Moreover, the values held by the organization makes its one of the best service providing company. 80% of millennials use social media to make decisions and UGC has the most influence. Marriott International is a hotel and resort chain established almost a century ago. They are proof of the power of innovation – and evidence of the essential vitality that relevancy and adaptability can bring to a business. J. Willard and Alice Marriott’s modest nine-stool root beer stand grew into the Hot Shoppes Restaurant chain and evolved into today’s Marriott International. The Challenge. Other examples of Marriott’s guest-facing technology innovation abound. Competitive industries – for example the travel industry – use strategic initiatives to create competitive advantage. Marriott is clearly doing everything it can to succeed, but it doesn’t seem like Tsui or his colleagues are prepared to stop throttling their innovation engine. About Marriott A Legacy of Strong Leadership and Innovation. To find out, just look at Marriott’s marketing strategy. Marriott International uses innovation to maintain its reputation as one of the largest hotel industries in the world. Sisu London, launched May 2015. The hospitality company is keen to delight and wow customers every day, and they’re not afraid to experiment with new ideas or technologies. As one of the world’s largest hotel companies, Marriott International has a global presence with 4000 properties across 80 countries. PSFK LLC 228 Park Ave S PMB 52786 New York, New York 10003-1502 USA (901) 295-9430 hello@psfk.com We took a closer look to see how Marriott has implemented strategic marketing campaigns and guest experiences to drive more bookings. the quality that Marriott is known for. Also, Marriott collaborated w ith Luna Moons to pilot Pack, an all-in-one platform for planning and booking travel with friends and family. Greg Githens explains that there are 5 important tasks for leaders of strategic initiatives to create growth through innovation: understanding the brand promise, understanding the voice of the customer, effectively leveraging business intelligence, … Through innovation, the Marriott … Its vision and mission set it up on a path of success. THE CHALLENGE Our company was built on a foundation of guiding principles that remain embedded in the company’s culture. Built an innovation lab for Marriott to deliver authentic food and beverage experiences for Millennials. Two years ago, for example, as reported here , the company’s Aloft Hotels , which currently number 110 properties in nearly 20 countries, launched the first ChatBotlr, a chatbot available via text message, giving guests an additional way to make service requests. Marriott Looks to Strategic Innovation for Future Gains A joint venture with Alibaba will help keep the hotel company moving forward after a solid financial report. Also, Marriott has partnered with Samsung to explore the launch of “smart hotels”, where, for example, hotel rooms will understand a particular customer’s preferences and have them preloaded for the customer’s arrival. MARRIOTT INTERNATIONAL INNOVATION STRATEGY 2 According to Pearce and Robinson (2013), innovation is the initial commercialization of invention by producing and selling a new product, service, or process (Chapter 14). Visit the website. In their Innovation Lab, Marriott already has full-scale models of these rooms built. At Marriott, the innovation lab lies at the heart of the work they do to differentiate their 30 different brands. Innovation Strategy. The values held by the organization makes its one of the work they do to differentiate their 30 brands. 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