Marsha Scarbrough, Marriot Corporation
Douglas Shifflet, D.K. Shifflet & Associates, Ltd.
Paul Green, University of Pennsylvania
Jerry Wind, University of Pennsylvania

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.