Geographical area
The Marriott is a top-tier, five-star establishment and a popular choice among travelers looking for a place to stay near Heathrow. It's conveniently located close to Heathrow Airport and offers direct access to London through the Heathrow Express. Harlington Road, postcode UB3 5AN, is where you'll find Marriott. The Marriott features 393 comfortable rooms (Marriott, 2015).  Heathrow the Marriott offers five different restaurants and bars.
Purpose
The marketing plan will help in recovery of the hotel through attracting new customers in the hotel which was affected due Covid 19 pandemic. These customers include the non-resident visitors.The marketing plan is being prepared for business travelers and vacationers. This paper presents a business plan for Marriott Hotel for educational purposes. 
Marketing Mix, 4 Ps
Product 
The hotel currently offers luxury accommodations, as seen in the hotel's design, service, and internationally recognizable name which sets it apart from other hotels. Additionally, the hotel offers food and beverages as it has restaurants, spa services and valet parking (Marriott, 2015).  
Place
	Due to the unique place where the hotel is conveniently located close to Heathrow Airport and offers direct access to London through the Heathrow Express, it can be reached through different means which include road transport. The hotel is also, proximately placed next to Heathrow airport and thus easily accessible.  It can be reached in different ways to secure services where the website provides specification of the geographical location for ease of access and also the websites dispense information on ways of booking. 
Price
The demand and supply pricing method is also used by Marriott (Bhargav, 2017). Additionally, they employ the competitive pricing technique, which means they occasionally base their hotel rates on the actions of their competitors. The website will be displaying the hotel rates and the costs of dishes on close adherence to current offers and prices. 
Promotion
Social media channels will be used for advertisement, especially the offers for instance giving discounts, showing promotional events, and also building awareness of the brand. The said social medial channels or platforms include TikTok, Instagram, and Facebook among others. Also the website will be used to disseminate information on services. 

SWOT Analysis
Strengths 
Proximity to airport: The hotel is strategically placed, in Heathrow airport and can therefore, will take advantage of the tourists looking for one-night accommodation to proceed with journey. 
Top among its competitors: Marriott is a well-known brand around the world and one of the top companies in the hospitality sector. This hotel caters to both leisure and business travelers. 
Positive market perceptions: Market perceptions of Marriott's service and goods are favorable. The hotel will use its positive customer reviews to increase their volume of sales through customers’ referrals. 
 Value for money:  According to tripadvisor.com reviews and the hotel can fully maximise on this to ensure the marketing strategy is fine. 
Weakness
Employee Turnover 
Employee turnover will make Marriott receive negative customer feedback, it will have an impact on its marketing strategy. Employee turnover will be addressed by improving employee development and creating an environment for job satisfaction. Additionally, training their staff constantly, having favourable shifts, doing internal promotion of staff to keep them and improve the productivity will help greatly in this. 
Opportunities 
Changing Demographics
The firm may expand its client base by marketing itself to the younger generation by establishing a reputation as a hip and trendy label. Even in such an established industry as hospitality, millennials are already bringing about change. Marriot can improve Market Safety by Spreading Out Your Products and Services (McNeill, 2009). Marriott will set itself apart from rivals by providing individualized services to meet guests' preferences. 
Threats 
Marriott will leverage or a pawn in the trade war and that will be a substantial portion of its revenues. Competition can be addressed by engaging in customer promotions like eatery discounts. Like other hospitality institutions, Marriott can encourage more foreign investments and diversification of services. Eliminate and include services that are profitable for the hotel. An example of diversification is renting homes like Airbnb
.
PESTEL
Political 
Marriott's Heathrow is directly affected by political issues. Good political relations with major party heads are crucial to the Marriott family's success in attracting and retaining customers. Marriott will create a designated smoking area, advertised heavily to smokers, designed smoke-friendly rooms, and installed corridors in all of them. 
Economic
 	 As a company, Marriott is committed to upholding humane business practices (IIP). By hiring people of many different backgrounds, Marriott has created a highly diverse workplace (Evans et al., 2012). The company understands the value of international expansion and recruits’ bilingual employees with greater flexibility than their domestic counterparts and this is a good application in the marketing strategy. The company will benefit from workforce diversity and thus encourage more diverse customers. 
Social
Ethical human capital investment and human social responsibility are fundamental to Marriott's business practices. By hiring people of many different backgrounds, Marriott has created a highly diverse workplace. The company understands the value of globalization and employs people who speak more than one language since they are more adaptable. The company will be able to maintain its positive perceptions. 
Technology 
Marriott customers will benefit from the fact that the Marriott product line integrates with a wide variety of brands and that we are able to use cutting-edge technology to focus on service delivery and security (Benitez et al., 2022). This helps in improving service delivery and is a critical application in the marketing strategy.
Creating customer value and Engagement
 Consumer may tailor their experience after they sign up for a reward program. Marriott staff members frequently communicate with members through the online forum for members, Marriott Insiders (Hudson & Hudson, 2017). This will benefit the current and the potential customers and clients as they have the room to share their views based on their experience before consumption of the services or even after the consumption of the services. Additionally, Marriott will offer benefits to regular clients to keep them coming back. Members of loyalty programs will exchange their points for free hotel stays. Simple smartphone check-ins are available, and they will unlock exclusive member prices and accumulate prizes over time. Overall, the customer service at Marriott is excellent (Horner & Swarbrooke, 2016).
Effective Use of Digital Marketing
Marriott can improve use of smart technology to revolutionize both internal processes and guest interactions. Marriott has to continue converting its rooms into smart rooms with the help of its IoT Guestroom Lab (Brooksbank, 1994). Marriott can enhance collaboration with industry heavyweights like Samsung and Legrand to introduce the Internet of Things (IoT) hotel room, which will provide guests with the future-forward hotel experience of their dreams (Kevin, 2009). Some of the channels which will be sued for marketing include Facebook, Instagram and TikTok. All these methods are cost-effective and since the main goal of businesses is to make a profit, this will help in reducing the costs used for advertisement. The message delivered to customers will include the wide range of products the hotel offers, different promotional offers and discounts, aspects concerning healthy eating since it is a trend in the hotel industry, and different packaging available at affordable prices in the hotel. 
Conclusion
Marriott's real product is based on the idea of luxury, as seen in the hotel's design, service, and internationally recognizable name. Marriott uses the demand and supply pricing method and bases its hotel rates on competitors' actions. Marriott offers non-resident guests membership benefits to leisure clubs (gym, pool) in an effort to draw these visitors. The biggest weakness of Marriot Heathrow is increased employee turnover which can be addressed by ensuring employee development and job satisfaction. Competition can be addressed by engaging in customer promotions like eatery discounts. Like other hospitality institutions, the paper recommends, to encourage more foreign investments and diversification of services. Marriot will also need to have quality services to encourage positive customer reviews.