Marriott

Branding Case Study

The Marriott hotels and resorts offer a wide variety of hotels from around the world, with options to fit any budget. With a rewards program that works across Marriott brands and across the world, you can take the stress out of traveling by booking wherever you want, at whatever level you want. With hotel brands in the luxury, premium, select, and extended stay market segments, there is a Marriott hotel brand for any guest, no matter what kind of trip they’re on.

VALUE PROPOSITION

Marriott holds an array of values which bring customers to their properties and back for more. Founded by J. Willard and Alice Marriott in 1927, the Marriott hotels stick to the core values and heritage embedded in the company’s culture. The company also values diversity and inclusion as one of their fundamental values and strategic business goals to take care of all people and their well-being. One of the key values that differentiates Marriott from its many competitors is their sustainability and social impact. The Serve360: Doing Good in Every Direction initiative ensures Marriott international commits to creating sustainable and positive impact in all faucets of business.

BRAND STORY

Different travelers have different needs, which will often vary based on factors such as budget, location, and length of stay. Different brands within the Marriott family of hotels communicate different offerings. At the highest-end luxury hotels, names such as Ritz/Carlton, JW Marriott, and W Hotels will provide different experiences. For more affordable but still quality premium offerings, guests could expect to stay at a Sheraton, a Marriott Vacation Club, or a Westin. Shorter-term trips at an even better price point include select options such as the Courtyard, Fairfield Inn and Suites, and AC Hotels. For longer-term options at a painless price point, consider staying at a Residence Inn, a Marriott Executive Apartments, or a TownePlace. These are just some of the many different brands the Marriott name can offer.

brand characteristics

luxurious | convenient | reliable | eco-friendly | relaxing

NEED FUFILLED

Marriott offers a safe place to vacation while consistently offering comfort and piece of mind. With the combination of Marriott’s reward system, booking half points and half cash, and thirty branches of properties, Marriott hotel and resorts serves as a consistent brand throughout the globe.

MOODBOARD

USERS

Luxurious Larry

Travelers looking for a luxurious place to spend their vacation. It’s time for Larry and the family to kick up their feet in style. This is their big trip for the summer and they want to make it count by booking at the Ritz Carlton.

Business-Trip Betty

Business travelers looking for a places to crash to the weekend. Betty travels all over for work, so the hotel experience is nothing out of the ordinary, but she does enjoy noting the unique touches at each location.

Budget Brooke

Brooke is traveling coast to coast in a rented car, and needs a place to stop for the night. She's not looking for anything fancy, just a place off the highway to rest her head and get a good night’s sleep.

IDENTITY

main identity

color palette

typography

identity systems

COMMUNICATIONS