Hospitality Industry Management Challenges

This assignment delves into the multifaceted world of hospitality industry management. It examines key challenges faced by organizations in this sector, particularly concerning strategy formulation, innovation adoption, and achieving optimal performance. The analysis explores how these factors intertwine within a dynamic market landscape, requiring effective strategies for success.

HOSPITALITY
MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function within hospitality organisation......1
M1 Roles and responsibilities of marketing in context of marketing environment...............3
P2 Role and responsibilities of marketing in relation to organisational context....................4
M2 Significance of interrelationships between marketing and other functional units within a
organisation............................................................................................................................5
D1 The key elements of the marketing function and their interrelationship with other
functional units within hospitality organisation.....................................................................6
TASK 2............................................................................................................................................2
P3 Marketing mix of Travelodge...........................................................................................2
TASK 3............................................................................................................................................5
P4 Evaluation of a basic marketing plan of an organisation..................................................5
M3.Different tactics applied by hospitality organisations to demonstrate how business
objectives are achieve.............................................................................................................8
M4. A detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives for a hospitality organisation.......................................................9
D2. A strategic marketing plan that tactically applies the use of the 7Ps ..........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Marketing is a concept of promoting products and services at market place. It is an
essential aspect for almost every hospitality organisation to increase sales. It helps industries
to spread awareness about their companies among consumers. To gain competitive
advantage at market place organisations adopt many promotional channels to advertise their
product and services such as, newspapers, televisions, radios, etc ( DiPietro, Cao and
Partlow, 2013). This helps industries a lot in publicity of products and services at market
place. This report discusses about a renowned hospitality brand namely, travelodge. It is a
private company which operates many hotel throughout UK. The company offers various
hospitality services packages to its consumers at an affordable price. The company also
adopts many tactics to promote their organisation at market place. This report discusses
about role of marketing and its interrelation with other functional units in hospitality
industries. Along with this, marketing mix and marketing plan is also considered by
company in this report.
TASK 1
P1 Key roles and responsibilities of marketing function within hospitality organisation
Marketing means promotion or advertising of products at market place to increase
sales and profitability margins. It plays a dominant role in promoting hospitality industries
to achieve success and growth. By this customers get to know about new launches of
products by companies. In context of Travelodge, the company also adopts the concept of
marketing which helps them to sell their services and goods in an effective way. In this,
there are some key roles and responsibilities of marketing function which assist industries to
attain their objectives. These are as follows:
Roles & Responsibilities How is it executed in the selected Organisation
1. Defining and managing
brand
Marketing plays an essentials role in company and helps it in
managing and defining brand. In this, it assist company in
managing its operations and reputation of brand at market
place. In this, marketing manager communicates with its

consumers and identify their needs and demands of products.
They also get feedbacks in return about what buyers think
about the company and its products. In context of Travelodge,
marketing also aid them in managing and determining their
brand. By this they can attain their desired goals and objectives
in time.
2. Producing marketing
and promotional materials
The another role and responsibilities of marketing function is
producing marketing and promotion materials. According to
this, company manufacture or create products and introduce
them through various promotional channels such as, billboards,
newspapers, by posting on social media, etc. The marketing
manager of Travelodge also adopts several advertisement and
distribution modes to sell their services and product at market
place.
3. Managing and
monitoring social media
It is an important role which every company should consider to
attain their goals and gain competitive advantage in market. It
is essential for them to monitor their posting and pages of
social media timely. In Travelodge, the marketing manager of
company should also maintain their posting which they have
done on social websites. They should manage all accounts
carefully which give positive impacts to their customers.
4. Producing internal
communication
Use of proper communication channels of marketing in an
organisation is also important. managers should give proper
training sessions to their employee which helps them to
perform their tasks more effectively and easily (Pegg, Patterson
and Gariddo, 2012). It is crucial for manager to communicate
clear visions of company to workers so that they can work
accordingly. In Travelodge, the company also produce
appropriate communication channels with its staff members
through newsletters and internet.

