Roles and Responsibility of Marketing Function in Travelodge Hotel

This article discusses the key roles and responsibilities of the marketing function in Travelodge hotel, including market research, market plan development, relationship building, and brand promotion.

Hospitality Marketing
Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Key roles and responsibility of marketing function in Travelodge hotel...............................1
Role of marketing in Travelodge hotel...................................................................................2
Roles and responsibilities of marketing in context of marketing environment with reference to
Travelodge hotel.....................................................................................................................3
Significance of interrelationship between marketing and other functional units...................4
Critical evaluation of key elements of marketing function and the way they interrelate with
other departments of hotel......................................................................................................5
LO2..................................................................................................................................................5
Comparison of marketing mix between Travelodge and Hilton hotel...................................5
Tactics applied by Travelodge hotel.......................................................................................9
LO3..................................................................................................................................................9
Marketing plan of Travelodge hotel.......................................................................................9
Design a strategic marketing plan to achieve overall marketing objectives........................10
Strategic marketing plan of Travelodge hotel......................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essential refers to identifying the needs of customers and develop and plan the
product and services that will help in attracting more consumers in the market. Present study is
based on Travelodge hotel limited that operates in the field of the hotels and provide hospitality
services to its customers. Report will describe the role of marketing in the environment of the
company and also explain the key elements of marketing function and its interrelationship with
the function of hotel industry.
LO 1
Key roles and responsibility of marketing function in Travelodge hotel
Travelodge hotel is a private company that is operating in the hotel and hospitality
industry. it provides best room services, free breakfast and Wi-Fi services to its customers.
Travelodge adopt low price strategy for its services that are the key reason for the success of the
hotel. but prices cannot be enough to achieve success in the market. they also need to provide
additional services to the consumer at the right place and the right time.
Roles and responsibility Execution of marketing function in Travelodge hotel
Market researcher
Marketing function perform a role of researcher in
Travelodge hotel. It conducts research and gather
necessary detail about expectation of buyers so that entity
can offer them same products in order to satisfy their
requirements. marketing research report helps manager in
identifying target market for business (Bowie and et.al.,
2016).
Market plan developer
The function works as developer and support marketing
manager in developing suitable market plan. This function
is a source of identifying the consumer requirements. It
also assists in evaluating whether hotel will be able to
achieve those needs, fulfil the expectations of the target
audiences. Effective marketing plan helps in increasing
profitability, developing its mission, strategies and in
successful implementation of plan (Baker and Magnini,
1

2016).
Relationship builder
This function of marketing helps Travelodge hotel in
three key areas- messaging development, content
marketing and increase brand awareness. Public relation
(PR) Plays crucial role in effective communication of key
messages to the different public while developing
messaging for the next marketing program (Martin,
Rosenbaum and Ham 2015).
Brand promoter
This function plays a role of promoter in Travelodge hotel.
Through these functions of marketing business is able to
communicate the product feature, benefits to the
prospective buyers. That led to increase in sales and
number of customers for the organisation. Ultimately the
enterprises keep operating with the revenue generated by
increased sales and achieve a huge success in the business
(Dzhandzhugazova and et.al., 2016).
Role of marketing in Travelodge hotel
Marketing play a very crucial role in achieving success of Travelodge hotel. it plays a
role of market researcher. By conducting the research regarding the expectation of the customers
in the market, it assists in making those products that are highly demanded by the people. The
firm is able to promote its product and services among the target consumers communicating
various features and benefits to the prospective buyers. marketing helps in communicating the
benefits of services through social media platform, advertisements etc., (Law, Buhalis and
Cobanoglu, 2014).
2

