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Marriott Executives Explain the Brand’s Internal Strategy Shift at MIT
Greg Oates, Skift
– Feb 03, 2016 7:30 am https://skift.com/2016/02/03/marriott-executives-explain-the-brands-internal-strategy-shift-at-mit/
Two of Marriott’s key executives responsible for driving the hotel group’s corporate culture turnaround spoke at the MIT Design-Driven Innovation conference this week in Boston.
Matthew Von Ertfelda, VP of insight, strategy & innovation, discussed the marketplace factors driving the company’s future brand strategy and development. Then Mariana Cavalcanti, VP of digital guest experience, gave an overview of how the brand is using technology to personalize the guest experience.
“Startups, entrepreneurs and disruptors are basically changing the game before most of us honestly can even learn how to play it,” said Ertfelda. “They are honing in on complacency in areas where the consumer has been overlooked or egregiously underserved.”
He explained three primary behavior and attitudinal shifts among consumers booking hotels today that impact everything Marriott is doing looking forward.
The first is the rise of millennials and Gen Z travelers who “forced Marriott’s hand” to develop new hospitality brands over the last few years, which includes the recent merger with Starwood Hotels.
The second primary factor guiding Marriott’s development is the continuing competition from online booking platforms, which Ertfelda said: “threatens our direct relationship with the customer.”
The third factor is the exponential rise of Airbnb worldwide, and to a lesser extent, other room-sharing companies. “That is threatening brand preference, and brand preference for us underpins performance,” concluded Ertfelda.
Marriott executives have been pushing their internal shift in corporate policy hard since the company’s Blueprint for Innovation initiative kicked off three years ago. Everyone at corporate up to Marriott CEO Arne Sorenson has publicly stated that Marriott needed to completely pivot toward a younger audience to remain relevant.
The MIT presentation was a continuation of that. Ertfelda showed a corporate video with scenes including Sorenson examining hotel models at the Marriott Innovation Lab in the Bethesda HQ office. He also highlighted Charlotte Marriott, which the company owns, that is scheduled to open this summer as a test vehicle for all of Marriott’s newest product and digital innovations.
MARRIOTT SHIFTS EMPHASIS TOWARD A ‘PEOPLE COMPANY’
The large international hotel brands like Marriott have always taken the brunt of criticism from independent hospitality groups and the industry at large about how the big chains lack a personal connection with their guests.
In fact, all of the small hotel groups position themselves as a foil to the legacy brands. Their very identity is based on their “independent spirit,” such as referenced this week by the Commune and Destination Hotels CEOs speaking about their merger, and the idea that, “We’re not Marriott.”
So all of the top brass at Marriott have been out in the field over the last year talking about how Marriott places the individual hotel guest, hotel associate, and member of the local community as its highest priority.
“We attribute a lot of our success to actually having a higher purpose, and our higher purpose as a company is to transcend travel to transform lives by putting people first,” said Ertfelda. “That means the lives of our associates, the lives of our guests, and lives of the people in the communities in which we operate. People and community will always be at the heart of what we do.”
(a)Why did Ertfelda say that Millennials and Gen Z travelers have forced Marriott to develop new hospitality brands over the years? Include the general characteristics of these generations in your answer.
(b)Explain how online booking platforms could have “threatened Marriot’s direct relationship with the customer”. How could Marriot overcome this issue?
(c)Why would Airbnb be a threat to brand preference for hotels like Marriot? Explain using concepts in business level strategy.
