VALS Framework For Marriott International Hotels and Resorts. VALS Grid to understand Buyers Behaviours.

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
• 19 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

6. *Clarity *Inspiration *Wellness

7. *Boutique luxurious hotels

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

31. Thank you.