Marriott International SWOT Analysis, Competitors & USP

Posted in Tourism and Hospitality, Total Reads: 40114

SWOT Analysis of Marriott International with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Marriott International

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 :

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


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


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


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 3 main 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.


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