Marriott can identify and analyze competition with optimize the relationship between the brands and evolve their brand management systems, recognizing efficiencies in their

marketing investment while creating a brand environment best suited for cross-selling,

developed a comprehensive identity program for the family of Marriott brands and

increased the presence of the Marriott brand in the limited-service signatures. The revitalization

also extended across a number of other product and service offerings including Marriott

Rewards, the loyalty program. The identity system for each brand comprised of a suite of new

branding elements applied across all marketing communications and customer touch points.

Future Brand developed a range of identity systems that serve to revitalize the Marriott

International brand portfolio, and created greater definition for each brand in the marketplace.

They observed that while hotels obsess about a smooth check-in, the big moment for travelers

occurs upon entering their rooms. Marriott is exploring how to enhance that "exhale moment”,

so they build on the industry leading Marriott Mobile app for smartphones. The flagship brand of

Marriott International leads the industry in offering mobile check-in and now checkout to 326

North American hotels. Studying marketing and service philosophies outside of hotels is also

yielding changes. Marriott is like other brands with initiatives that create no value for

franchisees. Competitor of Marriott is Shangrila.

2. Marriott is keeping their brands close to customers’ need, by creating four different services

for the customers to choose. By this wide selection of services, the customers can choose

which hotels that will suit them the best. Not lots of hotels have this type of deal which makes

the Marriott International grabbing more market segments and customers. Marriott realize that

customers have different expectation, styles and needs during their stay, some of them want to

have a package deal of luxurious hotels that includes a planning for their trip, with transports

and other amenities which is provided by Marriott, some of them want to stay healthy which also

provides the customers with gym, even healthy foods for children, for those who are stylist, they

also provides what they want.

3. Marriott realize that customers need more than just a place to stay in hotels, with the

premium service, Marriott is trying their best to provides the best experience the customers will

need. Marriott provides wide range of selections, either they want to enjoy the full service

lodging with a various selection of luxurious hotels (BVLGARI Hotels and Resorts, The Ritz-

Carlton and JW Marriott), lifestyle collections which the Marriott developed a relations with

boutique, creating more artistic value with a grand architect design by creating more stylist

unique concept of hotels (Moxy, AC, Renaissance, Autograph, and Edition hotel), another

concept from Marriott International is Signature which use the Marriott brands itself which

probably emphasizing on the value well knowingly in wide world. Marriott international also

provides the customers with a selection of either they are in business travel, or either they are a

healthy-life-style-type of customers (Courtyard, Springhill Suites, and Fairfield inn and suited). If

the customers are willing to stay a little longer, they can choose Residence Inn, Towne place