Roles and Responsibilities of Marketing in Hospitality Industry

This assignment discusses the roles and responsibilities of marketing in the hospitality industry, with a focus on Travelodge Hotel Limited. It explores the key elements of the marketing function and how they interrelate with other functional units within the organization. The assignment also examines the use of marketing mix in the marketing planning process to achieve business objectives.

Hospitality Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1. Roles and responsibilities of the marketing function............................................................1
P2. Roles and responsibilities of marketing relate to the wider organisational context.............3
M1.Roles and responsibilities of marketing in marketing environment ....................................3
M2.Significance of inter relationship between marketing and other functional units ...............5
D1. Key elements of the marketing function and how they interrelate with other functional
units.............................................................................................................................................6
within a selected hospitality organisation...................................................................................6
TASK2.............................................................................................................................................6
P3. Marketing mix to the marketing planning process to achieve business objectives..............6
M3.Different tactics applied by hospitality organisations to demonstrate how business
objectives are achieve.................................................................................................................8
TASK3.............................................................................................................................................9
P4. Marketing plan for a hospitality organisation to meet marketing objectives........................9
M4. A detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives for a hospitality organisation.........................................................11
D2. A strategic marketing plan that tactically applies the use of the 7Ps ...............................12
CONCLUSIONS............................................................................................................................12
REFERENCES..............................................................................................................................13
.......................................................................................................................................................13

INTRODUCTION
Marketing is process of creating, delivering , communicating and exchange offers which
have same value and a management process which provide goods and services to the consumers
according their needs and demands. It is based on the thinking of the consumer about the goods
and services. But in hospitality industry it is related to the services such as transportation
services, accommodation services and food or meal services (Babin and Zikmund, 2015). It is
important in hospitality industry because it focuses heavily on creating experiences and
relationships with the customers and inspire customer by new services so that they are loyal for
it. This assignment based on Travelogue Hotel Limited, it is a private company operating in
hotels and hospitality industry. This company founded in 1985 and the key people of this
company are Keith Hamill and Peter Gowers. In this report the key roles and responsibilities of
marketing functions are explained and the interrelation of marketing with other functions are also
defined. The marketing mix of the hospitality organisation and the marketing planning process to
achieve business objectives are described in the assignment.
TASK1
P1. Roles and responsibilities of the marketing function
Hospitality Organisation- Traveloge is one of the UK's leading hotel brands. This company is
founded by Scott King in 1985 and is the second largest brand in UK hotels which operate its
business in hospitality industry. It is a hotel brand in the UK based on number of hotels and
number of rooms operated. It provide 540 hotels and more than 40,000 rooms throughout the
UK, Spain and Ireland and it is the third biggest hotel chain in the UK. Under the Travelodge
the largest market of the UK representing 99% of the total revenue with 98% of rooms operated
as leasehold, 5 leasehold hotels in Spain and 12 Hotels operated under franchise in Ireland and
Northern Ireland. There are moreover 10000 employs staff of Travelodge in the UK and Spain
and it operates its services United states, Canada, UK and Spain, Ireland, New Zealand,
Australia and Asia (Cooper, 2012).
Roles & Responsibilities How it is executed in the selected organisation

Defining & Managing Brand It is related to provide the information about the products and
services to the customers that how company can aware and
familiar the consumers towards the products. Travelodge is
hotel company and it provide the room service to the
customers. Marketing play an important role in defining and
managing brand of Travelodge like by using various kind of
promotional channels the company aware the customers and
providing them better services it satisfied the consumer. In the
rooms of this hotel, it provide a fresh set of white towels,
hand, hair and body wash are provided and these additional
services mange the brand image (Dibb and Simkin, 2013).
Monitoring and managing
social media
In Travelodgee business marketing contribute to mange and
maintain its social media pages and help in promotion. With
the help of marketing it can promote its business by using
promotional functions like TV, radio, Facebook,Instagram,
Twitter and other mode like web advertisement. It can manage
the accounts and watch carefully about the feedbacks of
customers and what they posted about the company online. By
using social media Travelodge provide information to the
customers about their upcoming services and innovation
which it do in its business.
Planning for marketing and
strategies
Marketing play a good role to make strategies for Travelodge
and it is the marketing responsibility to plan for setting the
future goals of the company. If the company make strategies
for the growth if the company marketing help in it like if
company want to enter a new sector then with the help of
marketing it do market research and make strategies for that
kind of market and consumers demand. Marketing help it in
setting future goals like if the company set goals that it open a

