Hospitality Marketing Essentials Solution Assignment

HOSPITALITY
MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
1. Roles And Responsibilities Of Marketing Function In Travelodge Hotel Ltd.......................3
2. Relation Of Roles And Responsibilities Of Marketing Within Travelodge Hotel Ltd...........4
3. Roles And Responsibilities Of Marketing In The Marketing Environment...........................6
4&5. Importance Of Interrelationship and Interrelationship Between Key Elements Of
Marketing Function With Other Functional Units Of Travelogue Hotel Ltd.............................7
LO2..................................................................................................................................................8
6. Comparison Between Two Hospitality Organisations Using Marketing Mix To Marketing
Process To Achieve Business Objectives...................................................................................8
7. Application Of Different Strategies By Hospitality Organisation In Order To Achieve
Business Objectives..................................................................................................................10
LO3................................................................................................................................................10
Covered in Poster......................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to selling of products or services through promotion and advertising, it
includes various factors which promotes the business. The marketing of product and service is
essential in every business to bring new customers, increase the market share and profits (Pike,
2015). Hospitality industry aims at building relationship with customers through marketing in
order to create customers loyalty and achieve its objectives. Travelodge Hotel Ltd. Operates its
business in hotels and hospitality industry in UK and marketing manager of Travelodge uses
various marketing techniques to promote their products and services in environment to sustain in
the global market. The study explains roles and responsibilities of marketing and its impact on
the marketing environment. The study also compares two different hospitality organisations
using marketing mix elements.
LO1
1. Roles And Responsibilities Of Marketing Function In Travelodge Hotel Ltd.
Roles and
Responsibilities
How it is executed in the organisation
1. PROMOTION When business is slower, this strategy is useful to attract customers
by doing promotion during certain time of the year. This strategy is
to be done by doing email marketing where the organisation can
remind customer about the special offers and discounts. Special
events on weekends and offers are the best to attract customers.
2.CUSTOMER
RELATIONSHIP
Very important role is to manage customer relationship. If they had
pleasant experience in organisation, they will not only visit again
but recommend to other as well (Guest, 2015). By doing a best
customer service Travelogue is going to almost repeat their business
and it does not matter how expensive they charge for the
accommodation. Housekeeping is again an important concern for
customer relationship.
3. AWARENESS Awareness is all about how organisation is active the world of
internet. There is detailed information about the hotel facilities,
rates, travel and location on the website of the Travelodge. This

details increase to attract customer by providing pre booking
facilities and venue.
4. RESEARCH
AND
DEVELOPMENT
To identify the weakness and strengths of organisation,
RESEARCH plays a crucial role. Identify the factor which attract
customer is very important. Review is particularly taken by the
Travelodge organisation to shape the hotel in accordance with the
customer needs. It requires an extensive to what factors make
customer to choose the organisation.
2. Relation Of Roles And Responsibilities Of Marketing Within Travelodge Hotel Ltd.
The marketing activity is the set of activities or process which creates, communicates and
delivers the product or services to customers and achieve its objectives (Baker and Magnini,
2016). The hospitality industry uses marketing to make sure that it creates brand awareness and
increase brand loyalty and overall objectives of the organisation. The marketing plays a major
role in Travelodge Hotel as it attracts customers and also creates value of its brand in the minds
of the customer.

Illustration 1: relationship of marketing's roles and responsiblities within Travelodge
Hotel Ltd.
The Research and Development department of hospitality industry focuses on to
identify the factors which attracts the customers or influences customers decision while choosing
the hospitality services. These research helps the Travelodge Hotel to attract customer and earn
their trust and create loyalty. The Travelodge Hotel communicates with customers or guests and
take review of their experience and improves the services in order to meet customer's
expectation.
The marketing Creates Brand Awareness of the product or services in the minds of the
customers. The Travelodge Hotel's marketing department makes sure that people know about the
hotel and quality of the services being provided. It can be created by promoting the services on
websites, easy availability of information, collaborating with other services, etc.
Marketing manager aims at Building Relationship with customers in order to gain their
trust and builds their loyalty. Travelodge Hotel Ltd. focuses on building relationship to ensure
repetition and retention of customers. This also helps in promotion and advertisement of business
through word-of-mouth of happy and satisfied customers.

