Marriott International SWOT Analysis, Competitors & USP

Posted in Tourism and Hospitality, Total Reads: 47131

SWOT analysis of Marriott International analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Marriott International SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Marriott International to benchmark its business & performance as compared to the competitors and industry. Marriott International is one of the leading brands in the tourism and hospitality sector. The table below also lists the top Marriott International competitors and elaborates Marriott International market segmentation, target group, positioning & Unique Selling Proposition (USP).

Marriott International SWOT, Competitors, Marketing STP & Brand analysis Table
Marriott International Brand Analysis
Parent Company

Marriott International Inc.


Hotels and Resorts


Tourism and Hospitality

Tagline/ Slogan

A World of Opportunity; Your home away from home; Live Like a Local


Global market leadership

Marriott International STP

Leisure travelers , business travelers, premium travelers

Target Group

Upper class, honeymooners, corporates, families


Prime location and luxury living

Marriott International SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Marriott International. Strengths are:

1. High brand recognition and recall
2. Technical innovations to improve customer experiences and Constant upgrade of business processes
3. Good employee retention with a total workforce of 150,000
4. Has over 3700 hotels and resorts in over 70 countries

5. Various brands range from attainable to aspirational


Here are the weaknesses in the Marriott International SWOT Analysis:

1. Competition from long established hotel chains means limited market share
2. Global expansion and high number of hotels may lead to brand dilution


Following are the Opportunities in Marriott International SWOT Analysis:

1. High potential in emerging markets
2. Innovation in customer services
3. Better interiors/Well done renovations

4. Indian and as well as global hospitality sectors are looking at a boom


The threats in the SWOT Analysis of Marriott International are as mentioned:

1. Entry of several international brands along with the strong hold of long standing, well established Indian brands
2. Competition on price points
3. Stagnated growth

Marriott International Competition

Below are the top 3 Marriott International competitors:

1. Hilton Hotels and Resorts
2. Starwood Hotels and Resorts

3. Taj Hotels

The brandguide table above concludes the Marriott International SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Marriott International. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on Linkedin