M1 Roles and responsibilities of marketing in context of marketing environment
There are some roles and responsibilities of marketing in context of marketing
environment which assist company in achieving their goals.
Role Responsibility How do they Relate to each
other and to the Marketing
environment
Defining and managing
brand
It helps company to manage
their image and reputation
among customers at market
place.
Branding of products and
services helps company in
creating positive image and
reputation at market place.
This will increase their
production level attracts
more customers.
Producing internal
communication
This role of marketing assist
company to maintain
relationship and coordination
between employees (Wang,
Chen and Chen, 2012).
Adequate communication
skills will connects
organisation with outsiders as
well as employees.
Managing and monitoring
social media
This also aid organisation in
managing their social
accounts so that consumers
can easily get information
related to services serving by
company.
Managing and monitoring
accounts of social media will
attract more customers
towards company. They
should also update
information on sites timely
to increase sales and profits.

P2 Role and responsibilities of marketing in relation to organisational context
In order to gain competitive advantage, there are some roles and responsibilities of
marketing which assist company in attain their goals and to determine market demand
(Boella and Goss-Turner, 2013). In context of Travelodge, the organisation also considers
some role which helps them in their selling and distribution channels and increasing
profitability margins.
 Food and beverages: To attract more buyer towards company, it is important for
organisation to provides superior quality food and beverages to its consumers. It is
an important aspect by which company can maximise their sales and enhance larger
market share. In context of Travelodge, the manager of industry should also looks
after the quality of food and beverages which they are serving to their customers. It
is essential for them to determine taste and preference of their services users. This
helps them to serve products according to buyers demand.
 Reservation: The another essential role of marketing which company should
consider is reservation. In this modern era, organisation provides online services to
their customers which helps them to book or reserve their accommodation and other
services at affordable rates. In reference of Travelodge, the manager of business
enterprise should provide online services which includes mobile applications,
websites, etc. which helps consumers to save their time. By this, they can also get all
information about services which company is providing with proper amounts to be
paid.
 Purchasing/ Accounting: According to this role, the company maintains and keeps
records of their purchases and transactions done by them. This helps them to know
their investments in different categories (Tajeddini and Trueman, 2012). By this,
they can also estimate their budgets and manage their cash flows statements. In
Travelodge, the company should also consider this role of marketing which helps
them to manage all their financial transactions and entire business operations.
 Human resource management: Marketing department assist Human resource
management in their operations and functions. In this, marketing provide details of
vacancies of job profile for which company is hiring. They give information through
social media, newspapers advertisements, etc. so that HR department can hire best

candidates which situated to their to profiles. In Travelodge, the marketing
department also assist HR section in hiring and recruiting professional candidates.
M2 Significance of interrelationships between marketing and other functional units within a
organisation
Marketing is interrelated with other functional units of company which helps them to
carry out their functions in a proper and effective manner (Brotherton, 2012). In context of
Travelodge, the marketing department of company is also connected with other sections
such as, production, sales, etc. which are as follows:
 Marketing and food & beverage: In hospitality industries, marketing department is
interconnected with food and beverage department which helps them to serve quality
foods products to their customers. In Travelodge, the section of marketing analyses
market demand of consumers. They give this information to food and beverage
department which assist them to produce foods items according to tastes and
preference of customers. By this, they can easily fulfil needs and demands of buyers.
Interrelation between both departments plays significant role in enhancing larger
market share and attaining organisational goals. They both contributes their efforts in
maintaining image of company and to retain more customers in management.
 Marketing and reservation: In this, marketing department is also interconnected
with reservation department. They provide necessary and useful information to
reservation section which helps them to assist all consumers easily. The marketing
department of Travelodge advertise their services and products at market place to
increase their sales. It also do promotions through online modes such social media,
mobile applications, etc. By this buyers can get all information of services and can
reserve services such as accommodation, travelling tickets, etc. according to their
own choice. This results in enhancing larger market share and profitability margins.
 Marketing and Human resources: These both departments also plays dominant
role and assist each other in their operations. In Travelodge, marketing section of
company post details of vacancies along with education and qualification required
for job on internet and social application. By this, suitable candidates can easily
apply for job which suites their education and profile (Cohen and Olsen, 2013). This

helps human resource department in recruiting best candidates for job in
organisation. Thus, in this way they both are interconnected and facilitate each other.
 Marketing and accounting: The another department which is connected with
marketing is accounting. This also aid each other in operating their functions and
attaining organisational goals. In reference with travelodge, accounting department
provides funds to marketing department which helps in its promotionalactivities.
With the help of these funds, marketing section set up campaign programmes and
promotions of their services and products at market place. By this, they can easily
achieve their goals and objectives.
D1 The key elements of the marketing function and their interrelationship with other
functional units within hospitality organisation

