MARRIOTT INTERNATIONAL Travelers

Instructions

1.Make a PERSONA INFOGRAPHIC for Marriott Hotels, using the listed target market and fill out the categories based on the information given below.

Target Market:Leisure

CATEGORIES

Geographics

Region

City or census metropolitan area

Density

Demographics

Age

Gender

Marital status

Income

Occupation

Education

Homeownership

Psychographics

Personality traits

Lifestyle values and approaches

Leisure activities, hobbies, interests

Media habits

Technology uses

Behaviouristics

Main occasion for use

Main product benefit sought

Primary & secondary product usage

Frequency of use

Frequency of purchase

Product usage rate

Product usage status

Product loyalty status

Priority Travel Segments for Marriott Hotels in Canada

The Canadian accommodations market is a competitive mix of large corporate chains and smaller independent players marketing a variety of locations and formats to a diverse group of customers. Terms like "leisure", "business", "luxury", "economy", "family" and, "boutique" are some of the common segments in the industry that was valued at $20.1B in 2018 (MarketLine Industry Profile, p, 2, 2018).

Marriott International, Inc., ("Marriott") develops, operates and franchises a portfolio of 30 hotel brands hotels in 130 countries (Marriott International, p. 4, 2019). Marriott competes in several Canadian market segments, including "luxury" (e.g. Ritz Carlton), "premium" (e.g. Sheraton), "select" (e.g. Four Points by Sheraton), and "longer stays" (e.g. TownePlace Suites). Three priority travel audiences for Marriott are leisure, business, and Millennials.

Marriott maintains promotional programs targeting these important buyer groups. Digital and social channels are priority tactics in attracting younger travellers, while, print ads in lifestyle, travel and business publications and websites have swayed older, more established customers. On-site promotion is extensive and relationship marketing through loyalty programs, travel advisories, and the like are common. Maintaining top-of-mind awareness and compelling offers are important in communicating with travel agents, procurement professionals, and major on-line travel booking sites.

Leisure Travellers - Dominant in the Canadian travel sector, hotel bookings for leisure purposes account for 87.9%(MarketLine Industry Profile, p, 2, 2018) of all reservations. Comprising young to senior adults, and families, these buyers are sensitive to price as they tend to book longer stays on than the business travel average. Clean, service-oriented locations with a relaxed atmosphere are important, as are on-site amenities for children. Younger members of this segment tend to research and purchase online, while parents and older buyers gravitate towards online and offline travel agents.