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.
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
21. VALS
• Values, Attitudes and Lifestyles
• Research methodology
• Psychographic Market segmentation
• Guide companies
• Tailoring products and services
22.
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
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