Role Of Advertising In Uk Hotel Industry

Published Date: 02 Nov 2017

Chapter 1: Introduction

Introduction

UK hotel industry struggling with the economic down turns from last few years has shown considerable increase in the revenue per available room (RevPAR) in London and also in the other cities of the country in the year of 2011.The growth was due to the increased demand of rooms throughout the London, England and Wales. According to STR Global, provider of hotel data, in London there was an increase by 8.4 % in 2011 (Meyerson, 2005). Also, the increase in RevPAR in regional UK was of 1.5%, the growth accounted to increased occupancy rate across all classes of market (Doole & Lowe, 2005). This includes 1.2% in the Luxury and Upper Midscale market and in the Midscale and Economy market; increase in the rate of room demand was 3.5% (STR Global Report).

This report discusses about the about the different marketing strategies, especially advertising, adopted by the hotels in UK to increase their customer base and the latest trends prevailing in the hotel industry of UK (Gay, Charlesworth & Esen, 2007). With the upcoming events like Queen’s Diamond Jubilee celebrations and the London Olympic and Paralympics that are scheduled to be held in the UK during 2012, significant numbers of visitors from the world are expected to arrive in UK. This is surely going to boost the RevPAR figures of this hospitality sector and is the ultimate reason for the different hoteliers to focus on their marketing strategies especially advertising.

Research Aim

The aim of this research project is to analyse the role of advertising in the UK hotel industry supported by comparison between Taj Group of Hotels and Marriott Hotels.

Research Objectives

The main objectives of the project are given below:

To critically evaluate the concepts of marketing and advertising strategies, STP, brand value etc. especially for the UK’s hotel industry.

To analyse the advertising strategies of hotel giants Taj Group of Hotels and Marriott Hotels.

To examine the influence of advertising in buying behaviour of consumers.

To evaluate the role of advertising in increasing the brand value of the major hoteliers.

To identify the preferences of customer in terms of price, value for money, quality of services, brand loyalty while choosing amongst Taj Group of Hotels and Marriott Hotels.

1.5 Research Questions

Keeping in mind the objective of the research project, the research questionnaire has been framed to understand the marketing and advertising strategies adopted by Taj Group of Hotels and Marriott Hotels. The main research questions are given below:

What is the contribution of the UK’s Hotel Industry to the country?

What is the role of the marketing and advertising strategies in UK’s hotel industry?

What are the latest hotel industry trends in market of UK?

What are the present marketing and advertising strategies adopted by Taj Group of Hotels and Marriott Hotels?

What are the elements of effective advertising planning?

What are the methods adopted by these hoteliers to understand the consumers?

History

1.6.1 Taj Group of Hotels

Taj Hotels Resorts and Palaces was established in 1903 and is one of the Asia's finest and largest luxury group of hotels. It operates in luxury, premium, mid-market and value segments of the market. In 1982, Taj Hotels Resorts and Palaces entered the UK hotel market with was embarked with acquisition of St. James Court Hotel renamed as 51 Buckingham Gate. The group owns and operates 93 hotels in more than 55 destinations that are spread across 16 countries. It has 7 palaces, 6 private islands and 12 resorts and spas and service apartments across the globe (Meyerson, 2005). Taj Group of Hotels is known for modern luxury, warm Indian hospitality, world class quality of service and employs over 13000 people in its hotels. In 2010, 51 Buckingham Gate, Taj Suites and Residences was awarded with 5 AA Red Stars. The group operates worldwide under various brands namely Taj Mahal Hotel, Taj Palace Hotel, Taj Suites and Residences, Vivanta etc.

1.6.2 Marriott International

Marriott International was founded by J. Willard Marriott in 1927 and is now a leading lodging company, headquartered in Marriott Drive, Washington, DC, the company is mainly operational in North America and has nearly 3,700 properties and 18 brands in 72 countries. It has broad portfolio of hotels worldwide namely Marriott Hotels & Resorts, Renaissance Hotels, Ritz-Carlton, BULGARI Hotels & Resorts, Marriott Conference Centers, Courtyard by Marriott etc. It employs over 300,000 people at own managed and franchised properties (Doole & Lowe, 2005). Marriott International offers Marriott Rewards which is a loyalty program to its members through which the members can earn points on their stays at Marriott brand of hotels. There are other membership benefits that are provided by the group to its customers. Marriott International is committed to the corporate social responsibility through financial contributions and engaging in kind giving programs for the needful (Doole & Lowe, 2005).