Roles and responsibilities of marketing in context of marketing environment with reference to
Travelodge hotel
Role Responsibility How do they Relate to each other and
to the Marketing environment
Building
relationship
The main responsibility of
marketing function is to build
relationship of business with
the customers.
This function of marketing assist in
building healthy relation with the
customers by developing good content
for marketing the product of the hotel
(Lu, L., Chi and Liu, 2015).
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Promoting
brand name
The responsibility of promoting
the name of brand by
developing effective content for
the company blog.
These aids to increase the productivity of
brands among the target customers by
communicating the features of the
product through various blog post.
Developing
market plan
Marketing function carries an
essential responsibility of
developing market plan for
hotels and assist in identifying
consumer requirements.
Market plan helps in evaluating the
requirements of the customer that help
manager in marketing its product as per
the needs of customers.
Success of Travelodge hotel depends upon the successful marketing. It is essential for
increasing the demand of its services. The main impact of implementing marketing process is
presented below:
It is done by listening to them, asking various questions. it assists in providing the
superior services according to consumers requirements that increase satisfaction and loyalty of
the customer (Ryu and Lee, 2017).
Research report supply necessary content related to customers demand. It assists in
making and implementing effective policies regarding offered services like quality, cost.
(Nunkoo and Gursoy, 2016)
It serves in better communicate with people and that also brings clarity in the minds of
the customers relating to available services of business. This function of marketing assists in
providing innovative content for writing effective hotel blogs that increase the popularity of hotel
on social media (Mansour and Ariffin, 2017).
That makes a huge positive impact on revenue generation through sales and assists in
gaining high productivity, growth for organisation (Lu, Chi and Liu, 2015).
4

Significance of interrelationship between marketing and other functional units
Marketing and food and beverages
Marketing helps in identifying the needs and wants of customer and in making most
effective business strategies through various social media platforms. And Serving beverages
according to taste of people they can increase the demand for their product. It helps firms in
designing the hotel logo, design of menu card according to taste and preferences of the
consumers or attractive presentation of food and beverages that will assist in attracting target
market in availing the services of hotel. Marketing aids to create a good brand position in the
society by setting a specific selling point for serving the beverages of Travelodge hotel that
ultimately increase the productivity and growth of the company.
Marketing and room division
Hotel has various divisions in its business such as sales and marketing division, food and
beverages division. The division can get variety of information regarding the consumers, taste
and preferences with social media marketing, they come to know the reaction of the people
towards offerings of the company and also able to analyse the strategies of competitors. the food
and beverages division can develop its catering services and can generate high revenues. The
advertisement of hotel needs and conducting or gathering market research information this
responsibility is handled by sales and marketing division. The hotel can attract their clients by
communicating the innovative taste of their breakfast, lunch and dinner through different online
channels such as websites, hotel blog.
Critical evaluation of key elements of marketing function and the way they interrelate with other
departments of hotel
Hotel makes various plan of action to identify the needs and wants of the consumers, to
increase sales and revenue and for achieving competitive position in market. The marketing
function perform various functional activities in the Travelodge hotel that involve- Market
researcher, market pan developer, brand and services developer, relationship builder. It works as
a coordinator in firm. as a market researcher it helps marketing manager in identifying the target
market at the initial stage of advertising campaign as a market plan developer it helps marketing
manager in developing marketing plan and well-developed marketing plan helps in achieve
5

effectiveness in operations (Paley 2017). It assists in maintaining and enhancing the image of
hotel among customers by effective communication of key messages to them through newsletter,
broacher and magazines. so that marketing department in order to maintain effective relations
with public. All these functions aids to increase brand awareness among the target audience
relating to offering of goods. It assists in creating demand, enhancing sales volume, and revenue
generation and that lead to achieve in overall productivity of the operational functions of the
concern (Davis, 2017).
LO2
Comparison of marketing mix between Travelodge and Hilton hotel
Marketing mix is the aggregation several components. Marketing is used by the
organisations to communicate the brand message to customers. Its various elements are
described as below:
Elements of (7Ps) Travelodge Hilton
Product Travelodge hotel offers services
such as clean and fresh room
facility, wide range of fort-line
guest service position. They are
facing the problem of high
competition in industry and
refurbishment of its hotel. To
expand the operations of Hilton
hotel they are collaborating with
social media, airlines, dining outlet
and wit the financial institution.
this product strategy of Hilton hotel
is helping them in maintaining
more healthy relations with
customers in comparison with
Travelodge hotel (Marketing Mix –
The 4 p’s of marketing, 2017).
Hilton group provide different
hospitality services with the
help of its hotel chain across
the world (Flora, Schooler and
Pierson, 2018). The main
focus of the business is on
Hilton garden inn. Like they
are extending their stay suites
and hotels that it provides for
holiday. Hilton target segment
involves the business segment
that includes convention and
leisure segment.
6