For the most part the expression "World film" is utilized for movies delivered in various nations of world, particularly non-English talking nations, i.e. why a few people attempts to clarify it as a remote dialect film. However, world film is a significantly more extensive idea which incorporates the business and the masterful movies created by the underdeveloped nations. All things considered, it has a wide range of implications than outside dialect film. World film alludes to all filmmaking nations. There is a considerable measure of mistaken assumptions and intricacies in regards to this term. To have the best possible comprehension of world film first we ought to need to proceed with the world film history. Film was begun from the year 1880s by US, however the span between the years 1880 and 1904 is really known as the American quiet period. In these early long stretches of film there a considerable measure of developments and advancements occurred. Filmmaking was the business medium in US. There the principal camera was created by Dickson in the year 1890 and after that first film was made. With the time numerous new innovations were been made. Some little studios were likewise made where group of onlookers could watch the film for some cash. Around then film was restricted to US gathering of people as it were. In the meantime, France was likewise efforting for film. In France, the Lumiere siblings created the mix of camera, and projector named Cinematograph. Also, they were the main individual there who delivered motion pictures and anticipated it publically in Paris in the year 1895.They proceeded with it with recording numerous more occasions in France and send them to London and New York. In the year 1896, the principal display of Cinematograph occurred in Latin America and after that it voyaged numerous urban areas of the world like Bombay, Shenghai, Dakar, Manilla, etc.There, some more creation organizations and appropriation organizations circulated numerous movies to US which ad libbed the picture of film in Europe and US. In any case, at the season of first world war, the majority of the European film businesses were influenced gravely and a large portion of them got close. Because of which French Cinema lost its market. After the finish of World War, French organizations again attempted to stand their industry. French film industry connected to some workmanship developments like Impressionism, DADA, and surrealism. Impressionism started in 1860 in France, and a significant number of impressionists trusted that craftsmanship ought not be rivaled authenticity and it should pick the artist`s impression to the outside world. There ought to be impressionists films which should identify with the viewer`s heart and esteem. They should express enthusiastic and mental conditions of film characters by controlling the utilization of camera. As indicated by them, there ought to be emotional camera work, utilization of optical gadgets and cadenced perusing. Prior to the First World War, German film was generally inconsequential industry. There was next to no accentuation in video form making until the govt. Perceived potential political estimation of film. At last, because of the war the German film grew up. Where as, it declined in the rest some portion of Europe. The real reason for development of German film was development of neutrality. The German industrialists and lawmakers empowered the German film a great deal as they were politically impacted. Nearly it turned into the inheritance of German brilliant age. It gave a decent effect on Hollywood by fortification of character and account outwardly passed on. Prior to the insurgency in 1917, Russian film was attempting to survive.There was a couple of number of movies created around then yet after the finish of upset, it went through considerably more awful condition as there were clashes between the red individuals and white people.That time the Russian film was relatively completed because of the assaults by the outside powers.there were some training made by the administration to spare it.At that time Constructivism,the workmanship development, bazaar and montage were the impact there.According to these motivation behind the craftsmanship was to serve the society.Russian producers changed there vision for film and moved toward movies as scientists.Then well known craftsmanship was taken as much compelling that the conventional expressions and there were visual impacts been greatly underscored than the story. English film was like the film of US with relatively same specialized, story and popularity.But with an expansion in the quantity of sstudios in US it was down than Hollywood.British film was ruled by Hollywood in light of the equivalent language.In the year 1927 The British government passed Quota Act which was intended to limitise the import of Hollywood film in Britain and to empower the British films.But it was not running great in it early and mid true to life history.But after the colossal accomplishment of a British motion picture "The private existence of Henry vii&rsquo in US, British film again began running well.Then in the year 1938 another portion demonstration was presented and numerous British producers returned on work with new style and The regard for authenticity, social issueslike household issues and Fascism in Europe. There was a critical commitment on doucumenatries afterwards.At the season of World War 11, a group of movie producers working under government arranged for the war and started with the generation of publicity films. After the war Italys most huge period of film making happened in 1942-51 with a development known as "Italian Neorealism&rsquo. As of now the subjects of the Italian movies were focussed on the social and political issues and authenticity verging on documentaries.Italian film industry was impacted by the other national films like US, France and Great Britain.But before the Neorealism Italian movies were made with high generation esteems and uncommon effects.These films were utilized to be foreign made by US.And it was prevalent in everywhere throughout the Europe.But in 1920 the Fascist government came in manage and made the purposeful publicity films and expected venue to indicate them. The administration attempted to control the film business by it claim yet was not able control successfully. The Fascist government gave two organizations named "Cinecitta' and "Centro Sperimentale di Cinematografia'. Cincitta was an enormous creation focus with 12 sound stages which got some harmed at the season of the war.And the second one was a state-supported filmmaking school.In the period of Neorealism first genuine Neorealist film was made named "open city' in the year 1945. Italian film was not mainstream even in Italy and US group of onlookers never acknowledged it.US took its preference by making co-preparations in Italy.French Poetic Realism influenced the Neorealism and Hollywood was getting a charge out of the upsides of Neorealism. After the war Europe turned into the genuine aggressive of Hollywood for which the two world wars turned into the reasons.After world war ll Western Europe advanced the "auteurism' implies intended to be the individual articulations of individual specialists. In the late 1940 and 50s another term came in presence ' Tradition of Quality'.There were studio frameworks. showy and artistic and high generation values.One more hypothesis was there the "AUTEUR THEORY'.According to this theoryfilms ought to be a medium of self expression.The Auteur pundits dismissed the French convention of Quality by saying that French film is much abstract than cinematic.These faultfinders favored chiefs of French Poetic Realism and Italian Neorealism.Then the French New Wave occurred there from year 1959-68. The chiefs of the new waves were commentators first who were not impacted by the stage and writing but rather by the movies and obtained cash for the low-spending plan films.The films delivered in this period were not narratively affected, their true to life style and altering styles were not good.but when the French new Wave declined in the year 1968, numerous executives were consumed into the French studio framework and made the prominent movies which were low-spending plan prevalent and adulated internationally.It was a noteworthy advance in the European craftsmanship cinema.These impacted alternate movments and national films like US,British,etc.The Auteur Theory wound up general overall executives moved toward this hypothesis. Refer to This Work>GET ANSWER