ABSTRACT
We were briefed by the prospective client, which was a very pleasant process, befitting the culture of Marriott. A good deal of time was spent on the changing dynamics of the hotel category. It seemed that the business was becoming over developed, and Marriott’s position was challenged from a variety of quarters, notably folks like Hyatt, with their snazzy atriums, and Westin, with their up-market cachet. Marriott must keep evolving, it was declared, and needed to be seen as contemporary, and as appealing as these newcomers. I could see in the process, though, an internal dilemma that arose from embracing new developments: How could Marriott deal with the “sexier” tone and appeal of its new rivals, yet still be true to what the Marriott brand was all about? The hidden agenda:
We value the importance of being at the cutting edge of the lodging industry, but do not want to compromise our values in the process.
