Hospitality Marketing Essentials - Travelodge Assignment

HOSPITALITY MARKETING
ESSENTIALS

Table of Contents
INTRODUCTON.............................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function..................................................................1
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................3
P2. Analyze roles and responsibilities of marketing relate to the wider organizational context 4
M2 Analyse significance of interrelation between marketing and other functional units..........5
D1 Critically analyse the key elements of the marketing function and relation with other units
.....................................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Marketing Mix.......................................................................................................................6
M3 Evaluate different tactics applied by hospitality organisations to achieve business
objectives.....................................................................................................................................9
TASK 3............................................................................................................................................9
P4. Marketing plan for Travelodge.............................................................................................9
M4 Produce a detailed,coherent, evidence-based marketing plan..............................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTON
Marketing is defined as the management and study of exchanged relationships. It is the
process of analysing and satisfying the needs of customers. This process involves advertising and
selling of services or products which are offered by an organisation in hope of generating huge
revenues. Hospitality industry is a wide and fast growing sector which encompasses cinemas,
restaurants, transportation, hotels and many more. Maintaining the engagement and interaction of
customers is a complex process. Businesses associated with hospitality sector needs to conduct
market campaigns. This will helps their potential customers in acknowledging the facilities and
services which are provided by the company ( DiPietro, Cao, and Partlow, 2013). This present
assignment is carried out on Travelodge which is a Britain based private organisation operating
in hotels throughout UK. Headquarter of company is situated at Thame, England. Company has
successfully present itself at 500 locations within UK. This report includes responsibilities and
roles associated with marketing function along with roles of marketing related with other
departments of a organisation. Beside this, a marketing mix is carried out to achieve the
objective and targets of company and a suitable marketing plan is formulated in this respect.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing concept helps an organization in analyzing, identifying and fulfilling the
desires of the customers in an appropriate manner. Marketing involves promoting and
advertising of services and products to millions of people which helps the organization in gaining
competitive advantage against other businesses which are operating in hospitality industry.
Marketing strategies supports a firm in enhancing their revenues and profits. Marketing has
certain functions which will help Travelodge hotel to identify and source successful services and
products which helps them in achieving their objectives (Brotherton, 2012). Marketing functions
are the vital constituents in establishing a firm position within marketplace. Marketing functions
carried out in Travelodge also shapes the working pattern of other departments associated with
the company.
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Travelodge: It is a UK based Group of hotels which offers their services in UK, Spain and
Ireland. At present they have 520 hotels within Europe and headquartered in England. In this
respect, important marketing functions and their responsibilities in managing revenues of
company are mentioned beneath:
Roles & Responsibilities How is it executed in the selected Organisation
1.Market research This is considered as the most vital function in marketing. It
helps an organisation especially businesses associated with
hospitality sector to understand the preference and demands of
customer in a proper manner. This functions helps the company
in analysing the wants of potential clients and the quantity of
products which is needed. In case of Travelodge, marketing
functions acknowledge them about the services which most of
the customers preferred and the price they are willing to pay for
these services and facilities.
2 Branding Every organisation wishes to introduce their products and
services in market with a special identity. For this an effective
brand name is needed which differentiates the services of a
company form the services offered by rival firms. Travelodge
offers their service under the brand Travelodge and marketing
department of Hotel offers distinctive services to clients under
this brand name only (Cohen and Olsen, 2013).
3 Pricing of services and
products
It is considered as the most crucial function of marketing which
is carried out by manager of the organisation. Marketing
manager in Travelodge fixes the price of services which are
offered by the hotel management to the customers. While
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deciding the coast marketing department undertakes aspects
like actual cost, profit margins, rates of competing services and
the policies initiated by government in relation to that service.
Manager of Travelodge needs to fix prices in a manner that
customers will not feel reluctant while purchasing services and
at same time hotel can earn profits.
4 Market planning In order to acquire the desired outcomes, an organisation needs
an appropriate planning. This planning is carried out by
marketing department. Marketing manager in Travelodge
formulates a marketing plan to enhance their sales and
revenues. They achieve this by widely promoting and
advertising the products within market and guides other
departments about the preferences and choices of the customer.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment
Role Responsibility How do they Relate to each other
and to the Marketing environment
Marketing Plan Main responsibility is to
identify modern trends and
transform them into
opportunities (Hoque,
2013).
