Travel-Lodge Strategic Marketing Plan

The assignment focuses on analyzing Travel-Lodge's strategic marketing plan, exploring how it has helped the company expand its market share and revenue. It also examines the role of marketing functions in linking with different functional units of hospitality industries to attract new consumers.

HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P.1 Roles and responsibilities of marketing and how it interrelates with other functional units.
.....................................................................................................................................................1
P.2 Roles and responsibilities of marketing functions within wider organisation......................2
P3. Comparison of the ways by different hospitality industries.................................................5
P.4 Marketing plan for Travel-lodge to meets its objectives......................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Hospitality organisation includes various type of service industries such as hotel,
restaurant, cruise line, event planning, food and beverage, travel-tourism and many more. It is
that industry which is based on availability of leisure time and disposable income of individuals.
The hospitality sector is involved in performing functions like maintenance, facility, marketing,
managing resources etc. Report highlights key roles and responsibilities of marketing functions
within Travelodge (Hanssens and et.al., 2014). Assignment discusses ways in which ways in
which different hospitality organisations apply the marketing mix to the planning process to
achieve business objectives. It also lays emphasis on marketing plan for a hospitality company to
meet marketing objectives.
MAIN BODY
P.1 Roles and responsibilities of marketing and how it interrelates with other functional units.
Hospitality organisation and its brief description
Travelodge hotels and resorts is one of the largest hotel brands in the world. The brand
targets at extending there business and provide various services like leisure travelling, food and
beverages and accommodations. They focus on building a good brand image by imparting luxury
and focus services to there consumers (Khan, 2014). Industry has been established in London,
United Kingdom. Travelodge hotels and resorts has been set up in various countries and
territories. They have chosen unique locations like major city centres, near airports, conventional
centres and popular holiday destination around the globe.
Roles and responsibilities of marketing functions within Travelodge
Roles and Responsibility How it executes in Travelodge
Planner Marketing is help to get potential customers with the awareness of
the product or service for which business is established. Marketing
helps to make a pricing position for the product and service.
Travelodge hotel execute the market panning in new products and
service its plan on that how is there hotels infrastructure looks, they
try to satisfied their customer and ensure the long term relation with
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them Travelodge focus is to creative something innovative in
compare to other hotel.
Researcher Expansion of the tourist industry have not only gives profit to an
individual it is now also impact on the nation's economy (Stead and
Hastings, 2018). Travelodge has gather information with different
set like analysis of market and customer, with their needs wants
and demand.
Distributor Marketing also performs distribution function which means Travel-
lodge can make their product or service available to consumer
through proper distribution channel.
Relationship builder Marketing also builds relationship between company and consumer
Hotel Travelodge through promoting their product can ask
customer about the drawbacks in their services. This will develop
relationship of trust and consumer loyalty.
P.2 Roles and responsibilities of marketing functions within wider organisation
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Roles and responsibilities of marketing in the context of the marketing environment
Role of marketing Responsibility of marketing They Relate to each other
Economic growth developer-
Marketing playing a direct
active role in increasing sale of
Travelodge by doing proper
marketing researches,
forecasting, product planing
and seek growth and
expansion opportunity. Cost
cutting strategies, customer
satisfaction.
Product research and
development -its marketing
department's of Travelodge's
responsibility to find out
growth opportunity in product
and place and innovation. For
example Technological
upgrade, product packaging,
revised pricing, strategy to
covert potential customer into
customer. This will support
Travelodge in growing
Marketing research and
forecasting gets affected by
sudden change in external
factor as economy,
government law, trend and
technological, environmental
disasters, global wave, change
in policy from supplier,
Financial resources, customer
taste change. Internal factor
like Available financial
sources, human capital,
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Illustration 1: Organisational chart
Source: (The Role of Marketing and Sales in Organizations and
Its Impact on Performance, 2013)

machines, land labour
availability also deviate
predictions.
Information provider –
marketing is not limited to
only sale the product, it helps
in gathering information about
trends, demand, help in
identify segmentation and
targeting consumer
information about macro factor
affecting product, help choose
advertisement and distribution
channel (Koo, Kim and Kim,
2016).
Keep eye on competition-
marketing team keep their eye
on their rivals by knowing
their future innovation and
strategies, industry analysis,
porter model etc.
Data collection in Travelodge
might get affected by human
error like incompleteness,
misinterpretation, wrong
information, irregular data
collection etc.
