Marketing Currents - Business and Marketing Current Events

Marriott Sees Record Direct Bookings at Its Hotels

Take that, online travel agencies. The world’s largest hotelier not only drove more direct bookings but also saw strong growth in its loyalty program.

Click here to read the story at

Discussion Questions:

  1. What is a brand?
  2. What is brand loyalty?
  3. What are five examples of hotel brands?
  4. Why is brand loyalty important to Marriott?
  5. How do hotel brands like Marriott benefit from loyalty programs?
  6. What do you think hotel brands must do to develop loyalty programs that will attract and keep customers?
  7. What is a direct booking?
  8. Why do you think Marriott would prefer customers make hotel reservations via direct booking rather than an alternative option?
  9. What is co-branding?
  10. What is a co-branded credit card and why would Marriott offer co-branded credit cards?
  11. According to this story, what is “bleisure” and how might that represent an example of a potential target consumer?
  12. Why might Marriott be interested in targeting bleisure consumers?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.