The Marriott brand has become synonymous with exceptional quality, service, and value, which has lead to consistent growth in Marriott properties throughout the Asia-Pacific region. As the brand continues to expand worldwide, the strategy to achieve an even greater brand preference is centered on the brand positioning of Inspired Performance and the goal to win over Achievement Guests with experiences that reflect and respond to their priorities. By combining this experiential strategy with the brand's unwavering commitment to operational excellence, Marriott Hotels & Resorts will continue to solidify its leadership position as an industry innovator.
Brand Positioning: Inspiring Performance
Target Guest: Marriott Hotels and Resorts focuses on the Achievement Guest, individuals who are driven to perform, who thrive in excellence, whether it's for their company, their family or their own sense of accomplishment.
Brand Pillars
The three brand pillars provide the foundation for the services, features, and amenities our hotels provide to inspire the Achievement guest.
Achieve
The professional, performance-driven side of our guests and hotels, for example, large, well-lit ergonomic work-desks that pivot to enable the guest to create a conducive environment in their rooms.
Revive
Purposeful luxury and more personal elements of the guest's stay, for example, aromatherapy bath products, connectivity panels on a high-definition TV to enable guests to connect personal entertainment devices such as iPods, and 300-thread count sheets.
Culture
Warm, friendly, sincere service built on our Spirit to Serve and providing a refreshingly human touch in today's hectic world.
The New Guest Room
Marriott Hotels and Resorts newly designed room includes our signature bed from Marriott including full-sized headboards, quilted top mattresses, upgraded down blankets (some locations), oversized down comforters, 300-thread-count linens and down and feather pillows-amenities that help the Achievement Guest revive to perform at their peak the next day. The artwork in the room reflects the local environment. Some hotels will offer a flat-panel, high definition television that serves as more than just a television—it's a monitor for laptops and the built-in split-screen capability allows guest to work and watch their favorite program at the same time. Well-lit desks with large work space, task lighting, ergonomic seating, high-speed internet access, and connectivity panels for iPods, Blackberries, and other personal entertainment devices support the guests' need to achieve their business goals.
Marriott Reservation System Contribution to Occupancy
The industry's foremost sales channels deliver fully 51 percent of Marriott's gross room nights outside the U.S. and Canada.
Source: 4th Quarter 2006 data. Includes 800 number, GDS, Marriott.com and area reservation sales offices (ARSO).
Marriott Rewards®
Marriott Rewards members paid nights represent approximately 44% of total Marriott Hotels & Resorts room nights sold at properties worldwide. Source: Marriott Rewards Loyalty News, 4th Quarter 2006.
Average Length of Stay
US and Canada: 2.0 nights
Outside US and Canada: 2.19 nights Source: Marriott Reservation System (MRDW), 4th Quarter 2006.
Awards
Marriott Hotels & Resorts: "Best Hotel Chain" in North America for Business Travel (Business Traveler 2006)
Marriott Hotels & Resorts: "Best Hotel Chain", including "Best Hotel for Business Service and Meetings" (Executive Travel 2006)
Marriott Hotels and Resorts: “Best Global Hotel Chain” (Global Finance, 2003, 2004, 2005)
China Marriott Hotel Guangzhou: “Tourist Green Hotel Award” (Asia Pacific Environmental Protection Association 2005)
Sydney Harbour Marriott Hotel: “Best Business Hotel in Sydney"(Business Review Weekly—Australia 2005)
Click the links to view examples of Marriott properties in the Asia-Pacific region and experience the reasons millions of guests return time after time.
Brand Strategy