 Planning: The initial and important role which every business organisation considers is
planning. To increase their sales and revenues, it is crucial for companies to creates
proper plans before operating their functions. They should also involves their staff
members in their planning process which helps them to understand each and every factors
related to company goals. In case of Travelodge, the manager of business enterprise also
consider proper planning which helps them to manage their entire operations and monitor
operations of company. Planning helps other units in carrying out their activities in a
proper and effective manner. Proper plans will also enhacne larger market share and level
of productivity.
 Research: After planning, the another essential role which manager of company must
consider is research. They should do proper marketing research which is crucial for their
production process. This helps them to identify needs and demands of customers of
related products. By this, organisation can also able to know about which goods are
mostly demanded by their buyers and at which price (Hoque, 2013). The manager of
Travelodge should also make proper research of market in which they are serving their
services. Research aid all other functional units in producing and selling products
according to customers demands.
 Organisation chart: It is a diagram which shows overall structure of organisation. It also
shows relation of one official to another , or others of company. It represents whole
organisation in a single picture. The organisation chart of Travelodge is given below:
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TASK 2
P3 Marketing mix of Travelodge
Marketing mix refers to the tool used by companies to identify their at brand image at
market place and to achieve their targets. By this company can also analyse improvements which
are needed to be done. In context of Travelodge, the marketing mix of company is followed
under the statements.
Basis Travelodge Holiday Inn
Product Travelodge is a UK based
company which deals in
hospitality services. It is
private popular brand which
operates many hotels
throughout UK (Xie, Zhang
Holiday Inn is a British owned
American company which deal
in hotels. It is founded by
Kemmons Wilson which
operates its business in UK.
The company provides various
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Illustration 1: Organisation chart
Source: Organisation chart, 2018.

