Hospitality Marketing Essentials ( Distinction Criteria )

This report discusses the key roles and responsibilities of marketing in the hospitality industry, with a focus on Travelodge Hotels Limited. It examines how marketing relates to the broader organizational context and analyzes the marketing mix of two companies. The report also assesses a basic market plan in an organization and provides insights into the subject, course code, and college/university.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Elaborate the key roles and responsibilities of the marketing function within a selected
hospitality system...................................................................................................................3
P2 Explain how roles and responsibilities of marketing relate to the broad organisational
context....................................................................................................................................4
M1 Examine the roles and responsibilities of marketing in the circumstance of the marketing
environment............................................................................................................................5
M2 Study the importance of interrelation between marketing and other structural units within
a selected hospitality enterprise..............................................................................................5
D1 Critically analyse the key elements of the marketing purpose and how they interrelate with
other functional units within a designated hospitality organisation.......................................5
P3/M3 Marketing mix applied on various organisations to attain business goals.................6
P4/M4/D2 Assessment of a basic market plan in an organisation.........................................8
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the activity which is done with the aim of promoting the business product
in the marketplace, the enterprise has the separate department of marketing inn order to spread
awareness of the company(Sulistyo, 2021). In this report considering Travelodge Hotels
Limited, It is the private establishment that is in operation in hotels and hospitality throughout
the United Kingdom. It is the largest company in the UK with over 570 limited services hotels
across the UK. This respective report will cover the key functions and obligations of marketing
functions an also analyse the role and responsibilities related to the wider organisational context
furthermore, It will conduct the marketing mix of two companies in order to attain the
organisational objective of the company. Lastly, the marketing plan has been made and also
will cover financial statement related to business and its media plan.
TASK 1
P1 Elaborate the key roles and responsibilities of the marketing function within a selected
hospitality system
It is the activity which helps enterprise in understanding the consumer behaviour and
attitude. In current era the business requires to adapt a different marketing techniques so that
they can communicate, collection between the business and costumers. Marketing is essential
due to it is the key to success in the enterprise(Payahour and et., al., 2020). Through marketing
industry may collect data, collection details and the company. It is really very important for
institution to make an institution economic scale increasing by sales. The company needs to
have effective marketing strategy so that they can have a progressive business entity (.Hasan,
M.D., 2019.). there are various riles and responsibilities of marketing department in context to
Travelodge Hotels Limited and these are given below:
 Observing and negociating social media - this section must bring to manage and
maintain the social media account of the company. In case of M&S,the company must
update their business details on their websites and media platform by offering various
exclusive deals.
 producing internal communication - The workers requires to understand the
institute, its value and its objectives and their priority. In relation of M&S, the

company marketing department creates a various ways to create a communication
between their workers. Management of customer and market research - Research assist the institution
defines target activity & opportunity and assist the company in understand how
goods and services are perceived. In case of M&S, firm invest huge amount on
researching and development techniques so that they can produce the goods which
provides satisfaction to the users. Defining and controlling the trade name - This includes shaping who you are what
business stands for, what the company presents and how they acts. In case of M&S,by
implementing concern explains the experience that they want to give their loyal
consumers and investors to have when they communicate with them (Ndofirepi and
et., al., 2020).
P2 Explain how roles and responsibilities of marketing relate to the broad organisational
context
Marketing is a plan of action discipline which undertakes most actions of the
enterprise and is an important instruments of embodied planning as communicated in the
corporate plan further discuss more in detail. Marketing with human resource - the marketing area will requires to operate with
the HRM to make sure that appropriate ability and recruiting and hiring level can be
in place to hire a research and development team for producing a new product ideas,
meeting operational targets, and build an aspirant and capable sales team. In order to
M&S, the functional areas of the HR hires a skilled workforce that it will manage its
obligations to marketing with those to other departments.
 Marketing with finance - this department have total details of institute to have surety
that all the activity with in its financial capabilities. They will need all departments
to operate with in their allocated budgets. In case of M&S, the division directs on
sales magnitude and creating market share ,whereas finance department focus on cash
inflows.

