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September 2017 (Revised November 2018)
Case

Marriott International: The Next 90 Years

By: Chiara Farronato and Gary Pisano

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... View Details

May 2020 (Revised October 2020)
Teaching Note

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery and Chekitan S. Dev

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott’s global brand officer, was charged with making sense of the brand portfolio... View Details

Keywords: Branding; Brand Portfolio Strategy; Brand Architecture; Hospitality Industry; Mergers ＆ Acquisitions; Marketing; Brands and Branding; Marketing Strategy; Mergers and Acquisitions; Travel Industry; Travel Industry; United States

April 2020 (Revised June 2020)
Case

Oriental Land Co., Ltd.—Tokyo Disney Resort

By: Ramon Casadesus-Masanell and Akiko Kanno

This case describes the history of Oriental Land Co. Ltd.’s (OLC's) Tokyo Disney Resort (TDR), its operations, the extent of vertical integration, and the challenges it faced in 2018 as OLC's chairman and CEO, Toshio Kagami, contemplated how best to deal with... View Details

Keywords: Strategy For Multi-business Firm; Business Models; Growth; Theme Parks; Disney; Disney Parks; Licensing; Royalties; Two-part Tariffs; Oriental Land Co.; Tokyo Disneyland; Tokyo DisneySea; Tokyo Disney Resort; Tokyo Disney; Growth Strategy; Hotels; Hotel Industry; Partnership; Development; Attractions; Rides; Urayasu; Kagami; Congestion; Pricing; Amusement Parks; Amusement Park Industry; Brand; Branding; History; OLC; Corporate Strategy; Competitive Strategy; Business History; Price; Retention; Growth and Development; Growth and Development Strategy; Brands and Branding; Agreements and Arrangements; Contracts; Operations; Vertical Integration; Problems and Challenges; Partners and Partnerships; Business Strategy; Expansion; Rail Transportation; Transportation Networks; Accommodations Industry; Accommodations Industry; Accommodations Industry; Asia; Japan; Tokyo; United States

January 2019
Case

Richard Taylor—African-American Investors Break into Boston's Downtown Real Estate Market

By: Steven Rogers and Alyssa Haywoode

African-American investors in Boston could typically invest in commercial real estate opportunities that were located in the “community,” neighborhoods where people of color live. But it was tough to break in and invest in the downtown market. But when an opportunity... View Details

Keywords: Real Estate; Investing; African-american Investors; Hotels; Commercial Real Estate; Property; Investment; Opportunities; Race; Real Estate Industry; Boston

May 2016 (Revised September 2016)
Case

Hillside Beach Club: Delivering the Ultimate Family Vacation in the Mediterranean

By: Rajiv Lal and Gamze Yucaoglu

In 2015, Edip Ilkbahar, HBC’s founder and CEO, was looking over the plans for a new branch in Cyprus. Since the inception of the company by the Alarko Group of companies in 1994, Ilkbahar’s company had enjoyed high occupancy, high guest satisfaction, and high... View Details

February 2018 (Revised October 2020)
Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details

January 2015 (Revised October 2016)
Case

onefinestay: Building a Luxury Experience in the Sharing Economy

By: Jill Avery, Anat Keinan and Liz Kind

onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details

October 1989 (Revised August 1995)
Case

Tysons Corner

By: William J. Poorvu

Hollinswood Associates, a joint venture partnership, has developed and operated a Marriott Hotel in Tysons Corner, Virginia. The partnership has been very successful in the past but it is now facing a significant cash flow deficit. Designed to examine how a partnership... View Details

Keywords: Conflict Management; Change Management; Partners and Partnerships; Joint Ventures; Cash Flow; Investment; Accommodations Industry; Accommodations Industry; Virginia

December 2002 (Revised February 2003)
Case

Wyndham International: Fostering High-Touch with High-Tech

By: Lynda M. Applegate and Gabriele Piccoli

Examines a hotel chain's attempt to use information technology to achieve market dominance and build customer loyalty during a period of global industry decline. View Details

Keywords: Entrepreneurship; Competitive Strategy; Customer Focus and Relationships; Customer Satisfaction; Technological Innovation; Information Technology; Growth and Development Strategy; Business Strategy; Accommodations Industry

