Download - Mariott VALS Framework
Marriott
• American hospitality company• Manages and franchises broad portfolio of hotels• Founded by: J. Willard Marriott• 19 Hotel brands• More than 4087 properties• 80 countries• 6,97,000 rooms
Travel should be inspiring, and inspiration is exactly what you’ll find at Renaissance Hotels worldwide.
VALS
• Values, Attitudes and Lifestyles
• Research methodology
• Psychographic Market segmentation
• Guide companies
• Tailoring products and services
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
Thinkers
• Motivated by ideals.
• High resources
• Open to new ideas and social change
• Springhill suites
• Fairfield• Renaissance
Believers
• Motivated by ideals.
• Low resources, conservative
• Prefer established brands
• ProteaHotels
• Courtyard
Achievers
• Motivated by Achievement.
• High resources
• Successful work oriented people
• Ritz Carlton• JW Marriott
Experiencers
• Motivated by Self-expression.
• Youngest, lot of energy
• Spend heavily on clothing, fast-foods, music, etc.
• Autograph• AC Hotels• Edition
Makers
• Motivated by Self-expression.
• Low resources
• They appreciate practical and functional products
• GaylandHotels
• Marriott executive
appartments
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