Price
Travelodge adopt low price
strategy for its services that are the
key reason for the success of the
hotel. But prices cannot be enough
to achieve success in the market,
they also need to provide additional
services to the consumer at the
right place and the right time.
Hilton hotel charge different
prices for providing exclusive
quality of services to the
customers the business charge
5000 to 35000 for providing
various range of single rooms.
It can be increase by adding
various luxuries Wi-Fi,
parking (12 Important
Functions of Marketing,
2018),
Strategy of charging
premium prices by providing
exclusive services to people
such as spa, restaurant and
several other different services
they are achieving highly
competitive position in the
market as compare to
Travelodge hotel.
Place
Travelodge provide different luxury
hotel at the most strategic and
expensive location, they provide
hotels near to roads or at the
entrance of the city that is
convenient location for the
customer. The place distribution
strategy of Travelodge helps them
in increasing the number of
potential customers of the company
in comparison with Hilton hotel
Hilton hotel has expanded its
business in international
market and established
themselves as a luxury service
provider, the company always
offer best services by selecting
best location for establishing
new hotels such as metro and
airport hotel, vacation hotels,
business hotel.
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(Nunkoo and Gursoy, 2016).
Promotion the target customers of the
Travelodge prefer discount and
special offers and always wants
hotel that will fit in their budget. so,
the company is communicating its
target customers regarding the offer
availability by advertising on social
media.
Hilton hotel is focuses on
collaborating with payment
bank, restaurants and with
multinational companies. that
provides variety of food in
order to reach large number of
audiences. they have done
promotion through magazines
that increases number of
customers visited their
websites. the promotional
strategy of Hilton is more
effective than Travelodge
because they are increasing its
hotel presence in the world by
collaborating with
international firms (Beldona
and Kher, 2015).
People
Travelodge focuses on lower
income people that can afford their
services. The company always
focuses on providing premium
quality services at an affordable
rate to the target audiences.
Hilton target market is directly
related to business. it only
depends on its loyal customers
and upcoming market
customers.
Physical evidence
The company is redesigning its bars
and social areas in order to provide
exclusive services to its customers
and to enhance the demand for its
services. They deliver the quality
Hilton has established its
hotels across the globe. it is
famous for its hotel location.
They have tied up with hotel
booking chains and websites
8

