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  5. Global Packages Quant Consumer Survey
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Thank you for agreeing to participate in this important survey that will help Marriott hotels improve its leisure travel offerings. The survey should take about 10 minutes to complete and all responses will be kept strictly confidential. Please do your best to answer the questions accurately, as it may not be possible to back up or re-take the survey by clicking on the link again.
 
 
 
Please help us understand a little bit about yourself so we can tailor our questions to you
 
 
 
* 1. What is your gender?
 
Male
 
Female
 
 
 
* 2. How old are you?
 
Under 25 years old
 
25-34 years old
 
35-44 years old
 
45-54 years old
 
55-64 years old
 
65 or older
 
 
 
* 3. What is your current relationship status?
 
Married
 
In a committed relationship
 
Single
 
Divorced/Seperated
 
 
 
* 4. Do you have children living in your home?
 
Yes
 
No
 
 
 
* 5. How many children do you have living with you in your home?
 
One
 
Two
 
Three
 
Four
 
Five
 
More than five
 
 
 
* 6. In the past 6 months approximately, how many times have you traveled for some leisure purpose that involved at least one overnight hotel stay?
 
Once
 
Twice
 
3-5 times
 
6 or more times
 
I have not traveled for leisure in the last 6 months
 
 
 
* 7. How would you describe your typical role in planning the leisure travel that you participate in?
 
I am the primary decision-maker
 
I am one of the key decision-makers
 
I contribute to plans that are primarily developed by others
 
I typically do not have a large role in planning leisure travel
 
 
* 8. What sources of information to you typically leverage when planning a leisure trip? (please select all that apply)
 
Hotel web sites (e.g.; Marriott.com, Hilton.com, etc.)
 
Online travel booking sites (e.g.; Expedia, Travelocity, etc.)
 
Travel planning websites (e.g.; Tripadvisor.com, Concierge.com, etc.)
 
Friends, family or co-workers
 
Travel agent(s)

 
 
 
* 9. How do you typically book your hotel accommodations when traveling for leisure?
 
Through the hotel’s website
 
Over the phone with the hotel’s reservation center
 
Through an online booking site (e.g.; Expedia, Travelocity, etc.)
 
Through a traditional travel agent
 
Directly with the specific hotel property (over the phone, or when we arrive)
 
Some other way
 
 
 
* 10. How would you describe the purpose of your last leisure travel trip that involved at least one overnight hotel stay?
 
Weekend getaway
 
Vacation
 
Visit family
 
TBD
 
 
 
* 11. What types of leisure travel have you engaged in with the last 2 years? (please select all that apply)
 
 
 
 
* 12. In any typical year, approximately how many leisure trips of the following durations do you take?
 
One night only
 
2-3 Days
 
4-6 Days
 
1 week
 
2 weeks
 
More than two weeks
 
 
 
* 13. What combinations of travelers have been involved in any of the leisure trips that you have taken in the last 12 months? (please select all that apply)
 
Just yourself
 
Just you and your spouse or partner
 
Your immediate family (with partner and children)
 
Extended family (including one or more other relatives)
 
You and a friend(s)
 
Your family and another family that you are friends with
 
Other
 
 
 
* 14. What types of leisure travel have you engaged in with the last 2 years? (please select all that apply)
 
Adventure travel
 
Romantic weekend getaway
 
Shopping getaway
 
City tour
 
In
 
 
 
Travel agents, hotel chains and airlines often bundle together leisure packages for travelers. These packages can be as simple as meals included with your hotel room, to “all-inclusive” packages that include hotel accommodations, airfare, meals and other activities.
 
 
 
* 15. To the best of your recollection, have you ever purchased a leisure travel package of any kind?
 
Yes
 
No
 
Not sure
 
 
 
* 16. What kind of leisure travel packages have you purchased in the past? (please select all that apply)
 
Hotel room plus
 
Hotel plus airfare package
 
“All-inclusive” vacation package (room, air, meals, etc.)
 
 
 
* 17. Define packages - have you ever booked a package?
 
(NEED TO FINISH THIS QUESTION!!)
 
 
 
* 18. You said that you have never booked a package, why not?
   
 
 
 
* 19. You said that you did book a room package, why?
   
