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Hospitality
Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key role and responsibility or marketing function...............................................1
P2 How role & responsibility of marketing function related to the wider organisational context
......................................................................................................................................................3
TASK 2 ...........................................................................................................................................4
P3 Compare different hospitality organisation and apply marketing mix for the achievement of
goals & objectives........................................................................................................................4
TASK 4............................................................................................................................................7
P4 Produce marketing plan for the hospitality organisation........................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Market essential is combination of basic market or management theory which help in the
business to implement these practices to achieve organisation goals & objectives (Bao, 2018). It
include different type of strategies and policies which is required to followed by the company to
expand their business. With the help of market essential, managers build effective strategy which
can promote the business in order to acquire market share. Organisation have to analyse the
market because if they does not analyse in proper way then it can affect the whole business and
it's operational functions. Travelodge Hotels Limited selected for the better understanding of this
concept. It is a private company which operates in hotels & hospitality sector across the UK. It
is a second largest hotel sector in the UK nation after the Premier Inn.
This report include the various topics such as role of marketing and it's interrelated
functions in hospitality sector. Along with this, it include the comparison between companies of
the basis of marketing mix. In addition, develop a market plan to meet the marketing objective
for the organization.
TASK 1
P1 Explain the key role and responsibility or marketing function
Overview of the organization: Travelodge Hotels Limited is a private sector company
which established in 1985 and key people of the organization are Keith Hamill or Peter Gower.
It's headquarter in Thame, England, UK and it is a second largest hotel in terms of hotels or
number of rooms which is about 40,847. Company serve in three location, first is UK where 500
hotels, 11 in Ireland and 5 in Spain. Currently 11,000 employees work under this organization
and hotel revenue is £637.1 Million.
Role and responsibility of the marketing functions: Marketing functions is a
combination of various activities which help the manager to promote their business in order to
increase their sale which automatically increase the profit margin of the company. It is important
for the Travelodge Hotels Limited to know about role and responsibility of marketing functions
which help the to identify the area where they have to work to increase their productivity.
Basically marketing function help the business to achieve their goals, increase customer,
profitability etc (Beck, 2017). So marketing department have to perform various functions which
is discussed below:
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Market research: Main role of the marketing function is to done intense research about
market where they identify the requirement or demand of the customer. Marketing manager have
to conduct research to collect the information which further helps in developing marketing
strategy regarding product and services they offer to the customer. Manager of Travelodge
Hotels have to perform this function and analyses the market for the better understanding. On the
basis of their research, company build marketing strategy for the achievement of business goals
& objectives. Company need to analyze UK market and then take appropriate decision in respect
of the organization. It help the Travelodge company to become aware about latest marketing
trends.
Gathering information of customers: Organization can gather information through
various survey which help the researcher to identify the need or demand of customer related to
the particular product or service. These information help the manager to build effective strategy
on the basis of customer desire (Berndt and Wayland, 2014). In Travelodge Hotels Limited,
marketing manager to gather information which help them to build strategies for the visitors or
satisfy their need to demand. It is a responsibility of the manger to provide those services to the
customers which fulfill the need or purpose to visit hotel. It will be done only after identify the
need of clients. So company provide those activities which acquire the demand of customer
which provide them satisfaction, so it is the important role of marketing function to gather the
information of customers.
Identifying future risk: Before implementing any plan, organization have to analyze the
future risk. Because if it is not happen then business have to face various problems which affect
the productivity as well as profitability. So manager of the Travelodge need to analyze future risk
and then build various strategies according to it. It is the biggest role which played by the
marketing function in order to reduce risk which further increase the productivity or profitability.
Company's manger have develop strategy, which attract more visitors and it will happen when
company already analyze the future risk and build marketing strategy.
Selling: It is an another function of marketing department to sell their products or
services to achieve their goal & objectives. With the help of marketing, manager enhance the
awareness about their product or service which they offer in the market to satisfy customer need
or desire. Marketing function help ti increase the sale through effective strategies which increase
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the productivity also. In the Travelodge limited, manage develop effective techniques which
improve their services and it further increase the profit margin of the company.
