12 Month Marketing Campaign Plan for Travelodge

This report evaluates the marketing operations of Travelodge and provides a 12-month marketing campaign plan to increase sales, improve customer service, and drive website traffic.

A 12 Month
Marketing
Campaign Plan for
Travelodge

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1 Marketing TOWS for Travelodge............................................................................................3
2 Marketing Objectives for Travelodge.......................................................................................6
3 Marketing mix strategy.............................................................................................................7
4 Improving Travelodge’s Customer Service............................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the strategic business operation through which a business organisation
promotes and advertises about its manufactured goods and services to the public in an effort to
generate and increase their interest in the business organisation and its products and convert them
into paying customers. Marketing function is immensely essential for a business organisation to
maintain and increase their existing customer base, market share, productivity and profitability in
the consumer markets. In order to achieve their marketing objectives, a business organisation
creates a dedicated marketing plan that includes marketing objectives needed to be achieved,
marketing strategies that can help accomplish the objectives in an efficient and productive
manner (Chaffey, 2019). This report evaluates the marketing operations of Travelodge, which is
a privately owned business organisation that was founded in 1985, 35 years ago and operates
within the tourism and hospitality industries of UK. Travelodge currently operates from its
headquarters in Thame, England. Having operated within the hospitality industries successfully
for such a long period of time has allowed Travelodge to become the largest independent hotel
brand in the entire UK with Travelodge operating around 570 distinct hotel establishments across
all of UK.
MAIN BODY
1 Marketing TOWS for Travelodge
TOWS is a strategic framework through which a business organisation such as
Travelodge can evaluate and analyse their operational strengths, weaknesses, opportunities and
threats present in the external hospitality markets. This analysis can relay to the business’s
management the business strategies and plans to be used in order for the business to continue to
operate successfully within the operational industries with increased productivity and
profitability. The TOWS matrix for Travelodge is as follows:
TOWS MATRIX External Opportunities (O)
 Travelodge can expand
its operations to global
markets in an effort to
External Threats (T)
 Brexit changing the
immigration and
tourism policies within

diversify their
operations and increase
their customer base,
market share,
productivity and
profitability within the
hospitality industries.
 Travelodge can focus
and emphasise on
providing greater
customer service to
their customers and
clients in an effort to
satisfy their needs and
requirements and gain
their long term loyalty
for successful
operations of
Travelodge in the
future.
 Travelodge can make
use of both traditional
and digital marketing
tools and channels in
order to promote and
advertise about their
services to a large base
of audience within the
population, increasing
their productivity,
profitability, customer
UK can have negative
impact on the
productivity and
profitability of
Travelodge.
 Coronavirus (COVID-
19) effectively halting
the entire tourism and
hospitality industry of
UK has immensely
negative impact on
Travelodge’s
productivity and
profitability within
these industries.
 High competition that
Travelodge faces from
its industry
competitors can have
negative impact on its
current productivity,
profitability and
customer base in UK.

base and market share.
Internal Strengths (S)
 Established
infrastructure that
includes more than 500
distinct facilities in the
UK.
 High brand awareness,
value and reputation
within the hospitality
industry of UK.
 Affordable prices for
services which can be
procured by a large
base of customers as
part of the business
strategy.
SO
 Travelodge can make
use of their high brand
awareness, value and
reputation within the
hospitality industries
of UK in order to
diversify their
operations to global
markets successfully.
 Travelodge can make
use of digital software
such as the customer
relationship
management software
in order to increase
their focus on
providing effective
customer service to
their customers (Kotler
and et.al., 2017).
ST
 Travelodge can make
use of their high brand
awareness, value and
reputation within
hospitality industry of
UK in order to
decrease the negative
effects that Brexit can
have on their
operations.
 Travelodge can make
use of their affordable
prices as part of their
effective business
strategy in order to
gain a competitive
advantage against their
rivals within the
hospitality industries
of UK.
Internal Weaknesses (W)
 Increased number of
choices in relation to
the services that
customers can acquire
from Travelodge
decreases the
individual quality
experience of each
WO
 The increased number
of service choices
offered by Travelodge
can be advantageous
when expanding their
operations to global
markets as these varied
services can
WT
 Travelodge can focus
on the internal
designing of their
accommodation
establishments in order
to attract greater
number of customers
within the hospitality

