MKT 530 CSU Marketing The Ritz Carlton Hotel Key Aspects Discussion
ANSWER
In the Marketing Spotlight: The Ritz-Carlton case study, the Ritz-Carlton hotel chain is known for its exceptional customer service and luxurious experience, which is deeply ingrained in its brand promise. To compare and contrast this with another hotel, let’s consider the Westin Hotel and how they maintain their brand promise to their customer base.
Brand Promise of Westin Hotel:
The Westin Hotels & Resorts brand, which is part of Marriott International, focuses on the concept of “Wellness.” Their brand promise revolves around the idea of helping guests to “Feel Well” during their stay, emphasizing both physical and mental well-being. They have a program called the “Westin Well-being Movement,” which includes features such as:
- Heavenly Bed: Westin is well-known for its comfortable and luxurious Heavenly Beds, designed to provide guests with a restful night’s sleep.
- SuperFoodsRx™: Westin offers a menu featuring SuperFoods that are rich in nutrients and antioxidants, promoting healthy eating options for guests.
- WestinWORKOUT: They provide fitness facilities and programs to encourage guests to stay active during their stay, such as in-room fitness equipment.
- Wellness programs: Westin offers wellness programs and initiatives, like RunWESTIN™, allowing guests to explore the local area while maintaining their fitness routine.
How Westin Hotel Maintains its Brand Promise:
- Consistency: Westin maintains its brand promise by ensuring consistency across its properties. Whether you stay at a Westin in New York or Tokyo, you can expect the same level of comfort and wellness-oriented amenities.
- Training and Culture: Just like Ritz-Carlton, Westin invests in training its staff to provide exceptional service. They foster a culture that encourages employees to promote wellness and create a welcoming atmosphere for guests.
- Customer Feedback: Westin actively gathers feedback from its guests to understand their needs and preferences. This information is used to continually improve their offerings and maintain alignment with their brand promise.
- Innovative Initiatives: Westin frequently introduces new wellness-focused initiatives to cater to evolving customer demands. This may include partnerships with wellness brands, updated fitness programs, or eco-friendly practices.
- Marketing and Communication: Westin communicates its brand promise effectively through marketing materials, websites, and social media, ensuring that potential guests are aware of the wellness-oriented experience they can expect.
In summary, just like the Ritz-Carlton, the Westin Hotel maintains its brand promise by consistently delivering on the wellness-oriented experience they promise to their customers. They achieve this through training, culture, feedback, innovation, and effective communication strategies. Both hotels prioritize the delivery of their brand promises as a key element of their marketing and customer retention strategies.
Question Description
I’m working on a marketing discussion question and need the explanation and answer to help me learn.
Review the Marketing Spotlight: The Ritz-Carlton case study in Chapter 9 of your textbook. Bring another hotel into the discussion (either a competitor of Ritz-Carlton or not), and discuss how they maintain their brand promise to their customer base (i.e., their target market). Make certain to select a hotel that has not already been mentioned. (Use the Westin Hotel)
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