Above mention role & responsibility of the marketing function help the Travelodge
company to increase their demand in market which attract the customer which automatically
increase the profitability. It increase the business to run smoothly and able to achieve their goals
& objectives. Travelodge use effective strategy which increase the profitability because it is the
ultimate goal of an private organization (Browning and Sparks, 2013).
P2 How role & responsibility of marketing function related to the wider organisational context
Their are various marketing functions perform by the organisation in order to fulfil their
role and responsibility. It will be discussed below:
Illustration 1: Organization Function
Reception Service: It is the initial step where customer visit for the first time and
behaviours of the hotel receptionist is the most important because it provide the impression of
hotel staff. In Travelodge, staff members have to be corporate with customer and resolve their
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issues & other queries. If customer satisfy with the service or behavior of hotel staff then they
will approach or appropriate to others.
Booking: Another function of the company is confirm their booking through online mode
because customer does not want to waste their time to visit hotel and then check weather room is
available or not. Marketing department help the organisation to perform this function in order to
save customer as well their office staff time. Customer can book online and communicate with
customer service number for the more information (Dileep and Mathew, 2017).
Human Resource: Employees or other members of the Travelodge Limited help to
fulfill marketing activities. Staff members need to be very cooperative and polite with their
nature which make customer comfortable. Main function of the human resource department is to
hire those people who help the organization to increase their productivity through provide
effective services to satisfy more customers.
Room Division: Another function is to divide the room according to the requirement of
customer. In the Travelodge Limited, manager divide the room in set of single, double or 3 bed
set. So customer can choose according to their need and pay as per those services which they
use. Prepare a room set which have all required facilities such as clean washroom, room and
other facilities. Set the affordable price range where customer have will to pay without any
regret.
Food & Beverage: Travelodge company promote themselves in a online mode which a
effective medium of promotion. Company provide food and beverages for the customer to satisfy
them or enhance their service quality for the more satisfaction level. Marketing department also
done this activity to increase satisfaction level of customer and their experience too.
Above discussed function help the marketing department to perform their activities in
order to increase their profitability. Staff members of the company have to cooperate with
customers which help the organization to expand in the market (Dixit, Lee and Loo, 2019).
TASK 2
P3 Compare different hospitality organisation and apply marketing mix for the achievement of
goals & objectives
Marketing Mix:
Marketing Mix Travelodge Limited Sainsbury's
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Product Product of hospitality organization is
room or other relevant services which
they offer to the customer to satisfy their
need. Travelodge company offer quality
services to their visitors which satisfy
their needs. They provide facility to
choose their room and required facilities
too. If services not good then is create
difficulty to attract customers.
Company offer quality product to
their consumers which help to
increase their customer and their
loyalty too. Because of good
quality of product company will
take advantage of it and try to
retain their customer in order to
achieve their goals & objectives
(Florence, Misiko and Waweru,
2015).
Place Here, organisation have to build strategy
regarding the location where they have
to establish hotel. Because area also
affect the business. So, company have to
build their further strategy and choose
the location near railway station, airport
or near visiting place.
Sainsbury's choose the location for
their shop where various developed
colony already have.
Need to select crowded area then it
provide the more benefits. Because
location matter a lot to attract more
customers and it impact the
productivity or profitability.
Price Price of the rooms will be set according
to the quality or facilities they offer to
their customers. Travelodge company
also provide the choice to select room
according to their need or requirement.
Company provide quality rooms to their
visitors with affordable price range
which make their visitors loyal for the
fustier visit. Travelodge using
penetration pricing policy so lower class
people can afford to stay in their hotels
which is cost effective and provide best
Sainsbury's using premium pricing
strategy and provide high quality of
product. Company targeting high
class of people who can easily pay
high price for the quality product
(Hofstede, 2017).
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quality.
Promotion Promotion is a part of marketing
strategy which help the Travelodge
company to promote their services
among the visitors through various
mode. Company using innovative
marketing strategy where they provide
advertisement of their brand and also
done online marketing which help the
business to increase their customer.
