Marriott Bonvoy: utilizing the 7 Ps of marketing in hospitality

We are going to specifically think of Marriott's latest Bonvoy advert campaign, and why we're looking at that because that does affect in many ways the seven piece of how Marriott approach rather the seven piece of marketing. Marriott Bonvoy is a loyalty program that depending on the days that you spend at the hotel you get more benefits and this starts with silver, which is the basic entry if you stayed at roughly 10 nights a year moving on to gold for 25 nights over a year. If you stayed 50 or more room nights a year you move on to platinum and then for 75 nights you move on to titanium and finally their ambassador is 100 or over 100 nights you will get that latest. If you think about it that's one third of your year of life almost to get the ambassador level with Marriott.

Let's think about the product of Marriott and how they're trying to use Bonvoy the advert campaign touching on the seven piece. In terms of product, Marriott has 30 hotel brands cause from luxury all the way to extended stay and if we look at some examples of the brands in the luxury sector, JW Marriott, Ritz Carlton, or the Bulgari are some of those luxurious examples. They then have the premium category brands such as Marriott Vacation or Marriott Hotel and Resorts and they have a mid-range brand or they call it the select brand. Fairfield Inn, Protes, Four Points by Sheraton are some examples. They have also done pretty well in the extended stay if we think of Marriott executive apartments as an example and then they have their collection. Autograph is an example or Design hotels is another example of Marriott brands.