service.
 The accommodation
services of Travelodge
are old and lack
competitive designing
offered by their
competitors.
 Digital marketing
operations can be
improved further to
improve marketing
operations.
distinguish their
operations from their
competitors, allowing
for Travelodge to
increase their customer
base and market share.
 Travelodge can make
use of their weak
digital marketing
operations in
combination with
traditional marketing
operations to promote
and advertise of their
services to a large base
of audience in the
hospitality markets
(Cateora and et.al.,
2020).
industries and negate
the drawbacks faced
due to high
competition within
hospitality industry.
 Travelodge can place
focus to improve their
digital marketing
operations in order to
promote and advertise
to the public the
stringent safety
measures taken by
Travelodge during
Coronavirus pandemic
in order to attract
customers.
2 Marketing Objectives for Travelodge
Marketing objectives are goals that the marketing department or team within a business
organisation needs to effectively achieve in order for their marketing operations to be considered
as successful and contributing towards the overall growth and development of the business
organisation. Marketing objectives are required to be achieved within a set period of time as per
the marketing strategies laid out by the business organisation as part of their marketing plan. In
order for the ‘Enabling a Leading Brand’ marketing campaign of Travelodge to be successful, it
needs to accomplish the following 3 key marketing objectives:
Marketing Objective 1: The first marketing objective for Travelodge operating within the
hospitality industries of UK relates to them effectively increasing their total number of sales

conducted by an additional 25%. This objective is of immense importance to the sustained
growth and development of Travelodge, as achieving this marketing objective would effectively
allow for Travelodge to increase their customer base, market share, performance, efficiency,
productivity and profitability within the hospitality industries of UK (Armstrong and et.al.,
2018). Travelodge can keep a track and monitor their overall progress towards achieving this
objective by analysing their monthly sales records and figures, which would effectively allow for
them to evaluate whether they have reached their target number of sales or not. To accomplish
this marketing objective, Travelodge believes that a duration of 12 months is sufficient.
Marketing Objective 2: The second marketing objective for the operations of Travelodge relates
to them placing greater focus on their customer service and satisfaction metrics and observing a
20% reduction in the total amount of grievances or complaints faced by their customers due to
decreased efficiency of the Travelodge’s operations. This objective is also of immense
significance to the overall growth and development of Travelodge, as accomplishment of this
marketing objective would effectively allow for Travelodge to increase their brand awareness,
value and reputation within the hospitality industries, in addition to increasing their customer
base, market share, productivity and profitability. Accomplishment of this objective would also
allow for Travelodge to gain higher level of customer satisfaction and loyalty from their
customers, which is of immense importance towards their sustained success in the future.
Travelodge can monitor and assess their progress towards achieving this objective by making use
of dedicated surveys, feedbacks etc., in order to assess how many customers were effectively
satisfied by the services of Travelodge and which operational functions of Travelodge need to be
further improved in order to better provide customers with effective service. Travelodge has 12
months of time in order to achieve this marketing objective.
Marketing Objective 3: The third marketing objective for Travelodge is for them to increase the
total number of visiting traffic on their website by additional 15%. This objective is also of
immense importance for Travelodge as achieving this would allow for Travelodge to increase the
performance, efficiency, productivity and success rate of their digital marketing operations while
also increasing the business’s customer base, market share, productivity and profitability (Philip,
2017). Travelodge can monitor and measure their progress towards achieving this marketing
objective by making use of digital tools such as Google Analytics or Hootsuite, which are