hotel in China then marketing help in doing marketing
research and needs or wants of customers (Essentials, 2012).
Market research It is the key responsibility for the marketing. Resaerch help the
company to identify market opportunities and find out a better
understanding of customer needs. It help Travelodge to
understand competitors and their strength or weakness so that
the company can take action to protect the business and
capable to satisfying the customers needs and demands.
Marketing function help in contacting with the customers and
carry out their needs and attitudes towards the company by
survey.
P2. Roles and responsibilities of marketing relate to the wider organisational context
Marketing is the study of management of exchange relationship and it is a business
process which help in creating relationship with the customers by satisfying their needs and
demands. Marketing play an important role inn various functions of organisation (Lane, 2015).
Food and beverage- In Travelodge, it related to the breakfast, lunch and dinner services. The
marketing department do research on tourist and travellers needs and demands and provide the
food according their needs. For example, if tourist of America go in this hotel and hotel provided
the food according them like, non veg, eggs and milk etc. because it know by the research that
they prefer this kind of food. The HRM department of Food and beverage play an important role
in marketing department. If there are need of employees in marketing department of Travelodge,
HRM help this department by providing employees. HRM organise hiring and recruitments
process for the marketing department. For example, Travelodge going to open its new hotel in
China then HRM provide needed staff and employees for this.
Room division- It include those departments which provide services in the room like, house
keeping department and maintenance department. Marketing do research on the customers and
get feedback and provided the to Hotel and it make improvement in its services if needed
according the customers and focus on the maintenance of the rooms and its services (Learning,
2012).

M1.Roles and responsibilities of marketing in marketing environment
Marketing environment is the combination of both micro and macro environment and
other factors that affect the companies ability to accomplish desired objectives.
Roles Responsibilities How do they relate to
marketing environment?
Develop market strategies and
plan.
Identify customer needs and
wants (Lipsman, Rich and
Bruich, 2012).
Marketing strategies help
the company to make the
product and services
according the customers by
identifying their needs.
Social responsibility Rising customer expectation,
government policies have
forced companies to exercise
higher level of social
responsibility
Social marketing play an
important role to know the
customers needs and
expectations and it help in
increase the business of the
company.
Promote Integrated marketing
communication
Coordination and integration
of all marketing
communication tools and
techniques within a company.
Communication mix consist
of advertising, sales
promotion, personal selling,
internet marketing etc.
which helps to
communicate product and
services to the customers.
Builds customer relationship
management
Managing elaborated
information about customers
and using them to build
customer loyalty.
By providing information
and aware the customers
Travelodge make better
relation ship with the
consumers and provide
services according them.

M2.Significance of inter relationship between marketing and other functional units
Marketing comprehend the entire business. Satisfying the customer needs and wants
cannot be the only responsibility of any business for existence in the market. The marketing
department will need to work closely with finance department to ensure that there is adequate
fund available to meet the desired needs of research, promotion and distribution of Travelodge to
enhance the sales volume, develop new market and to reach new customers (Malhorta, 2013). It
will work with HRM department to ensure that appropriate skills and staffing levels are available
to meet production targets, create competence sales team,etc. It will need to work with
production department to ensure that adequate research and development is planned to satisfy
current and future needs of Travelodge customers. Marketing departments will set deadlines that
may expanse the potential of the production department.
D1. Key elements of the marketing function and how they interrelate with other functional units
within a selected hospitality organisation
The key elements of the marketing are marketing strategies and market research which
are interrelate with the various function of Travelodge hotel because every function do market
research for knowing the customers interest and needs. For knowing that what they want in the
new services and improvement in existing services and and make the strategies according them
so that it can satisfied the customers needs and demands (McDaniel and Gates, 2015). For
example if the customer want fitness service, for knowing this Travelodge do market research
and provide this service to the tourists.
TASK2
P3. Marketing mix to the marketing planning process to achieve business objectives
Elements of 7Ps Travelodge Hotels Accor Hotels
Product Product refers to the features,
advantages and benefits of a
finished goods. Travelodge refers
to several hotel chains around the
world. Travelodge provide better
rooms according the customers
Accor hotels is a French
multinational company that
owns, manage and franchises
hotels, resorts and vacation
properties. It provide
concierge, reception and room

