for the company is to be the world’s lodging

leader. It is grounded in his intense
focus on taking care of the guest,
extensive operational knowledge, the
development of a highly skilled and
diverse workforce, and offering the best
portfolio of lodging brands in the
industry. Under his leadership, Marriott
continues to enjoy strong customer,
owner and franchise preference, steady
growth and profitability.

Known throughout the industry for his hands-on management

style, Mr Marriott has built a highly regarded culture that
emphasizes the importance of Marriott’s people and recognizes
the value they bring to the organization. Marriott
International’s “spirit to serve” culture is based on a business
philosophy originated more than 80 years ago by his parents, J.
Willard and Alice S. Marriott – “Take care of the associate, and
they’ll take care of the guest.” Today, approximately 300,000
Marriott associates are serving guests in Marriott managed and
franchised properties throughout the world.

Marriott International is also well known as a great place to

work and for its commitment to diversity, social responsibility
and community engagement. It has consistently been named
to Fortune’s lists of most admired companies,
best places to work and top companies for minorities.

At an early age, Mr Marriott developed a passion for the

business and worked in a variety of positions in the Hot
Shoppes restaurant chain during his high school and college
years. He joined the company full-time in 1956 and soon
afterward, took over management of Marriott’s first hotel. Mr
Marriott became executive vice president of the company, then
its president, in 1964. He was elected chief executive officer in
1972 and chairman of the board in 1985.

Regarded as a lodging innovator, Mr Marriott began shifting the

company in the late 1970s from hotel ownership to property
management and franchising. His strategic decision allowed
the company to accelerate its growth and broaden its
leadership position. That transformation culminated in the
company’s split into Marriott International, a hotel management
and franchising company, headed by Mr Marriott, and Host
Marriott International, a hotel ownership company chaired by
his younger brother, Richard Marriott.
Mr Marriott has also worked to compile a family of 18 lodging
brands that range from limited service to full service luxury
hotels that meet the needs of any traveller. Today, the
company manages and franchises hotels and resorts under the
Marriott, JW Marriott, Renaissance, Bulgari, The Ritz-Carlton,
Courtyard, Residence Inn, SpringHill Suites, TownePlace Suites,
and Fairfield Inn brand names; develops and operates vacation
ownership resorts under the Marriott Vacation Club
International, The Ritz-Carlton Club, Grand Residences by
Marriott, and Horizons brands; operates Marriott Executive
Apartments; provides furnished corporate housing through its
Marriott ExecuStay division; operates conference centres; and
manages golf courses.

Mr Marriott serves on the board of The J. Willard & Alice S.

Marriott Foundation. He is a member of the National Business
Council and the Executive Committee of the World Travel &
Tourism Council. He also serves as the chairman of the Mayo
Clinic Capital Campaign.

Mr Marriott recently served on the Board of Trustees of the

National Geographic Society, director of the United States
Naval Academy Foundation, chairman of the President’s Export
Council (PEC) and member of the Secure Borders Open Doors
Advisory Committee (SBODAC) and the U.S. Travel and
TourismAdvisoryBoard(TTAB).

Mr Marriott attended St. Albans School in Washington, D.C.,

earned a B.S. degree in banking and finance from the
University of Utah and served as an officer in the United States
Navy. He is an active member of The Church of Jesus Christ of
Latter-day Saints. He is married to the former Donna Garff.
They have four children and 15 grandchildren and three great
grandchildren.

MARKET SEGMENTATION
In 1985, Marriott Hotels, Resorts and Suites was a domestic
(U.S.) mid – to large –size hotel chain. Marriott decided to
enhance traveller’s value by segmenting the market and then
targeting selected segments, each with a different brand. Then
as now, Marriott was the flagship brand. Each new brand would
support Marriott’s over all brand identity- a commitment to
superior customer service – and train employees to have a
passion for service. Employees would:

1) Do whatever it takes to take care of customers.

2) Pay extraordinary attention to details.

3) Take pride in their physical surroundings.

4) Use their creativity to find new ways to meet the needs of

customers.

