Marriott Business Model: A Comprehensive Review

Marriott International, Inc. is a leading player in the global hospitality industry, renowned for its innovative business model. In this article, we will delve into Marriott’s strategic approach and explore how it has achieved sustainable growth, operational efficiency, and customer experience optimization. We will also analyze its market positioning and monitor key financial performance indicators.

Key Takeaways:

  • Marriott’s business model focuses on sustainable growth and operational efficiency in the hotel industry.
  • The company prioritizes customer experience optimization and strategic market positioning.
  • Competitive analysis and monitoring financial performance indicators are integral to Marriott’s success.
  • Key partnerships, such as franchisees and technology providers, contribute to Marriott’s business growth.
  • Marriott engages in key activities such as hotel operations, marketing, technology, real estate development, and corporate social responsibility.

Key Partnerships of Marriott International

Marriott International, a leading player in the global hospitality industry, has established strategic partnerships with various entities to broaden its reach and enhance its services.

Franchisees: Marriott partners with franchisees who operate Marriott-branded hotels, allowing the company to expand its presence and access new markets. These franchisees benefit from Marriott’s strong brand reputation and comprehensive support infrastructure.

Suppliers: To ensure the highest quality of goods and services, Marriott collaborates closely with suppliers. These strategic partnerships enable the company to provide exceptional experiences to its guests while maintaining a standardized level of excellence across all properties.

Technology Providers: Marriott recognizes the importance of leveraging technology to optimize operations and enhance customer experiences. Through partnerships with technology providers, the company continually integrates innovative solutions that streamline processes and improve guest satisfaction.

Credit Card Companies: Marriott has formed alliances with leading credit card companies to offer loyalty programs that provide exclusive benefits to customers. These partnerships enable Marriott to reward guest loyalty while driving revenue growth and fostering long-term relationships.

Community Partners: As part of its commitment to social responsibility and sustainable development, Marriott collaborates with community partners. Through initiatives such as environmental conservation and community engagement, these partnerships contribute to the well-being of local communities.

Partnership TypeDescription
FranchiseesCollaboration with independent operators who run Marriott-branded hotels.
SuppliersWorking closely with suppliers to ensure high-quality goods and services.
Technology ProvidersPartnerships that enhance operations and customer experiences through technology.
Credit Card CompaniesAlliances to offer loyalty programs and exclusive benefits to Marriott customers.
Community PartnersCollaborating with organizations for sustainable development and social responsibility.

These partnerships play a vital role in supporting Marriott’s growth and success in the competitive hospitality industry. By joining forces with franchisees, suppliers, technology providers, credit card companies, and community partners, Marriott International ensures the delivery of exceptional experiences to its guests while strengthening its market position.

Key Activities of Marriott International

Marriott International, a leading player in the hotel industry, undertakes several key activities to ensure its success and maintain its market position. These activities encompass various crucial aspects of its operations, including hotel management, marketing and sales, technology investment, real estate development, and corporate social responsibility initiatives.

Hotel Operations

At the core of Marriott International’s activities are its hotel operations. The company focuses on delivering exceptional service and unforgettable experiences to its guests. It places a strong emphasis on maintaining high standards in all areas of hospitality, such as accommodation, food and beverage, guest services, and facilities. Through efficient operations and well-trained staff, Marriott ensures that its properties consistently provide a comfortable and enjoyable stay for every guest.

Marketing and Sales

Marriott International understands the importance of effective marketing and sales strategies to attract and retain customers. The company employs targeted marketing campaigns across various channels to reach its desired audience and promote its diverse portfolio of hotels and resorts. Through compelling messaging and strategic partnerships, Marriott builds brand awareness and increases bookings. The company also invests in sales efforts to drive revenue growth and maintain a competitive edge in the market.


Recognizing the importance of technology in enhancing guest experiences, Marriott International actively invests in cutting-edge technologies. By embracing innovative solutions, the company seeks to streamline its operations, improve efficiency, and provide guests with seamless experiences. From online booking platforms to mobile check-in and smart room technologies, Marriott leverages technology to meet evolving customer expectations and stay ahead of its competitors.

