12-Month Marketing Campaign Plan for Travelodge

This document provides a 12-month marketing campaign plan for Travelodge, including constructing a TOWS matrix, stating 3 main marketing objectives, presenting a marketing mix plan, and ways to improve customer service level. It discusses the threats, opportunities, weaknesses, and strengths of Travelodge, and provides strategies to increase sales, enter new markets globally, and enhance customer relationships. The marketing mix plan includes product, price, place, promotion, process, people, and physical evidence. It also suggests ways to improve customer service through online services, personalized experiences, and staff training.

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

by means of offering as much as discount and appealing offers or services. This could be achieve
by cutting overhead and costs, selling of more services which include higher amount of profit
margins or the other kinds of changes which increases the profit. An entity should assess what is
been offered by its competitors and learning new methods or techniques along with thinking out
of box in order to beat competition (Gómez, Rozo and Leytón, 2019). As analyzed it is the main
threat that is been faced by company, it should consistently seek for new innovations and
providing unique services for boosting its sales and maximize its strengths.
To enter into new markets globally by mid of 2022
As its weakness brand needs to expand its market into new market at global level instead
of growing only existing market. This objective enables in getting more available customers
within the industry or the geographic location (Aquila, 2016). Moreover, as the brand had a well-
known presence and successful in particular industry, it would expand the footprint in current
market. For gaining larger market share across the world through expanding its channel,
Travelodge can create its presence around the world. This would help the company in achieving
large customer base by targeting the segment which has large number of tourists. This will lead
the firm in building its brand awareness through expanding its reach & getting more and more
people in learning about the brand (Yi and Yang, 2017). Thus, in this way Travelodge can enter
into international market which in turn helps an enterprise in overcoming with its one of the
biggest weakness relating to lack of international presence.
To enhance relationship with customers within 15 months
Travelodge must have to emphasize on facilitating the customers or guest with unique
and quality services in order to maintain healthy relationship with its customers (Keegan and
Rowley, 2017). It would be delivering the services beyond expectation of its customers and as
per their specifications so that they feel comfortable to visit the place frequently. The firm must
invite the customers to provide their feedback which helps in knowing the particular needs of the
guests with respect to the services, meals and environment so that it could find for best possible
solutions to solve their problems. This means better the offerings provided by hotel, more the
business would grow. By developing proper CRM software, it could remain connect with the
customers globally and through personalization & customization, improved relationship with its
target consumers can be achieved (Sen and Joseph, 2016). It will encourage collaboration by

improving communication with the customer teams by way of frequent catch-up, workshops,
conferences, training and webinars which helps in improving engagement level with customers,
understanding strategy, pain points and requirement of guests and building a good rapport.
3. Present a marketing mix plan
Marketing mix of the company includes an analysis of 4 major elements that is product,
price, place and promotion. The 4Ps of Travelodge are as follows-
Product- It offers services and accommodation facilities for the guests where its product
involves full furnished double size room with limited range of the services like Wi-Fi, room
services and reception. As the budget hotel, infrastructure of an entity is standard & only suitable
for the short stay, because the company targets customers that belong to middle level income
groups. It also provides complimentary breakfast to its customers seven days a week with
personalized room delivery service, this has helped in building the brand image of the travel
company (Siakalli, Masouras and Papademetriou, 2017). The additional products/services of
Travelodge include access to gymnasium, swimming pool, bar and restaurant. Moreover, the
company must also focus on catering the needs and wants of its target customers that include
businessmen and develop products/services accordingly like co-working space, conference halls,
etc.
Price- Travelodge Hotel Company has over 570 hotel brands under its name in the entire
UK hence; the company enjoys the benefits of economies of scale by ensuring mass scale
production. Also, the hotel company provides quality services at affordable rates to its target
customers because they usually belong to middle income or upper income level groups. Also,
with the increasing competition in the hospitality industry, Travelodge has also adopted market
penetration strategy where it emphasizes on increasing its customer base and overall sales
volume by offering competitive pricing (Noo-urai and Jaroenwisan, 2017). Thus, it helps the
company in increasing its overall revenue and profit margin as well.
Place- the Company has spread its operations in the entire Europe with the highest
number of hotels located in the United Kingdom, followed by Ireland and Spain. Since,
Travelodge provides affordable services to its guests/customers therefore it is imperative to keep
the cost of company low thus the hotels are generally located close to road or at the entrance of
the city (Loo and Leung, 2018). However, there are some premium properties as well that offers

luxury services to its customers and are generally located in the center of the city. Therefore, in
terms of location, Travelodge has its properties in locations like London, Cardiff, Edinburgh,
Dublin, Madrid, Barcelona and several other major cities of Europe. Furthermore, the company
is also planning to establish 13 more hotel properties in the European continent by the end of
2020.
Promotion- The travel and hospitality industry are one of the most competitive industries
in the world therefore it is critical for every hotel company to promote its products/services and
increases its brand awareness among the target audience (Chen and et.al., 2017). Travelodge not
only promotes its brand through traditional media but also through social media where it runs
several campaigns to offer discounts and free coupons to attract customers. However, a
Plymouth campaign run by Travelodge in 2004, faced negative response but at the same time
helped the company in garnering free publicity and attention of customers. Nevertheless, the
digital marketing strategy, public relations campaigns and strong advertising has helped the hotel
chain in building its brand image and goodwill in the hospitality industry over a period of time.
Process- An integrated buying type of exposure is been used by Travelodge under which
the primary segment of the contact, specifically a website or the network, to the distribution of
service or a good (Shen and Tang, 2018). For hotel the process does not block at this stage,
because they need to focus on after sale service, developing decent kind of relations with the
customers after the process of purchasing.
People- It is the most defining factor within a process of service delivery as the service is
counted as inseparable from person who is providing it. Thus, Travelodge is known for their
food along with service offered by their staff. The same is seen as true of department & banking
stores. Consequently, training to staff is been given by the company in order improve its
customer support service and is been a top priority for many of the companies in today’s world,
because the services tended to produce & consume at same time (Piccoli, Lui and Grün, 2017).
Due to this, the behavior of customers is seen as very critical for the purpose of identifying or
determining a customer experience.

