Marriott marketing communication mix consists of communication channels to communicate the marketing message to the target customer segment. These channels are print and media advertising, sales promotions, events and experiences, public relations and direct marketing.
Marriott International’s print advertising campaigns typically appear in high-end magazines and newspapers, such as Condé Nast Traveler, Travel + Leisure, The New York Times, and The Wall Street Journal. These ads often feature stunning photography of hotels and resorts from Marriott portfolio brands, as well as aspirational messages about the travel experience.
For example, a recent Marriott print ad for the St. Regis Bora Bora Resort featured a photo of a couple swimming in a crystal-clear lagoon, with the headline “Where dreams come true.” The ad also highlighted the resort’s luxurious accommodations, world-class dining, and exclusive amenities.
Marriott International also invests in media advertising, such as television and radio commercials. These ads are typically more general in nature than print ads, and they focus on Marriott’s core brand values, such as comfort, convenience, and quality.
For example, a recent Marriott television commercial featured a group of friends travelling to different cities around the world. The ad showed the friends staying at different Marriott hotels, and it emphasized the fact that Marriott offers a variety of accommodations to suit every budget and travel style.
Marriott International takes an omnichannel approach to its print and media advertising. Specifically, the company uses a variety of different channels to reach its target audience, and it integrates its advertising campaigns across all channels. For example, a Marriott print ad might include a QR code that allows consumers to learn more about the hotel or resort featured in the ad. The QR code might also allow consumers to book a reservation directly from their mobile device.
The largest hotel chain in the world also uses social media to promote its print and media advertising campaigns. For example, the company might share photos and videos from its print ads on its social media channels. Marriott might also use social media to run contests and giveaways that are related to its advertising campaigns.
Marriott International uses the following sales promotions techniques:
– Discounts and coupons. Marriott often offers discounts on room rates, especially during the off-season or for extended stays. The company also offers coupons for food and beverage, spa treatments, and other activities.
– Loyalty program. The hotel chain’s loyalty program, Marriott Bonvoy, offers members a variety of benefits, such as free nights, room upgrades, and exclusive discounts. The program also provides members with access to exclusive events and experiences.
– Partnerships. Marriott partners with a variety of other companies, such as airlines, credit card companies, and tour operators, to offer customers discounts and other benefits. For example, Marriott Rewards members can earn points for flying on select airlines and using select credit cards.
Marriott International Inc. Report contains a full analysis of Marriott marketing communication mix and Marriott marketing strategy in general. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Marriott. Moreover, the report contains analyses of Marriott leadership, organizational structure and organizational culture. The report also comprises discussions of Marriott business strategy, ecosystem and addresses issues of corporate social responsibility.