12 Months Marketing Campaign Plan for Travelodge

This report presents a comprehensive 12-month marketing campaign plan for Travelodge, a leading brand in the budget hotel industry. It includes a marketing audit, TOWS analysis, marketing objectives, marketing mix, and recommendations for improving customer service.

Enabling a leading brand A 12
months Marketing Campaign
Plan for Travelodge

Table of Contents
1.0 Introduction.....................................................................................................................................2
1.1 Background of the Company.................................................................................................3
2.0 Task 1...............................................................................................................................................3
2.1 Marketing Audit...........................................................................................................................3
2.2 TOWS Analysis.............................................................................................................................3
2.2.1 TWOS Analysis for Travelodge..............................................................................................3
3.0 Task 2...............................................................................................................................................4
3.1 Marketing Objective....................................................................................................................4
3.2 Marketing Objectives for Travelodge...........................................................................................5
4.0 Task 3..............................................................................................................................................5
4.1 Marketing Mix.............................................................................................................................5
5.0 Task..................................................................................................................................................7
5.1 Customer Service.........................................................................................................................7
5.2 Recommendations for Improvement of Customer service for Travelodge..................................7
6.0 Conclusion.......................................................................................................................................8
7.0 References.......................................................................................................................................9

1.0 Introduction
Marketing Plan can be defined as a document which covers or outlines the comprehensive
marketing activities or strategy formulated by a business organisation for a definite period of time
with an aim of accomplishing the organisational goals and objectives (Westwood, 2013). While a
marketing strategy is primarily concerned with activities for achieving a particular or specific
business goal, a marketing plan is cumulative marketing strategies for attainment of overall
organisational objectives. Marketing plan of a company includes many diverse range of elements
such as description of the marketing and promotions goals of the company, analysis of the current
marketing position of the company, identification of target market and needs of the customer,
implementation of different strategy along with timeline and also determines the key performance
indicators which can be used to assess the effectiveness of the company’s marketing strategies
(Chernev, 2020). In the following project report, marketing plan of Travelodge is being prepared in
light of the company’s vision of ‘Enabling a leading brand’ in the budget hotel industry post Covid-19.
Different elements of marketing plan are being covered in the following report. First section of the
report relates with preparation of a marketing TOWS matrix for Travelodge based on marketing
audit and analysis of the company’s internal strengths and weaknesses along with external
environment threats and opportunities. For the construction of a TOWS Matrix, the effectiveness of
current marketing strategy and brand promotions of the company is also being determined in the
report. Based on the outcomes and findings of the first section of report, three different marketing
objectives are being determined for Travelodge in the next section. These objectives are being set in
light of the company’s marketing campaign for ‘Enabling a leading brand’ over the period of next 12
months for the company. In the next section of the report, marketing mix plan which needs to be
considered by the management of Travelodge for achieveing objectives defined in the previous
section is being prepared. Elements such as product, price, promotions and place will be considered
in the report for preparation of Marketing mix plan. At last, the report examines different proposals
and suggestions which can help the management of Travelodge to improve the quality of service
being rendered to the customers. Improvement in level of customer service and satisfaction is an
essential part of the company’s marketing campaign of ‘Enabling a leading brand’ in the budget hotel
industry where customer service has a crucial role to play in determining the customer satisfaction
level.
1.1 Background of the Company
Travelodge Hotels Limited is the largest independent chain of hotels in the budget hotelindustry
with more than 570 hotels in United Kingdom, Spain and Ireland. Headquarters of the company are
located at Thame, England, United Kingdom. In the year 1985, the first hotel was launched by
Travelodge after rebranding in England, United Kingdom (Travelodge Hotels Ltd., 2020). Since then,
the company has expanded its operations to many locations in and around UK providing affordable
accommodation and lodging services to many customers every year in the budget hotel industry.
Revenue generated by the company in the year 2019 amounted to £728 Million which shows the
dominance of the company in budget hotel industry (Annual Revenue of Travelodge UK from 2013 to
2019, 2019).

2.0 Task 1
2.1 Marketing Audit
Marketing audit is comprehensively said to be as the detailed examination of the marketing
activities as well as goals and objectives. It can be further said that with the effective implication of
audit, business entities can easily cover the zone by which marketing efforts are being planned and
managed by the marketing department. In addition to this, the respective department is also
supportive in checking that how these goals and objectives are directly linked with the pre
developed marketing plan. It can also be said that with the usage of appropriate marketing business
entities can easily attain their pre determined goals and objectives and attain their respective
marketing goals in the same manner.
2.2 TOWS Analysis
TOWS analysis is the further extension of the SWOT analysis which initially determines
Strengths, Weaknesses, Opportunities and Threats but later on emphasises on the matching the
strength with the opportunities and the threat with weaknesses. The respective framework is
commonly used to develop understanding over the scenario and determine both the internal as well
as external issues at the initial level. It also focuses on both the positive and negative. Also, it
provides contribution in taking rightful action towards the current positioning of the company in
rightful manner.
2.2.1 TWOS Analysis for Travelodge
Strengths Weakness
Opportunities S-O Strategy W-O Strategy
Threats S-T Strategy W-T Strategy
S-O Strategy
W-O Strategy
S-T Strategy
W-T Strategy
TOWS Analysis of Travelodge
Opportunities Threats
SO ST

