Introduction
Hospitality industry is one of the fast growing industries that strengthen the stability of the economies. There are several types of hospitality business such as airlines, cargos, travel agencies, and the most popular is the hotels. Many business leaders attempted to establish this type of business but only few stayed in the tight competition of advanced technologies, great ambience, amenities and quality service.
Background of the Study and Problem Statement
JW Marriott Hotel is a well-known five-star hotel that branched out into different countries. The luxury hotel targets the business travelers with a combination of European hospitality and modern business conveniences. The high-tech amenities that the hotel offered involved the internet accessibility of the guests and free to choose between plugging a laptop inside their room or use the featured software called terminal.
The hotel managed to offer the services such as business center, upscale restaurant, banquet and conference center facilities, outdoor pool, and health club (Wyse, 2005; RLB, 2008). JW Marriott Hotel as a meeting place and travel accommodations ranked as one of the best hospitality business because of their high-quality and pervasive technology access. Aside from the fact that JW Marriott is a world class hotel because of its offers, is the service is in state of quality to achieve the success?
Research Objectives
The research is fueled by the objectives to achieve the outcome.
1. To recognize the applied strategies in event planning and management.
2. To establish a literature review for the people planning to engage in the same line of business.
3. To be involved in the growing changes of hospitality industry.
Research Questions
The study is guided by the following to support the objectives of the paper
1. What are the differences of business events to social gatherings?
2. What is the recognize strategy of Marriott to satisfy their clients’ needs in either business meetings of social events?
3. What is the greatest component in managing the hospitality type of business?
Literature Review
JW Marriott managed to maintain their success in hospitality industry and continue to grow by providing their customers the incredible experience from the start of their lodging up to their departure. The hotel was admired because of their exquisite amenities and services offered (De Young, 2004; Wyse, 2005; Lutron, 2005; RLB, 2008). The JW Marriott hotel was distinguished as the exquisite, elegant, and luxurious brand that provides upscale experiences (Lutron, 2005). In fact, it is open for different business meetings, forums, and event coordination that is suitable for their clients (De Young, 2004).
Methodology
Through the use of interviews of the planning coordinators of the Hotel and other competitors, the study will determine the better process to achieve success in hospitality industry. The research includes the data collection, market segmentation, and internal auditing. The market strategy involves the inventory management, revenue analysis, market revenue strategy, and evaluation and reporting. And finally, the communication strategy provides the organizational and consumer strategies.
Analysis
The business event and meetings are expected to be perfect and therefore, a venue that is in an advance state in terms of technology is an advantage to help the professional meetings deliver productive and successful outcomes. On the other hand, managing the social gathering, occasions, or wedding events are anticipated to provide a quality experience. In planning and management, the organizers and the other people involved plans together and equally divided the tasks according to their expertise. In Marriott, the conference planning guides, event planning guides, and planning services and management are extremely utilized.
Most hospitality businesses applied the strategies on managing the different resources but indeed, a strategy for development. The Marriott recognized the value of developing the young talent in the hospitality work force and in return can deliver the experience for their clients. Marriott, as a specialized hotel industry, enable to answer the changing world of travel and leisure opportunities.
It is also identified that JW Marriott is focused in research, market strategy, and communications (GIHE, 2009). Other than that is the leadership styles that leaves an influence in decision-making. These leadership styles are based on the past experiences of the leaders in planning an event and management (Bond and Smith, 1996). All of the elements of the revenue management are created to develop and manage the brand.
Conclusion
JW Marriott clearly understands the role they are playing in the hospitality industry. They gained the success in the industry of business and leisure through recognizing the traditional strategies and approach to satisfy the needs of the clients as well as staying in the competition. In addition, the advancement of technology provided by the Marriott is also described as part of the marketing efforts to provide the two different options of the business professionals – to work and to have leisure experience- and through this approach, the JW Marriott claimed the respect from their clients.
References:
Bond, M., & Smith, P., 1996. Cross-Cultural Social and Organizational Psychology. Annual Review of Psychology, Vol. 47. [Online] Available at: www.questia.com. [Accessed 20 Jan 2010].
De Young, P., 2004. The World Economic Forum Global Health Initiative Private Sector Case. World Economic Forum. [Online] Available at: http://www.weforum.org/pdf/Initiatives/GHI_HIV_CaseStudy_Marriott.pdf. [Accessed 20 Jan 2010].
GIHE, 2009. Marriott International & Glion Institute of Higher Education Graduate 23 Students from Specialized Revenue Management Program. Industry Leading Program Offers Exclusive Introduction to Specialized Part of the Hotel Business. [Online] Available at: http://www.glion.edu/glion_education/fr/fr-fr/file.cfm/document/Marriott_press_release.pdf?contentid=814. [Accessed 20 Jan 2010].
Lutron, 2005. Case Study: Lighting Control Systems JW Marriot Hotel Shanghai, China. Lutron Electronics Co., Inc. EA. [Online] Available at: http://www.lutron.com/CLC/PDFs/JW_Marriott_%2015_8.pdf. [Accessed 20 Jan 2010].
RLB, 2008. JW Marriott at Cherry Creek Denver, Colorado: Hospitality & Gaming Project Profile, Rider Levett Bucknall. [Online] Available at: http://www.rlb.com/documents/sectors/sector_hotels/pdf/JW%20Marriott%20at%20Cherry%20Creek.pdf. [Accessed 20 Jan 2010].
Wyse, 2005. Distinguishing Factors in the Hospitality Industry, Wyse Technology Inc. [Online] Available at: http://www.wyse.in/resources/casestudies/pdf/jwmarriot.pdf. [Accessed 20 Jan 2010].
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