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Name: Jiaming Ling

Casestudy

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Introduction

Marriott International, Inc. is a world leader in thehospitality industry.

It has more than 2,600 properties located in 65 countries

Brands:

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History

In 1927, J. Willard Marriott set up a nine-seat root beershop in Washington.

In 1937, it entered into airline catering.

In 1967, Marriott Corporation.

In 1987, Marriott ventured into economy lodging.

In 1993, Marriott International Inc & Host Marriott Corporation

In 2002, over 2,300 hotels with annual sales of $20 billion.

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IT Background

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How Does MARSHA work ???

Createreservation info.

Send

PC or Phone call

MARSHA

PMS

Reservationinfo

Confirmationnumber

Send back

Add, change,cancel a

reservation

Guestinfo

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Main businessbenefits of

MARSHA

Elimination of the lag-time between clients original requests forhousing and their receipt of a Marriott confirmation.

An increase in reservation accuracy

An increase in clients or association members satisfaction

A decrease in the time you spend managing reservation problems

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Siebel System (CRM Application)for eBusiness solution

Siebelsystem

DBRoom

inventory

GuestsProfile

Create

Access

Booking- Across multiple

Marriott properties

PersonalPlanning

Service- C - elli

Collect & Consolidateinfo.

- Corporate accounts &manage contacts

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Main business benefits of

Siebel

Improves customer satisfaction

Improve Profitability

Strengths brand loyalty

Increases sales to corporate accounts

Increases cross-chain sales

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eCRM Customer Relationship Management( managing relationship with customer makinguse of information technology)

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o s on e ne

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-

The Travel Web Hotel XML is an industry leading

web service and hotel affiliate program. It wasacquired by price line in 2003 and was originallyfounded by brands which included Hilton, Hyatt,IHG, Marriott, Starwood, Pegasus Systems, andmore.

Features include: Complete control over the look and feel of your web site, access to allmajor chains.

Intercontinental, LaQuinta, Marriott, Starwood and many more. 60,000total properties, 25,000 merchant properties, 12,000 cities worldwide.

Handles 30 properties per request with an excellent response time and

robust features

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Emails about SpecialOffers and Promotions

eFolio - receive hotel

bills by email

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Creation of New Market Channels

Increased Customer Satisfaction

Increased revenue

Gauge Performance & Guide Strategy

Increased Customer SLA Satisfaction

Enable Standardization

In 1999 Marriott earneda revenue of $150 mn

from the online bookingthrough its website.

Estimates for 2000indicated that every

month the websitereceived 3 mn hits makingit one of the largestviewed websites in the UShospitality industry.

By 2002 the websiteearned Marriott sales of$ 1 bn.

Main business benefits of

website

St t

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Strategy

The eCRM strategy emphasized on increasing revenues earned per

customer.

1.Serving Customers Proactively

Personalized Service Offerings-

Enhancing Brand Loyalty

Cross-Selling