Marriott International Case

Tutorial Week 9

1. a) Marriott International has a range of hotels from mid-scale ones to luxurious ones, one of their main market offerings targeting the luxury goods and services market would be The Ritz-Carlton hotel.

Company statement: The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission. We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience. The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.

b) The main service rendered by The Ritz-Carlton is luxury lodging. The core benefit of employing the services of The Ritz-Carlton would be being treated to the finest things in life while staying in a hotel.

Company motto: At The Ritz-Carlton Hotel Company, L.L.C., "We are Ladies and Gentlemen serving Ladies and Gentlemen."

This motto exemplifies the anticipatory service provided by all staff members.

c) Actual

Brand name: The Ritz-Carlton is one of the world's top luxury hotels.

Quality level: Rooms in The Ritz-Carlton London are individually decorated in distinctive Ritz style, with rich fabrics, 24 carat gold leaf flourishes and beautifully restored antique Louis XVI furniture.

Facilities: Spas, in-house dining and the swimming pools of The Ritz-Carlton are of the highest grade.

Augmented

The ladies and gentlemen (staff) of Ritz-Carlton Malaysia were empowered to spend up to RM2, 000 to satisfy a guest without having to consult their supervisors

An example: Guests who had their honeymoon in the hotel were sent a CD with music and photos of their stay at The Ritz-Carlton one year later, on their first anniversary. This displays the after service value in which guests received after staying at The Ritz-Carlton. Steve Cokkinias, GM of The Ritz-Carlton Kuala Lumpur, said that unlike most organisations, the hotel measures ROI over a period of years rather than over shorter time frames. This is one of the main reasons as to why The Ritz-Carlton is ranked among the top in the minds of consumers.

Both these actual and augmented levels of service by The Ritz-Carlton generate greatly towards the high living standards which it offers.

2.

3. Conrad hotels are the luxury line hotels under Hilton Worldwide. Similar to The Ritz-Carlton, Conrad hotel provides luxury living with extremely customer focused strategies. Conrad hotel believes that luxury is unique with every guest.