M1 Examine the roles and responsibilities of marketing in the circumstance of the marketing
environment
There are various roles that is being played by the marketing which also promote and build
effective communication and their offering. The marketing department do the market research in
order to understand the needs and wants of their potential customers so they they can rightly
attains the overall profitability of the company. There are various considerations which is being
undertaken with the aim of having effectiveness within the market.
M2 Study the importance of interrelation between marketing and other structural units within a
selected hospitality enterprise
Marketing and other functional areas are working together so that they can ensures easy
and effective functioning within the organisation. Moreover, it also leads to eleminated the
conflict the overall working and the overall functionality of marketing in order to attains the sole
aim of the Travelodge.
D1 Critically analyse the key elements of the marketing purpose and how they interrelate with
other functional units within a designated hospitality organisation.
Concept of Marketing: Thought of marketing explains that it is important for company to
analyse different needs, necessitate and demands for their customers so that decisions regarding
gratification of their needs can be understood. It is the concept which explains that it is the
essential unit that helps in analysing the needs, requirements of their customers so that they can
give proper satisfaction to them in order to establish good brand image in the market(Kwitonda,
2020).
Trends in marketing: There are ample of opportunities which are existing in the market.
Organisations are working with the sole aim of having higher profits so that they can ensures
better products to them.
Marketing process: There are four steps that are precede by Travelodge in their marketing
procedure:
 The first footstep involves the various survey which is being done in the market and all
the external threats and opportunities are being analysed so that they can have more
profitability to them.

 When the survery is finished Travelodge can understand the insight in the market and
there are categories as per the demand of the customers in order to meet the needs and
their requirements.
P3/M3 Marketing mix applied on various organisations to attain business goals
It is the integrated set of tactics and actions which is being used by the business in order
to promote the commodity in the large market. It the tool which also helps the Travelodge
Hotels Limited in analysing their products and services which can be successful products can be
rightly planned. It is integrated with 7P's of marketing mix that includes the product, price, place,
promotion, place, people, physical evidence. Effective postulation of mix in context to two
different hotel in order to attains the business objectives that are given below:
Marketing
mix elements
Travelodge Hotels Limited Hotel Premier Inn
Product They are offering premium rooms, food
and beverage, banquet, bars, 2487 room
service so that they can have more
productivity and also offer additional
products that are free magazines and
newspapers for business travellers, Wi-
Fi facilities etc. these amenities also
helps the hotel to enhance their service
standards.
The main products which is being
offered by Hotel Premier Inn are
clean room and they are also offering
various types of products to their
guest that includes newspaper, mini
refrigerator, wake up alarm, satellite
TV etc. they also offered the food and
beverage services in order to serve
their guest.
Price This respective strategies of the
company is being based on the location,
type of hotel and many more. In peak
time, the hotel use to charge more prices
of their services for accommodation,
food and beverage etc. on other hand, in
low season they usually change low
prices of their rooms in order to attract
the large group of their potential
As the hotel is working to serve upper
class people so they usually charge
premium prices policy. They usually
set the high prices of their products
and services and also provide better
experience to their customers. They
usually attract the guest who is having
the willing power to pay for their
services. They are working to the

customers. client who is demanding premium
services in order to give for the same.
Place Travelodge is a monetary fund hotel
which is presently operating around 450
hotels across United Kingdom, Spain
and Ireland. It is fastest growing
company and they are planning to
expand approx. 1000 hotels by year
2020. they are aiming to having more
profits by increasing their shares and
market growth (Hasan, 2019).
Premier Inn is one of the well known
British hotel chain that is conducting
around 785 hotels with approx.
72,000 rooms in different locations.
All its properties are situated in main
locations including suburbs, city
centres & airports.
Promotion Effective promotion tool is being used
by hotel so that they can promote their
overall sale by their advertisement tat is
being used to promote their services.
Travelodge Hotels Limited also giving
discount when the customer is doing
online booking.
In order to enhance the brand
awareness and high brand image,
brand recall by organising certain
campaign in the market. In order to
have effective advertisement of their
products and services, hotel are
making their websites and also
making public relationship to serve
the large group of customer at it best.
People Hotel is focuses on hiring the potential
candidate so that they can ensures the
higher productivity at the given
company and quality services to them
from check-in to check-out of their
guest.
The hotel is choose the high potential
and skilled employees which are
contributing to the better services to
their customer in order to have more
profitability.
Process Travelodge is using the process which
is being used in various hotels for
offering better services to their
customers. They are using effective
Hotel premier is using high end
technology process so that they can
offer quality services to their
customers. They are further using self

room booking in order to make easy
process to their customers.
check-ins that save time of their
clients.
Physical
evidence
For providing information of its services
to customers, Travelodge Hotels
Limited directs on its fascinating
internal, clean rooms, well uniformed
staff etc. They provide everything
branded to their customers.
Physical evidence of hotel can be
seen by its good interiors, clean and
well equipped rooms, good
environment etc.
P4/M4/D2 Assessment of a basic market plan in an organisation
Marketing plan implies to cover all the formal representation which manages all the
activities through which all the promotion and the marketing in all the upcoming years and the
event is managed. This involves all the specific objectives in the marketing implies to manage
the particular set of the time period. In order to frame all the work there is been seen that the
Travelodge is focusing to manage the premium economy rooms which will be called as Super
rooms which is being used to maintain the marketing plan which are been developed by
organisation mentioned there under:
Overview of Hotel
Travelodge Hotels Limited is well established hotel which manages and operates all the
hospitality sectors and departments. This hotel is being headquartered in Thame, England, UK.
They managed to introduce all the premium economy available rooms which will be complied
and manèged through all the modern residential décor which considers to have some of the major
features.
Vision- To provide the best and the optimum quality of services to all the customers and along
with it to manage and give them the value to be managed for which they paid the amount.
Mission- To manage and create the strong image in the vision of customers and also to enrol and
provide them the stay with the better leading experience in UK.
SWOT Analysis
Strengths Weaknesses

