Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Starwood Hotels and Resorts Worldwide, Cross-marketing Strategies

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Case Title:

Starwood Hotels and Resorts Worldwide: Cross-marketing Strategies

Publication Year : 2006

Authors: Priti Krishnan & Sumit Kumar Chaudhuri

Industry: Leisure and Tourism


Case Code: MKS0036

Teaching Note: Available

Structured Assignment: Not Available

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Starwood Hotels and Resorts Worldwide Inc., one of the largest hotel chains in the world, has established a global presence through its six distinct hotel brands. Each brand has a different price and image, which meets the needs of different markets and categories of customers. Due to the highly competitive nature of the hotel industry, Starwood is making efforts to further differentiate each of its brands by offering unforgettable experiences to its guests, which would be unique to each brand. For that, Starwood has signed cross-marketing deals with companies whose products, when made available to its guests, are expected to reinforce the brand images of each of its hotel brands.

Pedagogical Objectives:

  • To discuss whether Starwood would be able to enhance the unique experiences of its guests through cross-marketing deals as it is felt that too many products inside a guests' room might lead to brand clutter and customer annoyance
  • To debate whether the cross-marketing strategies would, in some way, cannibalise the distinctiveness of other brands
  • To understand the importance of independent brands under an umbrella brand.

Keywords : Global hotel industry, Market segments of hotels, Differentiation strategies adopted by hotels, Innovations in the hotel industry, Brand loyalty in the hotel industry, Significance of branding, Marketing alliances, Brand management, Strategic planning for hotel brands, Acquisitions in the hotel industry, Marketing Strategies Case Study, Top hotels of the world, Marriott International, Intercontinental, Hilton Hotel Corp, Cross-branding partnership, Operation of hotel industry, Business strategies


  • Starwood Hotels and Resorts: A Business Profile
  • Cross-marketing Strategies

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