Promotion is very important in every business. The marketing manager of Travelodge
Hotel Ltd. Promotes and advertises its hospitality services during that time when bookings are
low. The promotion activities may include special events such as, gourmet weekends, special
discounts for loyalty card holders, offering incentives to regular customers or offering extra
night's accommodation to attract new guests or customers.
3. Roles And Responsibilities Of Marketing In The Marketing Environment
Roles Responsibilities How they relate each other to
marketing environment.
1. STRATEGIES
AND PLANS
For successful implementation
of plan and strategies
organisation must consider the
key areas. Both internal and
external factor are important
for organisation play a
signifiant part in the
competitive market.
This responsibility affects both
macro and micro environment,
because plan is there about how
climatic condition, economic factors
are affecting the Travelodge
organisation and for attracting micro
factor like customer, competitions,
strategies are their to meet the
challenges.
2. MARKETING
RESEARCH
Responsibilities of researchers
is to manage the specific
knowledge about the
organisation. It is about
competitors in market,
consumers, areas, etc.
Considering the location which is
convenient to attract more
customers. How taste is affecting
the customer choice, their cultural
demand etc. in relation to micro
factor it is considering what
competition running in market.
What taste preferred by the
customers to attracting them in
organisation.
3. CUSTOMER
LOYALTY,
SATISFACTION
Responsibility of an
organisation is to manage the
customer needs, their loyalty
External and internal both factors
are important for organisation to
attract customer. Accessibility is

AND VALUE. towards organisation, and what
preferences are their to
manage there satisfaction.
important in terms of macro factor
that how customer finds suitable in
terms of location of Travelodge.
Internal factor which affect an
organisation is how accommodation
facility, quality of food and service
is offered by Travelodge hotel.
4&5. Importance Of Interrelationship and Interrelationship Between Key Elements Of Marketing
Function With Other Functional Units Of Travelogue Hotel Ltd.
The marketing aims at attracting the customers through promotion of goods and services
and satisfy them by meeting their needs and wants. The marketing function involves gathering of
market information, analyse that information to meet the objectives of the organisation (Baker
and Magnini, 2016.). The marketing plays a vital role in hospitality industry in order to attract
customers and achieve its objectives. The Travelodge Hotel's functional units interrelates with
marketing functions to help in achieving the organisational objectives, some of them are as
follows.
Marketing helps to create brand name and awareness of the organisation. In the
hospitality industry, the customers are attracted towards good reputed hotels and who provide
quality services. The marketing helps the Travelodge Hotel to create brand awareness which
attracts more customers and it increases high occupancy of rooms and generates more profits to
the hotel.
Marketing helps an organisation in properly managing its resources and wastage of
resources is avoided (Lanier and Lanier, 2017). The hospitality industry deals with food and
beverage so have perishable products as well. The effective marketing plan helps the hotel
Travelodge to eliminate or avoid the wastage of products which overall benefits the organisation
by accurately using the available resources. The marketing team also ensures that rooms are
occupied at every time of the year and income is generated through it.
Marketing helps the organisation to maintain relationship with its customers which in
turn benefits the organisation in terms of gaining their trust and loyalty and increases market
share and profits of the company. The Travelodge Hotel Ltd. manages its accounts and

management department and provides the best possible services to its customers and satisfy them
with the help of marketing (Biełuszko and Marciszewska, 2018).
A good marketing helps the organisation to understand the proper allocation of resources.
The marketing team does research in order to find demand of the product in the market and
accordingly supplies the product in order to meet those demand. In Travelodge Hotel, the
marketing team's research guides the future demand of customers and availability of more
personnels to handle them.
LO2
6. Comparison Between Two Hospitality Organisations Using Marketing Mix To Marketing
Process To Achieve Business Objectives
The elements of marketing mix helps the business to measure and evaluate the marketing
strategies to sustain in the competitive business environment (Chandiok and Sharma, 2017). The
elements are mixed in a way that leads to satisfying the customer and benefits the organisation.
The marketing mix is used to the marketing process by two hospitality industry i.e. Travelodge
Hotel and Premier Inn in order to achieve organisational objectives.
Elements Of Marketing
Mix(7ps)
Travelodge Hotel Ltd. Premier Inn
Product: The product refers to
room offered by hotel to its
guests.
Hotel Travelodge provides its
customers fresh water
swimming pool and sun-
loungers.
All guest rooms have wireless
Wi-Fi.
These facilities are provided to
satisfy customers needs and
wants and continue review is
taken in order to bring further
changes.
Provides various features in
hotel rooms like suite rooms,
double bedroom, etc.
The rooms are soundproof and
every room have temperature
regulation system (Perera and
Perera, 2018).
Premier inn is adopting
changes and modification in its
room services to attract more
customers and increase its
market share.
Price: The price is paid by the The Travelodge hotel charges Price charged by premier inn

