Digital Business Management and Emerging Technology - A Case Study on Travelodge Hotels Limited

This report explores the e-business model, competitive and digital business strategies, digital marketing options, customer traffic data, e-CRM, social network channels, and cyber security measures used by Travelodge Hotels Limited.

DIGITAL BUSINESS MANAGEMENT AND EMERGING BUSINESS
TECHNOLOGY

Table of Contents
INTRODUCTION 3
IDENTIFICATION OF E-BUSINESS MODEL THAT THE WEBSITE OF
TRAVELODGE HOTELS LIMITED 4
COMPETITIVE STRATEGY AND DIGITAL BUSINESS STRATEGY 7
DIGITAL MARKETING STRATEGY AND OPTIONS 9
CUSTOMER TRAFFIC DATA 11
E-CRM AND SOCIAL NETWORK CHANNELS
CYBER SECURITY MEASURES 15
CONCLUSION 17
REFERENCES 18

INTRODUCTION
 Digital business management refers to the use of technology
for the purpose of creating new value in a business. It makes
uses of business models, customers experience and the
potential of a company to conduct smooth functioning of an
organization.
 The present report is based on the Travelodge Hotels Limited.
The CEO of the company is Craig Bonnar and the company
was founded in the year 1973. The present report is aims to
identify the E- business model that the company pursues.
 It identifies the competitive strategy and digital business
strategy used by the company. The present report will include
recommendations for improving the digital marketing
strategies, web market intelligence platform, and e-business
ethics.

IDENTIFICATION OF E-BUSINESS MODEL THAT
THE WEBSITE OF TRAVELODGE HOTELS LIMITED
 The company Travelodge Hotels Limited's website
follows the B2C business model. The B2C refers to
business to consumers.
 Under this e business model, the website of a company
can be accessed by its consumers. The customers of the
Travelodge Hotels Limited can easily book and reserve
tables from the company's website,
 they can also book rooms by feeding in the date on
which there is a requirement.
 Concepts and approaches to identify strengths and
weaknesses of Travelodge Hotels Limited website-

STRENGTHS
 The customers can easily access the website,
check for the availability of rooms if required
on a particular date and then book online.
Similarly,
 they can reserve their tables if they are
planning a dinner on a particular date.
 This makes it easier for the company to gain
engagement on its website as a number of
customer search for the website and check
availability.

WEAKNESSES
 As the numbers of visitors on the website
of Travelodge increases, it leads to an
increase in the number of orders too. It
gets difficult for the company to manage
multiple orders at once.
 It is difficult for the company to get the
orders from the same customers on a
regular basis, therefore the company
needs to spend more on online marketing
to attract new customers.

COMPETITIVE STRATEGY AND DIGITAL BUSINESS
STRATEGY
 Travelodge is the UK's leading hotel group is having a great
importance of digital business strategy since over 70% of overall
bookings are coming from digital marketing channels.
 Running more than 560 hotels in the nation makes the company to
use digital technology as key component of its business strategy.
 The company is having owns official website to ease the booking
process. Over the time with growing importance of digital business
it spent over one million euros in the first phase of website
development.
 it is keeping focus on overall marketing push to maximize
customer traffic on it.

RECOMMENDATION
 It is recommended that Travelodge should expand its area
of serving since after experiencing great success of
digital business as above shared that over 70% customers
are booking digitally.
 So it can expand its presence a bit more all other
competitors are using it to the fullest extent and are
grabbing bigger market share.
 From last couple of years it is hiking the presence on you
tube so can curb more customers but the view rate was
less than fifty percent.

DIGITAL MARKETING STRATEGY AND OPTIONS
 Restructuring the digital team and enabling rapid talent growth suitable to the
needs.
 Laying out a clear transformation digital roadmap.
 Working with senior team to formulate a budget and take into account
opportunity cost factor.
 Enhancing the breadth and performance of Travelodge's digital marketing
approach.
 Developing and maturing the digital analytics and insight function.
 Working with other adjacent teams to mature internal working practices,
including the move from 'waterfall' to 'hybrid‘.

RECOMMENDATION
 With this regard it is recommended to Travelodge that it
should go for better social media reputation it is essential at
this point of time because the other competitors are notching
up their strong presence on the social media platforms.
 For this purpose, it can pay attention on review sites like
google maps and yelp in addition to manage the social
media profiles.
 This step will help in enhancing image of the company to
expand the grip of digital marketing

CUSTOMER TRAFFIC DATA
 As per the data shared by similar web market intelligence
platform it can be concluding that the company is performing
good in last couple of years.
 There is a little information with this regard are as-
 In the country the rank of Travelodge is 387, in the category of
the same business the rank is 6th.
 global rank is 11,085. Total visitors on the official website are
4.8M where bounce rate is 39.96%.
 Pages per visit are 4.03 and average visit duration is 00:04:30.

RECOMMENDATION
 Chat with support team so can give valuable information.
 Can use google analytics to know deeply about the Custer's visit.
 Map the journey of the customers.
 Must target the right keywords to increase website traffic.
 There may be problems in search intent, keyword difficulty, search volume so sort out
it.
 Build topic cluster and pillar pages, which links out to various subtopics.
 Answer valuable questions to increase traffic to website pages.
 Can also go for google SERP click through rate.

E-CRM AND SOCIAL NETWORK CHANNELS
 E-CRM refers to Electronic Customer Relationship Management which is a
complex task in which the customers who are visiting electronic platform of
the organization, managing relationship with them to maximize their
retention.
 For this purpose, the company has made a full-fledged strategy which
consists strategies, processes and software that manages its interactions
with customers and potential clients.
 Company monitors closely clients or visitors who made visit to their
website and what they were looking for so can be provided.
 The specific team who handle such digital matters use website to access
customers, create and update work orders and send out feedbacks to sort out
the issues

RECOMMENDATION
 Travelodge may go for deep analysis of trends so can manage the
customers in more efficient manner.
 Modern E-CRM is dynamic and others are using more qualified
data analytics so it is also advised to opt better data analytics.
 Complexities of the market are surging demand of work
classification; in this context The company is suggested to bifurcate
the tasks.
 So can deeply scrutinize the feedbacks and other requirements and
can also revert best to deepen the relationship because the retention
rate is not much good of visitors

CYBER SECURITY MEASURES
 The company has installed sufficed cyber security measures to manage
its data come through various digital channels.
 For ensuring e-business ethics in proper way the company is practising
well-organized cyber security measures.
 The data of the company is being held by Typeform company which is
a third party data services company, make sure proper security.
 Typeform has confirmed that unauthorized access to their server data is
not possible due to the high level of security provisions.
 The information which are shared by the customers or visitors are kept
in storage which includes name, email address, contact number, date of
birth etc.

RECOMMENDATION
 As company has promised to work with UK data protection regulations
so it is advised to present a proper road map with this regard. Over the
time data concerns have affected so many growing businesses.
 It is also suggested to make separate data protection policy since such
companies place their different position among customers.
 Company is also suggested installing Attack Surface Management so
can prevent potential perils.
 For malware just giving guidelines is not enough it can further take
steps to prevent such malware.

CONCLUSION
The present report identifies the e-business strategy used by the
company, Travelodge Hotels Limited. The strategy used by the
company is B2C which helps the company gaining customer
engagement. Moreover, the report identifies the digital marketing
strategy and competitive strategy used by the company in order to
gain popularity. The traffic data and the web market intelligence
platform and the e-CRM have also been discussed. Furthermore,
the report includes cyber security measures the company uses.

REFERENCES
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Kundu, S., 2021. Digital Marketing Trends and Prospects: Develop an effective Digital Marketing strategy
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