Communicator and
promoter – marketing will
help Travelodge in
communication the vision,
objectives, commitments, acts
to its customers as well as
employees. Select most
suitable promotion strategy
like social media, print media,
on air promotion and adopt
feasible distribution channel to
insure uninterrupted supply.
Improve Brand image and
customer satisfaction- by
identifying need and wants of
customer Travelodge is
involved in providing product
on time, better after sale
service, easy return policy,
appropriate price, short buying
process, try to gain customer
trust and satisfaction.
Communication and promoters
sometimes hurt with media
availability, language barrier,
inadequate amount available
for promotion, characteristics
of targeted customer etc. when
raw material, labour, land cost
increases with change in
property rate, revised tax. That
raise the price of the product.
Travelodge must take care of
all these factors.
Significance of inter-relationship between marketing and other functional units
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Marketing and food & beverages: Marketing functions are interlinked with food and
beverages. As, this functional unit is highly competitive, it becomes essential for Travelodge to
develop a highly effective marketing strategy. Like for example if Travelodge is involved in
marketing there food and beverages through blogging than people will try out new beverages and
also provide them recommendations. In this way marketing can assist food and beverages to gain
popularity.
Marketing and human resource management: Marketing and human resource
management are inter-linked as Travelodge needs to attract profitable consumers in order to
increase their revenue. Customers can only be attracted via marketing and for this various
methods like social media marketing, sales promotion, public relation can be used by company.
Also, organisation will able to attract right talent with the help of marketing functions.
Key elements of marketing functions and there inter-relationship with other functional units
Marketing will assist company in promoting its various sectors such as food and
beverages, room division, product and services. As if Travelodge is involved in attracting
consumers through various promotional strategies like offering discounts on there food products,
this will increase the sale of company. And also, if promotion is not done, there can exist a
negative aspects like people will be unaware about the services offered by organisation (Khan,
2014).
Also, marketing supports in making consumer know about the prices offered by
company. Price and rooms provided by Travelodge to their clients are connected as if cost of the
room set by company is high than they will be able to only fewer number of consumers. Plus if
prices are kept at nominal rate and high quality is offered the revenue of organisation will
increase.
Marketing also supports company in making consumer aware about the place where
company is located. It also makes consumer know about the new creativity and innovation
brought up by company. They are inter-linked as if Travelodge is establishing there business at a
place where abundant human resource is available than the organisation will grow. Also, when
company is set up at a place where no qualified staff is present than it can hamper their business.
Marketing also increases sales of the products. These elements of marketing functions
are inter-linked with each other as consumer will only purchase or avail product and services
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when they are beneficial, of high quality and satisfy their wants. If goods given by Travelodge is
not according to need and demands of customer they will not purchase it.
P3. Comparison of the ways by different hospitality industries.
Elements of 7 ps Firm 1
Mc Donald
Firm 2
Travelodge
Product Mc Donald's has adopted
product mix strategy in order
to meet there business
objectives. They have diverged
product lines. Company is
involved in delivering quality
food and beverages to
consumer. They sale food
products like Mc meal,
hamburgers, burgers, French
fries, Mc flurry, desserts etc.
They are prepared by keeping
customers taste and
preferences in order to adhere
there satisfaction level.
Travelodge hotels and resorts
is involved in giving services
like they arrange meetings for
there consumers, provide
banquet halls for wedding,
quality food and services, well
furnished hotel rooms for
customers, travelling services.
There main product is hotel
rooms which they offer to
there clients to stay for a
particular period of time.
Travelodge is involved in
enhancing there services in
order to attract and retain
consumers.
Price Mc Donald shares the largest
market among food and
beverages company across the
globe. Industry is involved in
setting and adopting pricing
strategies that are affordable
by consumers. They use the
Travelodge hotels and resorts
is mainly engaged in providing
quality accommodation,
travelling and food beverage
services in order to retain
consumers. For this they have
adopted price per segment
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concept of price bundling.
Like for example Happy meal
provided by company includes
variety of food and is available
at a cheaper price. They
standardised there goods
according to the taste,
preference, need and demand
of customer. Organisation is
delivering low price and high
quality food to there clients.
strategy which means they
offer same to type of product
to different consumers at
varied prices (Stead and
Hastings, 2018). Also, they
are involved in offering
package services to customers.
This supports them in
increasing revenue, as it allow
consumers to pay for more
than one room. Company also
use price parity strategy which
provides discounts to there
clients on direct booking.
Place Mc Donald selects place to sell
there product or good which is
easily accessible by consumers
. They also choose location
where there is demand and
need for there product. Like
for example Many outlets are
been open by company near
school or colleges as most of
there clients are young adults
or youth of country. Also, firm
is involved in selecting place
doing keen market analysis.
