How Marriott can re-innovate digital booking to reduce costs, preserve cash, and save franchisees

99% of Marriott hotels are owned by franchisees, and many find themselves unprofitably competing with other Marriott hotels for dwindling demand. Can Marriott redesign its already-state-of-the-art digital tools to pool demand, further reduce costs, and preserve value for franchisees?

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Student comments on How Marriott can re-innovate digital booking to reduce costs, preserve cash, and save franchisees

  1. Very interesting article, especially that you got the view of hotel managers. I think it makes sense to share profit or losses between franchises. However it might be difficult to convince the franchises that are doing better to accept to lose customers. I would be curious to see if managers of such hotels will be willing to get bigger losses in order to help other franchises, that they could consider as their competitors.

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