Supplemental Videos

Courtyard by Marriott Video

Concept:

New Product Design/Conjoint Analysis

Title:

Designing a Hotel Facility with Consumer-Based Marketing Models - Courtyard by Marriott Corporation

Video Length:

~35 minutes
Summary: Marriott applied a conjoint-analysis-based approach involving all major hotel features and services influencing choice to design a new hotel chain. As a result, specific guidelines were selected, from target market segment of population to physical layout and services, resulting in Courtyard by Marriott, a concept successfully test marketed and subsequently introduced nationally and which spawned an entire new product category in the hotel industry.

Video provided by MIT TechTV. Video may be downloaded for playback in classroom at TechTV website.