Marriott e-CRM

Name: Jiaming Ling

CaseCase studystudy

Introduction• Marriott International, Inc. is a world leader in the hospitality industry.

• It has more than 2,600 properties located in 65 countries• Brands:

In 1927, J. Willard Marriott set up a nine-seat root beer shop in Washington.

In 1937, it entered into airline catering.

In 1967, Marriott Corporation.

In 1987, Marriott ventured into economy lodging.

In 1993, Marriott International Inc & Host Marriott Corporation In 2002, over 2,300 hotels with annual sales of $20 billion.

IT Background

1980’s – (MARSHA)

Marriott Automated

reservation system for

Hotel Accommodation

1996’s –

www.

marriott.com

1998’s – Now e-business

strategy

IT application: sales, accounting and HR.

CRM Application – Siebel system

How Does MARSHA work ???

Create reservation info.

Send

PC or Phone call

MARSHA

PMS Reservatio

n infoReservatio

n info

Confirmationnumber

Confirmationnumber

Send back

Add, change, cancel a

reservation

Guest

info

Guest

info

• Elimination of the lag-time between clients original requests for housing and their receipt of a Marriott confirmation.

• An increase in reservation accuracy

• An increase in clients’ or association members satisfaction

• A decrease in the time you spend managing reservation problems

Siebel System (CRM Application)

for eBusiness solution

Siebel system

DBDBRoom

inventoryRoom

inventory

GuestsProfileGuestsProfile

Create

Access

Booking- Across multiple Marriott properties

Solu

tion

“Personal Planning Servic

e”- Cross-selling

Solu

tion Solution

Collect & Consolidate info.

- Corporate accounts & manage contacts

• Improves customer satisfaction

• Improve Profitability

• Strengths brand loyalty

• Increases sales to corporate accounts

• Increases cross-chain sales

Customer Relationship Management ( managing relationship with customer making use of information technology)

XML service used by E-CRM

The Travel Web Hotel XML is an industry leading web service and hotel affiliate program. It was acquired by price line in 2003 and was originally founded by brands which included Hilton, Hyatt, IHG, Marriott, Starwood, Pegasus Systems, and more.

Features include:• Complete control over the look and feel of your web site, access to all major chains.

• Intercontinental, LaQuinta, Marriott, Starwood and many more. 60,000 total properties, 25,000 merchant properties, 12,000 cities worldwide. •Handles 30 properties per request with an excellent response time and robust features

• Emails about Special Offers and Promotions

• eFolio - receive hotel bills by email

Creation of New Market Channels

Increased Customer Satisfaction

Increased revenue

Increased Customer SLA Satisfaction

Enable Standardization

In 1999 Marriott earned a revenue of $150 mn from the online booking through its website.

Estimates for 2000 indicated that every month the website received 3 mn hits making it one of the largest viewed websites in the US hospitality industry.

By 2002 the website earned Marriott sales of $ 1 bn.

Strategy

The eCRM strategy emphasized on increasing revenues earned per customer.

1.Serving Customers Proactively

Personalized Service Offerings-

Enhancing Brand Loyalty

Cross-Selling