Chapter 2: Literature Review

2.1 Introduction

The survival in business is directly proportional to the sale which in turn is dependent on customer’s buying decision. That is why hotel companies in UK today are discovering the mantras for success in the industry blending them with the conventional marketing strategies (Gay, Charlesworth & Esen, 2007). The hotel groups are trying to gain competitive edge over the rivals in the market by focussing on their advertising strategies which connect them with their customers and help in developing emotional bond with them (Sangster, 2001). By improving the customer satisfaction, hoteliers are increasing the occupancy rates and their revenues. Thus the hoteliers need to understand the customer’s need, preferences and ensure delivery of high quality service. This will increase the retention and loyalty of the customers which in turn results in increase in brand value and profits of the hotels (Kotler & Keller, 2009).

2.2 Advertising and Branding Relationship

The way a product or service turns into a brand depends on the ways by which they are presented and communicated in the market. Marketing communications is a vital factor for communicating the essence of the brand and provide the continuity for developing partnership; which is necessary for building brand image through time (Doole & Lowe, 2005). Advertising is one of the 4ps in the marketing mix i.e. product, price, place and promotion. As a part of promotional strategy, advertising serve as a tool in creating product awareness and influence the buying decision of the customer (Meyerson, 2005). Advertising and promoting brands results in traffic, increased sales volume. The efforts and outcomes of advertising are measured at the brand level and as a result of this brands have become the focus point of many hoteliers’ marketing efforts (Dawar, 2004).

While advertising, companies should include their brand name for increasing brand awareness which in turn impacts the consumers’ decision to consider that brand for buying the services in future (Baker, 2004). The most common medium for consumers to recognize any in a television ad is verbal and visual but still many ads have failed to achieve brand linkage; percentage of consumers that identify the brand correctly (Franzen, 1994). Hence keeping the above factor and market segment in mind, planning proper advertising and other marketing campaigns is very important for creating and influencing the target audience.

2.3 Advertising Planning

The key elements in advertising planning are target audience, message, media, timing and budget. Each element is discussed below in detail.

Target Audience: There are four types of audience segments and each segment requires a different approach while designing advertising strategies (Stewart, 1994). The first segment is non-users, who have the product knowledge but are not the potential customers. The other segment is emergent, usually people who are new to the market and are identified as growth segment as the advertising aimed at them creates product awareness and might impact their buying decision. The other two groups, loyals and switchers are established audience segment and the advertising aimed at loyals them reassures that they are making right buying decision. Whereas the switchers can be attracted by price promotions and discounts but might switch when discount is not available any more.

Message (Unique Selling Propositions): A USP is the theme of campaigning for services offered and many times becomes the slogan. It should reflect the benefits for buying the services of hotels which can be supported by highlighting the features of the offered services (Meyerson, 2005).

Media: The advertising in hotel industry is mostly done through electronic media like television, radio and print media like newspapers and magazines. Tele-marketing and internet marketing are gaining importance in the hotel industry these days. There are two known benchmarks for assessing and selecting the advertising media; Cost Per Thousand (CPM) and Gross Rating Points (GRPs). Media has four main characteristics viz. cost, reach, frequency and impact.

Budget: Another factor involved in planning to achieve objectives of advertising is the amount of money an organization is willing to spend on advertisements. The funds allocated for advertisement make up the advertising budget which is approved by managerial people or decision makers.

Timing: Timing is very important for the success of an advertising campaign. Identifying when the consumers are willing to spend is worth for business. Some companies opt to advertise at times when their target audience prefers to buy the company’s product or service. The element of seasonality for advertising a product or a service is best illustrated by two examples. Hence for planning the launch of an advertisement campaign other factors viz. target audience, budget, duration of campaigning, seasonality of the product/ services must be kept in mind.

Current Advertising Trends in Hotel Industry

Website Development

Internet Advertisement

CSR Activities

Travel

Hotel Awareness

Hotel SEO

Online PR

Link Building

Hotel e-mail Marketing

PPC Campaign

Hotel SEM

Hotel Visual Ads

Hotel E-CRM

Unconventional Marketing

Hotel Advertising

‘Information is the key to serve demands of customers’

Availability of information plays a vital role while deciding to purchase any product or service. The customers engage with the hotels that are providing them the appropriate information at the right time and across all touch points. Hence the hotels have to focus on capturing and storing the data and making the access to the information faster and more targeted. This will improve and enhance the guest experience (Enz, 2009).

