MARRIOTTS LEISURE CLUBS CASE STUDY
MARRIOTT LEISURE CLUBS IS A LEADING HOTEL BASED HEALTH AND FITNESS OPERATOR. WITH 44 LEISURE CLUBS THROUGHOUT THE UK, MARRIOTT RANKS 9TH IN THE TOP 10 UK OPERATORS ...
CASE STUDY OUTLINE:
Marriott Leisure Clubs is a leading hotel based health and fitness operator. With 44 Leisure Clubs throughout the UK, Marriott ranks 9th in the top 10 UK operators.
Marriott believes that all customers should have the chance to enjoy the benefits of physical activity and fitness within a supportive environment. The Marriott brand has long been associated with excellence in customer service throughout its operations. One of Marriott's key values is service.
Alison Ainsworth Senior Director of Golf, Leisure and Spa Operations Europe, contacted Dr Paul Bedford for assistance in creating a new Customer Experience is exemplifying the values Marriot Leisure Clubs place on customer service.
Alison identified that Marriott Leisure Clubs require a customer experience that is distinguishable from those of other health and fitness providers, justifying the membership fees.
Data analysis was conducted on three sites selected by the senior management team. The sites selected were intended to represent the range of hotel facilities operated by Marriott.
Data analysis revealed that all three sites attracted similar clients with very little difference in demographics or MOSAIC profile. Customer behaviour was also similar in retention to member retention and attrition.
A STRATEGY WAS DEVELOPED TO CREATE A DISTINGUISHABLE CUSTOMER EXPERIENCE. A TRAINING PROGRAMME WAS DEVELOPED TO ASSIST STAFF IN THE DELIVERY OF THIS NEW CUSTOMER EXPERIENCE ...
Training was delivered and incorporated into Health Club, Spa and Golf departments.
Marriott are now planning to role this product out via online training processes developed by Retention Guru to 44 UK sites and a total of 173 sites across Europe.