12-Month Marketing Campaign Plan for Travelodge

Enabling a leading brand a 12
mounts marketing campaign
plan for Travelodge

Table of Content
TASK...............................................................................................................................................3
1. Constructing TOWS matrix.....................................................................................................3
2. Stating 3 main marketing objectives........................................................................................4
3. Present a marketing mix plan..................................................................................................6
4. Representing ways to improve customer service level............................................................8
REFERENCES..............................................................................................................................11

TASK
1. Constructing TOWS matrix
Threats- The hospitality industry is seen as very competitive segment having several
participants or companies that offers wide variety of products that ranges from 1 to 5 star types
of hotels. In association with meager prediction relating to economic growth of world equating to
2.7%, tourists may deemed as less confident to their expected earnings in the future, and prefers
to stay or visit at low cost places as compared to Travelodge like dormitories, hotels etc.
Travelodge is having very limited worldwide presence as it emphasize mainly on UK & Ireland
market segment. Thus, majority of the foreign tourists may never hear regarding Travelodge and
hence choose familiar or known brand that had established their goodwill within their home
nation (Blagoev, Nikolskaya and Popov, 2019). Because of the current terrorist attacks &
immigration guidelines controversy, more of tensions arise leading to greater level of security
around UK, limiting arrivals of tourist and people’s movement, lowering demand for availing
service of hotel. An economy reflects positive growth in coming years and this would then
facilitate the consumers with greater income. For the tourists, accommodation could see as quite
important within their overall stay & with high disposable income, they may opt for the
luxurious stay in high end hotel such as Hilton.
Opportunities- As an environmental protective movement had achieved its momentum in
the current years, ecotourism and the green had become as the new trend. Branded hotels as seen
as eco-friendly or having reputable sustainability projects such as Travelodge are counted as
more likely for receiving a positive feedback from the guests & in maintaining positive image
and positioning in minds of public. Travelodge could plan for going as global for the purpose of
expanding its business, reinforcing reputation & gaining more amounts of profits. The company
can expand its business overseas which helps the firm in gaining potential customers specifically
in European market in which tourism is considered as main source of the national income.
Moreover, it could participate with the new partnerships which can increase goodwill of hotel
and as being the smarter marketing move.

Weaknesses- As with majority of the budget hotels, Travelodge do not equip their
customers with wide variety of the products which a particular luxury hotel would offer. They
are seen as basic & not fancy in form of the aesthetics & decoration. Further, it does not facilitate
its consumers with different types of amenities and facilities. Company’s customer service aspect
are rather seen as limited as it does not provide the room service, concierge and porter service. It
is not counted as ideal for the large families & parties under which it demands more space &
room (Bowie and et.al., 2016). The interior of hotel looks very boring and plain which do not
attracts the new customers to stay in it. As the travelers places high experience value and have
different choices, such issues could put the Travelodge at limitation & makes the guests feel as
unsatisfactory because the Travelodge so not fulfill to the expectations of its target audience. In
addition to it, running the hotel with its full capacity, the firm discretely executed overbooking
policy and consequently guests might face risk of getting turned down on arrival after paying the
deposits. This directly causes frustration & discomfort among several customers.
Strengths- Travelodge offers its service at lower prices with an inclusion of the rates for
the family & double rooms with frequent deals like early booking on the special occasions. For
budget hotel, promotions & deals are counted as best ways for attracting the customers &
increasing revenues. Along with this, Travelodge runs different programs for its premium level
of customers like Travelodge Business Card. As this kind of practices is seen as also very
popular in hospitality sector, having it have its own projects which enables Travelodge to remain
on par with its competitors (Gâdău, 2017). Besides this, an organization has extensive presence
across UK with higher than 500 facilities, makes easier for their loyal customers or guests in
finding out appropriate place for staying inside. Travelodge is found as very committed in
sustainability campaign which is deemed as appealing to its environmental conscious level of
customers and provides a competitive edge among other luxury & budget hotel.
2. Stating 3 main marketing objectives
To increase 25% sales by the year end of 2021
As Travelodge sales is limited so it must emphasize on selling more of its offerings
within in terms of services and facilities. By creating an attractive marketing campaign and
promoting its services digitally, it could increase its revenues or sales that are coming into
business. This will also help in attaining with other major objectives like increasing profitability