Marriott Company Goals

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Part Two: Internal Environment 2.1. Company Goals Vision Statement: To be the #1 hospitality company in the world, leading on three success measures: loyalty, profitability and growth. Strategic Objectives Marriott has developed various strategies to attain their desire to be the most successful hospitality company worldwide. Setting specific goals for the company gives them a better direction in how to achieve them as well as how long it may take. Marriott realizes that close to half the population on earth is under the age of twenty-five. They want to focus on these “next generation travelers” to better understand their wants and needs. Technology leadership and mobility as well as style, choices and experiences will all need to be researched to help Marriott conform brands for these segments. In Marriott International’s 2012 Annual Report, ideas of “mobile booking, intuitive technologies and investing in social media to better understand-and deliver- what guest want” are being discussed for the near future. Empowering the connections for guest and associates enhances customer loyalty and brand reputation. Marriott has every intention to expand their footprint internationally. The plans are to continue to develop in the four continental regions due to the major growth in 2012 with around 800 hotels under development. The reputation created from their charm and grace when entering new markets internationally with respect to the culture and traditions has positioned them for promising results from expansion. Marriott’s 18 brands are divided into 7 diverse segments ranging from Iconic Luxury to Extended Stay. Each segment has similar brands but the individual brands have a range of amenities that are customized to give the guest a variety of options. With such a large portfolio of brands the guest can find what they are looking for whether it is a

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