Physical Evidence- Before the service is been experienced, firstly it need to be delivered.
Therefore, it means that process selecting to make use of service may be perceived as very risky
since it is intangible. In order to reduce the uncertainty level, this marketing mix component is
used or assessed. It related to clean or tidy environment, well decorative interior with adequate
facilities. Physical evidence which is been demonstrated by Travelodge is in such manner that
conforms an assertion of customers. Although it may not possible for guests to experience
service before they buy, however, they could see the reviews of other customer or by talking to
them can know their experience to visit Travelodge. Moreover, brand name and premises of the
hotel also acts as the physical evidence for the guest which must be appealing so that they desire
for visiting the hotel and availing services.
4. Representing ways to improve customer service level
Within Hotel industry in which the service is seen as king, value in delivering the guest
experience is counted as familiar territory to the hotel companies. Customers are considered as
the most crucial stakeholders in the hotel business. In case the hotel doesn’t offer the quality
services to their customers, they would find alternative hotel which serves them a well & in due
term that an entity might have for closing down because of the customer shortage. There are
various measures that Travelodge must take for the purpose of improving the quality of their
own customer service that are as follows-
Online services- The whole world had become global village & internet is becoming as
its economic hub. It is very essential that Travelodge must not limit their services only to
premises; it must go for online services & must remain in touch with their customers at online or
digital platform (Geetha, Singha and Sinha, 2017). The services like online booking, online car
hiring services and customer care must be availed digitally for improving quality of the customer
service.
Inviting feedback and suggestion of customer- For knowing the need and wants of guest,
Travelodge should remain in contact with customer. The suggestion of customers must be
listened with the sobriety & complaints so that their problems could be resolves effectively and
efficiently. A suggestion book must be strategically at the point where it seems as visible and
anybody can note it.

Effective care of customer- There is no doubt that a customer is the only one who keep
hotel ongoing otherwise it would shut down. The consumers should therefore be treating with
uttermost dignity. The management must adopt the policy which reminds its workers that
customers are counted as most valuable or precious assets in Hospitality business. If they are
been treated in well manner, then an entity could reach to maximum value and in achieving
growing success with providing improved level of service to the guests.
Setting up effective level of communication channel- This factor is found as ideal in each
and every kind of business so Travelodge must set up for working flow management system
which would ensure that the staff always remain in touch with customers and also the other
important stakeholders such as media, supplier, security service facilitators and the potential
consumers.
ISO certification- It is the manual published by international standards for ensuring
assurance of quality system within service sector (Olimovich and Khudoynazarovich, 2020). It
enables with guidelines on the way for managing the data, carrying out training for personnel,
upgrading information, handling risks and improving services. Acquiring such certification,
Travelodge can increase loyalty of its guests towards the brand’s quality services.
Carrying internal audit- It is common because many times resources are allocated
inappropriately or inadequately. This reflects that customer service quality in the hotel watered
down, therefore, is important for Travelodge in carrying out a regular audit conduct for ensuring
accountability in using of hotel resources.
Setting up regulations- Many of the workers could frustrate the customers depending on
several attitudes and conditions. Staff needs to ensure all the ethical practices at Hotel premises
so that they could be able to serve the guest with best experience. Due to this, hotel should come
up with policy or rules that would regulate conduct of workers towards assets of hotel,
management, customers and the fellow workers.
Establishing effective MIS- Managing information is critical for the satisfaction of
customers. Management must put in place the documentation system which keys in data
efficiently about customers, processing & easy retrieval, allows for the editing when there is a

requirement. The MIS of Travelodge should be organized in well and adequate manner so that
only the authorized personnel could use or access data.
Personnel appraisal & training- Personnel training goes longer way for improving
customer service quality in the hotel set. Due to this, it ensures for specialization in such manner
that each personnel perform only those tasks in which they are best and can give their best
potential (Loo and Leung, 2018). Travelodge Hotel must not gamble with the delivery of
services, management must entrust the trained workers for delivering several kinds of services.
For the purpose of keeping it with the modern trends, personnel must consistently train on the
way to make use of latest techniques and in delivering the services in modest way.
Allow for participation of employee in the strategic planning- Employees are people on
ground, they knows what mainly happens in delivering the service and in what manner it could
be improved. Therefore, the company must include its employees in the process of decision
making so that most suitable or best strategies could be put into the place which leads to
enhancement in the level of customer service of an entity in association with the workforce and
entire team within working in the Hotel.
Motivating personnel- Worker having lower level of self-esteem need could spoil days of
customer. If they are not been motivated, employees might not give to their best (Shen and Tang,
2018). Management must ensure that hard work by personnel is been well appreciated by way of
promotions, appraisal and rewards so that they could serve the guest with excellent service and
develop a unique kind of experience for them while they stays in hotel.

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