Real Estate Development

Marriott International continuously expands its portfolio through strategic real estate development initiatives. The company identifies opportunities for growth and collaborates with partners to develop new properties in desirable locations. By actively investing in real estate development, Marriott ensures a diverse range of accommodations are available to guests, catering to various preferences and travel needs.

Corporate Social Responsibility

Marriott International is committed to corporate social responsibility (CSR) and sustainable practices within the hospitality industry. The company focuses on environmental stewardship, community engagement, and diversity and inclusion. Marriott actively implements initiatives to reduce its environmental footprint, supports local communities through volunteerism and philanthropy, and promotes diversity and inclusivity within its workforce and supply chain.

Through these key activities, Marriott International maintains its position as a leader in the hotel industry, providing exceptional service, investing in technology, expanding its real estate portfolio, and demonstrating a strong commitment to corporate social responsibility.

Key Resources of Marriott International

Marriott International, a prominent player in the hotel industry, possesses several key resources that contribute to its success and reputation. These resources include:

  1. Brand Reputation: Marriott has built a strong brand reputation over the years by consistently delivering excellent customer service and exceptional experiences to guests.
  2. Real Estate: The company boasts a diverse portfolio of real estate properties that provide consistent quality and uphold Marriott’s high standards across its various brands and locations.
  3. Technology: Marriott has invested heavily in advanced technology infrastructure to enhance both its operations and guest experiences. This includes innovative systems for reservation management, seamless check-ins, and personalized service delivery.
  4. Employees: A skilled and dedicated workforce is a valuable resource at Marriott. The company places great emphasis on hiring, training, and retaining talented individuals who contribute to providing exceptional service and maintaining the brand’s reputation.
  5. Supply Chain: A robust and efficient supply chain is essential in the hospitality industry. Marriott has established strong partnerships with suppliers to ensure the consistent availability of high-quality products and services across its properties.

These key resources enable Marriott International to deliver outstanding experiences, maintain a competitive edge, and continue its success as a global hospitality leader.

Value Propositions of Marriott International

Marriott International is committed to providing exceptional value propositions to its customers. By focusing on delivering outstanding guest experiences, Marriott ensures that guests have a memorable and satisfying stay. With its strong brand reputation for luxury and service excellence, Marriott has become a trusted name in the hospitality industry.

One of Marriott’s key value propositions is its loyalty program, Marriott Bonvoy. This program rewards loyal customers with exclusive benefits, such as room upgrades, late check-out, and access to VIP lounges. Through this program, Marriott cultivates long-term relationships with its guests and encourages them to choose Marriott properties for their future stays.

Marriott International also emphasizes diversity and inclusion as part of its value proposition. The company believes in creating an inclusive environment where guests from all backgrounds feel welcome and valued. By promoting diversity, Marriott enriches the guest experience and fosters a sense of belonging.

Environmental responsibility is another value proposition that sets Marriott apart. The company is dedicated to sustainable practices and reducing its environmental impact. Marriott actively seeks eco-friendly solutions for energy and water conservation, waste management, and greenhouse gas emissions.

Finally, Marriott prioritizes providing a world-class food and beverage (F&B) experience to its guests. Whether it’s a fine dining restaurant, a casual cafe, or a lively bar, Marriott offers a diverse range of culinary options to cater to different tastes and preferences. From local delicacies to international cuisines, Marriott ensures that its guests have an unforgettable dining experience.

Value PropositionDescription
Exceptional Guest ExperienceDelivering outstanding service and memorable stays for guests.
Brand ReputationSynonymous with luxury and service excellence in the hospitality industry.
Loyalty Program (Marriott Bonvoy)Rewards loyal customers with exclusive benefits to cultivate long-term relationships.
Diversity and InclusionCreating an inclusive environment to make guests feel welcome and valued.
Environmental ResponsibilityPrioritizing sustainable practices and reducing environmental impact.
F&B ExperienceOffering a diverse range of culinary options for a world-class dining experience.

Customer Relationships at Marriott International

At Marriott International, building and nurturing long-term customer relationships is a top priority. The company understands the importance of personalized services and direct communication to create a positive and memorable experience for each guest.