‘Integration with technology to improve operational efficiency’

The hotel industry is switching from the conventional advertising techniques to new advertising techniques like digital and internet marketing for increasing the interaction with their customers. The latest advertising strategies in the hotel industry are discussed below:

Viral advertising

One of latest trend identified in the hotel industry today is viral advertising; an advertising technique which uses social networks to promote their services, increase brand awareness and achieve marketing objectives. By applying similar marketing techniques, take an organized approach to viral marketing by targeting, measuring and continually optimizing related campaigns based on campaign metrics, viral marketing maps the customer into a new sales channel, a new lead generation channel and a new awareness spreading channel.

Search Engine Optimization

With the growth of internet users, the hoteliers are collaborating with online giants like Google and Yahoo to increase and optimize search results on web search engines. Search engine optimization is a regular innovation process which is commonly used to attract the customers by putting up relevant keywords. The process works on algorithm to provide relevant and quality data of customer’s search.

Proximity Marketing

Another concept implemented by the hotel giants is proximity marketing for increasing their revenues. This type of marketing provides them with the opportunity to advertise their services and offers to the audience who want to receive the information on their mobile devices/gadgets without leaving their lodging property. Proximity marketing is neither text based nor sign based advertising, rather digital and mobile mix marketing which is used to deliver information to guests' mobile devices relevant environment and at times has maximum influence. 

Display Marketing

For better understanding of consumer behaviour and to improve customer satisfaction index, hotel chains are using display marketing which is based out of various media like newspaper, television, visual ads, display ads, banners and hoardings. This gives brand image of hotel in customer’s mind and it remains long if the ads appear in front of users regularly.

Social media marketing

These are other interesting and innovative advertisement techniques which are revolutionary acting for this industry which is based out social networking sites. Social networking sites play a vital role in customer’s life cycle (Meyerson & Scarborough, 2007). Facebook and Twitter are commonly used which remove the gap between brand and customer. A company can do direct branding of their property through various medium and can reach up to a maximum number of people. Also this provides an idea of customer’s mind set and the customers can also share their feelings, demand and suggest the betterment scope for a particular brand. (Plunkett Research Ltd, Jack W. Plunkett, 2006)

Rich Media Ads

Rich Media Ads are also very innovative techniques based on internet. Various social networking companies and search engines like Google and Facebook introduce various online tools to create rich media, interactive and intelligent ads at some stage and tap into the vast market of small and independent hotel advertisers out there. For example Google Adwords made PPC advertising accessible to the people worldwide (Plunkett Research Ltd, Jack W. Plunkett, 2006).

Newspaper Advertising:

Newspaper advertising represents approx. 14% of total advertising spending in United Kingdom. The pace or the continuation of newspaper advertising growth has been uneven from past few years as internet is coming up as a major source which consist all the material, but has generally been slowing for national advertising and classifieds since early in the fourth quarter of 2010. Local retail which is also another category of this type of advertisement is now moving to a slower dawn from earlier. This rate is very fluctuating as in 2005, it was 19% approx. and it always goes for a change of plus minus 3 (Holloway & Taylor, 2006).

Television Advertising:

Television broadcast advertisement represents approximately 12% of total U.K. advertising spending. TV advertising was one of the first areas to soften with the slowing economy, as national advertisers, worried about the future and seeking to conserve dollars, (Holloway & Taylor, 2006) pulled back or postponed significant amounts of advertising. With a buyers’ market prevailing in the medium, pricing weakened and discounting became common. Many advertisers found it cheaper to buy at the last minute, turning to spot purchases of ad time (Meyerson, 2005).

TV advertising revenues has fluctuations and it decline by about 6% in 2009, following a 7.6% gain in 2010. In 2011, television advertising could go either way, showing a gain of up to several percentage points or a decline of the same magnitude or more. A big factor in these potentially wide swings will be pricing. Broadcast television advertising is likely to come back later than newspaper advertising, simply because demand for brand advertising and national advertising is likely to lag local and retail advertising in the months ahead. In addition, budget-conscious advertisers will be keeping an eye on every pound spent.