September 2018
Case

OYO: Creating Effective Spaces

By: Das Narayandas, Sunil Gupta, Rachna Tahilyani and Mahima Rao-Kachroo

Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and managed... View Details

Keywords: Technology; Accomodation; App Development; Operations And Processes; Innovation; Strategy; Change Management; Entrepreneurship; Information Technology; Research; Marketing; Operations; Innovation Strategy; Sales; Accommodations Industry; India; South Asia

June 1989 (Revised May 1993)
Case

Fairfield Inn (A)

By: James L. Heskett

The Fairfield Inn, an economy hotel venture by the Marriott Corp., has developed a novel method for selecting and measuring the performance of its hotel personnel that fits the company's strategy. Because it faces the need to grow rapidly, questions have arisen as to... View Details

Keywords: Selection and Staffing; Innovation and Invention; Growth and Development Strategy; Franchise Ownership; Performance Evaluation; Corporate Strategy; Accommodations Industry

February 1981 (Revised May 1988)
Case

Marriott's Rancho Las Palmas Resort

Management of a resort hotel near Palm Springs is reviewing the hotel's performance nine months after opening and planning a marketing strategy for 1980. Of particular concern is the strategy to adopt during the shoulder and off-seasons when demand for the product is... View Details

Keywords: Marketing Strategy; Accommodations Industry

December 1993 (Revised April 2006)
Case

Marriott Corporation (A)

By: Lynn S. Paine and Charles A. Nichols

Marriott Corp.'s chairman and CEO must decide whether to recommend a restructuring of the company to the board of directors. The proposal he is considering would split the Marriott Corp., a premier hotel developer, owner, and manager, into two separate companies by a... View Details

Keywords: Business or Company Management; Restructuring; Governing and Advisory Boards; Decision Making; Ethics; Management Teams; Business and Shareholder Relations; Accommodations Industry

2018
Working Paper

The Welfare Effects of Peer Entry in the Accommodation Market: The Case of Airbnb

By: Chiara Farronato and Andrey Fradkin

We study the effects of enabling peer supply through Airbnb in the accommodation industry. We present a model of competition between flexible and dedicated sellers - peer hosts and hotels - who provide differentiated products. We estimate this model using data from... View Details

Keywords: Peer To Peer; Digital Platforms; Market Entry and Exit; Competition; Accommodations Industry

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August 2019 (Revised October 2019)
Case

Amandla Capital: Real Estate in Côte d‘Ivoire

By: John D. Macomber, Pippa Tubman Armerding and Dilyana Botha

This case describes Amandla Capital, a fledgling company in Cote d’Ivoire, facing three opportunities in the real estate and hospitality industries in Africa. It introduces students to several concepts: decision-making and cost-benefit analysis in real estate,... View Details

Keywords: Small Business; Decision Making; Decision Choices and Conditions; Cost vs Benefits; Finance; Assets; Asset Management; Investment Portfolio; Investment Return; Project Finance; Relationships

10 Mar 2016
Cold Call Podcast

For Today’s Travel Businesses, Is It TripAdvisor or Bust?

April 2014 (Revised July 2017)
Case

The Park Hotels: Revitalizing an Iconic Indian Brand

By: Jill Avery and Chekitan S. Dev

Priya Paul, chairperson of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy had identified three areas of concern: the... View Details

Keywords: Organizational Change and Adaptation; Product Positioning; Competition; Brands and Branding; Accommodations Industry; India

October 2000 (Revised November 2005)
Case

Hilton HHonors Worldwide: Loyalty Wars

By: John A. Deighton and Stowe Shoemaker

Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in... View Details

Keywords: Customer Relationship Management; Decision Choices and Conditions; Brands and Branding; Competitive Strategy; Accommodations Industry

October 1986 (Revised June 1988)
Case

Americana (A)

Americana Hotels decides to lease a resort hotel on Jamaica's north coast from the Jamaican government. Management must decide whether to operate it as a traditional resort, or as an all-inclusive, club-type resort, similar to those operated by Club Med. The... View Details

Keywords: Marketing Strategy; Accommodations Industry; Accommodations Industry; Jamaica

December 2002 (Revised January 2003)
Case

Four Seasons Goes to Paris: '53 Properties, 24 Countries, 1 Philosophy'

By: Roger H. Hallowell, David Bowen and Carin-Isabel Knoop

Illustrates how Four Seasons manages hotels in countries with strong and distinct national cultures. Focuses on how the chain meets its exacting service standards in a variety of settings worldwide, with special attention on France. View Details

Keywords: Service Delivery; Organizational Culture; Global Range; Global Strategy; Standards; Accommodations Industry; Paris

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