 
 
 
* 20. Whether you have booked a package before or not please rate the importance of the following when it comes to a package
Convenience
Value
Access to new experiences
 
 
 
* 21. Which single statement best describes your familiarity with leisure travel packages offered by Marriott
 
I was not aware that Marriott offered these packages
 
I was aware that Marriott offered these packages but I have not considered booking one
 
I have considered booking a package offered by Marriott but have not yet done so
 
I have booked a package offered by Marriott but I am not likely to again in the future
 
I have booked a package offered by Marriott and I may book another in the future
 
 
 
* 22. You said, "${piping_text}". Please select the single statement that may best explain why you responded this way.
 
(TO BE FILLED IN)
 
 
 
* 23. Have you ever looked for rates on Marriott.com, ever visited the Escape! landing page, where do you think?
 
(TO BE COMPLETED!)
 
 
 
* 24. Please rate how appealing the following package types are
 
(TO BE COMPLETED!)
 
 
 
IV. REACTIONS TO PACKAGE CONCEPTS -- (refer to concept questions!)
 
 
 
* 25. Are you aware of any particular packages brand name used with Marriott’s room packages, other than that of Marriott or its related hotel brands?
 
Yes
 
No
 
 
 
* 26. If you can, please write the packages brand name that you believe is used with Marriott’s room packages
   
 
 
 
* 27. If possible, please select the packages brand name that you believe is used with Marriott’s room packages.
 
(BRAND BATTERY TO BE CREATED!)
 
 
 
For the next 3 questions we would like gauge your reactions to potential packages brand names that a hotel brand could use to differentiate their room packages.
 
 
28. How strongly do you associate each of the following words with the topic of leisure travel? (Optional)
Not At All Don't Know Very Strongly
* (PACKAGES BRAND NAME BATTERY TO BE CREATED!!!)
 
 
29. How strongly do you associate each of these words with the idea of leisure travel packages?
Not At All Don't Know Very Strongly
* (PACKAGES BRAND NAME BATTERY TO BE CREATED)
 
 
30. What is your overall reaction to each of these words as potential packages brand names?
Very Negative Neutral Very Positive
* (PACKAGES BRAND NAME BATTERY TO BE CREATED)
 
 
 
* 31. Preference for same package with different brand names and no brand name
 
(TO BE COMPLETED)
 
 
 
For the next 3 questions we would like to assess how well particular hotel packages fit with different hotel brands, based upon what you know of these brands. After reading each package title, please assess
 
 
 
32. "Romance..."
 
HOTEL BRAND BATTERY
 
 
 
33. "Luxury.."
 
HOTEL BRAND BATTERY
 
 
 
34. "Dining..."
 
HOTEL BRAND BATTERY
 
 
 
35. "Parking..."
 
HOTEL BRAND BATTERY
 
 
 
Packages Presentation Preferences
 
 
 
36. Long titles versus short
 
 
 
 
37. Prose versus bullets
 
 
 
 
38. Image versus none
 
 
 
 
39. Treatment of discounting
 
 
 
 
VII OTHER DEMOGRAPHICS & LIFESTYLE

We just have a couple of final demographic questions for you
 
 
 
40. Please indicate your current employment status
 
Employed full time
 
Employed part time
 
Full time student
 
 
 
41. In what country do you currently reside?
 
(FILL OUT!)
 
 
 
42. To help us identify your location please enter your 5 digit zip code?
   
 
 
 
43. Do you work?
 
Yes
 
No?
 
Part time
 
 
 
44. What do you do?
 
(FILL OUT)
 
 
 
IX. UNCATEGORIZED (INCLUDES QUESTIONS THAT MAY BE ELIMINATED)
 
 
 
45. Please identify the hotel rewards programs that you or your partner belong to. (please select all that apply)
 
 
 
Marriott
 
Hilton
 
Starwoods
 
Don’t know / don’t recall
 
 
 
46. OPTIONAL OR AT END: If your work requires you to travel, how many trips involving overnight hotel stays would you make in a typical month?
 
One
 
Two
 
3-5
 
6 or more
 
My work does not usually require me to travel overnight
 
 
 
47. Over the last 2 years approximately what percentage of your leisure trips have included each of following combinations of travelers? (please place an approximate percentage next to each category)
 
 
 
 
48. In a typical year how many leisure trips involving at least one overnight hotel stay have you been on?
 
 
 
 
49. How far in advance to you begin planning your leisure trips MAY BE DIFFERENT BY DURATION
 
 
 
 
50. How appealing would you and the people you usually travel with find the following types of leisure trips
 
 
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