Strength Travelodge is internationally
positioned and has the highest
business to consumer ratio.
Travelodge provides a range of
services and foodservice price
increases at an affordable rate
that attracts consumers but
also slows down their
development as well as full
growth due to low profits.
Weakness WO
They are not in a position to
provide ties to other countries
owing to the consequence of
brexit.
Travelodge has the potential to
combine with other companies
so that the operations are
carried out.
Furthermore, the chosen
company also has the ability to
launch new offerings that will
increase its revenue and market
share growth.
WT
Due to the growth in the
hospitality industry, which leads
to a high degree of
competitiveness and this has an
effect on Travelodge's business
success.
Many other hotels also have
been part of a joint venture or
joint venture to set up a
selector company, which would
be a major risk to the industry.
Changing rules and regulation
make it very difficult for
organizations to increase their
profit margins for longer
periods of time, and the profit
margin level of employees is
also going to increase, which is
a major threat to the company.

3.0 Task 2
3.1 Marketing Objective
Marketing objective can be defined as the goals and targets determined by a
business organisation during the process of promoting and advertising its products and
service to target customers which should be achieved in the pre-determined timeline and
schedule (Burns, Bush and Sinha, 2014). It is important for business organisations to have clear
objectives as it helps in describing the intentions of the marketing team, provides clear
guidance and directions to the employees and also provide a detailed information for any
kind of support and review which might be essential for completion of the tasks. Marketing
objectives of a business must be in complete harmony and consistency with the overall
business goals and objectives.
SMART objectives can be termed as a type of business objectives which helps the
management to effectively track and attain short-term and long-term goals. SMART is an acronym
which stands for Specific; clearly outlining what is the desired or expected result, Measurable;
monitoring of the progress should be effective to determine attainment level, Achievable; objectives
should be mutually agreed by managers and employees to ensure its real-life attainability, Realistic;
focus should be laid on outcomes rather than the process and Timely; a definite date or time period
must be set for attainment of objectives (Bjerke and Renger, 2017). SMART objectives is an
important principles which aids in determination of business objectives and ensures that the
objectives are attainable with the existing resources of the company and the company achieves the
objectives in the time-frame decided.
3.2 Marketing Objectives for Travelodge
1. To increase followers on Facebook and Instagram pages of company by 12% in a period of next 6
months using online marketing tools such as blogs and articles and paid form of social media
advertisements.
2. To increase the lead-conversion ratio by 18% in a period of 9 months in terms of online sales by
using sales promotion tools and integration of technology for improving online booking and
registration experience.
3. To enhance long-term relationship management and repetitive sales by offering a high quality of
service to the customers and attaining a customer satisfaction ratio of 75% in a period of next 12
months.
Objectives which are mentioned above are essential to be achieved by the management of
Travelodge as a part of its marketing campaign for ‘Enabling a leading brand’ in the budget hotel
industry. With the help of using tools of social media networking and advertising, the company can
gain active followers on Instagram and Facebook pages who will be the potential customers of

company and this will help in online lead generation for Travelodge in a period of 4 months. With
the help of integrating technology such as virtual reality, the online booking and registration
experience on the website of company can be enhanced for customers along with sales promotional
tools such as discounts. It will help in improvement in online lead-conversion ratio in a period of 6
months. Further, providing a high quality of service to the customers and maintaining long-term
relationships and inspiring customers to provide repetitive sales along with generation of new
customers using referral programs, the management of Travelodge should aim to achieve a high
level of customer satisfaction in the next 12 months.
4.0 Task 3
4.1 Marketing Mix
Marketing mix is comprehensively said to be as set of actions as well as tactics
adopted by the company with the motive of promoting its product or services among the
customers in an effective manner. The respective framework is basically consisting of
several elements which are products, price, promotion and place. It is further extended with
the three additional elements such as people, physical evidence and process. The respective
tool is basically adopted by the business associations with the motive of the promoting their
respective brand by simply considering few elements. It also ensures to provide right product,
at the right time in the right place with right price. With reference to the Travelodge, the
respective manager of the hotel makes use of marketing mix tool with the motive of
popularising its product and services among the customers and enhances its sales
performance with the passing period of time in rightful manner. All the elements of this
framework are specified as below in detailed manner:
Product
Travelodge is basically providing affordable accommodation and lodging services to the all
of its clientele. The main motive of the company is to satisfy all of its customers with the
comfortable stay along with the high quality of supportive services. In order to attain the
respective objectives, management of Travelodge emphasises on bringing maximum number
of alternation in their accommodation facilities with the motive of providing high quality of
services to the customers’ in order to satisfy them at extensive level. This could be considered
as the best strategy for the company that maximises its profitability in rightful manner.
Price
Travelodge basically makes use of economic or value price strategy with motive of making of
its services worthy for the customers. Affordable prices for the accommodation services
directly influences interest of the customers belonging to every economic status. This also
contributes in maintaining interest of the customers towards them as their all time favourite
accommodation facilities.
Place

