When it comes to the hospitality industry, Marriott is one of the biggest names out there. Marriott has hotels all over the world, and they cater to a wide range of travelers. So, who is their target market? Is there such a thing as an ideal Marriott customer?
Marriott’s target market primarily includes both business and leisure travelers. In both cases, they are attracted to the brand, the familiarity, and the amenities that Marriott hotels offer them.
In this article, we will study the Marriott target market and understand why they choose to stay at a Marriott when they have plenty of alternatives available to them.
Who is the Marriott Target Market?
To best understand the Marriott target market we need to understand why someone would choose to stay at a Marriott rather than other similar business hotels like a Hilton, a Four Seasons, or a Hyatt.
Mariott hotels are not inexpensive so why do people select them over other expensive hotels like luxury hotels? Similarly, why do people on vacation choose a Marriott when there are many other compelling alternatives like cute bed-and-breakfasts or boutique hotels? And finally, why spend money on an expensive hotel when there are decent budget hotels available or even Airbnb alternatives?
These questions are important because they help us understand the Marriott target market and especially understand how they make decisions when selecting hotels. Answering these questions also helps us divide the Mariott target market into the following customer segments:
- People who strongly prefer the Marriott brand
- People who like the familiarity of a Marriott hotel
- People traveling on business
- People on vacation who prefer to stay at a business hotel
- People who like the amenities offered by a Marriott
- People who are signed up for Marriott’s loyalty program
Let’s look closely at each of these segments of the Mariott target market.
#1. People who strongly prefer the Marriott brand
There are people who strongly prefer the Marriott brand and these clearly a Marriott target market.
These are people who have had a good experience with Marriott in the past or maybe they’ve heard good things about Marriott from friends and family. They know what to expect when they stay at a Marriott and they’re comfortable with the brand. For these people, Marriott is their first choice when it comes to hotels.
What this means for Marriott is that they need to make sure that they’re living up to the expectations of these customers. They need to provide a consistently good experience so that these customers keep coming back.
#2. People who like the familiarity of a Marriott hotel
Sometimes when traveling, people just want to know what they’re getting into. They don’t want any surprises and they prefer to stick with brands that they’re familiar with.
For these people, Marriott is a safe choice. They know that they can expect a certain level of quality and service when they stay at a Marriott. This makes them a safe Marriott target market.
For instance, when someone’s traveling to a new destination for work, they might not have time to explore different hotel options. In this case, they would likely just book a room at the Marriott closest to their meeting or conference.
#3. People traveling on business
People traveling on business often need certain amenities that are only available at business hotels. For instance, they might need to print boarding passes or make copies of documents. They might also need to take advantage of the hotel’s business center.
People traveling on business also often need to be able to get a good night’s sleep. This means that they need a quiet room where they can get some work done in the evening. They also need a place to store their belongings securely while they’re out during the day.
For business travelers, Marriott is a good choice because they offer all of the amenities that these travelers need. Also, many companies have Marriott corporate rates which makes Marriott a more affordable option for business travelers. In fact, for many companies, Marriott is a preferred hotel automatically making their employees a segment of the Marriott target market.
#4. People on vacation who prefer to stay at a business hotel
Some people on vacation prefer the amenities and services that are available at business hotels. For instance, they might want to take advantage of the hotel’s business center or they might prefer the more formal atmosphere of a business hotel.
People on vacation who stay at business hotels also often appreciate the higher level of service that is available. For instance, they might need help with booking tours or making restaurant reservations.
This segment of the Mariott target market is the “no-surprise” crowd that can do without the charm of boutique hotels or bed-and-breakfasts. What they need is a sure-shot experience from a brand they are familiar with and they trust.
#5. People who like the amenities offered by a Marriott
As we’ve seen earlier, many people choose a Marriott because of the amenities that they offer. For instance, Marriott hotels often have a business center, a swimming pool, and a fitness center. They also often have a restaurant and bar on-site.
Some people may want to not skip their regular workout routine even when they’re traveling. For these people, Marriott’s fitness center is a big selling point. Other people might want to take a dip in the pool after a long day of sightseeing.
For people who like to have a drink in the evening, Marriott’s bar is a great option. They can relax with a drink without having to leave the hotel.
All of these amenities are available at Marriott hotels and they’re a big selling point for many customers.
#6. People who are signed up for Marriott’s loyalty program
Marriott has a loyalty program called Marriott Rewards which offers many benefits to members. For instance, members can earn points for every stay which can be redeemed for free nights at Marriott hotels.
Members also get exclusive access to member-only rates which can save them a lot of money on their stay. They also get free Wi-Fi and late checkout.
People who are members of Marriott Rewards are more likely to choose Marriott hotels because they know they can get a good deal. Also, they’re more likely to have a positive experience because they know they’ll be able to take advantage of all of the perks that Marriott offers.
Conclusion
The Marriott target market includes a range of people who travel for business or leisure but who like the experience of staying at a business hotel with a good reputation and a known brand.
First and foremost, the Mariott customer base includes people who strongly prefer the Marriott brand. These are people who trust the brand and also like the familiarity of a Marriott hotel.
People traveling on business also tend to stay at business hotels like the Marriott which are usually conveniently located near airports or in business districts.
People on vacation also sometimes stay at business hotels like the Marriott because of the amenities and services that Marriott hotels offer as well as for the familiarity of a Marriott when traveling in a foreign land.
Finally, people who are signed up for Marriott’s loyalty program are also more likely to choose Marriott hotels over other options because of the exclusive deals and perks that they can get as members.