This also helps them in gaining
competitive advantage.
Travelodge is involved in
selecting location where the
resources are easily available.
Like for example they consist
of large human resource, so
they choose a place where
large number of cheap labour
is available to them. Also, they
are involved in setting up there
industry near airport or
conventional centres. So that,
they can attract more travellers
or consumer. This strategy also
support them in increasing
there profit or revenue.
Choosing the place correctly
supports them in increasing
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there market share.
Promotion Mc Donald is involved in
using diverse and varied
promotional strategies. They
are involved in using sales
promotion methods by
distributing discount coupons
which attracts more
consumers. Firm also utilises
public relation strategies lie for
example they are involved in
creating customer and
employer relationship. Mc
Donald do there advertising
via billboards or hoardings that
supports them in retaining
consumers. They are involved
in doing direct marketing like
home delivery services.
Travelodge hotel and resorts
also use various promotional
strategies like advertising,
public relation and direct
marketing in order to grow.
Firm adopts methods such as
advertising through social
media channels like Facebook,
Instagram, Twitter and many
more. By this they are able to
attract a wide variety of
consumers. They maintain
there public relation by
engaging in activities like CSR
or organising charity shows,
seminars and other. Also,
direct marketing is done
through providing consumers
with benefits of hotel via
personal conversation.
People Mac Donald is involved hiring
people who have effective
communication in order to
build a friendly relationship
with consumers. This can
assist company in creating
consumer loyalty (Koo, Kim
and Kim, 2016). Also,
company is engaged in solving
Travelodge hotel and resorts
are involved in directly
targeting the market and
people. So that brand loyalty is
been created. Company is
engaged in hiring people or
staff which is highly educated
and well qualified. Hence, to
maintain there consumer base
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issues of people related to
there organisations.
they provide services like
support desk, organising
entertainment events for
clients.
Physical evidence Mac Donald have marked
there physical evidence by
providing consumers with
attractive interiors and designs
of restaurants. Plus they have
also provided franchise of
there restaurant to various
individuals across the globe.
Travelodge group of hotels and
resorts have tied up with
various hotel booking chains
and online websites in order to
make there evidence or
presence in the market. They
have been engaged in locating
there business at various places
which marks there physical
evidence in market.
Process Mac Donald underpins number
of activities to deliver its
goods. Like for example Firm
is fully transparent, they
prepare there food product in
front of consumers.
Travelodge hotel and resorts
are engaged in undertaking
specific processes and relevant
distribution system that attracts
more consumers.
Different tactics applied by Travelodge
Travelodge can make use of varied marketing strategies in order to achieve there business
objectives. These tactics can be -
Paid media advertising- To achieve there business goals Travelodge can make use of
advertising through paid media such as billboards, hoardings, television, radio and many more.
This can support company in reaching wide range of consumers and also can assist in increasing
there profit or revenue (Khan, 2014). Like for example creative advertising via television,
newspaper or radio can make consumer aware about the services imparted by Travelodge. This
assists them in creating brand awareness among customers.
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Online or internet marketing- Travel-lodge can also make use of online marketing such
as preparing website or blog post of there organisation in order to achieve there business
objectives. Like for example with the help of this, they will be able to explore wider segments of
market. This can also assist company in gaining competitive advantage.
P.4 Marketing plan for Travel-lodge to meets its objectives
Detailed coherent and evidence based marketing plan for Travel-lodge
Setting objectives: The main objective of travel-lodge is to launch new premium rooms
and expand its market share.
Situation analysis- Travel-lodge is going to launch premium rooms for their consumers.
For this first they need to analyse current stage and market condition. As it is very necessary for
the organisation. Like for example if country is going through period of crisis than launching of
new rooms might hamper the profit of the organisation (Stead and Hastings, 2018).
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Illustration 2: Evidence based marketing plan
Source: (Marketing Plan, 2015)

Vision and mission- The vision and mission should define the goals and objectives of
travel-lodge so that they can achieve it. Mission should describe their short term objectives and
vision should be made realated to launching of rooms (Dzhandzhugazova and et.al., 2016).
Segmentation, marketing and positioning strategy- Industry will make use of
demographic segmentation strategy it will support in targeting consumers according to their
needs and demands. It will provide services and rooms on the bases of age and family size.
Travelodge is also involved in using differentiated marketing strategy. It will use multi segment
targeting strategy that will help in laying more attention on consumers. Furthermore, cost
positioning strategy will be used by Travelodge. It will concentrate on effective utlisation of
resources so that cost can be minimised (The Segmentation, Targeting and Positioning model,
2018).