services that are more demanding
by its consumers in the
marketplace.
that has increased its evidence
in market.
Process
Travelodge provide training to its
staff in order to provide luxury
services to its target customers.
They deliver right quality of
services at the right time to its
potential customers at an affordable
rate. they have established their
hotel on the entrance of the city.
That has increased the number of
customers of the firm (Marketing
Mix – The 4 p’s of marketing,
2017).
The hotel provides consistent
services to its customers. For
reducing operating cost, it also
focuses on its supply chain
management Hilton use web
portal to distribute its services
in the market.
Tactics applied by Travelodge hotel
Travelodge hotel offers services such as clean and fresh room facility, wide range of fort-
line guest service position. So, they are also focusing on expansion of its product range. The
organisation is using entry strategy into the foreign market by the exploration of new
opportunities, know-how technology transfer, and through foreign direct investment. That will
help hotel in covering large number of target audiences (Grobelna and Marciszewska, 2016).
This strategy will assist in increasing the growth and profitability of the company by increasing
its presence in the global market.
LO3
Marketing plan of Travelodge hotel
Travelogue is the largest hotel brand in UK's. This organisation is run on second position
in all over the independence Hotels in UK's. They provide their luxuries services to their
customers, there are some points to clear the marketing plans of travelogue to meet marketing
objectives.
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Mission: travelogue mission is to give their best hospitality services through giving
accommodation facilities, food and beverage, relaxation, fun and many other things. (Law,
Buhalis and Cobanoglu, 2014).
Situation analysis (S.W.O.T):
Strength: they give very affordable services, also improve their company position, they
are ready with their good experience, skills, talent or other factors.
Weakness: there are some factors that decrease their organisation rating and
performance. Travelodge does not fit for its customers because they are providing their products
and services less than the other organisation (Beldona and Kher, 2015). Their plan is looking
boring and unattractive to their customers.
Opportunities: according to the new trends Travelogue follow ecotourism and green
trend in their organisation.
Threats: In the travelogue hospitality sector is a very big competition in marketplace.
There are many other competitors who can offers a big range of products in hotels of 1 to 5 stars.
Their presence is very limited and they only focused on UK (Flora, Schooler and Pierson, 2018).
Marketing strategies
Travelodge is adopting lower price strategy for providing exclusive and luxury quality
services to the customers. that help business in attracting more buyers towards its services.
Design a strategic marketing plan to achieve overall marketing objectives
Business
Objective
Marketing Mix & Strategy Tactics Monitoring &
Evaluation
Achieve
growth Travelogue can make plan or
strategies to achieve all over
marketing objectives. They can
give reward or reputation to
They make many
plans and strategies
that can help in the
growth of the
organisation. Through
The company is
continuously
monitoring its
strategies in order to
check whether it is
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gain profit in marketplace. segmentation tool they
can locate their target
on customers.
Segmentation has
three stages targeting,
positioning and
segmentation
(Mansour and Ariffin,
2017). All these three
stages help travelogue
to achieve their goal in
marketing field.
helpful in achieving
the growth.
Double the
number of
travellers
Travelogue also provide
accommodation services to
them attract their customer.
They provide Wi-Fi connection
and many other facilities to
make their position in good
hotels list. Its structure is quite
good or suitable for short
holidays. They provide family
room, double room and super
room facilities in their
organisation. They also provide
good hospitality services in
many other sectors.
Travelogue adopts
some of foreign
market plan or
strategies to increase
their growth of
business (12 Important
Functions of
Marketing, 2018).
They also work on
their pricing strategies
and make them better
than the others.
Provide their better
products and services
that give a tough
competition to the
other competitors.
Customers get
attracted on comfort
The business is
monitoring the
number of travellers
by checking its
number of booked
rooms.
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and convenience
hotels just like
travelogue.
Increase
market
share
Organisation also make plan
who they can produce their
products comparing with their
competitors, benefit and its
values. They can make a
budget of income in the
organisation, after making
budget they give their services
according to the plan.
Low budget customers
attract in the
organisation after
seeing their budget
plan. (Marketing Mix –
The 4 p’s of marketing,
2017)
Travelodge always
compare its
marketing strategies
with its competitors
to identify its
competitive position
in the marketplace.
Strategic marketing plan of Travelodge hotel
Enclosed in Poster
CONCLUSION
From the above study it can be concluded that Travelodge hotel limited that provide best
quality of room services to the people at the affordable prices. They offer clean and fresh room
facility, wide range of fort-line guest service position and full fresh double rooms, family and
super rooms. they are using various promotional strategies in order to attract large number of
consumers towards its services by offering various discounts, special deals. It also gives
additional benefit to the people such as Wi-Fi, room services. It also plays an important role of
relationship creator with large audiences. That assist in content marketing, development of
creative messages, enhancing the brand awareness.
12

REFERENCES
Books and Journals
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing.
International Journal of Contemporary Hospitality Management. 28(8). pp.1510-
1534.
Beldona, S. and Kher, H. V., 2015. The impact of customer sacrifice and attachment styles on
perceived hospitality. Cornell Hospitality Quarterly. 56(4). pp.355-368.
Bowie, D. and et.al., 2016. Hospitality marketing. Routledge.
Davis, J. A., 2017. Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs 3rd
Edition. Walter de Gruyter GmbH & Co KG.
Dzhandzhugazova, E. A. and et.al., 2016. Innovations in hospitality industry. International
Journal of Environmental and Science Education. 11(17). pp.10387-10400.
Flora, J. A., Schooler, C. and Pierson, R. M., 2018. Effective health promotion among
communities of color: The potential of social marketing. In Social Marketing (pp.
353-373). Psychology Press.
Grobelna, A. and Marciszewska, B., 2016, April. Work motivation of tourism and hospitality
students: implications for human resource management. In Proceedings of the 8th
European Conference on Intellectual Capital, ECIC (pp. 95-103).
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.
Lu, L., Chi, C. G. and Liu, Y., 2015. Authenticity, involvement, and image: Evaluating tourist
experiences at historic districts. Tourism Management. 50. pp.85-96.
Mansour, J. S. and Ariffin, A. A. M., 2017. The effects of local hospitality, commercial
hospitality and experience quality on behavioral intention in cultural heritage
tourism. Journal of Quality Assurance in Hospitality & Tourism. 18(2). pp.149-172.
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