Marriott values customer feedback and actively seeks it through various channels. Whether guests have inquiries, suggestions, or concerns, Marriott provides direct communication channels to ensure their voices are heard and addressed promptly. This commitment to open and responsive communication helps Marriott continuously improve its services and exceed customer expectations.

To cater to individual preferences, Marriott offers personalized services that enhance the guest experience. From special room preferences to tailored amenities and customizing dining options, Marriott goes the extra mile to ensure each guest feels special and valued.

Moreover, Marriott embraces social media advocacy, recognizing the power of online platforms to connect with guests and build strong relationships. The company actively engages with customers on various social media platforms, responding to reviews, sharing updates, and fostering meaningful interactions. This approach enables Marriott to cultivate a loyal and enthusiastic community of brand advocates.

By prioritizing customer relationships, direct communication, personalized services, customer feedback, and social media advocacy, Marriott International has established itself as a leader in the hospitality industry while consistently delivering exceptional experiences to its guests.

Customer Journey Map at Marriott International

Marriott International understands the importance of mapping the customer journey to enhance the overall customer experience. By visualizing the entire customer journey, Marriott can identify crucial touchpoints and stages, from the initial discovery of their properties to the post-stay engagement. This customer journey map allows Marriott to gain valuable insights into customer pain points and areas where improvements can be made.

The customer journey map at Marriott International includes various touchpoints throughout the customer’s interaction with the brand. These touchpoints may include online research and booking, check-in and check-out experiences, on-site amenities and services, and post-stay communication. By thoroughly analyzing each touchpoint, Marriott can address pain points and implement effective solutions to meet customer expectations.

An Example of the Customer Journey Map at Marriott International:

Customer Journey StageTouchpointsPain PointsSolutions
Research and BookingMarriott website, online travel agenciesComplex navigation, limited availabilityImproved website design, increased inventory
Check-inFront desk, mobile check-inLong wait times, lack of personalizationEfficient check-in processes, personalized welcomes
StayRoom service, concierge, amenitiesInconsistent service quality, limited optionsConsistent service standards, expanded offerings
Check-outExpress check-out, billing processConfusing billing, delaysStreamlined billing procedures, prompt responses
Post-stayCustomer feedback surveys, loyalty program follow-upsLack of follow-up, unresponsive customer serviceProactive follow-ups, prompt and personalized responses

Airbnb Business Model Overview

Airbnb operates as a platform business model, connecting hosts and guests and generating revenue through booking transactions. The company charges a service fee on each transaction, known as the “take rate,” which varies between 5% and 15%. This revenue stream is a key component of Airbnb’s business model.

Airbnb faces competition from other travel platforms, including and VRBO. These competitors operate in the same space, offering alternative accommodations to travelers. However, Airbnb’s unique platform and user experience have allowed it to establish a strong presence in the market.

The value per booking on Airbnb can vary depending on the property type, location, and duration of the stay. Both hosts and guests benefit from the platform’s value proposition, which includes affordable accommodation options, flexibility, and the ability to connect with local communities.

Financially, Airbnb has achieved significant success since its inception. The company’s revenue model is based on the gross booking value, which represents the total value of all bookings made through the platform. By charging service fees on each transaction, Airbnb generates substantial revenue that contributes to its overall financial performance.

Key PointsDetailed Explanation
Business ModelAirbnb operates as a platform connecting hosts and guests, generating revenue through booking transactions.
Revenue StreamsThe company charges a service fee on each transaction, known as the take rate, which ranges from 5% to 15%.
CompetitorsAirbnb faces competition from other travel platforms such as and VRBO.
Take RateThe take rate represents the service fee percentage charged on each transaction.
Value per BookingThe value per booking on Airbnb can vary depending on various factors, including property type, location, and duration of stay.
FinancialsAirbnb has achieved significant financial success, with its revenue model based on the gross booking value.

Airbnb’s Approach to Customer Experience

Airbnb recognizes the significance of delivering exceptional customer experiences and personalization. Similar to Marriott’s approach, Airbnb pays attention to small details that leave a lasting impression on guests. By focusing on these details, Airbnb aims to create memorable and unique stays for their customers.

