A Comparative Study of Marriott

International & Best Western Hotels

BUILDING AND REBUILDING BRAND EQUITY

Group- 4 Dev Parikh, Priyasha Ahuja, Madhav

Krishn, Drishti Gupta, Shreya Singh,
Anshul Kandari
 INTRODUCTION
Comprehensive brand audit of Marriott International (strong
brand) and Best Western Hotels & Resorts (weak brand).

Goal: Diagnose brand equity challenges, uncover brand gaps,

and offer strategies to boost market strength.

Scope covers financials, branding, positioning, SWOT, customer

perception, and actionable recommendations.
MARRIOTT
INTERNATIONAL
– BRAND
OVERVIEW

Portfolio includes Largest hotel 9,000 properties in Marriott Bonvoy

The Ritz-Carlton, company globally, 130+ countries, loyalty program
JW Marriott, founded in 1927 in spanning ultra- exceeds 180 million
Sheraton, Washington D.C. luxury to midscale members, driving
Courtyard, Moxy segments. retention, repeat
etc. business, and
guest
engagement.
BEST WESTERN
HOTELS &
RESORTS –
BRAND
OVERVIEW

Founded 1946 as a Network of 4,300+ Sub-brand Brand faces

cooperative of hotels in over 100 proliferation: Best challenges in
independently countries; Western Plus, service consistency
owned motels in expansion rooted Premier, Vīb, Sadie, and aspirational
the US. in membership Aiden, SureStay. positioning due to
rather than direct cooperative model.
ownership.
 Marriott
1927: Began as a root beer stand, then
moved into hotels.
2016: Acquisition of Starwood Hotels,
adding Sheraton, Westin, W Hotels to its
stable.
2019: Launched unified loyalty program,
Marriott Bonvoy.
2023: Surpassed 8,000 hotels, affirming
industry lead.

Best Western
1946: Launched as a referral network of US
motels.
2015: Undertook rebranding, modernizing
visual identity.
2016–17: Added new lifestyle sub-brands to
KEY HISTORICAL target younger, boutique-focused travelers

MILESTONES
FINANCIAL COMPARISON
Marriott Best Western
Parameter
International Hotels

Revenue (2023) $23.7 billion $6–7 billion

Net Income $3.08 billion Not disclosed

Properties 9,000+ 4,300+

Rooms 1.6 million 4,00,000

Countries 130+ 100+

06
Brand Value $13.7 billion $1.5–2 billion
 Marriott’s scale, revenue, and
brand valuation far outpace
Best Western, illustrating
global dominance.

Marriott Bonvoy is over three

times larger than Best
Western Rewards,
highlighting stronger
customer loyalty.

Best Western’s cooperative

KEY FINANCIAL
model allows rapid
expansion but leads to less

OBSERVATIONS
financial transparency and
service variability
 SWOT ANALYSIS – MARRIOTT
STRENGTHS WEAKNESSES
Largest global hotel footprint. Heavily reliant on North American
Diverse, powerful brand market.
portfolio; high operational Complex, overlapping brand
standards. architecture may confuse
Market-leading Bonvoy loyalty customers.
program and robust financial Higher operating costs due to global
performance. expansion and premium offerings.

OPPORTUNITIES THREATS
High-growth opportunities in Faces strong competition
Asia-Pacific, Africa, and digital from Hilton, Hyatt, IHG, and
innovation. new travel disruptors.
 SWOT ANALYSIS – BEST WESTERN
STRENGTHS WEAKNESSES
Broad geographic spread; Service consistency and premium
appeals to value-conscious positioning are major challenges.
travelers. Weak brand equity and fragmented
Flexible franchise model sub-brand messaging; smaller
allows rapid network growth. marketing budget.

