Hospitality Marketing Essentials

HOSPITALITY MARKETING ESSENTIALS
INTRODUCTION LAUNCHING NEW PRODUCT
Marketing plays a very important role in an organisation. A good market strategy has a power to
make the company or break it. It can be defined as activities which are associated with buying and
selling of the products along with other activities such as advertisement, distribution of the products
and so many.
MARKETING PLAN FOR TRAVELODGE
Marketing needs an effective plan that helps in conducting and organising its activities and functions
effectively. It is essential for Travelodge to prepare plan to achieve its objectives and goals through
leading towards a specific direction. Marketing plan for Travelodge carries:
Marketing plan carries various activities that are necessary to fulfil and to achieve objective and
goals of Travelodge and represents internal strength of it that leads to success of the Travelodge
group. This marketing plan will reduce existing issues and bring new techniques that provide growth
to Travelodge.
Travelodge has segmented their customer's on the basis of demographic, psycho-graphic and
behavioural aspects. They have their services divided according to age, income, culture, usage,
behaviour, lifestyle etc. Their Target market considers major city centres, town and holiday
destinations which have potential worth for profit. The company participates in CSR activities and
uses different promotional tools to create an attractive image in customer's perception.
While launching their new “Super Rooms”, Travelodge analysed its existing market conditions,
which helps in determining impacts of internal and external markets on its business. The internal
strength of Travelodge is that it is available at very affordable prices for family and double rooms
with special deals in booking on occasions. It is best way to attract customers according to the
budget hotel, deals and promotions.
Where its weakness is that Travelodge customers are not provided range of facilities in their
products and services. Travellers implement policy in overbooking and facing risk arrived after
paying deposits. That causes discomfort for many customers. In recent years’ ecotourism has
become a new trend in market. Hotels has received positive feedback and reputable sustainability
programs. It can turn as an opportunity by helping in expanding market, reputation and gaining
profits. Travelodge is a competitive hotel where customers are offered services ranging from one to
five star hotels and limited at international level.
Marketing Budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial
money
6000 8500 12000 14500 18350
Investment 14500 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing
outlay
Promotion 6500 3200 4300 3300 3250
Sales
publicity
2200 2100 3300 2200 2000
Direct
selling
4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900