One of the key tools Airbnb utilizes is customer journey mapping. This technique allows them to visualize the entire guest experience, from the initial booking to the post-stay engagement. By using customer journey mapping, Airbnb can identify pain points and areas for improvement throughout the guest’s journey.

Social media advocacy plays a crucial role in Airbnb’s customer experience strategy. The company actively encourages guests to share their experiences on social platforms. By engaging with customers on social media, Airbnb fosters positive relationships and enhances the overall customer experience.

Through personalization, attention to small details, customer journey mapping, and social media advocacy, Airbnb aims to provide a unique and memorable experience for each guest.

Importance of Customer Experience in the Hospitality Industry

Customer experience plays a critical role in the success of businesses in the hospitality industry. By prioritizing exceptional customer experiences, companies can enhance customer satisfaction and foster loyalty. These satisfied and loyal customers contribute to revenue growth and act as brand advocates, positively impacting reputation through word-of-mouth recommendations. Moreover, effective cost management through the optimization of customer experiences allows businesses to maintain profitability.

The Benefits of Exceptional Customer Experience

Exceptional customer experiences drive customer satisfaction, leading to repeat business and increased customer loyalty. When guests have positive experiences, they are more likely to choose the same hotel or recommend it to others. This loyalty translates into higher customer retention rates, reduced customer acquisition costs, and increased revenue.

Additionally, satisfied customers who have had exceptional experiences are more likely to leave positive reviews and share their experiences on social media platforms. These positive word-of-mouth recommendations have a significant impact on a brand’s reputation, attracting new customers and expanding its customer base.

Cost Management through Enhanced Customer Experiences

Investing in customer experience optimization is not only beneficial for customer satisfaction and loyalty but also for cost management. By understanding customer needs, preferences, and pain points, businesses can identify opportunities to streamline operations, reduce inefficiencies, and allocate resources more effectively, leading to cost savings.

Enhanced customer experiences also contribute to cost reduction by minimizing customer complaints, service failures, and negative feedback. By staying proactive and addressing customer concerns promptly, businesses can prevent potential issues from escalating, reducing costs associated with service recovery and customer retention.

Delivering Exceptional Customer Experiences

To deliver exceptional customer experiences, businesses in the hospitality industry should focus on personalization, attention to detail, and continuous improvement. By tailoring services and amenities to meet individual preferences, hotels can surpass customer expectations.

It is also essential to engage customers throughout their journey and establish direct communication channels, allowing for prompt response to feedback and queries. By actively listening to customers and incorporating their feedback into operations, businesses can continually enhance the customer experience.

Key Learnings for Businesses in Customer Experience Management

The customer experience strategies employed by Marriott International and Airbnb offer valuable insights for businesses seeking to enhance customer relationships. By implementing key practices such as personalization, customer journey mapping, proactive feedback management, and fostering social media advocacy, businesses can ensure exceptional customer experiences that drive loyalty and long-term success.


Personalization plays a crucial role in customer experience management. By tailoring products, services, and interactions to meet individual preferences and needs, businesses can create a sense of uniqueness and build stronger customer relationships. Marriott International and Airbnb understand the importance of personalization and have incorporated personalized features into their offerings, such as room preferences and curated recommendations based on customer profiles.

Customer Journey Mapping

Mapping the customer journey is an effective way to understand the various touchpoints and stages of the customer experience. By visualizing the customer journey and identifying pain points and opportunities for improvement, businesses can proactively address customer needs and expectations at each stage. Marriott International and Airbnb utilize customer journey mapping to optimize the entire guest experience, from initial booking to post-stay engagement.

Proactive Feedback Management

Feedback management is crucial for improving customer experiences. Marriott International and Airbnb actively seek customer feedback through surveys, reviews, and direct communication channels. By proactively addressing customer concerns and resolving issues in a timely manner, businesses can demonstrate their commitment to customer satisfaction and continuously improve their products and services.

Social Media Advocacy

Social media platforms provide opportunities for businesses to engage with customers and build stronger relationships. Marriott International and Airbnb leverage social media advocacy by actively participating in conversations, responding to customer feedback, and sharing user-generated content. By cultivating a positive social media presence, businesses can enhance their brand reputation, increase customer loyalty, and attract new customers.

