Marriott International: The Next 90 Years
The Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). The case examines how Marriott should respond to the potential threats from new home-sharing platforms and the rise of on-line 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.