Marketing strategy help the organization
to acquire huge market share in order to
increase their loyal customers.
Manager of Sainsbairy's also use
the innovative strategy to attract
more customers in heir store.
Company provide the various
discounted coupons, festival offers
which help the company to attract
more consumer to increase their
productivity or profitability (Liat
and et.al., 2017).
People It include the staff members of
Travelodge who deal with different type
of customers on daily basis. So manager
have to provide them a special training
to deal or cooperate with them or make
them comfortable to ask freely to sort
their query. In the hospitality sector,
human resources plays very important
role because they direct or indirectly
deal with the visitors so they required to
be patient or cooperative.
Sainsbairy's also required to hire
skilled person for the sale of
product. They also have to hire
those people who can understand
the consumer's need and fulfil
through their effective service. So
company provide various
incentives of those employees who
have excellence performance.
Process It include the procedure where visitor
entered in the hotel and book their room.
Visitor entered in the hotel and go to the
reception, where manger of Travelodge
ask the customer about their
specification regarding rooms. Manger
Sainsbury's company use the
effective process where they selling
good from stores as well as through
online mode where they provide the
delivery option. After completing
their sale, staff member take
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also take feedback from customer
regarding their services which help the
company to measure their performance
and their staff behavior for the visitors.
feedback regarding product or other
services because it will affect the
organisation and their productivity.
Manager make sure to implement
the customer's feedback which
improve their services.
Physical
Evidence
Travelodge company offer the hotel
services related to the rooms. So
company try to build effective strategy
which make them different from other
organization. Marketing department
build innovative or unique strategy
which attract the more visitors in their
hotels.
Company offer various groceries
product and general items which is
measured in terms of quality.
Sainsbairy's produce quality
product which satisfy the need to
consumer which increase
productivity or profitability of the
company.
TASK 4
P4 Produce marketing plan for the hospitality organisation
Marketing plan: It is a type of document which include the various strategy and it will
be implement in the future for the effective performance. Basically, market plan include the
overall overview of the organisation, it's goal & objectives. It also include the current position or
current marketing strategy of the company and the develop another marketing strategy for the
future. Marketing plan contain the list of action which they have to perform for the successful
achievement of their goals. Which further provide the benefits and growth in the global market.
As Travelodge Limited introduce premium rooms which include the luxury services for their
customers. So they build a proper marketing plan for the successful implementation which not
affected by the new services. For the better understanding, company going to done SWOT
analysis which help the manger of Travelodge to evaluate the response of customer (Malik and
Sharma, 2019).
SWOT Analysis: It is a strategic planning technique which help the organisation to
identify their strength, weakness, opportunity or thread. After this analysis, manager build
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strategy which is beneficial or in respect of the business to achieve their goals & objectives.
Travelodge done SWOT analysis to evaluate their market condition and it is discussed below in
tabular form:
Strength Weakness
 Affordable price of the rooms with high
quality of service which is help the
business to increase customer loyalty.
 Brand value of Travelodge Limited is
very good because it is the 2nd largest
hospitality company in UK.
 Company have higher marketing share
and they develop effective marketing
strategy to expand their business.
 Company using market penetration
strategy which negatively affect their
upper class customers. They think that,
hotel is for lower class people which
affect the company.
 Travelodge using innovative marketing
strategy which is not always effective.
Such as provide coupons which can
redeem in the next visit but some
visitors are first and last timer such
foreigners.
Opportunities Threads
 Super luxury room going to launched
by the company which improve the
image of company for the upper class
people.
 These rooms especially launched for
premium class people.
 Due to high competition in hospitality
sectors, Travelodge have to be always
creating and innovative in their
marketing strategy.
 Their is a fair in the Travelodge that
customer not always accepts new
innovation or changes. After
introducing premium rooms, lower
class people think it is not for us and it
affect the organization and it's
profitability.
Strategic objectives: It is one of the strategy of marketing plan which include the long
term strategy along with organizational mission or vision. Strategic objective of Travelodge
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Limited is to acquire high market share through innovation of their best services to the customer
which increase loyalty and provide profitability.