Marketing plan and marketing research
helps in identifying the changing
requirements of clients. By this,
Travelodge can update and improve
their services. By this, more people will
attract with their services and facilities
and this will helps them in expanding
their profits & revenues and helps them
in sustaining a eminent presence in
market.
Market research Collecting specific
knowledge regarding the
potential customers, their
behaviour towards
Market research and brand equity are
interrelated with each other as it helps
in adding value to the services offered
by Travelodge. By carrying out proper
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products and services
offered by company and
image of brand in market.
research, image and value of hotel can
be enhanced by formulating and
incorporating efficient strategies to
allure wide customer base.
Brand equity It defines the added value
of the services and
products and helps in
increasing value of services
through different strategies.
This function is related with monitoring
and research function of marketing. As
proper monitoring and research helps in
acknowledging the actual brand equity
of Travelodge in marketplace.
P2. Analyze roles and responsibilities of marketing relate to the wider organizational context
Marketing is a strategic tactics that includes most vital aspects while managing a business
and operations associated with it. Along with promoting and advertising the merits of services
offered by Travelodge, marketing department working there interrelates with other department
sand units to provide best services and facilities to the guests. In context of Travelodge,
marketing department relates with different units and guides them to perform duties in
accordance with the demands and desires of customers. Some of these aspects are mentioned
beneath:
 Marketing and Food & beverage: The main responsibility of this department is to
manage lounges, bars, restaurants, kitchen and room services established within a hotel.
Marketing department helps this department in identifying and acknowledging the
preferences and choice of targeted customers and guest in an accurate way. After
understanding the demands and choice of guest, F&B department of Travelodge prepares
their menu and incorporate those dishes, drinks and snacks which are widely preferred by
customers. This helps the Travelodge in satisfying their guest in terms of providing meals
and beverages.
 Marketing and HR department: Main function of marketing department is to analyse
market and associated trends and direct other units in organisation to formulate policies
in accordance to that. Marketing department of Travelodge analyse the choice of
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customers and specifies the HR department about the kind of employees company need
to hire (Köseoglu and et. al., 2013). The specifications provided by marketing department
helps HR department in recruiting and training workers especially waiters, receptionist
and bartenders to provide services to clients in a satisfactory manner.
 Marketing and Room division: Main role of room division department is to cater the
needs of clients during their stay at hotels. In case of Travelodge, this department earns
more revenues as compared with other departments and includes uniformed services,
housekeeping and front office work. Marketing department advertise the facilities and
services of rooms offered by Travelodge and acknowledge the response of customers for
these services. Necessary improvements and changes are carried out while offering
facilities to gusts during their stay.
 Marketing and Accounting: Main duty of accounts department is to manage finances
and budget of organisation. Marketing department of Travelodge specifies accounts
departments about the preferences and liking of customers and in that respect budget is
allotted to all other division to perform their functions. For ex- if customers prefer drinks
more than snacks, then the budget allotted to bars and lounges will be more than
restaurants established within hotel premises. In this way marketing helps in managing
finances of Travelodge hotel (Leonidou and et. al., 2013).
M2 Analyse significance of interrelation between marketing and other functional units
There are several departments within a hotel and all these departments works together to
provide needed services to the customers. Each department perform different functions but these
departments are dependent on each other for carrying out their operations in a desired manner.
Different departments associated with Travelodge are Room division, food and beverage,
housekeeping, sales and marketing, HRD and accounting. Marketing and sales conducts most
crucial operations within market and without this department offering services to guests is a
complex process. It helps sales department in acknowledging market trends and customer's
preference. This helps production and sales department to improve their existing services as per
the needs of customers which results in more revenues. Marketing department analyse market
and specify F&B department about the food preferences and choices of customer along with
kinds of drink they prefer. This helps F&B department to update their food and drink menu as
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per the requirements. Marketing department analyse market demand of a service and in this
respect budgets are allotted to different units within hotel. Also, housekeeping and room division
services are updated according to the expectation of guest and targeted customers which is
acknowledged with the help of surveys and market research carried out by marketing
department.
D1 Critically analyse the key elements of the marketing function and relation with other units
Key elements associated with marketing function of Travelodge are research, strategy,
promotion, tactics and planning which are mentioned beneath:
 Research: By carrying out research, organisation acknowledge the desires and
exceptions of customers in an appropriate manner. Research helps other departments of
Travelodge like production and sales about the demand of people. These departments
conduct their operations according to the analysis carried out by marketing department. If
research is not carried out properly, needs of customers will not be considered and
company will face huge loss.