guest for accommodating
rooms or services used. It even
includes price of food and
beverage eaten by guests.
quite high to its customers as it
focuses on expanding its
business in international
markets, and has already
created trust and loyalty of its
customers (Okumus, and
Cetin, 2018).
to its customers is
considerably low as
management of the hotel is
ensuring to build customers
trust and loyalty.
Place: Place refers to location
of the hotel or restaurant or
marketing channel used for
marketing the business.
The hotel Travelodge is
generally located beside major
roads and motorways and
mainly it is in city centres.
Premier inn hotels are
expanding its business in many
places around the world.
Promotion: It includes the
activities used by the
marketing team to promote
and advertise the product or
services of the business.
The hotel Travelodge uses four
elements of promotion mix to
advertise its product or service
i.e. personal selling,
maintaining public relation,
advertising and merchandising.
Hotel premier inn uses above
the line promotion which
includes TV, radio, search
engines and hoardings
(Eletxigerra, Barrutia and
Echebarria, 2018).
People: People includes
customers, hotel staff,
employees and management.
The Travelodge hotel
maintains customer
relationship and also monitors
their experience in order to
improve the services.
The employees are highly
motivated and encouraged so
that they provide the best
possible services to its
customers and guests.
Process: It refers to the process
used while providing the
services to the guests.
The Travelodge provides best
services to its customer by
following excellent process or
steps in serving the customer
(Loo and Leung, 2018).
The premier inn follows
accurate process while serving
the customers, it serves
customer late but provides
Guest, C., 2015quality service.
Physical Evidence: The
physical evidence includes the
services surroundings and it
The Travelodge Hotel
facilitates clean rooms and
toilet facilities and maintains
The hotel primer inn provides
security by installing CCTV at

makes the environment safe
and secure for customers.
hygiene.
The hotel provides proper fire
exit if needed.
proper hotel corners.
The hotel provides quick
services at the time of
emergency.
7. Application Of Different Strategies By Hospitality Organisation In Order To Achieve
Business Objectives
The hospitality industry is growing rapidly and faces large competition, and in order to
gain competitive advantage, different strategies are used which bring changes in the working of
the environment. The strategies used by Travelodge hotel helps in identifying opportunities
available in the market environment and used those opportunities in effective way and to gain
competitive advantage and profits. Different strategies used by hotel Travelodge are technology,
loyalty and creativity (Mahadevan, 2018).
Creativity: The marketing focuses on bringing innovation and creativity in the process of
business operations, and satisfy customers to the fullest. The Travelodge hotel combines various
strategies and meet customers demand. The marketing team advertises its brand through
effective and attractive restaurant designs, it uses outdoor displays on the windows and doors and
highlights its unique features (Sahoo, 2017).
Technology: marketing team focuses on
loyalty:
The hotel Travelodge focuses on combining the different marketing strategies in order to
gain positive outcome. The different marketing strategies combinations are used such as
advertising channels with proper distribution and so on to gain the desired results. The
hospitality industry is developing and changing rapidly, therefore, marketing team should also
change the strategies in order to sustain and gain advantages (Kotoua and Ilkan, 2017).
LO3
Covered in Poster

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.
Biełuszko, K. and Marciszewska, B., 2018. Room Rate Parity vs. Rate Fences in the Context of
Price Discrimination Theory: the Case of the Polish Hospitality Market. Argumenta
Oeconomica. (2 (41)). pp.113-133.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management. 9. pp.72-84.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
Lanier, P. and Lanier, M., 2017. Marketing Essentials for Independent Lodgings. Business
Expert Press.
Loo, P.T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of Vacation Marketing. 24(1). pp.79-100.
Mahadevan, R., 2018. Examination of motivations and attitudes of peer-to-peer users in the
accommodation sharing economy. Journal of Hospitality Marketing & Management.
pp.1-14.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Perera, G.R. and Perera, I., 2018. Influence of Social Media Marketing on the Brand Image of
Organizations in the Hospitality Industry of Sri Lanka. In Media Influence:
Breakthroughs in Research and Practice (pp. 371-383). IGI Global.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Sahoo, P.R., 2017. An analytical study on the perception for the application of electronic
distribution system by the hospitality industry.

Online
Guest, C., 2015. The 10 Hotel Marketing Basics You Must Have in Today’s Market. [Online].
Available through: <https://blog.cvent.com/hospitality/sales-marketing/10-hotel-
marketing-basics/>