Marriott is the largest hotel company in the world, and they didn’t get there by luck. Several years ago, the company implemented a segmentation strategy and created products within multiple customer sectors. At the time (and still today), Marriott had a reputable brand and primarily served business travelers. Within the business traveler category, there were several customer segments.
To better serve market segments, Marriott implemented a segmentation strategy that developed specific products for various customer segments. At the top of the brand chain was Marriott Hotels Resorts and Suites which catered to the high-end business traveler. Courtyard by Marriott was developed to connect with ...
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