By adopting these customer experience management strategies, businesses can create memorable experiences, foster strong customer relationships, and position themselves for long-term success in the competitive marketplace.

StrategyMarriott InternationalAirbnb
PersonalizationOffers personalized room preferences and recommendations based on customer profiles.Allows hosts to personalize listings with detailed descriptions and amenities.
Customer Journey MappingUtilizes customer journey mapping to optimize the entire guest experience.Uses customer journey mapping to improve the booking process and post-stay engagement.
Proactive Feedback ManagementActively seeks customer feedback through surveys, reviews, and direct communication channels.Encourages guests to provide feedback and reviews to improve the overall guest experience.
Social Media AdvocacyEngages with customers on social media, responds to feedback, and shares user-generated content.Actively participates in social media conversations, shares guest stories, and encourages user-generated content.


The Marriott business model exemplifies the importance of customer experience and customer relationships in the hotel industry. Through their commitment to delivering exceptional guest experiences, Marriott has become a leading global hospitality brand. By prioritizing personalized services, optimizing the customer journey, and actively listening to customer feedback, Marriott has successfully cultivated loyalty and customer satisfaction.

Strategic partnerships and key resources play a vital role in Marriott’s business model. Collaborations with franchisees, suppliers, technology providers, credit card companies, and community partners enable Marriott to expand its reach, enhance operations, and drive revenue streams. These partnerships facilitate Marriott’s goal of continuously improving the customer experience.

The lessons learned from Marriott’s customer-focused approach can be applied to businesses across industries, promoting enduring success. By prioritizing customer experience, building strong customer relationships, and aligning with strategic partners, businesses can differentiate themselves, drive loyalty, and achieve sustainable growth. Marriott’s business model serves as a blueprint for creating exceptional customer experiences and establishing a strong market position.


What is Marriott International’s business model?

Marriott International’s business model focuses on sustainable growth and operational efficiency in the hotel industry. The company emphasizes customer experience optimization and strategic market positioning to drive revenue streams.

What are the key partnerships of Marriott International?

Marriott International has strategic partnerships with franchisees, suppliers, technology providers, credit card companies, and community partners, which play a crucial role in supporting the company’s business growth and success.

What are the key activities of Marriott International?

Marriott International’s key activities include managing hotel operations, overseeing marketing and sales efforts, investing in technology, engaging in real estate development, and committing to corporate social responsibility initiatives.

What are the key resources of Marriott International?

Marriott International’s key resources include a strong brand reputation, a portfolio of real estate properties, advanced technology infrastructure, a skilled workforce, and a robust supply chain.

What are the value propositions of Marriott International?

Marriott International offers exceptional guest experiences, a strong brand reputation, a loyalty program (Marriott Bonvoy), diversity and inclusion initiatives, environmental responsibility, and a world-class food and beverage experience.

How does Marriott International prioritize customer relationships?

Marriott International prioritizes customer relationships through direct communication, personalized services, actively seeking customer feedback, addressing concerns promptly, and fostering social media advocacy.

How does Marriott International utilize customer journey mapping?

Marriott International uses customer journey mapping to visualize the entire customer experience, identify touchpoints and pain points, and implement effective solutions to enhance the customer experience and ensure satisfaction.

What is Airbnb’s business model?

Airbnb operates as a platform business model, generating revenue through booking transactions between hosts and guests, charging a service fee on each transaction.

How does Airbnb approach customer experience?

Airbnb focuses on personalization, small details, customer journey mapping, and social media advocacy to enhance the overall guest experience and foster positive relationships.

Why is customer experience important in the hospitality industry?

Delivering exceptional customer experiences leads to increased satisfaction, loyalty, revenue growth, and positive word-of-mouth recommendations, while effectively managing costs maintains profitability.

What are the key learnings for businesses in customer experience management?

Key learnings include customer relationship management, personalization, customer journey mapping, proactive feedback management, and fostering social media advocacy to build strong customer relationships and achieve long-term success.