Travelodge has initiated its hospitality services from the UK but with the passing period of
time the respective hotel has expanded their services worldwide with the motive of
approaching maximum number of customers towards them and satisfying them at extensive
level. Effective global presence supports Travelodge in attaining their respective objectives
and maximising their profitability effectively.
Promotion
In order to enhance awareness of their products and services the respective company makes
use of different promotional strategies with the motive of the approaching maximum
customers and attaining higher profitability in rightful manner. With reference to Travelodge,
the respective marketing manager makes use of news media and magazine, TV
advertisements, coupons and vouchers and many others. Whereas, if it is emphasised on the
international level, it simply focuses on using social media and other technological based
promotional mediums for attracting maximum number of customers towards them in rightful
manner.
People
For Travelodge, the core people of this hotel are its customers and its employees. The
management team of this hotel emphasises on satisfying the interest of the customers it
ensures to provide high quality of products and services at affordable prices on the other
hand, for maintaing interest of the employee, the management emphasises on conducting
constant based training sessions with the motive of providing them equivalent opportunity
of learning in rightful manner. Along with this, they also ensure to provide safe and friendly
working environment to the employees. This enhances satisfaction level of the customers as
well as people. As a result, they provide best possible support to the hotel in attaining its
objectives which maximises their profitability too.
5.0 Task
5.1 Customer Service
Services which are being offered to the customers before, during and post purchase are
basically termed as the customer services. Customers are basically acknowledged as the key of every
business entity as without the support of the customers none of company can sustain longer at
marketplace and attain their desired goals and objectives in rightful manner. With reference to the
hospitality sector customers services plays a vital role as it is consisting of maximum number of
services only and if their customer does not get satisfied with the offered services and they would
definitely move to the another business which is offering similar kind of services with better quality.
This clearly depicts that Travelodge must emphasise on making use of best quality service along with
the consideration of COVID – 19 so that they can easily provide best services to the customer and
ensure them the safe visit to their hotel. This would also support the respective hotel in satisfying
their customers at utmost and attain higher profitability by maximising their sales performance.

5.2 Recommendations for Improvement of Customer service for Travelodge
In order to improvise customer services, it is highly important for the Travelodge to bring
some alteration in their current practices so that they can improvise themselves in rightful manner.
For this few recommendations are provided to Travelodge for bringing improvement in their
customer services. All of them are specified as below in detailed manners:
 At first, it is recommended to the marketing manager of Travelodge to emphasise on
developing an effective advertisement which clearly defines that how this hotel is taking
safety measures by simply considering COVID 19. This advertisement is required to be placed
at all the social media platform as this is the only place where they can approach maximum
number of the customers and persuade them to use services offerred by Travelodge.
 At next, it is essential for the Travelodge to emphasise on having detailed conversation with
the customers in the form of press conferences with the motive of enhancing awareness
among people that they are completely aware about the current market situations but for
ensuring the safety of the customers as well as their staff the respective hotel is taking
precautions and safety measures in order to deal with the situation.
 Also, marketing team of Travel lodge is advised to go for the conducting effective market
research. This marketing research would not only bring information about the changing
customers’ expectation and market trends but at the same time the respective company will
be gather information about the current practices followed by the rivalry in terms of
customer services. As a result, it would become easier for the company to maximise the
satisfaction level of the customers which would lead to increase in sales performance as well
as profitability for the same hotel.
 Last but not the least, the respective hotel is advised to conduct few training session for the
employees so that they develop themselves with the passing period of time as it is helping
them out in improvising their quality of services that is maximising the satisfaction level of
the customers. As results, the hotel would be able to maintain room booking proportions at
their properties.
6.0 Conclusion
On the basis of the overall information provided in the above mentioned report, it is
concluded that all the business entities which are wishing to enhance their business performance are
required to include effective marketing plan as the core part of their operational area as it allows
them in improvising their brand image at marketplace and also contributes in maximises their sales
performance along with the higher profitability. Also, with the usage of Marketing Audit marketing
manager can easily take best growth decision for their company which would lead to success.
Additional, TOWS helps marketing team in acknowledging their business performance along with the
core weaknesses and threat that could be improvised over the period of time. Lastly, it can be said
that with the usage of effective marketing method the hospitality sector can easily ensure customers
that they are taking all safety measures with the consideration of COVID- 19. This would help the
company in gaining trust of the customers in terms of their own safety and influence them to start
using hospitality services again with any fear.

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Travelodge Hotels Ltd., 2020. [Online]. Available
thru<https://www.bloomberg.com/profile/company/349265Z:LN>
Annual Revenue of Travelodge UK from 2013 to 2019. 2019. [Online]. Available
thru<https://www.statista.com/statistics/429089/travelodge-total-revenue-united-kingdom-uk/
#:~:text=Travelodge%20revenues%202013%2D2019&text=Travelodge%20hotels%20generated
%20revenues%20of,from%20433%20million%20in%202013.>