 Excellent brand image
 well established reputation in market.
 Issues in regulating the government
policies.
 The limitations in shares even after
having the strong image in the market.
Opportunities Threats
 Manage and implement the expansion
in various countries.
 Applying high innovation techniques
and the digitalised patterns.
 Competition in the company by rivals
 Growth is majorly stagnated.
STP of Travelodge Hotels Limited:
 Segmentation- this company manages and maintain all the segments in the market with
the help of the demography which implies to make the segment on the basis of income
and also on different occupation and the income level.
 Targeting- Travelodge Hotels limited focus on all the luxury loving and the business
class people which mainly focus on providing all the beast and the luxury facilities to the
people.
 Positioning- It idealise to manage the better services through their super rooms in which
they implement and give all the hotel services by applying super rooms UK.
Goals of the company
The company Travelodge Hotels considers to have the main objective which are like:
 To enhance the market share by 30% by 2023.
 to manage all the large customer base with which they implement and satisfy all the
requirements and the needs of the customers(Chin and et., al., 2021).
 To manage the optimum quality with which all the satisfaction of the customers is being
drawn.
 To enhance the profit and the sale by the evident ratio of 20% in upcoming two years.
Marketing strategy
For attaining and managing all the high advancement and the competitive growth in
market segment, their implies that the Travelodge Hotels Limited regulates and maintain the

classified image and the contextual areas. They focus on giving all the promotions and the
advertisement about the premium rooms which are a promoted through digitalised areas. Hotels
also manages and opts different promotion through the TV and other sources and areas. Firm
also implied to manage the promotional campaigns which are like the Travelodge Hotels
campaigns gaining the attention of the customers in the large areas and the segments.
Marketing budget
Marketing mix Product- Travelodge hotel provides a variety of host offerings to it's clients being in the
hotel industry and it's services cover a wide spectrum of hospitality focused needs. It
assists it's clients staying at or booking a hotel in various ways. Price-Providing their customers with low cost products and services with market leading
excellence in quality control makes Travelodge achieve variety of cost and profit related
advantage. Place- Travelodge has various branches providing geographical and utility differentiation
for a variety of uses including but not limited to hospitality and accommodation. It has
also facilitated it's own food and beverage service for it's clients(Abedian and et., al.,
2021).

 Promotion- Travelodge uses the massively growing platform of digital marketing and
social media promotion to increase it's reach among the general public and it attracts
customers from both offline and online sections of advertising. Implementation-The hotel company comes up with various interesting and market
standard plans and strategies which help them remain relevant and function well in a post
pandemic world. These strategies are implemented and enforced by top level
management, mostly by the marketing manager whose sole aim is to increase the
profitability of Travelodge by increasing it's sales and public approval.
 Monitoring and Control- Travelodge operates on a strict schedule planned and managed
by the marketing manager and absolute adherence to this planned operational schedule is
a must for all personnel involved as the success of a business is directly reflected on it's
workforce being disciplined. Not following the set schedule leads to penalties and does
result in long term loss of productivity and eventually profit, for Travelodge. The
business plan formed by Travelodge has to be followed meticulously as operating in a
pandemic is a complex process. The managers in this company monitor the performance
of all the employees very closely and grade them accordingly so that performance of staff
can be analysed and be in adherence to the overall formulated business plan. It is the
paramount duty of the organisation's managers to make sure the plan is followed by each
and everyone in the company. Thus all the monitoring can be implied to manage the
growth and the expected belief and working in company.

CONCLUSION
In this above report it can be concluded that marketing is the most important strategy
which helps in managing and implementing the variable strategies through which the growth and
the revenue generation can be opt as by connecting with the customers. their is been seen that in
hospitality sector there are several areas in which various approaches are being made and this
contemplates and maintain the growth through effective marketing functions which are like the
creation of variable brand awareness, promotion, managing good relationship with customers,
creating the better and regulatory relations. They aims to manage and provide the assistance
through all the customer satisfaction and also assist to regulate the demands and the preferred
working. Marketing mix implies to promote all the service sand the goods in systematic manner
and also regulates to provide all the offers which are being made in there. Further it is also
concluded that Marketing plan is mainly the most important blue print which helps in giving the
direction for all the future courses in actions and also in effectively managing the services and
the optimised goods.

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