Marriott International, Inc. operates, franchises, and licenses hotels and timeshare properties worldwide. The company operates through three segments: North American Full-Service, North American Limited-Service, and International. It also operates, markets, and develops residential properties, as well as provides services to home/condominium owner associations. The company operates its properties primarily under the brand names of Bulgari, The Ritz-Carlton and The Ritz-Carlton Reserve, St. Regis, W, EDITION, JW Marriott, The Luxury Collection, Marriott Hotels, Westin, Le Meridien, Renaissance Hotels, Sheraton, Delta Hotels by MarriottSM, Marriott Executive Apartments, Marriott Vacation Club, Autograph Collection Hotels, Tribute Portfolio, Design Hotels, Gaylord Hotels, Courtyard, Four Points by Sheraton, SpringHill Suites, Fairfield Inn & Suites, Residence Inn, TownePlace Suites, AC Hotels by Marriott, Aloft, Element, Moxy Hotels, and Protea Hotels by Marriott. As of February 15, 2017, it operated, franchised, and licensed approximately 6,000 properties in 122 countries and territories. Marriott International, Inc. was founded in 1971 and is headquartered in Bethesda, Maryland.
Business Analysis of Marriott International
The Travel & Leisure Sector is witnessing a major shakeup, new age business models in the industry are transforming both customers and businesses. Faced with this uncertainity, companies are investing resources to transform their business. An in-depth business analysis is a valuable resource to identify and articulate the need for a business model change. At R&P Research we believe, the starting point for a business analysis is Benchmarking. Business benchmarking can be done at various levels: 1) Industry Benchmarking 2) Peer Benchmarking 3) Disruptors Benchmarking. In this report, we share the snapshot of how Marriott International compares against the industry on the major performance indicators. This analysis, along with peer group/disruptors benchmarking and revenue model understanding can help identify growth and cost optimization opportunities to maximize the value delivered by Marriott International to its stakeholders. R&P Research Industry Intelligence Platform provides historical data for last 15 years with an easy to use benchmarking interface for an in-depth comparative business analysis.
Here is the performance snapshot of Marriott International with an interactive chart.
- Revenue Growth: Marriott International reported a revenue growth of 17.9% year-on-year during 2016. Hotels and Resorts Industry grew at 9.1% in the same period
- COGS share of Revenues: As a percentage of revenue, Marriott International spent 84.6% of its total revenues on COGS. Hotels and Resorts industry average (COGS share of revenue) in the same period was 61.6%
- R&D share of Revenues: Marriott International R&D share of Revenues details are not available because either company does not share the data or we do not have it
- SG&A share of Revenues: As a percentage of revenue, Marriott International spent 4.1% of its total revenues on Sales, Marketing, and General Administration (SG&A). Hotels and Resorts industry average SG&A spending in the same period was 9.6%
- Inventory share of Revenues: Marriott International Inventory share of Revenues details are not available because either company does not share the data or we do not have it
- Accounts Payable share of Revenues: As a percentage of revenue, Marriott International invested 4.0% of its total revenues on Accounts Payable (A/P) Hotels and Resorts industry average Accounts Payable investment in the same period was 9.9%
- Accounts Receivable share of Revenues: As a percentage of revenue, Marriott International invested 9.9% of its total revenues on Accounts Receivable (A/R). Hotels and Resorts industry average Accounts Receivable investment in the same period was 19.3%
- PP&E share of Revenues: As a percentage of revenue, Marriott International invested 13.7% of its total revenues on Property, Plants, and Equipments (PP&E). Hotels and Resorts industry average PPE investment in the same period was 57.4%
- Intangibles share of Revenues: As a percentage of revenue, Marriott International invested 98.8% of its total revenues on Intangibles. Hotels and Resorts industry average Intangibles investment in the same period was 72.5%
- Net Margins: Marriott International Net Margins in the year 2016 were 4.6%. Hotels and Resorts industry average Net Margins in the same period were 5.8%
Sector and Industry Association of Marriott International
For the purpose of performance benchmarking of a company with a sector or industry average, R&P Research associates every company with one sector and one industry. An industry consists of companies with related/similar business models. A sector comprises of a group of related/similar industries.
Marriott International is associated with Travel & Leisure Sector and Hotels and Resorts Industry.
Travel & Leisure sector is comprised of the following industries: Airline; Car Rental Services; Casino; Hotels and Resorts; Recreational Services. The definitions for each of the industries is as follows:
- Airline industry includes companies primarily engaged in providing passenger air transport.
- Car Rental Services industry includes companies engaged in providing car rental services.
- Casino industry includes providers of gambling and casino facilities.
- Hotels and Resorts industry includes operators of hotels, motels, lodges, resorts, spas and campgrounds.
- Recreational Services industry includes providers of leisure facilities and services, such as amusement and theme parks, fitness centers, cruise lines, movie theaters, racetracks, and sports teams.
Industry Ranking of Marriott International
With $17.1 billion revenues, Marriott International ranked number 1 of all the companies in the US Hotels and Resorts industry. There were a total of 14 public companies in the US Hotels and Resorts industry that had revenues greater than $50 million during 2016.
The top-10 companies in the US Hotels and Resorts industry by revenues during 2016 were:
- Marriott International ($17.1 billion)
- Hilton ($11.7 billion)
- Wyndham Worldwide ($5.6 billion)
- Hyatt Hotels ($4.4 billion)
- Marriott Vacations Worldwide ($1.8 billion)
- Vail Resorts ($1.6 billion)
- ILG ($1.4 billion)
- Extended Stay America ($1.3 billion)
- La Quinta Holdings ($1 billion)
- Choice Hotels International ($924.6 million)
Business Model Analysis (BMA) Framework
We use the following framework to assess the business model of a company. Business Model Analysis framework can be used by organizations to articulate growth strategies and identify cost optimization opportunities. Technology and consulting companies can use this framework to identify the value drivers and pain points of their targeted customers. Entrepreneurs can use this framework to understand the language of business and identify promising business opportunities. This framework can be used by any professional aspiring to take up a leadership role to better understand the businesses challenges, articulate growth strategy, and monitor the business improvement requirements for the organization.
- Conduct a holistic benchmarking; to identify and target additional sources of value
- Get in touch with us to learn more about Business Model Analysis Framework
- Get free data, charts, and analysis of Marriott Internationaland its peers on select key performance indicators by clicking the reports provided below