 Strategy: Marketing manager of Travelodge formulate different strategies to advertise
and promote services offered by hotel at a wide scale. This helps in increasing revenues
and market share of hotels (Law, Buhalis and Cobanoglu, 2014). Working of other
departments like F&B, housekeeping and room division depends upon the arrival of guest
which depends upon strategies formulate by marketing team to attract them. If marketing
team will fail to formulate strategies, revenues and sales will decrease.
TASK 2
P3 Marketing Mix
Marketing mix is a process used by organisations to achieve their market objectives.
Marketing mix by Travelodge helps the hotel in targeting potential customers which helps them
in enhancing their revenues and profitability which is mentioned below:
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Illustration 1: Marketing mix
(Source: Marketing mix, 2017)
Basic Travelodge hotel Hilton hotel
Product Travelodge offers various services
to its customers which helps them
in maintaining their revenues and
profits. They provide Guest and
Banqueting rooms, recreational and
conference halls for business class.
To target high class, hotel provide
premium rooms and suites. For
couples and youngsters bars,
lounges and pubs are available
within hotel premises. Standardised
This hotel offers several hospitality
services worldwide through their
luxurious hotel chains such as Hilton
garden inn, extended stay suits and
resorts. Services offers are standardised
food, premium suites and rooms for say.
Hotel management has initiated a ' Hilton
honour program' in which standardised
services are given to loyal customers. To
enjoy services at subsidized prices,
customers are offered silver, blue,
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food and other services are offered
to guests.
diamond and gold membership in which
most exclusive is diamond membership.
Price Pricing is considered on the basis
of month, season and time and
other aspects. Advanced bookings
are available at less rates. Prices of
different rooms like normal,
Premium and Deluxe is different
and fixed to target different
segments of society. Company uses
premium price strategy for high
class and skimming pricing
strategy for other market segments
to enhance their revenues and
profit.
Hotel targets exclusive segment of
society which are high class and rich
people. Different hotels under Hilton
group offer services for a special purpose
and prices are decided in accordance with
that. For all exclusive hotels, exclusive
price segment is maintained. Normal
rooms are priced at affordable cost so that
people earning average income can afford
them. Luxurious rooms and premium
suites are designed for high class and
business class as they prefer expensive
and standardised services. Hotel uses
Premium and economic pricing tactics to
target high class and average class people
respectively.
Place Company has established their
hotels and central locations.
Travelodge Hotel has presented
itself in 500 locations in UK and
17 hotels at Ireland and Spain. All
the locations where hotel offers
their service are prime geographic
locations. Due to this business
class prefer to stay their due to the
standardised facilities and services
offered by staff members of
Travelodge (Mok, Sparks and
Hilton hotels and resorts are present
globally at different geographic location.
At present hotel is successful in
presenting itself in around 103 countries.
Hilton has managed to expand its
presence in Asian continents by
incorporating services which involves
culture of associated country. Company
chooses prime location, usually
metropolitan cities to build their new
hotels which helps them in expanding
customer base. For resorts they chooses
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Kadampully, 2013). location near to natural vegetation to
attract more customers.
Promotion To promote their product and
services, Travelodge provides
discount to customers on online
bookings. Food and drinks are also
provided at discounted prices.
Travelodge promote their hotel
through TV, newspaper, magazines
and online websites.
Hotel targets business and high class
people worldwide. To promote their
service, company has collaborated with
MNC's, organisations, payment banks
and restaurants as their promotional
strategy. People associated with these
places are suggested to prefer Hilton
hotel during travelling with the help of
cards, pamphlets and official sites. Hotel
promote itself through advertisement and
magazines also.
People Hotel management focus on
recruiting efficient and skilled staff
members which are capable to
serve customers in desired manner.
To achieve this training is provided
to workers at regular time interval.
To attract customers, hotel management
needs to update their services and hire
skilled staff. Popularity of hotel among
customers depends upon the services
offered by employees of hotel. Welfare
and benefit of workers will motivate them
to perform better and fulfil demands of
guests appropriately.
Process Travelodge ensures that all the
hotels under their group provides
the same process at all locations.