and Zhang, 2014). The
company provides various
deals and services at
affordable rates to its
customers. The company
offers accommodation
facilities, air travel services,
transportation, etc. It uses low
costs pricing strategy to
increase their sales and attract
buyers.
hospitality services to its
consumers at affordable rates.
In this, the organisation
provides holiday packages,
accommodation,
transportation, air travel
services, etc.
Promotion Promotion is an important
aspect which helps company to
introduce their services at
market place (Zhang, Joglekar
and Verma, 2012). This also
enhance larger market share
and level of productivity. In
this, company uses various
promotional and distribution
techniques to advertise
services among customers.
The company post their adds
on online websites, by offering
discount vouchers, value
added promotions and also
uses specialised agencies as a
selling tool and enhance sales.
In this, the organisation also
uses various promotional
channels to advertise their
products at market place. They
give advertisements in
newspapers, televisions,
billboards, etc. This helps
them to spread awareness
about products among
consumers.
Place The company is famous for its
hospitality services and
The company operates more
approx 1145 hotels all over
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holiday packages in and across
UK. In this context, there are
approx 500 hotels in UK in
which company operates its
business (Köseoglu., and et.
al., 2013). They provide
services in various locations
which attracts consumers
most. The company also serves
its services in various
countries such as, UK,
Canada, the US, Spain,
Ireland, New Zealand and
Australia
and across UK. They cater
their services at attractive
locations and according to
demand of buyers. The
company also serves its
services in various countries
such as, America, Africa,
Europe, Asia-Pacific, etc.
Price To enhance productivity level
and allure more buyers
company uses low cost pricing
strategy. In this, the company
awarded consumers with lower
prices who do early bookings.
They also provide lower rates
services online as well as
offline to all buyers.
The company uses premium
pricing strategy which helps
them attract more customers
towards them. By this,
company compete with their
competitors at market place
and achieve higher
competitive advantage.
Physical evidence The company also maintains
their hotels and environment
eco-friendly. They looks after
cleanliness so that consumers
can retain for longer period of
time in hotel. The interior of
hotels is also attractive which
The manager of company also
focuses and looks after the
structure of outlet. They make
improvements and create
friendly environment to attract
more buyers towards their
hotel. They also develops
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allure more services users
towards them.
hygienic environment to retain
consumers in hotel for longer
period.
People According to this, the
organisation also provides all
facilities to its consumes as
well as their employees. They
provides all benefits to their
employees by offering them
promotions and incentives.
This helps them to perform
their activities more
appropriately (Law, Buhalis
and Cobanoglu, 2014).
The company provides various
discount vouchers to its
customers. Along with this,
they also provide training
session to their employees
which enhances their future
opportunities and sales.
Process The company involves
different process to approach
their customers. They uses
easy booking process, easy to
pay by cash, credit, bank
transfer, etc. This helps
company to invite more
consumers towards their
hotels.
The company uses efficient
and effective process which
helps them to carry their
functions more appropriately.
They also looks after food
preparation method which
helps them to increase their
sales.
TASK 3
P4 Evaluation of a basic marketing plan of an organisation
Marketing plan is a document which outlines company’s overall efforts and marketing
tactics. This plan includes, overview of company, vision, mission, marketing objectives and swot
analysis. In context of Travelodge, the manager of organisation also develops their marketing
plan which helps them to attain their goals and objectives in assigned time.
Overview of company
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Travelodge is a UK based company which provides various hospitality services to its
consumers at affordable rates. It includes, accommodation, air travel facilities, transportation
services, superior quality food and beverages, etc (Leonidou, and et. al., 2013). There are
approximately 500 hotels operated by company throughout UK. In this context, organisation is
going to launch premium economy rooms or 'super rooms' throughout UK.
Mission: The mission of Travelodge is to provide best hospitality services to its consumers at
reasonable rates.
Vision: The vision of Travelodge is to become first choice of buyers among all hospitality
industries.
Marketing objectives:
 The main objective of company is to increase their sales level by 20% within 2 months.
 To provide services with aim of increasing market share by 25% within 2.5 years.
STP refers to segmentation, targeting and positioning. This concept is also used by Travelodge
which helps them to divide their market in smaller groups. In this, it target their market to sell
products. This also assists company to identify their position at market place in comparison to
their competitors.
Segmentation: This method is used to segment markets in smaller groups of buyers. This helps
company to easily serve its products and services to customers according to their needs. By this,
they can achieve their objectives and can serve customers they want. In this, company can
divide its markets into different groups which are as follows:
 Geographic: In this, industry segments its market on geographical basis. They provide
services to buyers who are residing in geographic locations including regions, state and
city.
 Psycho-graphic: It includes lifestyle, personality and living standard of people. In this,
company segments its market on basis of psycho graphic factor and manufacture products
according to their tastes and preference.
 Behavioural: By this company can determine behaviour of consumers towards services
and hotels. If they are segmenting their markets on behavioural factor then they have to
produce products accordingly.
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 Demographic: This factor involves income, gender, marital status, ethnicity, education,
occupation, etc. In this, company should also focus on costumers annual income and
should apply costs accordingly.
In this, Travelodge segments its market on basis psycho-graphic factor which includes
lifestyle and standard of living of people (Mok, Sparks and Kadampully, 2013).
 Targeting: In this, the manager of Travelodge segment its market according to those
people who likes to travel and invest more in hotels. The company targets young and
business people to increase their sales. As organisation also offers business cards to
people who visits for business meetings. They also provide affordable and quality
services to all buyers.
 Positioning: In this section, the manager of Travelodge determine its brand image and