Marriott has tie-ups with the different train companies and if you travelling around the Europe in the partnered train company then you can get a discount of up to 20 percent on the select brands of the Marriott group. To get the discount customers have to book to train tickets and do hotel reservations together. Marriott has tie-up with Europ car rentals also and the customers of the Marriott can have the rental cars at discounted rates without any hassles. (Jones & Lockwood, 2002)

TAJ group of hotels have also adopted different other ways of promoting their brands which includes the online promotions through different travel portals and other websites. Company has also appointed the several travel agents and had also done tie-ups with the travelling agencies to sell their rooms. (Jones & Lockwood, 2002)

2.5 Advertising Strategies of Taj Group of Hotels

The company’s recent advertising campaign is ‘A royal experience’; created for the properties of Taj Group to capture and simulate the lifestyle enjoyed by the Maharajas of Indian sub-continent (Meyerson & Scarborough, 2007). The objective behind this ad campaign was to make the travellers familiar with the luxury presented by the Taj Hotels. (Holloway & Taylor, 2006) This ad campaign was assisted with modern technologies like video conferencing, access of wi-fi network and exotic spa treatments. According to the brand manager of the company, the message of such ad campaign was: "The Taj Palace experience is unique. Come and sample it". The company has been awarded with Leading Hotels of the World Ltd. (LHW) Chairman’s Award 2007 & 2006 for the best advertising campaign (Lockyer, 2007).

TAJ group of hotels have started taking the online reviews and feedbacks from their customers who have stayed in the hotel. This is done to maintain relationships with their customers and also to get the feedback from the customers so that they improve themselves and can delight their customers when they come back. Another motive for getting the reviews is that, while doing the reservations customers get the reviews about the hotel in the website only, this strategy of the company is helping them to check the customer satisfaction level, future development from the feedback and also in promoting the hotels with the help of the positive reviews. For this purpose company has done the tie-up with tripadvisor.com. (Holloway & Taylor, 2006)

2.6 Advertising Strategies of Marriott Hotels

The advertising strategy of Marriott Inc. has helped it to generate strong brand value and increase it RevPAR and brand preference in the market. The underlying factors for its success are discussed below:

Cost Effective Distribution System

MARSHA, (Gray & Pack, 2011) which is the proprietary global reservation system of Marriott Inc. strengthens their distribution system and is globally integrated with the other systems of Marriott; Property management, revenue management, e-Commerce, Global Distribution Systems (GDS). It provides low cost for each transaction and has large contribution to occupancy rate and revenue per call.

Strong Customer Relationship Management

The sales strategy of Marriott is focussed around its customers. This has resulted in increased sales, customer satisfaction because of extended stay of its customers. By using revenue management system, taking e-commerce initiatives and involving sales team at both local and global levels, Marriott Inc. has succeeded in creating its elite group of customers. The company has recently announced that on the first day of launch of its mobile web booking, it has generated $1.25m (Enz, 2009).

Innovative Programs and Strategies

The revenue management system was introduced by Marriott to the lodging industry. With this system and related processes, Marriott has gained considerable increase in their revenue. The Company has adopted digital, internet strategies and viral marketing strategy to service its customers and enhance their brand satisfaction (Enz, 2009).

Customer Loyalty Programs

Marriott Inc. is known for its award winning customer loyalty program, Marriott Reward, and is the foundation for company’s customer relationship management strategy. Marriott Mobile offers its members access their accounts of Marriot Rewards and the customers who are not the members of the reward programs can sign in Those who aren't members can sign up for the loyalty program by accessing the site on mobile devices (Lockyer, 2007).

2.7 SWOT Analysis

While developing an effective advertising strategy, the company should be aware about the strengths and weaknesses of the services. This is crucial because it will help him in showcasing the strengths of the product or services in the marketing efforts and keeping the weaknesses at a bay. SWOT analysis is one of the important research methods used by the organizations while doing any strategic planning to evaluate the strength, weakness opportunities and threats faced by the business in the market.

2.7.1 SWOT of Taj Group of Hotels

Strength:

Taj is the first hotel in India which provided hospitality service to its guest (Taj, 2008). Strong brand identity for the past 108 years in the field of hospitality (TATA, 2009). As per the location all the Taj hotels are located in main heart of the city. Taj provides hospitality service in four different segments as per the guest requirement they are such as luxury, premium (business), leisure, Ginger (budget brand) and air catering (TATA , 2009). Taj is the largest chain of hotels in Southeast Asia. The company operates more than 80 hotels in 45 different location within India and 12 hotels internationally. Taj is only brand to operate palaces in Indian subcontinents which are located at top tourist destination (Taj, 2008). The company brand equity is well supported by the ownership and backing of TATA groups which are operated worldwide and enjoying the credibility (TATA, 2009). Taj has grown drastically from 82% (2006/07) to 88% (2007/08) in which all the hotels are wholly owned and managed once (Gray & Pack, 2011).

