BCG Matrix of Marriott International 

Marriott International is a hotel and resort complete service providing American multinational company. J. Willard Marriott founded the company in 1927. Today, we’ll discuss the BCG matrix of Marriott International; it will focus on four main growth share quadrants; stars, cash cows, question marks, and dogs.

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The BCG matrix of Marriott International would focus on the four growth rate market share quadrants stars, cash cows, question marks, and dogs. Here’s Marriott International BCG Matrix growth share analysis as follows;

BCG Matrix of Marriott International 

Let’s discuss the four growth rate market share quadrants in the BCG matrix of Marriott International; they’re as follows;

Stars of Marriott International

The star quadrant in the Marriott BCG matrix growth share analysis comprises such products, services, and businesses that have higher market share and higher growth rates. They contribute significantly to the sales, revenue, and profitability of the chain hotel company. However, some of the star products, services, and business of Marriott International are as follows;

I-Westin Hotels & Resorts

Westin Hotels & Resorts is the leading brand of Marriott International and it has a network of 226 properties and 58 hotels in more than 40 countries across the globe. The annual revenue of Westin Hotels in 2022 was 3 billion USD with a growth rate of 24%.

II-Le Meridien

Le Meridien Hotel is the other star brand of Marriott International and it has a network of 109 open hotels and 37 projects in the pipeline. The high market share and high growth rate make Le Meridien the star business of Marriott International.

III-Starwoods

Starwoods is the other leading star brand of Marriott International and it has a network of 11 brands and 1297 properties in more than 100 countries across the world. The market capitalization of Starwoods is roundabout 10.05 billion USD with an increasing growth rate.

Cash Cows of Marriott International

The cash cow quadrant in Marriott BCG matrix growth share analysis includes such products, services, and businesses that have higher market share and lower growth rates. They contribute significantly to the sales, revenue, and profitability of the chain hotel company. However, some of the cash cow products, services, and business of Marriott International are as follows;

I-Rewards Marriott

Marriott Rewards is a successful loyalty program of Marriott International and the company offers various types of benefits and rewards to its loyal customers. It has allowed the company to earn 2 billion USD in revenue and 147 million new members. Most importantly, it helps the company to retain customers over time and choose the hotel brand repetitively.

II-Courtyard

Courtyard Marriott is a medium price range hotel brand of Marriott International and it has allowed the company to attract business travelers and visitors. In terms of the number of hotels, Courtyard is the 2nd largest subsidiary brand of Marriott International. According to an estimate, the annual revenue of Courtyard in 2022 was 4.2 billion USD with higher market share and slower growth rate.

III-The Ritz Carlton

The Ritz Carlton is one of the leading hotel brands of Marriott International and it has a network of over 100 hotels in 30 countries across the world. The company has maintained a high revenue stream over the years due to a loyal database of customers. According to an estimate, the annual revenue of Ritz Carlton hotels in 2022 was 5 billion USD with a higher market share and medium growth rate.

Question Marks of Marriott International

The question mark quadrant in the Marriott BCG matrix growth share analysis outlines such products, services, and businesses that have limited market share and higher growth rates. The higher growth rate means that they have the potential to become the next stars of the chain hotel company. However, some of the question mark products, services, and business of Marriott International are as follows;

I-Sheraton

Sheraton has a network of roundabout 440 hotels across the globe. The annual revenue of the hotel brand Sheraton in 2021 was 2.76 billion USD. The chain hotel brand has higher growth, but it hasn’t achieved the significant market share to become the star brand of Marriott International.

II-Ritz Carlton Reserve

Ritz Carlton Reserve is the growing brand of Marriott International and it has a network of 6 properties. The target market of the Ritz Carlton Reserve is high-profile and premium-class clients. The company has achieved a significant growth rate with limited shares.

III-Marriott Vacation Club International

Marriott Vacation Club has a network of 70 resorts in various countries across the world. The annual revenue of MVC in 2021 was 214.22 million USD with a growth rate of 2.8%. MVC has the potential to become the next star brand of Marriott International if the company works on it.

Dogs of Marriott International

The dog quadrant in the Marriott BCG matrix growth share analysis consists of such products, services, and businesses that have lower market share and lower growth rates. Instead of contributing to the revenue and profit of the chain hotel brand, they consume a lot of capital resources of the company. However, some of the dog products, services, and business of Marriott International are as follows;

I-Renaissance Hotels

Renaissance Hotels offers a unique customer experience with its unique design and architecture and it has a network of roundabout 170 properties worldwide. According to an estimate, the annual revenue of Renaissance in 2021 was 1.7 billion USD with a loss of 20% and with a lower market share and growth rate.

II-Delta Hotels

Delta Hotels has been the subsidiary brand hotel of Marriott International since 2016, and it has a network of 94 properties across the world. The annual revenue of Delta Hotels in 2022 was 550 million USD with a limited growth rate and market share.

III-SpringHill Suites Marriott

Spring Hill Suites is an economy-class and affordable hotel brand for price-conscious customers and it has a network of 450 properties. The annual revenue of the brand was 2.4 billion USD with a loss of 25% and has a lower market share and lower growth rate.

Conclusion: Marriott BCG Matrix Growth Share Analysis 

After an in-depth study of the BCG matrix of Marriott International; we have realized that Marriott International is the world’s leading chain network hotel brand. If you are learning about Marriott International BCG matrix growth share analysis; then you should keep in mind the abovementioned four quadrants stars, cash cows, dogs, and question marks.