How can Marriott's website facilitate customer value assessments?

The correct answer highlights how Marriott's website can enhance customer value by emphasizing promotions tailored to customer needs. This approach directly addresses the preferences and motivations of individual customers, allowing them to see offers that resonate with their specific interests or travel plans. Tailoring promotions based on customer insights demonstrates an understanding of customer segments and preferences, which is crucial for creating a compelling value proposition.

When customers find relevant promotions, it can significantly enhance their perception of value, increasing the likelihood of bookings. It suggests that the hotel brand understands its clientele and is willing to meet their needs, thereby improving customer satisfaction and loyalty.

While providing customer reviews, offering a variety of prices, and displaying competing hotel rates can all contribute to the overall customer experience on the website, they do not directly address the specific need and desire for personalized offers that enhance perceived value. Reviews can build trust, varied prices can cater to different budgets, and competitor rates can aid in comparison shopping, but they do not create the same level of tailored engagement that highlighted promotions do.