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Marriott’s Customer Focused

E-Business Strategy Ankita Poddar

 Vrushank Shah

Sagar Mehta

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Introduction•  World leader in the hospitality industry • In 2003- network of 2600 operating units in US and

a workforce of 145000 employees spread over 65

countries across the world.• Diverse portfolio of popular hotel brands include:

Marriott

JW Marriott

Renaissance Ramada International Courtyard

Residence Inn

Ritz- Carlton

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Contd … 

• Exceptional customer service and relationshipcapability.

• Several innovative technologies had beenintroduced and implemented before thecompetitors did. Marriott Automated

Reservation System for Hotel Accommodation(MARSHA) was launched in the 1980’s.

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Contd… 

• The company’s ability to serve its clients was boosted, and its financial performance wasstrengthened.

• Marriott International became the firsthospitality company to win the CIO -100 awards

from CIO magazine for four consecutive years(2000-03).

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Goal

• To provide better customer service by using ITproactively and through the facilities on offerthrough its website

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Q1. Explain how the company used its website to

enhance customer satisfaction ?

• Customers who booked hotel accommodationthrough the WRC received a mail confirming thereservation.

• Comprehensive information about their hotelsincluding direction for driving , restaurants and

unique facilities offered.• Launched its website www.mariott.com to

improve customer service.

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The Website

• It had 5 main icons:

Hotel Directories

Reservations

Meeting Planners

Travel Agents Suggestion Box

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Q2. Explain the key objectives of the E-Business

strategy and how Mariott went aboutimplementing it ?• The objectives of E-Business Strategy:

Serving customers proactively 

Personalizing the service offerings according tothe needs and preferences of the customers

Enhanced brand loyalty and awareness Cross selling

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 Ankita Poddar

 Vrushank Shah

Sagar Mehta