Marriott Hotels and Resorts

alarminfamousInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

59 εμφανίσεις


1

Marriot
t

Hotels and Resorts




Wr
itten and prepared

for the web analysis an
d search engine optimization of
Marriot
t

Hotels and Resorts.



Marriot
t

Hotels and Resorts


Marriot
t
.com is the world’s 7
th

largest consumer retail site.
Marriott International,
Inc., (NYSE: MAR) is a leading lodging company with more than 3,000 lodging
properties in the United States and 67 other countries and territories.

Marriot
t

is
headquartered in Bethesda, Maryland.
In the 80 years since its
inception an
d the 50
years sinc
e opening their

first hotel, Marriott has firmly established a culture and a
tradition of innovation, service and leading performance.


(Marriot
t
.com)



Using Bing search engine to produce the following organic results
-
Marriott

Lodging operates and franc
hises hotels under the following brands:


Marriot
t

Hotels and Resorts


JW Marriot
t

Hotels and Resorts

Renaissance
Hotels

EDITION Hot
els


Autograph Collection



ExecuStay



Courtyard by Marriot
t


Residence Inn by Marriot
t




AC Hotels by

Marriot
t

Marriott
Conference Centers







Marriot
t

Vacation
Club
Marriott
Executive Apartments





SpringHill Suites by Marriot
t

TownPlace Suites by Marriot
t

Fairfield Inn & Suites by Marriot
t

The Ritz
-
Carlto
n Hotel Company, L.L.C.

The Ritz
-
Carlton Destination Club

Grand Residences by Marriot
t



Marriot Hotels and Resorts SEO Keywords

using Bing
Search Engine


Marriot
t

Hotels




Marriot
t

Mobile and Apps

Marriott
Resorts




Marriott
blogs

Marriott
Rewards




Marriott
news

Marriot
t

by location

worldwide


Marriott
Affiliate

Marriott
Residence Inn



Mar
riott
Rewards Visa

Marriott
Courtyard




Marriott
Vacation Club

Marriot
t

Shopping Mall



Marriott
careers

Marriot
t

by brand


2

Marriot
t

Competitive Rank

with Compete.com


Similarity Rankings


Compete.com


Starwood Hotels and Resorts operates and franchises under the following
brands:


Four Points


Aloft


Sheraton


WHotels



Westin


Element

St. Regis


Le Meridian

Luxury Collection


Us
ing Bing Search
Engine query, Marriott Hotel and R
eso
rts brands

stan
d
alone
on their own merit. Marriott

Hotels and Resorts

SEO,

indicative of

a hotel
lodging and vacations,

yielded
6 paid ads and 27 million net results. Ranking 7
th

worldwide for consumer retail online
site, Marriott has invested large amounts of
capital
to
secure
their progressive branding and
global marketing

strategies
.
Marriott trail blazes its competition with
its diverse brands. Starwood Hotels and
Resorts are listed

96% in
similarity rankings to
Marriot Hotels and Resorts yet
with reduced consumer selection and brand status. By search engine
optimization alone, Marriott.com yields unique visitors of 5.6 million to 1.9
million with Starwoodhotels.com

from October 2010
-
August 2011

(Compete.com).



3


SEO Competitive Rank by Unique Visitors


Compete.com



Competitor SEO Keywords


Starwood Hotels




Starwood Careers

Starwood Resorts




Starwood Star

hot

Starwood by location
-
worldwide


Starwood Group

Starwood by brand

S
tarwood Rewards Visa



Starwood
Hotels and Resorts own 1,058 hotels worldwide as of July 2011.
Divisions located in North America, Europe, Africa, Middle East, Latin America,
and Asia Pacific (
http://development.starwoodhotels
.com/about/

)
with its main
concentration in North America.

Starwood trails behind Marriott Hotels and
Resorts 3.7 million unique visitors with Intercontinental Hotels Group closing in
behind Starwood.


4

Starwood Hotels and R
esorts

with Google Insights

Go
ogle Insights


Starwood
H
otels and Resorts Global Distri
bution




5

Marriot
t

Rankings in SEO web analysis



Clearly

Marriott
is a globa
l marketing force to be reckoned

with in the hotel and
resort industry. Marriott branding strategies have earned its rewards as a
household name lending itself to consumer loyalties assessed by way of its online
organic searches
-
27 million and 6 paid ads
-

not forgetting to mention its
consumer retail site status of 7
th

largest worldwide. Observed in the Marriot SEO
Keyword Ranking graph below, Marriott brands are ranked in top searches
lending credit to its brandi
ng techniques. Marriott’s rising searches in the area of
careers, reward
s, and location demonstrate their ability to diversify their online
marketing strategies.