Marriott believed all customers require a base service level. It

also believed that customers differ in their willingness to pay
for different level of comfort and luxury. Management also
knew that many customers stay a few nights in a hotel – but a
growing number, like business people on assignment – need
accommodation for several weeks. Recognizing the varying
needs of hotel customers, Marriott was the first major hotel
chain to base its strategy on market segmentation. Marriott
grew new brands organically, but implemented its strategy in
part by acquisition.

Marriott’s flagship brand continues to target customers needing

fine restaurants, meeting rooms, athletic facilities, and other
upscale amenities. But Marriott added seven additional brands
– Courtyard by Marriott, Fairfield Inn, TownePlace Suites,
SpringHill Suites, Renaissance Hotels and Resorts, and The Ritz-
Carlton. These brands, their target segments, and core
requirements are:

1) Courtyard by Marriott: Business travellers wanting a

moderately priced hotel that provides some amenities like
an exercise room and a restaurant for breakfast.

2) Fairfield Inn: Customer wanted an expensively priced,

high quality hotel they can access by car, on or near the
U.S. main interstate highway system.

3) Residence Inn: Customers who require an extended –

stay hotel for reasons like job relocation, job assignment,
and government contracting.

4) TownePlace Suites: Similar to Residence Inn, but for

customers who want a lower price.

5) SpringHill Suites: Customers wanting an all-suites hotel

who will pay an upper moderate price.

6) Renaissance Hotels and Resorts: Customers who look

for upscale amenities, internationally.

7) The Ritz-Carlton: Customers looking for the ultimate in

luxury hotels in urban centres.

Each Marriott brand has distinct personality and style – target

customers know what to expect at each hotel brand. Marriott
work hard to communicate the essence and strength of each
brand. There is some customer crossover, but each brand
focuses on a defined market segment. Internal competition is
small.

Marriott has achieved extraordinary results from its

segmentation and targeting strategy. The Courtyard by Marriott
brand now manages more rooms than the entire firm managed
in 1985. Total number of rooms managed has increased by
sevenfold since 1985 - to 489,430 rooms at 2676 properties.
About 20 per cent of Marriott’s market value was around $20
billion, compared to 4.4 billion in 1998.

Market Segmentation is a fundamental marketing concept.

Simply stated, customers in a market either have different
needs, or similar needs with different priorities. Either way, the
firm job is to place customers in a group so that each group is
relatively homogeneous in its needs profile.

A specifically designed market offer will satisfy a customer

group that has a homogeneous need profile. A second group of
customers, with a different need profile, will require a different
market offer. We call these groups market segments. To
identify and develop effective market offers, the firm must
understand these need profiles. The firm seeking to serve a
large market like snack foods will require several market offers,
at least one per market segment to meet varying customer
preferences. Typically, a single offer, like potato chips, will fail
to satisfy the many diverse customers who purchase snacks
foods.
 MARRIOTT BRANDS

Marriott International, Inc., is a leading lodging

company with more than 3,000 lodging properties
in the United States and 67 other countries and
territories.

Marriott Lodging operates and franchises hotels

under the following brands:

• Flagship brand of quality-tier,

full-service hotels & resorts
• Provides consistent,
dependable, and genuinely
caring experiences to guests
on their terms
• 521 Marriott Hotels & Resorts
locations worldwide; 343
US, 178 international

• Features include:
- Fully equipped fitness
centers
- Gift shops
- Swimming pools
- Concierge levels
- Business centers
- Meeting facilities
- High-speed Internet access
is available at many hotels
JW Marriott Hotels & Resorts

• Most elegant and luxurious

Marriott brand
• Provides business and leisure
travellers a deluxe level of
comfort and personal service
on their terms

• 39 JW Marriott Hotels
worldwide; 16 US, 23
international

Renaissance Hotels & Resorts

• Quality-tier full-service brand

providing guests with the
ambiance of a boutique
• Brand signatures include
interior design, a "street"
restaurant and savvy service
• Features include:
- Business library and center
- Swimming pool
- Fitness centers
- Conference and banquet
facilities

• 143 Renaissance Hotels,

Resorts and Suites; 75 US, 68
international

EDITION Hotels
 This is the latest edition of luxury
boutique hotels and the perfect
combination of energetic
atmosphere, attitude and style. Each
property is distinctive and designed
by award-winning hotelier Ian
Schrager. And, of course, each
EDITION hotel is located in the most
attractive destinations around the
world.