needs and provide towels and hand
or hair shop in its rooms. In its
services it provide banquet
facilities and special event
services, restaurant, lounges, food
and beverage and other services.
services or currency exchange,
cash machine. This hotel
provide undercover secure
parking and valet parking to
the tourist and laundry services
and food services to its
customers. Main product of its
are hotels and resorts.
Price Travelodge adopts low cost pricing
strategy. Premium pricing strategy
involves charging high level prices
for products and services that are
perceived by the company to have
excellent quality and additional
characteristics and features.
Accor hotels has a varied
pricing strategy (McDaniel,
and Hair, 2012). For its
upscale and vacation
properties, the hotel has
adopted premium pricing
policy and delivers the best
quality and unmatched
services and products
according the customers needs.
Place It operate its business around the
world and current operations
include, the UK, Canada, the US,
Spain, Ireland, New Zealand and
Australia (Moore, 2014).
It is a multinational hotel
company and operates its
business more than 100
countries of the world. It is a
largest hotel group in the
world outside of the United
states. They operates their
business Hong Cong, Rome,
Warsaw, Rio de Janeiro, San
Francisco, London, New York,
Shanghai, Bangkok, Singapore
and many other countries.

Promotion Travelodge use various promotion
strategies for promoting its brand
and services like, advertisement
and other strategies. In
advertisement it use some
promotional channels like
Facebook, Instagram, Twitter and
web advertisement.
Accor hotels is a powerful
brand and know by
internationally for its better
services and products. In the
promotional strategy it use
various promotional channels
such as TV, radio,
newspapers,travel magazines
and billboards.
People This hotel focus on hiring the
correct staff and team to ensure
that the customer has the best
services. In Travelodge peoples are
related of the customers and the
staff of the hotels.
In Accor hotels the people are
related to the tourist and
customers of this hotel and the
employees or staff of it
(Naresh K. Malhotra, 2015).
Process In Travelodge, it ensures that all
the hotels of this brand provides
the same process across all the
company, like customers are deal
correctly, that layout looks fairly
and the services which are
provided by the one hotel are also
provided by all the hotels of
Travelodge and these services
should be correct.
It is related to the services of
the Accor hotels which are
provided by it. They add value
for the customers by designing
best stay package and other
services which are provided by
a hotel (Papasolomou and
Melanthiou, 2012).
Physical Evidence It is related to the outside of the
products and services that how
they are looking. It is for attracting
the customers. In Travelodge, this
is the evidence that sees by the
It is the attraction point of the
customers and it is related to
the designs and outside of the
hotels. Accor Hotels are
designed in a good structure

customers when they comes to the
hotel and sees that staff all in
uniform and everything which used
by the hotels should be branded.
and they attract customers by
their outlook.
M3.Different tactics applied by hospitality organisations to demonstrate how business objectives
are achieve
For achieving business objectives there are needed effective tactics . The tactics which
are used by Travelodge are as following:
Hotel websites- It is an important market tactics which is used by the company because before
purchasing and service and products customers visit on the website of the company to get
information about the product. Travelodge use this tactic so that customer can get information
about the company (Pike, 2015).
Connection with travel agencies- Travel agents are mainly tor agents and online gents which
provide the information about the company's product and services. The travel agents connect the
customers by online mode and providing information about the products and services of the
Travelodge multinational hotel company.
TASK3
Covered In to Poster
Source: 7Ps Marketing Mix, 2018

M4. A detailed, coherent, evidence-based marketing plan that applies the marketing mix to meet
marketing objectives for a hospitality organisation
Business Objective Marketing Mix &
Strategy
Tactics Monitoring & Evaluation
Increase market
shares
Travelodge provide better
services and products by
using good marketing
strategies. By doing
market research it found
out the customers needs
and provide services
according them. It
increase the market shares
of the company.
By taking short
term decision
related to
improvement in
services of the
hotel, Travelodge
increase market
share.
By analysing the services
and decisions, the company
monitor and evaluate the
services and increase the
market share of the hotels
(William and Barry, 2016).
Increase profit In its products and
services it use good
qualities services like in
food services the hotel
provide better quality
food. This help in
increase the profit of the
company.
By doing little
improvement or
adding value ,
Travelodge
increase the
profit.
Doing the research on that
improvements which the
company do for increase
profit, it can monitor the
services.
Provide premium
room service for
customers
By providing better room
services, company attract
more customers at
consumers place.
Providing offers,
discount on off
season,
Travelodge attract
customers and
provide them
premium room
services.
The hotel can monitor and
evaluate the customers
interest by doing market
research towards the offers
and discounts (Cooper,
2012).

