Marriott International SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

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. As of 2020, Marriott International is one of the leading brands in the tourism and hospitality sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Marriott International competitors and includes Marriott International target market, segmentation, positioning & Unique Selling Proposition (USP).

Marriott International SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & 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
Marriott International Segmentation

Leisure travelers , business travelers, premium travelers

Marriott International Target Market

Upper class, honeymooners, corporates, families

Marriott International Positioning

Prime location and luxury living

Marriott International SWOT Analysis
Marriott International Strengths

Below are the Strengths in the 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

Marriott International Weaknesses

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

Marriott International Opportunities

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

Marriott International Threats

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

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.

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, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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 MBA Skool in any way.
Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on Linkedin