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Marriott International Inc in Travel

January 2019

Marriott International is the largest hotel company worldwide following its acquisition of Starwood at the end of 2016. The company is performing strongly, although a major data breach puts a dampener on results. Heavily reliant on the US market, the company is focusing its pipeline internationally. 2019 will likely see the launch of a single loyalty programme, and possibly the further roll-out of the Tribute Homes pilot.

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Overview:

Euromonitor International's report on Marriott International Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Travel market and the global economy. Company and market share data provide a detailed look at the financial position of Marriott International Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Marriott International Inc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Marriott International Inc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Travel research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report

Scope

Strategic Evaluation

Key company facts
Marriott International Inc: financial assessment
Starwood integration moves ahead
Marriott continues focus on higher end
Luxury brand portfolio
Upper upscale brand portfolio
Upscale brand portfolio
Upper midscale brand portfolio
Key strategic objectives and challenges
SWOT: Marriott International Inc

Competitive Positioning

Marriott outperforms strong performing hotel industry
Marriott dominates hotel ranking
Marriott largest hotel player, but falls short of OTAs
Portfolio remains heavily focused on US
Limited service showing strongest growth
Marriott: global footprint (1)
Marriott: global footprint (2)
Marriott: global footprint (3)
Marriott: global footprint (4)
Marriott: global footprint (5)
Marriott’s performance indicators look healthy
Marriott: North America performance by tier
Marriott: North America performance by brand (1)
Marriott: North America performance by brand (2)
Marriott: North America performance by brand (3)
Marriott: international performance by region

Geographic and Category Opportunities

Strong pipeline to expand internationally
Marriott dips toes in short-term rentals
Joint venture with Alibaba to grow in China
Focus on independent hotels to offer authenticity

Brand Strategy

Strategy by brand: luxury (1)
Strategy by brand: luxury (2)
Strategy by brand: luxury (3)
Strategy by brand: full service (1)
Strategy by brand: full service (2)
Strategy by brand: full service (3)
Strategy by brand: limited service (1)
Strategy by brand: limited service (2)
Strategy by brand: limited service (3)
Combining loyalty schemes provides challenges and opportunities
New credit card partnerships boost Marriott bottom line
Enhanced loyalty engagement through moments
Advertising: brands collaborate for aspirational message

Operations

Massive hack results in uncertain start to 2019
Much-needed update to back-of-house systems
Innovation key to future success
Serve 360: Marriott’s renewed commitment to sustainable growth

Recommendations

Strategic focus

Appendix: Competitor Analytics

Competitor Analytics tool
Overview
Competitors
Market Overlap
Treemap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models
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