Budget- In order to promote the product of company, entity will require investment of
£45000. It will have to pay salaries to employess rent and administration expenses. But it is
expected that it will be able to generate sales of £60,000 in the financial year
Assessment- Travel-lodge while bringing premium rooms in market, needs to assess of
what next have to be done in order to make their program more successful. They are required to
assess the trends, lifestyle factors and economic condition of people where organisation is
launching their services (Stead and Hastings, 2018). Only by doing keen assessment of these
factors they can be able to achieve their business objectives.
Research- Travel-lodge in order to achieve business objective of opening premium
rooms needs to do market research about the competitors in order to gain competitive advantage.
They need to have an idea about market acceptance of product and services.
Strategic marketing plan using 7 P's
Business objectives Marketing mix and
strategies
Tactics Monitoring and
evaluation
The main objective of
travel-lodge is to open
new premium room
services for it's
consumers
The marketing mix
elements which
company needs to take
care of is mainly
priced. They need to
For adopting pricing
the tactics which can
be used by travel-
lodge can include
price per segment
Monitoring and
evaluation of these
strategies can be done
by measuring the
consumer responses
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set up price which is
affordable by
consumers. Also,
organisation must be
involve in doing
promotion of the
rooms through varied
promotional strategies
like word of mouth
publicity (Pavlou and
Stewart, 2015). Also,
the place of launching
of rooms should be
selected by company
wisely as its is one of
the most important
factor to attract
consumers.
strategy which means
that they can offer
differential prices to
varied segments of
consumers. Various
promotional strategies
such as direct
marketing or with the
help of internet can be
used by company. This
will support them in
covering wide range of
customers that will
directly increase their
revenue.
towards new rooms.
Company can monitor
the feedback provided
by customers and can
also analyse their
success by it.
Travel-lodge aims at
expanding their market
share
In order to achieve the
objective, travel-lodge
needs to implement a
process that
specifically defines
their vision and
mission. The process
should be such that by
it the organisation is
easily able to manage
all their units like food
& beverages, room
division, human
Tactics that can be
used by company
includes for enhancing
their growth they can
improve the product
quality offered by
them Like for example
Travel-lodge can
provide proper
infrastructure in their
rooms while launching
them.
Monitoring and
evaluation can be done
by observing if sales is
increase by the process
undertaken by them.
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resource and many
more. Also, they need
to focus on their
product more like
room services should
be appropriate.
Travel-lodge goal is to
achieve more profit
In order to achieve this
objective company
needs to heir people
which are quiet
efficient. Also, they
need to mark their
physical presence by
collaborating with
various online chains.
Strategies which can
be used by travel-
lodge to increase profit
is they can recruit
people who are highly
skilled, well qualified
and educated. Also,
they can mark physical
evidence by making
interior attractive of
rooms
Monitoring can be
done by asking
consumer for
feedbacks or problems
related to their services
CONCLUSION
From the above study, it has been summarised that Travel-lodge in order to achieve its
objectives has made strategic marketing plan. It has helped company in expanding their market
share and growing. Also, revenue of organisation has been enhanced by it. Linking of marketing
functions with different functional units of hospitality industries has allowed company in
attracting new consumers.
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REFERENCES
Books and Journals
Pavlou, P.A. and Stewart, D.W., 2015. Interactive advertising: A new conceptual framework
towards integrating elements of the marketing mix. In New Meanings for Marketing in a
New Millennium. (pp. 218-222). Springer, Cham.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Hanssens, D.M. and et.al., 2014. Consumer attitude metrics for guiding marketing mix
decisions. Marketing Science.33(4). pp.534-550.
Dzhandzhugazova, E. A. and et.al., 2016. Innovations in hospitality industry. International
Journal of Environmental and Science Education. 11(17). pp.10387-10400.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management.6(2).p.95.
Koo, K.R., Kim, S.J. and Kim, K.H., 2016. The effects of internal marketing capability on export
marketing strategy, B2B marketing mix and export performance. Journal of Global
Scholars of Marketing Science.26(1).pp.51-65.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Online
The Role of Marketing and Sales in Organizations and Its Impact on Performance. 2013.
[ONLINE] Available through: <http://www.msi.org/reports/the-role-of-marketing-and-
sales-in-organizations-and-its-impact-on-performa/>
Marketing Plan. 2015. [ONLINE] Available through:
<https://www.syndicateroom.com/learn/glossary/marketing-plan>
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