{
  "docId": "019dd923-5eff-723e-9be7-859447c4be9f",
  "docSlug": "a2f8c5dd57035675",
  "documentTitle": "2023 SAM Slides 02 Tina Edmundson Luxury Lifestyle",
  "authorId": "Marriott",
  "authorName": "Marriott International",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.545,
  "pageNumber": 13,
  "pageCount": 20,
  "prevPage": 12,
  "nextPage": 14,
  "slideType": "key_takeaways",
  "function": "summarize",
  "density": "balanced",
  "nDataPoints": 4,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5eff-723e-9be7-859447c4be9f/13",
  "deckHref": "/decks/019dd923-5eff-723e-9be7-859447c4be9f",
  "deckJsonHref": "/decks/019dd923-5eff-723e-9be7-859447c4be9f.json",
  "deckAnchorHref": "/decks/019dd923-5eff-723e-9be7-859447c4be9f#slide-13",
  "components": [
    {
      "bbox": {
        "h": 0.3,
        "w": 0.16,
        "x": 0.68,
        "y": 0.44
      },
      "kind": "metric",
      "text": "21% will take a longer trip in the next 12 months",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1c2f9560-5d22-4ace-a551-83fd73257841",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.16,
        "x": 0.51,
        "y": 0.44
      },
      "kind": "metric",
      "text": "2.6 destinations vs 1.6 for Marriott customers overall",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "53a70617-b94d-4c7d-af0e-de20f6bba1e1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.16,
        "x": 0.17,
        "y": 0.44
      },
      "kind": "metric",
      "text": "5.5 trips per year vs 2.5 for Marriott customers overall",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7da5dc4e-5b7c-453a-a21f-56df7afee102",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.16,
        "x": 0.34,
        "y": 0.44
      },
      "kind": "metric",
      "text": "11% increase in leisure trips compared to pre-Covid",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b7a9e3bb-83ec-48aa-a165-fba24e1df5ab",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Trip frequency: 5.5",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-78b3-706b-b206-7adfb3f275df",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.52,
        "x": 0.24,
        "y": 0.3
      },
      "kind": "title",
      "text": "Taking MORE and LONGER trips.",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "07c426ef-cf9f-4ce2-a213-b8ab39e52dfd",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 14,
      "from": 10,
      "beatId": "5cb50b53-c181-4824-b9d2-8ec0f2911947",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Satisfaction",
      "beatSlug": "monroes-sequence-satisfaction",
      "evidence": "The presentation showcases Marriott's strong brands and results, satisfying the audience's need for a leader in luxury travel.",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 19,
      "from": 6,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "99464e29-5ba0-4e21-a239-787ca74db12f",
      "evidence": "The presentation uses the golden circle to explain why luxury travel is important and how Marriott is addressing it.",
      "position": 0,
      "objective": "Why luxury travel is a key area of focus for Marriott",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.7,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    },
    {
      "to": 18,
      "from": 10,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "ca7c78de-a636-4b04-aabe-7f300244758c",
      "evidence": "The presentation implies that not investing in luxury travel would result in missed growth opportunities.",
      "position": 1,
      "objective": "The cost of not investing in luxury travel",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.6,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}