Mariott VALS Framework
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The document summarizes Marriott's global hotel portfolio. It discusses Marriott's 18 hotel brands with over 6,000 properties across 80 countries. It then profiles each of Marriott's hotel brands in terms of their target customers, location, amenities, and room types. The document also introduces VALS (Values, Attitudes and Lifestyles), a psychographic market segmentation model, and maps Marriott's hotel brands to the different VALS segments based on customer values and motivations.
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Mariott VALS Framework
- 1. Presented by: Akash Patil Sagar Mirajgave Sohel Jamadar
- 2. Marriott • American hospitality company • Manages and franchises broad portfolio of hotels • Founded by: J. Willard Marriott • 18 Hotel brands • More than 4087 properties • 80 countries • 6,97,000 rooms
- 3. *Luxury experience *Legendary Service *Symbol of sophistication
- 4. *Major cosmopolitan cities *Luxury resorts *Italian Luxury
- 5. *Modern luxury *Contemporary lifestyle *Sophisticated experience
- 8. Travel should be inspiring, and inspiration is exactly what you’ll find at Renaissance Hotels worldwide.
- 9. 500 locations worldwide to help you connect, relax and recharge
- 10. *Four star brand *Hotels in gateway cities *Personable service
- 11. For global travelers on stays of weeks, months or more.
- 12. *Grand settings *Luxurious rooms *World-class entertainment
- 13. Upper-moderate tier lifestyle hotel brand for the design conscious travellers
- 14. *900 hotels worldwide *Delivers options to meet your needs
- 15. Designed to provide everything you need to thrive on long stays
- 16. *Stylish space *Inspiring design *300 locations
- 17. *700 locations across the US, Canada and Mexico *Comfortable and productive stay at a great value
- 18. These suites are built for the extended stay traveler
- 19. *Seaside resorts *Unique local experience *Extended amenities
- 20. *Modern hotel *Contemporary style *Smart Service
- 21. VALS • Values, Attitudes and Lifestyles • Research methodology • Psychographic Market segmentation • Guide companies • Tailoring products and services
- 23. Innovators • They have such high resources that they could have any of the three primary motivations. • High income, high self esteem & abundant resources • Image is important to them • Moxy Hotels • Marriott Hotels & Resorts
- 24. Thinkers • Motivated by ideals. • High resources • Open to new ideas and social change • Springhill suites • Fairfield • Renaissance
- 25. Believers • Motivated by ideals. • Low resources, conservative • Prefer established brands • Protea Hotels • Courtyard
- 26. Achievers • Motivated by Achievement. • High resources • Successful work oriented people • Ritz Carlton • JW Marriott
- 27. Strivers • Motivated by Achievement. • Low resources • Style is important • Courtyard
- 28. Experiencers • Motivated by Self-expression. • Youngest, lot of energy • Spend heavily on clothing, fast-foods, music, etc. • Autograph • AC Hotels • Edition
- 29. Makers • Motivated by Self-expression. • Low resources • They appreciate practical and functional products • Gayland Hotels • Marriott executive appartments
- 30. Survivors • They live complacently and within their means without a strong primary motivation. • Few resources, lowest incomes • Oldest of all segments • Brand loyal customers. • Delta • Townplace