Marriott Hotel Group use the individual brand strategies, but they have a well-design brand structure. Marriott Hotel launch 20+ brands for different market segments.
Fairfield mainly serves the salesman for the earlier time, Courtyard is target at sales managers. And Marriott is design for the business managers and Marriott Marquis is for top managers. However, as the segments go more dispersed, Marriott launch more brand in order to cover more market segments.
In the upper markets, they built Ritz-Carlton which stands for Marriott Luxury Hotel.
Renaissance fills the gap between business hotel and leisure hotel. Different from Marriott Hotel Renaissance aim at the young generation.
In the entry level, Marriott group launch Fairfield Inn to enlarge its product line of Fairfield SUITE.
In the middle level, Towne Place Suites, Courtyard and Residence Inn are presenting different style with different price.
Beside, Marriott launch Springfield Suites which is a little bit high class than Fairfield Inn.
Comparing with Hilton Group which using the umbrella brand strategy, Marriott Hotel Group focus more on client’s demand and Hilton pay more attention to its product quality. Consumer based segments provide us a way to build brand group. Just as Marriott Hotel Group did, new brand can target on the remained segments which are not be occupied by others.