They ensure that all clients and
their needs are managed correctly
and the layout of processes must
look similar (Nickson, 2013).
Processes carried out by Hilton is
considered as best management globally.
Flow of processes is consistent and offer
benefits to customers. Efficient processes
like maintained supply chain helps Hotel
in reducing their expanses and operating
cost which results in profitability.
Physical
evidence
All the workers working in
Travelodge wear same uniform and
Hilton has a vast presence and reach
across globe. Hotel has merged with
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branded services are given to
people at each hotel even if they
are at different geographic
location. This acts as a physical
evidence for customers.
several websites and booking chains to
expand its clients base. Company has
presented itself at around 5100 locations
worldwide which acts as a physical
evidence.
M3 Evaluate different tactics applied by hospitality organisations to achieve business objectives
To achieve business objectives effective tactics are needed. Tactics adopted by
Travelodge is mentioned below:
 Hotel website: It is an important market tactics as it generated direct sale and serves as a
distribution channel. This will helps visitors to acknowledge services offered by
Travelodge in a single click (Pegg, Patterson and Gariddo, 2012).
 Connection with travel agencies: Travel agents especially, online agents such as
Expedia and hotel.com helps Travelodge in promoting their hotel to millions of customer
in short amount of time. These agencies will allow customers to make online bookings in
Travelodge.
TASK 3
P4. Marketing plan for Travelodge
(Covered in Poster)
M4 Produce a detailed,coherent, evidence-based marketing plan
Business
Objective
Marketing Mix &
Strategy
Tactics Monitoring &
Evaluation
Increase market
shares
Travelodge provide better
services and increases their
consideration towards
needs of clients.
By improving
their offers and
services
according to need
of guests.
By analysing the
services offered by
Hotel (Boella and
Goss-Turner, 2013).
Increase profit By providing standardised
accommodation and food
By maintain
quality of food
Appropriate research
will help in satisfying
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products to guests. and providing
neat and hygienic
place to stay
demands of customers.
Provide premium
room service for
customers
Better and affordable room
services will helps in
increasing customer’s
base.
Offering
discounts on
festivals and
special occasion
The hotel can evaluate
the interest of guests
by doing market
research through offers
and discounts.
CONCLUSION
This report concludes that marketing and its strategies are vital to make a business
successful in hospitality sector. It helps in achieving desired results. Roles of marketing helps
other units to carry out their operations. Concept like marketing mix helps in formulating
effective strategies to expand sales and revenues. Marketing plan helps company in increasing
market shares.
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REFERENCES
Books and Journals
B. DiPietro, R., Cao, Y. and Partlow, C., 2013. Green practices in upscale food service
operations: Customer perceptions and purchase
Boella, M. and Goss-Turner, S., 2013. Human resource management in the hospitality industry:
A guide to best practice. Routledge.
Brotherton, B. ed., 2012. International Hospitality Industry. Routledge.
Cohen, J. F. and Olsen, K., 2013. The impacts of complementary information technology
resources on the service-profit chain and competitive performance of South African
hospitality firms. International Journal of Hospitality Management.34.pp.245-254.
Hoque, K., 2013. Human resource management in the hotel industry: Strategy, innovation and
performance. Routledge. intentions. International Journal of Contemporary Hospitality
Management.25(5). pp.779-796.
Köseoglu, M. A., and et. al., 2013. Linkages among business strategy, uncertainty and
performance in the hospitality industry: Evidence from an emerging economy.
International Journal of Hospitality Management.34.pp.81-91.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication
technologies in hospitality and tourism. International Journal of Contemporary
Hospitality Management/.26(5). pp.727-750.
Leonidou, L. C., and et. al., 2013. Resources and capabilities as drivers of hotel environmental
marketing strategy: Implications for competitive advantage and performance. /Tourism
Management.35.pp.94-110.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in hospitality,
tourism, and leisure/. Routledge.
Nickson, D., 2013. Human resource management for hospitality, tourism and events/. Routledge.
Pegg, S., Patterson, I. and Gariddo, P.V., 2012. The impact of seasonality on tourism and
hospitality operations in the alpine region of New South Wales, Australia.
International J ournal of Hospitality Management.31(3). pp.659-666.
Online
Marketing mix. 2017. [Online]. Available through:<https://marketingmix.co.uk/>.
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