Autograph Collection

The Autograph Collection is a diverse

collection of high-personality
independent hotels. It plugs you into
fresh, inventive and positively unique
experiences only an independent can
deliver. Plus, it's the only collection
where you can book a stay via
Marriott.com and earn and redeem
Marriott Rewards.

Courtyard by Marriott

• Courtyard offers travelers the

choices and options that let
them make the most of their
time on the road
• More than 800 Courtyard by
Marriott locations worldwide in
over 28 countries
• Features include:
• Guest rooms with large,
well-lit work desks and
ergonomic chairs.
• Courtyard Suites®
larger rooms available
as well.
• Free Wi-Fi in public
spaces (North and
Central America only).
• Free high-speed Internet
access and plush
bedding in all guest
 rooms.
• 24/7 access to food at
The Market
• Business library and on-
site business services
• Meeting space
• Outside courtyard and
patio area
• Invigorating fitness
room

• Relaxing pool

Residence Inn by Marriott

• Designed to provide travelers

with everything they need to
thrive on long stays
• Over 580 Residence Inn by
Marriott locations worldwide
• Enjoy lower rates for longer
stays
• Features include:
• Spacious suites with
separate living and
sleeping areas
• Fully equipped kitchens
• Free grocery delivery
service
• Free WiFi and in-room
high-speed internet
access
• Inviting outdoor spaces
including Sport Court®,
swimming pool and
barbeque areas
• Free evening hospitality
hours

• Complimentary hot
breakfast
Fairfield Inn & Suites by Marriott

• Provides business and leisure

travelers with everything they
need at an exceptional value
• More than 590 Fairfield Inn
and Fairfield Inn & Suites
locations in the U.S., Canada
and Mexico
• Features include:
• Friendly and helpful staff
to provide all the
assistance you need
• Free, hot breakfast
featuring healthy
options
• Complimentary high-
speed internet service in
rooms and Free WiFi in
the lobby
• Comfortable beds to
help you awake
refreshed and ready to
go
• Easy to earn Marriott
Rewards for free nights
or free flights
 • It's all backed by a
name you can believe
in: Marriott

Marriott Conference Centers

• Quality-tier brand specializing

in highly effective small- to
mid-sized meetings
• 13 Marriott Conference Centers
in the US

• Properties provide:
- The latest audiovisual
communications technology
- Experiential learning
facilities
- Gourmet conference dining
- Golf
- Recreational/fitness venues

TownePlace Suites by Marriott

• Mid-priced, extended-stay
brand
• Provides all the conveniences
of home in a residential
atmosphere
• Launched in 1997
 • 145 TownePlace Suites by
Marriott locations in the US

SpringHill Suites by Marriott

• All-suite hotel offering inspiring

style at an affordable price
• More than 230 SpringHill
Suites by Marriott locations
worldwide
• Features include:
• Complimentary daily
breakfast buffet
• Spacious guest suites
with separate areas for
sleeping, working and
relaxing
• In-suite microwave and
mini-fridge
• Pull-out sofa bed
• Free Wi-Fi in public
spaces and free high-
speed internet access in
all guest suites
• Relaxing pool and
whirlpool/spa
• Invigorating fitness
room
 • Lobby computer and on-
site business services

• 24/7 access to food and

beverages in The Market

Marriott Vacation Club®

• Marriott Vacation Club is the

recognized global leader in
timeshare, providing nearly
400,000 families with a
lifetime of unforgettable
vacations and an exceptional
standard of service.
• Choose from more than 50
resorts in some of the most
desirable beach, golf and ski
destinations worldwide.
• Spacious 1-, 2- and 3-bedroom
villa accommodations offer all
the conveniences of home.

• Owners have the option to

trade for Marriott Rewards®
points, or exchange through
membership in Interval
International® for access to
more than 2,400 resorts in 75
countries around the world

The Ritz-Carlton Hotel Company, L.L.C.

