Marriott is a worldwide operator and franchisor of 3,800 hotels and related facilities in 74 countries. Quality and consistent service are Marriott's main focuses and these keep the company at the top of its industry. The company is responsible for pioneering segmentation in the hospitality industry. With a wide array of hotels, Marriott meets the needs of various customer segments. Before developing any additional hotel chains and their respective brands, the company always tests properties first. Marriott is active in soliciting feedback from its customer base and focuses on really understanding its rt fetnmor tarrintc
Questions
1. What could be the main motives for Marriott in using franchising, compared to other entry and operation forms?
2. Identify several major categories of segmentation used by Marriott. For each relate specific examples of hotel services tailored to various target n www.marriott.com offers a brief description of 13 brands of various Marriott hotels catering different types of customers.