OPPORTUNITIES THREATS
Room to reposition sub- Threat from Airbnb and
brands for upscale appeal, budget travel disruptors;
especially in emerging struggles against stronger
markets. loyalty programs.
BRAND DIMENSIONS –
MARRIOTT
Brand Salience: Extremely high recall, globally
recognized and trusted.
Performance: Delivers consistent, high-quality
hospitality and premium amenities.
Imagery: Professionalism, luxury, and
aspirational lifestyles (especially through Ritz-
Carlton, W Hotels).
Judgments: Widely seen as trustworthy,
innovative, and worth premium pricing.
Feelings: Comfort, belonging, and elevated
status.
Resonance: High repeat business, strong brand
advocacy, industry-leading resonance.
BRAND DIMENSIONS –
BEST WESTERN
Brand Salience: Strong in North America; more
midscale or budget perception internationally.
Performance: Functional, but marred by
inconsistent property experience due to
franchise model.
Imagery: Practical, family-oriented, affordable.
Judgments: Associated with value and
accessibility, but less so innovation or style.
Feelings: Sense of reassurance and value,
limited pride or excitement.
Resonance: Loyalty exists, but often for price
and location convenience rather than inspired
preference.
 BRAND POSITIONING &
VALUE PROPOSITION

MARRIOTT BEST WESTERN

Positioned as the most trusted, Focused on value, dependability,
premium, and consistent hospitality and accessibility for budget and
leader. midscale travelers.
Offers aspirational travel Core Promise: “Comfortable and
experiences across customer types affordable stays, wherever life takes
and price points. you.”
Core Promise: “Travel brilliantly with
Marriott—wherever you go.”
BRAND IDENTITY MARRIOTT

ELEMENTS
Core: Global trust, premium experience, reliable
service.
Personality: Sophisticated, professional,
aspirational.
Visual: Modern ‘M’ logo; clean, timeless design.
Key audience: Affluent leisure and business
travelers, loyalty club members

BEST WESTERN
Core: Affordability, dependability, practicality.
Personality: Approachable, family-friendly,
practical.
Visual: Blue-and-white “BW” monogram,
signaling familiarity and approachability.
Key audience: Families, budget travelers,
small business segment.
BRAND IMAGE & CUSTOMER PERCEPTIONS

MARRIOTT BEST WESTERN

Regarded as a gold standard for Seen as affordable, accessible, and
service and global consistency in practical, but suffers from perceptions of
hospitality. datedness and uneven quality.
Appeals to both corporate and luxury Stronger affinity with families and
travelers, known for status and domestic travelers than with premium
trustworthiness. or international guests.
BRAND EQUITY COMPARISON

MARRIOTT BEST WESTERN

Functional: Strong global network, quality, loyalty- Functional: Widespread, affordable.
driven benefits.
Emotional: Familiarity and reassurance.
Emotional: Comfort, prestige, sense of belonging.
Cultural: Reliable, but not aspirational.
Cultural: Global hospitality benchmark.
Financial: Limited valuation, reflecting weaker
Financial: High brand value and revenue equity foundation
CBBE PYRAMID ANALYSIS
 BRAND STRATEGY COMPARISON

“House of brands” model delivers distinct Multiple sub-brands lead to fragmented

experiences for different segments. identity.
Bonvoy acts as a lifestyle ecosystem: loyalty, Needs brand architecture simplification,
exclusive benefits, and partnerships. unified experience, and modern digital-first
Investments in digital transformation, AI marketing.
personalization, and sustainability (“Serve 360” Key focus: Reposition from “budget” to
program). “modern value hospitality.”
STRATEGIC Best Western
RECOMMENDATIONS Merge lifestyle sub-brands, update visual
identity and communications.
Standardize quality with mandatory audits
and a “Best Western Quality Mark.”
Transform loyalty rewards with gamification,
partnerships, and mobile-first strategy.
Pursue ESG certifications to appeal to eco-
conscious travelers.

Marriott
Clarify brand roles and minimize overlaps (e.g.,
Sheraton vs. Westin).
Reinforce sustainability via green hotels and zero-
waste initiatives.
Deepen digital engagement with personalized
Bonvoy offers.
Expand aggressively in emerging economies with
mid-market brands.
CONCLUSION

Brand equity is key to sustainable growth. Marriott should continue

leading through innovation, clarity, and digital loyalty. Best Western must
consolidate brand architecture, modernize, and drive consistency to
regain relevance and equity on the global stage.
THANK YOU