Weakness:

So many competitors exist in local saturated market. Hotel buildings are very old which needs to be renovated as per the current trend which needs huge investment. Due the current economic crisis the spending power of customer is going down. Difficulties in retaining trained staff due to enormous hospitality opportunity. Low paid wages when compared to the competitors (Meyerson & Scarborough, 2007).

Opportunity:

Upcoming of Taj budget brand is known as Ginger in metropolitan cities (TATA, 2009). More number of hospitality courses tends to provide more quality staff for the management. Taj has a wide opportunity to grow internationally. The Olympics in UK in 2012, upcoming world cup cricket tournament in 2016. International tourism have grown in 2007/2008  with more number of tourist from worldwide reaching nearly 1,000 million (UNWTO estimates) and international tourism  receipts scaling US$ 900 billion in the year therefore the growth rate of inbound tourism in India is expected to grow more in 2009/10(TATA, 2009). The launch of Incredible India campaign by the government results to attract more numbers of tourism in domestic as well as international markets (Taj hotels, 2009) Due to enormous growth of information technology sector has also contribute to rise in demand in hotel rooms (Asiamoney, 2007, Cline and Roger, 2001). This could be an opportunity for increasing Average Room Revenue (ARR).  

Threats

The recent terror attack in Mumbai created a major threat for the Taj hotels (Taj hotels, 2008). A big threat is upcoming new brand hotels such as Marriot, Hilton in the niche market. 12-15% for 2007-2017 the out bound tourism is expected to grow which is one of threats for hospitality industries (Mintel, 2008). Due to the political instability future plans of the company can be affected by the government policies (Taj, 2009). Interest fluctuation could have adverse effect the company performance. The growing presence of international hospitality chains is competing in the field of luxury and business segments to meet excess demand situation. The significant proportion of the total revenue of the company is generated by luxury segments which can be affected by the international events, travel behavior and suffers from high operating leverage. Adverse development affecting these hotels or cities in which they operate could have a materially unfavourable effect on the Taj group which could lead as one of the threat for the company. Intercontinental hotel group (IHG) has future plans to open 20 hotels in India with over 5000 rooms under its brand Holiday Inn which could be major threat for the organization (Hotel review, 2008)

2.7.2 SWOT of Marriott Inc.

Strengths

Integration of technology with the conventional mode of hotel business for smooth functioning of the processes and better customer experience.

Higher recognition of the company’s brand globally makes it the priority choice for the customers.

Strong portfolio of brands and having global presence in the hotel industry of many countries has resulted in increased market share.

Weakness

Weak business model which is diluting the perception of brand and limiting the revenue growth rate of company.

Weak financial plans are affecting the company’s plans of expansion across countries.

Downgrading rating and high leverage is affecting the generation of capital.

Opportunity

High potential of growth in the hotel and motel industry in emerging market.

Improving hospitality market in countries like United States.

Innovating brand and marketing strategies to meet the changing preferences of its customers.

Threats

The security and safety concerns from the threat of terrorist attacks.

Competition from the established hotels chains that are foraying in the hotel industry of UK

Recession hitting the profits of the company and slow RevPAR.

2.8 Segmentation, Targeting, Positioning

The companies doing business in the hotel industry cannot sell all the services to every customer and in every market. As the customers are having different preferences, the companies need to identify the customers to which it will be selling its services and identify the market where the services can be sold. To identify the right market to sell the product or service and to identify the right customer who will be purchasing the product and services of the company, company has to perform three activities which are: segmentation, target and positioning (Stone & Desmond, 2007)

Segmentation

It is process in which the market is divided into different categories on the basis of the customer characteristics and their needs. The main purposes of doing the segmentation is identify the potential customers who can purchase the products and services of the company, secondly identifying the different market segment, analyzing the number of competitors of the company available in the market and lastly, selecting the most striking segment of the market. When the different market segments are identified it is not necessary the one which is most striking company is going to target that one only, because they are many other competitors in the market. (Stone & Desmond, 2007)

The segmentation is required because no market is homogenous; therefore the market is to be divided into different segments. Market segmentation can be done basis of the different variable which are: geographic, demographic, economic and behavioural characteristics. With help of segmentation, homogeneous market segment are created which are heterogeneous to each other. Now after the market is divided into different segment, the most suitable market segment is to be chosen by the company. (Fyall & Garrod, 2005)

