Marriott SWOT Analysis

Published by MBA Skool Team, Last Updated: August 08, 2021

Marriott SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Marriott, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Marriott is one of the leading brands in the tourism and hospitality sector. The article below lists the Marriott SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Marriott

For Marriott, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Marriott Strengths

The strengths of Marriott looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the SWOT Analysis of Marriott :

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

Marriott Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Marriott 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

Marriott Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Marriott 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

Marriott Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Marriott 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Marriott:

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

3. Taj Hotels

Hence this concludes the Marriott SWOT analysis.

Continue reading more about the brand/company.

About Marriott

Marriott Overview
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 STP

Leisure travelers , business travelers, premium travelers

Target Market

Upper class, honeymooners, corporates, families


Prime location and luxury living

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Marriott. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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