Marriott Competitor Analysis
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This document provides an overview of Marriott's public relations and corporate social responsibility efforts and compares them to their major competitors in France. It analyzes the visibility and CSR programs of Accor, Intercontinental, and Hilton in France. The document's goals are to develop a PR campaign to raise Marriott's profile in France while building on their eco-friendly and community-focused CSR efforts. It finds that Marriott needs to better assimilate into French culture to increase their visibility compared to competitors like Accor and Intercontinental that are more established household names.
Marriott Competitor Analysis
- 1. PR & CSR Overview Kelly Berry Wyatt Rogowski Joanie Burkhardt
- 2. Project Goals & Description Charge: Develop a Public Relations Campaign to raise Marriott’s profile in France Goals: Construct creative & cost-effective suggestions. Build upon Marriott’s already flourishing eco-friendly & community aware CSR efforts.
- 3. Marriott PR Overview Spirit to Serve The foundation of Marriott’s public relations which stresses importance of: Customers Associates Community Environment
- 4. Marriott CSR Overview S – Shelter and food Habitat for Humanity International E – Environment Conservation International R – Readiness for hotel careers National Academy Foundation V – Vitality of Children Children’s Miracle Network E – Embracing diversity and people with disabilities Marriott Foundation for People with Disabilities
- 5. Accor Competitive Analysis Strengths Extremely visible in France: almost 200 hotels in France L’esprit Accor: Same core values as Spirit to Serve French Nationalism: French company appeals to French nationalism Proactive Eco-friendly Approach: Also working towards sustainability Weaknesses Business oriented website
- 6. Intercontinental Competitive Analysis Strengths High visibility in France Over 60 Hotels in France, in all regions Eco-friendly initiatives IHG online Innovation Hotel Weaknesses Hotels often have “low-budget” stigma Holiday Inn, Crowne Plaza, InterContinental
- 7. Hilton Competitive Analysis Strengths Hotels are more widely dispersed around France Evian Les Bains, Lyon, Paris, Roissy & Strasbourg Proactive CSR approach HHonors-Giving back Weaknesses Low visibility in France Only 8 hotels in France Sustainability is not as large a focus HHonors Clientele donating, not Hilton
- 8. Findings Accor & Intercontinental are most visible hotel chains in France Marriott is not a household name in France All companies have a CSR programs which address environmental & community issues Marriott needs to better assimilate into French culture
- 9. Next Steps Research Into French “psyche” Likes/Dislikes, Motives, Habits, Priorities NPOs in France Rural France organizations Site Visits Marriott in Columbuss PR/Hospitality Professors Phone interview with PR Associate Lesic & Camper Communications, Clary Communications & Ogilvy PR Firms