Vision: To increase their reach across the nation and provide quality service to their
customer as well their loyalty regarding Travelodge Limited.
Mission: To become first choice of the customers and provide attractive services which
provide more satisfaction. As per their future strategy, they estimate about 10% profit margin in
every quarter after implementing their marketing plan to launch premium rooms for higher class
people. Also increase the number of visitors about 15% in the next year (Han Neuninger, 2017).
Their is another way also which help the business to expand more in the market with the
help of STP. It include segmentation, targeting & positioning and all of them discussed below:
Segmentation: In this analysis, firstly company analyses the segment where they have to
focus and it will be based on common interest, characteristics or need of the customer & market.
Travelodge identify the market and then develop services which fulfill the organizational goals.
Targeting: In this strategy, company target the specif segment which have same class or
taste. Travelodge prepare effective strategy to attract more customer for the successful results.
Positioning: This stage include the effective promotional strategy which help the
Travelodge to set their positive image in the mind of customers (Patsiotis and Atik, 2017).
Marketing Budget:
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial Fund 8000 11000 18000 18000 9000
Investment 3000 7000 10000 35000 18000
Total 11000 18000 28000 53000 27000
Marketing Spending
Promotion 10000 8000 12000 8000 3000
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Online Booking 5000 5000 3000 6000 6000
Direct Booking 5000 5000 5000 6000 5000
Total 20000 18000 20000 20000 15000
With the help of this budget, manager of Travelodge company analysis the difference
which provide the overall overview. After implementing marketing strategy measure the gap and
for the recovery they have to build another strategy. Which provide benefits in order to increase
their sale or increase profit margin.
CONCLUSION
From the above discussion it has been concluded that, marketing help the organisation to
increase awareness about their product or services among the customer. Marketing function
plays different role & responsibility which affect the company or increase the productivity or
profitability. Along with this, marketing mix strategy help the organisation to identify the various
scope where they can improve and get the benefits. In addition, marketing plan help the business
when they develop new product or service in the market, soi they have to build and then
implement for the effective results.
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REFERENCES
Books & Journals
Bao, H., 2018. Marketing of Tourism Services/Experiences. In The Emerald Handbook of
Entrepreneurship in Tourism, Travel and Hospitality: Skills for Successful Ventures (pp.
261-275). Emerald Publishing Limited.
Beck, J. A., 2017. Selling in the hospitality industry. Routledge Handbook of Hospitality
Marketing, pp.160-167.
Berndt, A. and P. Wayland, J., 2014. Evaluating the readability of marketing research textbooks:
an international comparison. Journal of International Education in Business. 7(1).
pp.47-59.
Browning, V., So, K .K. F. and Sparks, B., 2013. The influence of online reviews on consumers'
attributions of service quality and control for service standards in hotels. Journal of
Travel & Tourism Marketing. 30(1-2). pp.23-40.
Dileep, M. R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in
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Dixit, S. K., Lee, K. H. and Loo, P. T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science. 29(2). pp.151-161.
Florence, K., Misiko, A. J., Lewa, P. and Waweru, F. K., 2015. The Effects of the Marketing
Mix on Choice of Tourist Accommodation by Domestic Tourists in Kenya.
Hofstede, B., 2017. Video Marketing: How Important are Videos for the Hospitality Industry in
Finland?.
Liat, C. B., and et.al., 2017. Hotel service recovery and service quality: Influences of corporate
image and generational differences in the relationship between customer satisfaction and
loyalty. Journal of Global Marketing. 30(1). pp.42-51.
Malik, H. and Sharma, M., 2019. E-Marketing as a Tool to Achieve Competitiveness in Travel
Trade Industry. In Handbook of Research on International Travel Agency and Tour
Operation Management (pp. 272-283). IGI Global.
Neuninger, R., 2017. Qualitative marketing methodology. In Routledge Handbook of Hospitality
Marketing (pp. 54-65). Routledge.
Patsiotis, A. and Atik, M., 2017. Mobile Marketing Tools And The Consumer Decision-Making
Process.
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