Our company was built on a foundation of guiding principles that remain embedded in the company’s culture. 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, … Marriott International uses innovation to maintain its reputation as one of the largest hotel industries in the world. Visit the website. Innovation Strategy. 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. PSFK LLC 228 Park Ave S PMB 52786 New York, New York 10003-1502 USA (901) 295-9430 [email protected] To find out, just look at Marriott’s marketing strategy. The Challenge. Competitive industries – for example the travel industry – use strategic initiatives to create competitive advantage. In their Innovation Lab, Marriott already has full-scale models of these rooms built. As one of the world’s largest hotel companies, Marriott International has a global presence with 4000 properties across 80 countries. They are proof of the power of innovation – and evidence of the essential vitality that relevancy and adaptability can bring to a business. 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). Built an innovation lab for Marriott to deliver authentic food and beverage experiences for Millennials. Other examples of Marriott’s guest-facing technology innovation abound. Marriott International is a hotel and resort chain established almost a century ago. the quality that Marriott is known for. 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. The hospitality company is keen to delight and wow customers every day, and they’re not afraid to experiment with new ideas or technologies. Its vision and mission set it up on a path of success. At Marriott, the innovation lab lies at the heart of the work they do to differentiate their 30 different brands. Through innovation, the Marriott … 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. THE CHALLENGE About Marriott A Legacy of Strong Leadership and Innovation. We took a closer look to see how Marriott has implemented strategic marketing campaigns and guest experiences to drive more bookings. 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. 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. Sisu London, launched May 2015. Also, Marriott collaborated w ith Luna Moons to pilot Pack, an all-in-one platform for planning and booking travel with friends and family. 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.