Marriot
t

SEO Keyword Rankings


Google Insights



Marriot
t

Regional Interest


Google Insights



Marriott global regions expand the North Americas, Asia, Europe, Middle East
and Africa. Its global reach extends to
more than 3,600 lodging properties in 71
countries

and territories (Marriott.com). Marriott Regional concentration, like
that of its comp
etitor, is within North America and the United Kingdom. Another

6

source to view Marriott’s devoted customer base is vi
a the Marriott Rewards
Program located with
in

the identical regions of concentration.



Marriott
Rewards Program


Google Insights



Marriot and Starwood Rewards Programs Regional Comparison


Google Insights


7

Starwood Hotels and Resorts Keyword Search



Google Insights




This search yielded information on Marriot Hotels and Resorts acquisition of 38
luxury upstate hotels from Starwood

Hotels and Resorts for the price of 4.04
billion located in geographically diverse locations: United States, Canada,
Europe, and South Ameri
ca

(PRnewswire).
With this
definitive
merger
agreement in 2005,
Marriott acquired Starwood’s debt of 700 million

d
ollars and
issued 2.3 billion in equity to stockholders in Starwood

(PRnewswire)
. Analyzing
the Google Insights graph results for the keyword search for Starwood, the
apparent decline and rise in online traffic for Starwood is dramatic.
Furthermore, upon

second glance of the competitive SEO graphs of Marriott to
Starwood indicate similar marketing strategies:
by r
egion and rewards programs.
Represented by the data,
Starwood has continued to expand its reach and drive
its marketing strategies


offering cu
stomer rewards and constructing new hotels
-


worldwide since the Marriott acquisition

in 2005.



Marr
iot Hotels and Resorts brand

is easily identifiable
in organic

search engine
queries. E
ven in keyword searches Marriot’s strategy to diversify
their stra
tegies
is apparent. Unlike Starwood whose brand is not as widely know
n, the Marriot
keyword is linked in

every search engine query. From the analysis Marriot’s
brand has been a reputation of high quality and hospitality that has put them
ahead of their c
ompetition. Starwood
’s

compliment to exemplify the custo
mer
rewards program is apparent both in their success and regional concentration.


In order to continue to rank number one in competitive listings, Marriot Hotels
and Resorts has extended their marke
ting strategy to include Marriot Affiliates.
Their slogan: “In today’s digital business world,
who you’re linked to is just as
important as who you know.” Marriot offers an affiliate opportunity for
businesses to link their website to Marriot.com. With
a solid reputation as the
world’s 7
th

largest consumer retail site, this is an attractive free participating offer
to rising corporations (
http://www.marriott.com/marriott/affiliateprogram.mi
).
Linked to Marriot.com, businesses earned free commission each

time a customer

8

from their site visits a Marriot link, buy a product at Marriot online store, or stays
at a Marriot brand hotel.





Marriot
t

Web Analysis and SEO
Recommendations


1.

Marriott Rewards Programs

has been a springboard for the
opportunity
to

make Marriott a household name

yielding

global
expansion of the program.

Marriot’s c
ontinued focus in North
America and United Kingdom
will con
tinue to secure their number
one ranking in SEO and competitive trends
.
Linking Marriot.com to
global affili
ates has proven to be an effective marketing tool as
Marriot’s reputation continues to lead the competition. Continued
focus and expansion within regional interest map: Australia, South
America, South Africa, and India, Marriot will sow profitable return
on investments.



2.

Marriot’s acquisition

in 2005

demonstrates their recognition of
Starwood’s corporate

reputation
, customer hospitality, and lucrative
global real estate. As a model of best practices, Marriot
’s

continued
momentum to diversify online marketing strategies
by way of rewards
and affiliates programs will ensure a return on investment that will
provide the revenue to regionally expand the globe.


3.

Global m
arketing
regions for consideration:

Middle

East
,

Russia
-
SEO results produce Marriot hotels and resorts in these regions
however, web analysis tools such as Google Insights and
Compete.com cannot aggregate enough data to compare and graph
results. Marriot’s concentrated focus in the United States
, Canada,
and United Kingdom

(including the Caribbean, and U.S. and British
Virgin Islands)

has equated a substantial amount of r
evenue to
expand. A recommendation to extend the

Marriot Rewards and
Affiliates programs to
the following

regions
: Africa, Sou
th America,
Russian Federation, China, Japan, Southeast Asia, Iceland

not
excluding islands worldwide. Marketing diversification in these
regions, already hosting Marriot brand hotels, will
create revenue for

reinvestment strategies.