D2. A strategic marketing plan P4. Marketing plan for a hospitality organisation to meet
marketing objectives
Marketing plan
A marketing plan is a comprehensive documents that outlines a business advertising and
marketing efforts for the upcoming time. It is related to the strategies and tactics and it is a part
of a business plan which is make by a company to run its business properly (Purvis, 2015).
Overview of the company- Travelodge is multinational hotel company and operates its
business internationally mainly in the UK, Spain and Ireland. It was founded by Scott King in
1985. It provide room services to the customers. Travelodge provide various kind of services to
the customers now it is going to launch a new service “Mud Spa” on the needs and demands of
present time customers.
Mission, vision and objectives of the company- The mission statement of Travelodge is
to make hotel travel possible for all the customers, wherever they go. Take care of the customers
and tourist or employees. The vision statement of the company is to be the first choice of the
tourist and the customers and provided the better services which are satisfied th3e customers
needs. During the time of setting objectives Travelodge set its objectives like its make objective
that it archive 20% to 25 % growth in its profit by new services and increase the market shares
by adding value in its existing services. It will make new package and offers or discount for off
seasons like providing 25 % off on online booking of the rooms during the off season.
STP(Segmentation, targeting and positioning)-Travelodge launch a new product “Mud Spa”,
for this service the hotel target the young age male and female and business people. They are
attract for this new service and business people are come to hotel for their business purpose and
when they feel tired, the hotel provide this service for their relaxation. This hotel target mainly
male and female of young age because this service is demandable in these ages group. This
service is liked by the European and Japanese tourist more so the company positioned these
customers (Scarborough, 2016).
Marketing strategy- Travelodge use premium pricing strategy and low cost pricing strategy so
that it can attract more customers. In the promotional strategies it use various channels of
promotion such as TV, radio, Facebook, Instagram Twitter and other strategy (Więcek-Janka,
2015).
SWOT analysis

Strength Weaknesses
The strength of the hotel is that it has better
brand value and provide better services to the
customers and tourists
Changes in the government policies and
lacking of the technology adaptation .
Opportunities Threats
The opportunities for the hotel is to operate
the business worldwide and adept new
technologies for attracting the new
customers.
There are high competitors in the market and
they create threats and risks for the hotel.
Marketing Budget-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 18000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3000
Advertisement 2000 2100 3300 2200 2000
Direct selling 4000 2500 6000 3000 4000
Total 12500 7800 13600 8500 9000
Monitoring and controlling-In Travelodge it is related to the hotel that can monitor and evaluate
the customers interest by doing market research towards the offers and discounts. Doing the
research on that improvements which the company do for increase profit, it can monitor the

services (William and E Jerome 2012). This process of overseas metrics and tasks that are
important for the company for the customers. It is a responsibility to control inventory an
satisfying the customers needs and demands (Dibb and Simkin, 2013).
D2. A strategic marketing plan that tactically applies the use of the 7Ps
7Ps for new manufacture product
Product- The product of Travelodge is “Mud spa” that is provided by the company to its
customer.
Price- The price of this product is set according the customer and it is in reach of
customers. Basically this element is not related to the price of the product, it is related to the
strategy which used by the company to make marketing budget and setting the price of that
product. In this product Travelodge use premium pricing strategy.
Place- It is available by the hotel company on its all hotel place where it provide its hotel
or accommodation services.
Promotion- In the promotion or advertisement the company use various advertisement
channels like TV, social media and its own website advertisement.
People- In people it target its customers that come to hotel for travelling or business
purpose.
Process- This elements is related to the function of the service. The company provide this
service to its cust9omer for their relaxation.
Physical evidence- It is related to the outlook of the product but Mud Spa is a service so
it is related to the satisfaction of the customers.(Babin and Zikmund, 2015).
CONCLUSIONS
In this report concluded about the report key responsibilities of the marketing function
within a selected hospitality organisation and the roles or responsibilities that are related to the
wider organisational context. The significance of interrelationships between marketing and other
functional units of Travelogue are also described in the report. The comparison of Travelodge
and Accor Hotels by using the elements of 7Ps are also explained with the business objectives.
Marketing plan for producing a new service of the hotels which meet marketing objectives are
defined in the assignment.

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