Targeting

After the market is divided into different segment, company should not choose any market segment directly. To determine target market segment several factors are taken into the account. First it is to analyze which market segment has how much number of competitors because it will be difficult for the company to establish itself in a market segment which is having the large number of competitors. Secondly the size of the market segment, what are future growths prospects of the company in the segment. Thirdly analyzing the capabilities of the competitors operating in the different market segments and lastly, analyzing our own resources to know whether company has the capability to operate in the selected market segment. (Fyall & Garrod, 2005)

Targeting can only be done when the entire market segment have been clearly defined. Once the process of targeting is completed and the target market segment is selected then the marketing strategy for the selected market segment is to be prepared. (Sandhusen, 2008)

Positioning

When the target market is selected then company decides the way to create the image of the product in the minds of the target audience. While doing the positioning company identifies different advantages in every targeted segment and also decides the different techniques of creating the image of the product in the minds of the target audience of the every segment. Once the positioning of the product is completed than the company can start working on the marketing mix of the company. (Stone & Desmond, 2007)

2.9 Critical Evaluation on Marketing and Advertising Strategies:

2.9.1 Critical Evaluation of TAJ Hotel Group

TAJ hotel group has adopted different traditional way of marketing their brands by offering the priority reward club membership card to its customers through which the customer can earn points and the get the discounts and offer on the hotel reservation. Marketing of the TAJ hotel group has been excellent for marketing their brand across the globe the company has appointed several firms like Ogilvy &Mather, Strong Mail, etc which are reputed firms in the marketing business. Both these agencies have separate function bit has common goal that is to market the TAJ hotel group. To increase their sales and promote their brands TAJ hotel group give different types of discounts to senior citizens, military personnel, auto club cardholders and to government officials also. (Dibb & Simkin, 2008)

TAJ hotel group is involved in the different CSR activities which are not only limited to society and culture but also to the environment as most of the hotels of the group are following on the green concept which are helping them to reduce the carbon consumption and energy consumption, company are regularly making attempts to make their hotels as eco-friendly as possible. The main priorities of the CSR strategy are: climate change, community service, lack of the skilled staff, energy efficiency, recycling and carbon consumption. (Plunkett Research Ltd, Jack W. Plunkett, 2006)

TAJ hotel group has also signed the five year contract in 2011 with PGA and has become partner of the all PGA tournament across the globe for the next 5 years. TAJ hotel group is also promoting their brands in several other ways like through online promotions through different travel portals and other websites. (Enz, 2009) Company has also appointed the several travel agents and had also done tie-ups with the travelling agencies for generating the sales. The TAJ hotel group lacks has started promoting its hotels to non-members only to increase their business as earlier company was promoting its hotel to mostly to member and as they are getting only 40 percent of the total sales from the members therefore company has started promoting to section from which it is getting the maximum sales.

2.9.2 Critical Evaluation of Marriott Group of Hotels

To market their brand Marriot group of hotels have adopted the different marketing techniques like the company is partnering with different organizations which are closely related to the hotel industry. The company has tie ups with different airlines and the customer having the A club membership card will get the point in every stay which can be transferred to their card into airline miles which can be used by the customer while traveling in any of the partnered airline company. Also the customers having the loyalty card receives the regular notification about the any new offers or discount schemes hotels are launching. (Jones, 2002)

Recently Marriott group of hotels have also actively started taken participation in the CSR activities and have created the Marriott foundation which is helping the society in different ways so that people who are difficult time can sort out their lives and move forward for the brighter tomorrow.

It has large varied portfolio of hotels from the economy hotels to high end luxury. Marriott group of hotel have 5 star hotels across the globe, which are either by managed by the company itself or managed by the franchises. As Marriot is large hotel group to promote its brand company adopts different marketing techniques. Company do tie-ups with other companies, give discounts to its customer, provide sponsorships to different types of events, maintains the customer loyalty program, take reviews from the customer about their stays and carry out various other programs to promote their brands an increase their sales. (Holloway & Taylor, 2006)

Apart from the above the mentioned benefits, A|club members get various offers from the Marriott group of hotels and they get discount for upto 50 percent in the UK. All the brands of the Marriott group of hotels are regularly sponsoring one or another sports event to promote their brands. (Jones, 2002)