BTM4TOM Tourism Marketing Principles Assignment Sample

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Chapter 1: Introduction

A marketing mix is a kind of strategic framework which includes the major elements of marketing, generally known as 4P’s (for product) and 7P’s (for service). It involves product, price, place, promotion, people, process and physical evidence. Marriott International Inc., a leading hospitality service provider which operates hotels and resorts has been selected for this report. The organisation was established in 1927 and it headquartered in Bethesda, Maryland, U.S. Marriott offers wide range of services such as; hotel bookings, flight packages, timeshare holidays and care rentals. The organisation generated around 25.1 billion U.S. dollars revenue in year 2024 (Statista Research Department, 2025).

Reference materials and sample papers are provided to clarify assignment structure and key learning outcomes. Through our help in writing assignments, guidance is reflected while ensuring originality and ethical academic practice. The BTM4TOM Tourism Marketing Principles Assignment Sample highlights marketing strategies, consumer behavior analysis, and application of tourism principles in real-world scenarios. These materials are intended solely for study and reference purposes.

BTM4TOM Tourism Marketing Principles Assignment Sample

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Chapter 2: Product

Marriott International runs around 2100 hotels, including different hotel brands and each provides services to various market segments. It involves luxury brands, premium brands and select-service brands. Ritz-Carlton, JW Marriott, W Hotels and St. Regis are luxury brands that offer high class services to high-end travellers (Marriott International, 2025). It involves luxury brands, premium brands and select-service brands. BTM4TOM Tourism Marketing Principles is applied to design services for targeted customer segments. Marriott Hotels, Delta Hotels and Sheraton are fall under the premium brands that provide full-service accommodations with outstanding facilities for leisure and business travellers. SpringHill Suites, Fairfield by Marriott and Courtyard by Marriott are select-service brands that provide affordable services to the travellers.

The organisation has launched a loyalty program that allow the customers to earn points when they stay at Marriott hotels. Marriott also provides service like timeshare and vacation ownership that offers guests with chances to own vacation properties. The company offers easy online booking facilities via its website and mobile application. Different food and drink options, spa services and wellness facilities are also offered by the Marriott. The company offers the customized holiday packages, including family vacations, business trips etc. In line with the product life cycle, currently Marriott is in maturity phase as the company has reached at stable position in the world.

Chapter 3: Price

Marriott International has adopted and implemented the value-based pricing strategy. The company sets the prices for services according to perceived value of their services to various customer segments. The organisation charges the premium prices for their high-end facilities and amenities when travellers choose luxury brands like JW Marriott (Marriott International, 2025). BTM4TOM Tourism Marketing Principles are used to determine perceived value and optimize pricing. On the other hand, Marriott charges affordable prices when customers choose hotels like Fairfield. Further, the organisation uses the dynamic pricing strategy in which prices of room fluctuate according to demand, occupancy levels along with seasonality.

The approach like dynamic pricing allows the Marriott International to optimize revenue, especially during peak season. The organisation also offers the discounted prices as well as special offers to the members through the loyalty program. This not only motivate the customers to choose Marriott again in the future but also facilitates in preserving customer loyalty. By using attractive and excellent pricing strategies, Marriott International make sure that they fulfil the needs and demands of all kind of customers, from middle class to upper class people.

Chapter 4: Place

Marriott International operates approximately 142 countries in all over the world. Because of excellent services and facilities, the company has gained strong presence globally. The company opened its first hotel in the Arlington, Virginia and slowly it has established hotels in different countries such as; Argentina, Thailand, Indonesia, India, Spain and many more. The organisation chooses the hotel locations carefully and prioritises the areas that have high tourism traffic and business centres (Lim and Seo, 2021). The company also give priority to the major tourism attractions as well as airports in order to attract a large range of customers.

Marriott International has a strong online presence as it offers services from its website. The company also launched mobile application so that customers can easily book the services and find the relevant information regarding their travelling. In addition, Marriott highly pays attention on expanding their business in developing markets along with the under-served places. It provides new opportunities to the company to increase profit margins and market share.

Chapter 5: Promotion

As a global hospitality organisation, Marriott International highly focuses on the promotion and marketing of the brands and its services. The company uses the digital marketing and social media marketing to promote hotel. The organisation leverages the different social media channels and online platforms for marketing (Soumia, 2023). BTM4TOM Tourism Marketing Principles guide the strategies used for effective promotion. Different platforms such as; Facebook, Instagram and Twitter are utilised by the company to post the relevant images, videos and campaigns. Online marketing facilitates the Marriott International to grab the attention of targeted audience and new customers, increases brand awareness and boost engagement with the customers.

Marriott uses its loyalty program to attract the customers that encourages repeat purchase and improves consumer loyalty. In addition, the company engages in strategic partnerships with the different airlines and other organisation for marketing (Marketing Strategies and Marketing Mix of Marriott, 2023). Collaboration strategy helps the organisation to increase its reach and appeal to a wider consumer base. By social media posts, Marriot shows its unique and excellent services that help to attract more customers, leading to high levels of profit margins and revenue.

