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  • September 2017 (Revised November 2018)
  • Case
  • HBS Case Collection

Marriott International: The Next 90 Years

By: Chiara Farronato and Gary Pisano
  • Format:Print
  • | Language:English
  • | Pages:30
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Abstract

The case examines how Marriott should respond to the potential threats from new home-sharing platforms and the rise of online travel agencies. In 2017 Marriott was the largest hotel chain, with more than one million rooms and 7% of worldwide room supply. In the previous decade the growing ubiquity of internet-based commerce had facilitated the rise of technology platforms such as Expedia and Airbnb. The case enables students to explore the forces that might lead to industry transformation and the appropriate response strategies of a large incumbent.

Keywords

Airbnb; Competitiveness; Threats; Disruption; Lodging Industry; Long-term Growth; Loyalty Program; Marriot; Online Platforms; Online Travel Agencies; Digital Platforms; Disruptive Innovation; Competitive Strategy; Competition; Customer Focus and Relationships; Customer Satisfaction; Internet and the Web; Tourism Industry; Travel Industry; Accommodations Industry

Citation

Farronato, Chiara, and Gary Pisano. "Marriott International: The Next 90 Years." Harvard Business School Case 618-017, September 2017. (Revised November 2018.)
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About The Authors

Chiara Farronato

Technology and Operations Management
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Gary P. Pisano

Technology and Operations Management
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Related Work

    • May 2020 (Revised January 2022)
    • Faculty Research

    Marriott International: The Next 90 Years

    By: Chiara Farronato
    • September 2017 (Revised November 2018)
    • Faculty Research

    Marriott International: The Next 90 Years

    By: Chiara Farronato and Gary Pisano
Related Work
  • Marriott International: The Next 90 Years By: Chiara Farronato
  • Marriott International: The Next 90 Years By: Chiara Farronato and Gary Pisano
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