capable of recording the total number of incoming traffic for Travelodge’s websites. The
marketers of Travelodge have 12 months in order to achieve this marketing objective.
3 Marketing mix strategy
For achieving higher profit and brand recognition internationally this tool is commonly used by
different organizations so that they can make plan for the future. Basically, this marketing mix
strategy indicates 7Ps of marketing which every business should follow in its business
environment. Currently mots businesses within the market are taking huge advantages through
7Ps of marketing mix strategy. In this situation, marketing management of Travelodge also need
to involve this strategy in its daily operations. By implementing this strategy this company will
be able to deeply understand actual demand of people within the market. A productive marketing
mix plan to Travelodge for the 12 months has been mentioned below. With the support of this
marketing mix plan this hotel company can easily gain huge competitive advantage in the market
(Moradi and Moradi, 2017). This is the main reason that, this marketing plan is too necessary for
the Travelodge.
Product: The quality of products and services have to be maintained, so that there is perfectly
functioning which is going to support the Travelodge have a great competitive advantage within
the UK’s hospitality sector. The competition within the market is increasing which is why it is
too important for customers for making sure that, they are getting in technological changes, so
that the productivity and operations within the market will be developed or improved. There are
demands and trends within the market have changed, in which it is too important for this
company to properly consider those so that it can easily serve products and services according to
the market conditions.
Price: There are value-based pricing strategy has used by top-level management of Travelodge.
This is pricing strategy is very helpful for this company for always retain loyal customers. Most
customers within market are already know that Travelodge charges high price on its products and
services, but it provides the best and quality services as well (Larimo and et.al., 2018). Many
times, existing management of company uses competitive pricing strategy also which supports in
offering price of products and services on the basis of market competition. While using this
strategy, Travelodge tries to offer its price something lower than its competitors. According to
some business experts, there are competitive pricing strategy gives opportunity to a company for

achieving large customer base in the market. That’s why top-level management of Travelodge
should always highly consider this pricing strategy.
Promotions: For getting great brand image and reputation within the marketing team at
Travelodge is highly needs to be active in its existing job role. Basically, marketing team of
company should run such marketing campaign within various market segments which can highly
promotes its products and services at the large scale. There are discounts, offers and other
promotional ways or methods used by marketing team of Travelodge, so these methods
contribute in overall growth. Basically, 3marketing team of company should run some
informative and fancy advertisements on different online and offline platforms, so Travelodge
can easily promote its products and services at the large scale in the market. By effective
promotional activities this company will be able to positively influence customers or people
within the market.
People: There have to be highly skilled and experience employees within the company, so that
this company can have an excellent functioning (Išoraitė, 2016). When performance of
employees has to be excellent and productive, then customers will feel satisfied and comfortable
within the Travelodge hotel. The innovations need to be more developed within the company, so
that it can easily stand against its competitors within the UK’s hospitality. On the other side,
upper management of hotel should give order to its various employees for properly interacting
with customers within the hotel.
Place: Currently location of Travelodge with the UK is properly planned for the tourists and the
business class as well, so that customers are satisfied. Travelodge has provided online services
also, so that different customers can easily booking themselves in the Travelodge hotel, and it
also has uploaded various information of hotel like; pictures, locations etc. on these online
platforms for attracting new customers. For improving the brand image and reputation, the
existing location is focused on providing the best experience to customers, so that they can get
highly satisfied.
Process: The Travelodge is focusing on increasing customer satisfaction, so that this satisfaction
can increase the loyalty of customers within the organization. Top-level management of hotel
always believes in providing its products and services in very proper manner, because this thing
always positively influences customers within market (Fatemi and et.al., 2016). The experience