Chapter 6: People

Marriott highly concentrates on the training and growth of their staff members. The company organises the different training programs such as; leadership development program, customers service training along with some specialized learning programs. By the training programs, the company makes sure that all staff members are well-equipped with the essential and required skills, knowledge and competencies so that they can offer high quality services to the guests (Jobber and Ellis-Chadwick, 2023). The company is committed to offering outstanding customer service. Staff members are motivated by the managers to think out of the box and go beyond to fulfil the changing requirements and demand of the customers.

Marriott International emphasizes the diversity and inclusion in the workplace. The company hire the candidates regardless of their age, gender, background and culture. The organisation respect the different thoughts, ideas, opinions and perspectives of the employees that help in improving guest experience. Marriott focuses on making positive and flexible work culture so that workers feel engaged, valued and respected.

Chapter 7: Process

Marriott provides a modernised and user-friendly booking procedure from different channels, including mobile application, company website and third-party platforms. It involves different features like easy navigation, different booking options as well as detailed hotel information that facilitate to increase the customers satisfaction (Kotler and Armstrong, 2023). The company has transformed its check-in as well as check-out procedures to boost efficiency and decrease waiting time. By using mobile application, the customers can request for the extra facilities.

The company offers 24/7 customer service and in-person support at the hotels. It makes sure that customers can take help whenever they require it, improving overall guest experience. Marriott International allows the customers to modify their stays through choosing the room preferences and facilities. This personalization makes sure that customer’s demands and preferences are fulfilled and they take good moments with them.

Chapter 8: Physical Evidence

Marriott International’s diverse portfolio involves properties, from premium to budget-friendly, each formulated to fulfil the particular requirements of diverse market segments. The company designed the hotel rooms in a way that offer high level of comfort and convenience. The organisation makes sure that hotel rooms meet the high level of cleanliness and hygiene standards (Blythe and Martin, 2023). The company offer spa and fitness services, Wi-Fi services, refreshment stations and comfortable seating. In today’s technology era, the company’s online website along with the mobile application serve as physical evidence.

The company provides the information on their online platforms that help to boost guest perceptions as well as their decisions. Professionalism, appearance and behaviour of the staff members of the Marriott International are crucial to physical evidence. Uniforms and name badges of the staff members reflect the brand’s commitment, assurance and values to offer better quality services. In addition, Marriot International offers well-quipped and flexible conference halls, especially for the business persons so that they can conduct meetings.

Recommendation

From above analysis, there are few recommendations for the Marriott International given below:

• The company should focus on influencer marketing which is kind of modern marketing. Marriott can make partnership with the famous influence who has large followers (Ahmet and Hancer, 2022). The influencer uses the different tactics to attract more customers and increase brand awareness.
• As Marriott highly focuses on families and business persons and less focuses on young people. It is suggested to the company to also concentrate on other segments like young generation to increase its customer base and offer great experience to young customers.

Conclusion

As per above report, it is concluded that Marriott International extremely pay attention on each marketing mix to ensure its long-term success. Marriott focuses on both tangible and intangible components such as; hotel properties, amenities, dining experience, fitness services etc. The company implemented the dynamic, value-based and competitive pricing strategy to meet the expectations and needs of different economic classes of people. Marriot also has online website and mobile app that help the customers to book services and get information online. Furthermore, the organisation utilised the different social media platforms to promote their hotel brands and increase their reach.

Marriott might be experienced the challenges such as; identifying right influencers, authenticity issues and negative review and controversies associated with influencer. Further, the company may face the issues such as; meeting evolving needs, developing engaging content to attract young people and time-consuming.

Our assignment sample demonstrates how sources should be cited, and you can refer to a detailed Harvard Referencing Guide Example to ensure your work meets academic standards and maintains consistency throughout.

References

• Ahmet, O. and Hancer, M., 2022. Digital Marketing and Social Media Strategies for Tourism and Hospitality.  London: Goodfellow Publishers Limited.
• Blythe, J., and Martin, J., 2023. Essentials of Marketing. 8th Ed. London: Pearson
• Jobber, D. and Ellis-Chadwick, F., 2023. Principles and Practice of Marketing. 10th Ed. London: McGraw Hill.
• Kotler, P. and Armstrong, G., 2023. Principles of Marketing, Global Edition. 19th edition. Harlow: Pearson Education Limited
• Lim, H.W. and Seo, D.S., 2021. Improvement Strategy According to the Change of Hotel Environment. International Journal of Advanced Culture Technology, 9(2), pp.72-79.
• Soumia, S., 2023. The Use of Content Marketing in the Hotel‎ industry-Case study of Marriott‎ International-‎. The International Journal in Economics and Business Strategies, 3(2), pp.69-79.

Online

• Marketing Strategies and Marketing Mix of Marriott, 2023. [Online] Available through < https://thebrandhopper.com/2023/12/10/marketing-strategies-and-marketing-mix-of-marriott/ >
• Marriott International, 2025. Hotel Development. [Online] Available through < https://www.hotel-development.marriott.com/hotel-development >
• Marriott International, 2025. We Are Marriott International. [Online] Available through < https://www.marriott.com/marriott/aboutmarriott.mi >
• Statista Research Department, 2025. Revenue of Marriott worldwide from 1999 to 2024. [Online] Available through < https://www.statista.com/statistics/266279/revenue-of-the-marriott-international-inc-hotel-chain/ >