Roles and Responsibilities of Marketing Function in Hospitality Organization

HOSPITALITY
MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P 1 The key roles and responsibilities of marketing function within Travelodge..................1
P 2 Roles and Responsibilities of marketing function in relation to wider organisational
context....................................................................................................................................3
LO 2.................................................................................................................................................6
P 3 Compare the ways in which different hospitality organisation apply the marketing mix to
the marketing planning process to achieve business objectives.............................................6
LO 3...............................................................................................................................................10
P 4 Produce a basic marketing plan for Travelodge to meet its Marketing objectives........10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a concept which is related to promotion, advertisement, creation and
delivering of products to the customers. Marking essentials include different market segments,
identification of customers wants, marking channels, etc. Travelodge will form part of this study
in order to explain various functions and roles and responsibility of marketing essentials in
hospitality services. This study will explain about various roles and responsibilities of marketing
functions and its interrelatedness with other functions performed in Travelodge. Furthermore,
this study will involve different elements of marketing mix which assist business in achieving
their overall business objective. Moreover, this study will consider about a marketing plan of
Travelodge to achieve its marketing objectives.
LO1
P 1 The key roles and responsibilities of marketing function within Travelodge
Hospitality organisation – Hospitality organisation include different sector's which
provide customers with different product and services. This organisation include restaurants,
Hotels, Theme parks, lodging, airline services, ship cruise etc (Babor and et.al., 2017).
Hospitality organisation have more emphasis on customer satisfaction by their offered service.
They provide luxurious experience to make their customer happy.
Brief description of activities of your chosen hospitality organisation, and location:
Travelodge works in hotel and hospitality service. It's headquarter is situated in United
Kingdom. It provides super deluxe room, group booking facility, free Wi-Fi, bar cafe, spa,
saloon service etc.
Roles and Responsibilities How is it executed in the selected
organisation
1

Market Research- . Research is a purposeful,
continues and systematic, time bound process
which provide desired information. Research
can be done for explore new market and
opportunities, describe existing market or
casual research to find answer for variation in
routine work.
Travelodge conducts market research for
identifying the area of improvement. They
take help of travel agencies to find out trends
and competitiveness, demanded facilities etc
(Boso, Cadogan and Story, 2017). Explore
opportunists to cover potential customer into
existing customer, research for better customer
satisfaction and innovation adoption In hotel.
For example –they offer discount to new
customers, provide cab service from airport to
hotel etc.
Promote products and services – Marketing
functions revolves around promoting are the
effort an organisation put in to give
information about their product and services.
Promotion include direct selling, advertisement
through print media , social media , word to
mouth sale etc.
Travelodge promote their hotel on social
media, companies own website, tie-ups with
specialist agencies, local shops and
restaurants, travel agencies' relation offer more
services than competitors, sponsors event, etc.,
Ensure customer satisfaction- customer
satisfaction works with efforts make to meet
customer expectation and satisfaction level.
Customer satisfaction is utter most function
and responsibility of marketing because high
chances of customer switch. Customer
Satisfaction has many dimension like
repressiveness, price, psychological
satisfaction, empathetically behaviour of
organisation etc.
Travelodge makes serious effort in customer
relation as proper communication, feedback,
follow up calls, provide virtual experiences of
rooms, speedy service, keep promises, they
provide support to customers by listening to
customers complaint and provide them with
solutions. They also adopt customer
satisfaction measure by conduct email survey,
app rating, feedback etc. The reviews are
further utilised to improve the service
delivery.
Improve Brand image and competitiveness- Travelodge try to improve brand image by
2