customers have to be mapped, and only then the Travelodge will understand the exact changes
which have to be done within the business environment, so that customers will be automatically
satisfied.
Physical Evidence: It is too necessary for Travelodge for being able to offer the best of services
and products to different customers, so that it can gain excellent attention in the UK’s hospitality
industry. Physical evidence stage within this marketing mix strategy mainly said that, the quality
of services and products has to be properly maintained by the Travelodge, so at the end, it will be
able gain large customer base in the market.
4 Improving Travelodge’s Customer Service
Customer service is of immense importance and significance for all business
organisations who are operating within the hospitality industries of UK. Same is true for the
sustained long term operational success of Travelodge within the hospitality industries of UK.
Providing the customers with effective customer service allows for Travelodge to increase their
customer base, market share, brand awareness, value, reputation, productivity and overall
profitability within the hospitality industries and also results in Travelodge being able to
effectively satisfy the needs and requirement of their customers allowing for the business to
procure long term loyalty from their customers towards the success of their future operations.
This is why it is imperative for Travelodge to increase the levels and quality of customer service
provided by them within the hospitality markets of UK (Hollensen, 2019). Some ways through
which Travelodge can effectively enhance and improve their customer service operations are as
follows:
Feedbacks & Surveys: Travelodge can make use of surveys and feedbacks from their customers,
in order to assess the performance and efficiency of their customer service operations and gain
first hand insight into the which measures and approaches of their customer service operations
were seemingly negative towards customers, in trying to provide them with effective customer
service. As the customers of Travelodge are the prime judge of their customer service operations
and exactly know why the customer service was adequate or inadequate, such dedicated surveys
and feedbacks can be of immense help for the customer service operations of Travelodge, as
these can help the management of Travelodge assess how their currently provided customer
service operations are inadequate and which measures Travelodge can implement into their

customer service operations in an effort to improve and enhance their performance and
efficiency.
Skilled Employees: In order for Travelodge to ensure that the level and quality of customer
service provided by them is up to industry standards, they need to ensure that the customer
service representatives who are responsible for providing effective customer service to their
customers and clients are skilled, talented and experienced enough in order to be actually able to
provide the Travelodge’s customers with effective customer service (Keegan, 2017). Travelodge
needs to recruit and select candidates for their customer service operations on the basis of their
skills, talent in handling customer queries and past experience in order for Travelodge to be able
to provide customers with effective customer service that is able to satisfy all the needs and
requirements of their customers and gain their long term loyalty. Travelodge can also engage in
the training and development of their existing employees in order for them to become capable of
pr9oviding better customer service to their clients and customers.
Customer Relationship Management Software: Travelodge can also make use of specifically
designed digital software such as the customer relationship management (CRM) software to
improve and enhance their current customer service operations within the hospitality industries.
Such CRM software are strategically designed to increase the quality, performance and
efficiency with which business organisations such as Travelodge provide customer service to
their customers and clients by dynamically managing the numerous interactions and
engagements between the customer service representatives of Travelodge and their customers, in
order for Travelodge to provide effective and optimum levels and quality of customer service to
their customers by making use of advanced and innovative technological solutions (Deepak and
Jeyakumar, 2019). Such CRM software also able to record the past grievances, complaints,
preferences and requirements of each individual customer of Travelodge, enabling the customer
service representatives to offer better personalised customer service to their clients within the
hospitality industries, increasing the performance, efficiency and success of their customer
service operations and allowing for Travelodge to gain long term customer loyalty from
increased number of customers serviced through their operations.

CONCLUSION
On the basis of findings of this report, it can be concluded that an effective marketing
plan too important for the long-term success of Travelodge. This report has involved marketing
TOWS matrix to Travelodge which is very helpful in systematically understand various internal
factors of this company, like; strengths, weaknesses, opportunities and threats. By analysing
these internal factors, existing management of Travelodge can easily make some productive
business strategies which give great contribution in its financial growth (Ali, Ilyas and Rehman,
2016). The report also makes three major marketing objectives for Travelodge, in which
marketing manager is highly responsible to develop some productive marketing strategies for
achieving these objectives. On the other side, this report shows marketing mix as a part of
marketing plan which can help in achieving Travelodge’s major objectives. At the end, the report
has recommended various ways to Travelodge which can highly enhance its customer support
operations.

REFERENCES
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