 • Worldwide symbol for the
finest in accommodations,
dining, and service
• Twice a recipient of the
Malcolm Baldrige National
Quality Award
• Over 70 Ritz-Carlton hotel and
resort locations worldwide
• Hotels and resorts offer
signature service amenities
• Fine dining
• 24-hour room service
• Twice-daily
housekeeping
• Fitness centers
• Business centers

• Concierge services

The Ritz-Carlton Destination Club

• The Ritz-Carlton Destination

Club is an equity-based luxury
vacation program

• Members select either a Home

Club Membership which
provides use of a residence at
a property they can return to
every year, or a Portfolio
Membership which affords the
opportunity to discover a wide
variety of worldwide locations
and experiences.

Marriott ExecuStay

• Fully furnished corporate

housing to executives and
travelers who need temporary
accommodations for a month
or longer
• Features include:
- Well-maintained properties
in convenient locations
 - Flexible lease terms and
options
- Consistently high level of
service
- Competitive pricing
• Individually selected,
attractively furnished and
customized to satisfy each
individual's needs

• ExecuStay apartments are

managed in 45 major markets

Marriott Executive Apartments

• Corporate housing brand

designed to meet the needs of
business executives on an
overseas assignment of 30
days or more
• Offer travelers residential
accommodations with hotel-
like amenities

• 18 Marriott Executive
Apartments internationally
 MARKETING MIX OF
MARRIOTT

Place

Marriott has hotels in a lot of countries like the USA, Thailand,

Argentina and so on. There are also three Marriotts in the
Netherlands, all of them are in Amsterdam.

The hotels are located in all kind of places. There are hotels
next to the highway, nearby the airport and there are also
hotels in the centrum of cities. This can mean that the Marriott
wants to attract all kind of people. Bussiness people will stay in
hotels next to the highway or nearby the airport and the hotels
nearby the airport will also attract travallers who have to wait a
long time before there next flight is leaving. The hotels in the
centrum of cities will mostly be filled by tourists who are on a
citytrip. Although, you can't deduce the target group on the
base of the place.

Promotion.

There are a lot of ways to promote a hotel. Nowadays one of

the most important ways to promote a brand, in this case a
hotel, is on the internet. Marriott has a extensive and clarifying
internet site. It has a lot of information for the customers and
you can also book online. But ofcourse there are lots of other
ways to promote a hotel.

First of all we want to say that we think that the Marriott most
of all wants to re-attract the customers they already ''have''. Of
course they also want to attract new customers, but we expect
that the Marriott in their promotion campaigns most of all
wants to attract the customers they already have. That has
consequences for their promotion campaigns. You can also see
this on the internet site. For example the site says "Live it up
this summer. Stay the weekend, pay with your Visa card and
get a $25 Visa gift card". Marriott also sends regular customers
letters and e-mails with special offers.

We haven't found any ways how the Marriott tries to attract

new customers but we guess that they try to do that with
banners on internet sites and folders at Tourist Information
Offices.

Product

The core product of the Marriott are their hotels, or better

specified, their rooms. Marriott has different kind of hotels, they
have the following brands:
* Marriott Hotels and Resorts
* JW Marriott Hotels and Resorts
* Renaissance Hotels
* Courtyard* Residence Inn
* Fairfield Inn
* Conference Centers
* TownePlace Suites
* Springhill Suites
* Marriott Vacation Club

Each brand has its own style or theme. For example we take
Residence Inn. We visited two Residence Inn hotels and what
mostly attracted our attention is that they have a really cousy
lobby. It was a quite and cousy place with comfortabel couches.
That's why we think Residence Inn's target group is elder
people because it's a calm place to stay.

All of the brands have the same concept, but they are specified
to places and target group. We think that that is what the
Marriott makes so strong. They have one concept, but they
found a way to make that concept work in different places and
for different people. That way they can attract a lot of
customers.

Price

Every Marriott brand has a different price. That's because the

different brands want to attract different people. For example
they can ask a high price from business people because their
rooms are mostly paid by the company they work for. So
business people don't really care about the price. But on the
other way families want to pay as less as possible because they
already have a lot of costs. The price also depends on the fact if
the brand has more facilities like "Renaissance Glendale Hotel
& Spa".
Unfortunately we weren't allowed to ask the customers
questions. So we couldn't ask what they think about the
price/quality ratio of the Marriott. Our guess is that most of the
customers are satisfied about this because Marriott is a big
company and they have lots of customers. They wouldn't have
so many customers if the customers weren't satisfied with with
what they get for their money.