reputation at market place. It is essential for company to know its level from their rivals.
The company positions itself to be the first choice for customers in hospitality category.
They also provide better services at reasonable rates to allure more services users.
Marketing strategy
Marketing strategy is a tactics implemented by companies to achieve their goals and
objectives in allotted time frame. In this, the manager of Travelodge uses relationship strategy
which helps them to maintain relationships with customers. The company also uses various
promotional modes such as TV, radio, Facebook, Instagram, Twitter and other strategies to
spread awareness at market place. Additionally, using low cost pricing strategy assist
organisation to attract more customers.
Swot analysis of Travelodge
Strength
 Prices are low and affordable.
 It provides business account card for
business travellers for convenient and
quick booking.
Weakness
 Huge number of competitors at market
place.
 Not fancy in terms of decoration and
aesthetics.
Opportunities Threats
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 Participate with new partnerships
which leads to increase reputation of
hotel.
 Opportunity of expanding business all
over UK and across the country.
 Fluctuations in foreign exchange rates.
 Change in government policies and
regulations.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 15000 6000 7000
Investment 10000 10000 6000 6000
Total 20000 25000 12000 13000
Marketing
outlay
15000 2000 5000 5000
Promotion 5000 3000 5000 2000
Sales publicity 5000 2000 5000 2000
Direct selling 4000 4000 5000 4000
Total 29000 11000 20000 13000
Monitoring and control
Marketing plan is considered to be an important aspect which helps company to carry out
their functions and operations in allotted time frame. It essential for manager of organisation to
monitor this plan partially and timely (Nickson, 2013). This will assist them in reducing risks
and enhances larger market share and better outcome.
M3.Different tactics applied by hospitality organisations to demonstrate how business objectives
are achieve
In order to achieve organisational goals, companies adopts many tactics and strategies
such as, connection with travel agencies, hotel websites, etc. These are essential for industries to
accomplish their target and to attract more customers. In context of Travelodge, some tactics
used by company are as follows:
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 Hotel websites: This tactic considered to be important as customers like to identify
quality of products before purchasing them. So, they prefer to get all reviews and details
about product from company's website. So, it is essential for organisation to maintain its
website and update all details about products. This becomes easy for customers to know
about as well as for company to serve its customers. In context of Travelodge, the
company also monitors its site and update all information timely which helps them to get
feedbacks related to services.
 Connection with agencies: Travel agencies also helps company by providing
transportation facilities to its customers. In Travelodge, the organisation are connected
with travel agents which provides their customers all travel services through online
modes at affordable rates.
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
In order to increase
market share Travelodge
provide better services
and products to its
customers at affordable
rates. The company
adopts advanced and
appropriate marketing
strategy to fulfil needs of
their buyers. They do
market research to
analyses customers needs
and preference related to
products. By this, they
can easily enhance their
The manager of
Travelodge do
modifications and
take decision
related to
improvement in
services of the
hotel with aid
them to increase
market share.
Monitoring and evaluating
is done through By
analysing quality of
services and decisions made
by company. This results in
increasing market share.
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market share.
Increase profit Profits can be increased
by providing superior
quality services and
goods to customers at
affordable rates. By this
Tavelodge can also
increase their profitability
levels.
In this, company
should do
improvements in
areas where
modifications
required. This
helps Travelodge
to their increase
profits.
Company should consider
research and development
program to bring
effectiveness and
improvements in
organisation. They should
also monitor services to
increase profits.
Provide premium
room service for
customers
Superior quality rooms
and services can also
allure more customers
towards company. So,
travelodge should provide
premium services to its
customers.
In this, Traveloge
should contribute
efforts and should
provide better
discounts and
offers to attract
customers. They
should also
provide premium
room services at
affordable rates.
In this, the manager of
Travelodge can monitor and
evaluate customers interest
and demand by doing
market research.
D2. A strategic marketing plan that tactically applies the use of the 7Ps
The marketing mix of new product or services launched by company that is 'SuperRooms'
is as follows:
Product: The company Travelodge has launched premium economy rooms or 'Super Rooms ' to
attract customers. In this, organisation should provide superior quality hospitality services to
increase their sales. They should provide 'SuperRooms' at affordable and reasonable rates.
Price: The company should use premium pricing strategy which helps them to attract more
customers towards them. In this, the company serve its services by lowering prices with aim of
increasing sales.
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Place: They should provide services available at locations which are mostly desired by
customers which is easy for them to reach and also convenient for them.
Promotion: To increase sales, company should promote their services and 'SuperRooms'
through promotional modes. They should give adds in newspaper, television, etc.
Process: Travelodge should also focus on their process which involves easy or quick billing
through cash, bank transfer, etc. They should provide all services of easy payments to customers
so that they can do transactions easily.
Physical evidence: The interior of 'SuperRooms' should be attractive and clean. This will allure
more buyers towards company.
People: The manager of Travelodge should provide proper training to its employees so that they
can assists customers easily.
CONCLUSION
From the above report it has been analysed that marketing plays an important role in
hospitality industry in promoting their services. By this company can easily achieve their goals
and objectives in allotted time frame and enhances larger market share. Along with this,
marketing also helps and is interconnected with other functional departments of organisation.
They generate informations from market and assists other departments in carry out their
functions. In addition to this, marketing budget and marketing plan is also considered by
company which helps them to to monitor their overall performance and budgets.
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REFERENCES
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