Marketing Report for Travelodge

This marketing report discusses the marketing objectives, marketing campaigns, and marketing mix plan for Travelodge to become a leading brand in the hospitality industry. It includes an analysis of Travelodge's strengths, weaknesses, opportunities, and threats, as well as three marketing campaigns for a period of 12 months. The report also covers the product, price, and place aspects of Travelodge's marketing mix plan.

Individual
Marketing Report
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Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
Marketing TOWS for Travelodge..........................................................................................3
Company scenario:...............................................................................................................3
TASK 2............................................................................................................................................7
Three marketing campaigns for “Enabling a leading Brand” for a period of 12 months:. .7
TASK 3............................................................................................................................................9
Marketing mix plan:...............................................................................................................9
TASK 4..........................................................................................................................................11
Proposals on increasing customer services:.........................................................................11
Conclusion.....................................................................................................................................13
REFERNCES.................................................................................................................................14
Online:............................................................................................................................................14
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Introduction
Changes are taking place in the external environment and in the presence in the recent crisis
of corona virus have resulted into complete transformation in the way which organisations will
be leaving their business operations and functions in the coming future period of time. There has
been a complete shift in the way the people are looking at hospitality organisation especially
with high competition there is very few market areas that require services of hotels because
customer groups now have different requirements and they are not having preferences much for
such hospitality industry (William, 2019). There is requirement of something on part of
hospitality brands to adopt in this changing scenario of COVID-19 virus to deal with the crisis
and ensure that they are not impacting in a much negative manner.
Present report is based on Travelodge hotels that is famous brands of hospitality industry in UK
they are willing to establish themselves as leading brands in budget hotel market so there is a
new marketing campaign with the name called “enabling a leading brand” that is being started by
Travelodge. Present report is based on two different marketing scenarios that can be considered
by this organisation and for this there is development of three basic marketing objectives for the
coming time period of 12 months. Apart from this there is a marketing mix plan and there is
proposes on how Travelodge can be improvement of the customer service levels as a part of their
new marketing campaign (Travelodge: Comprehensive Business Analysis and International
Expansion Plan, 2020).
TASK 1
Marketing TOWS for Travelodge
Company scenario:
Travelodge hotels Ltd. is a group of hotels that is having presence in different parts of
Europe they are having operations across 500 hotels in different major city and all the regional
centres that is operating across 285000 rooms under the brand of Travelodge (Abeck, 2017). This
is having Hotel design and they are serving across 13 million people every year. And also having
buffet restaurants breakfast and bar cafe. Apart from this Travelodge is also providing online
services and property development services along with mobile reservation. They are having
presence across Spain, Ireland and UK their headquarters are present in Thames England UK.
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TOWS Analysis:
Strength Weakness:
1) Travelodge is having
strength of providing Budget
hotel services because they are
having affordable Room rates.
2) Travelodge is facility of
business account card where
they are appealing to business
Travellers by offering
convenient services and fast
booking (Al-Surmi, Caoand
Duan, 2020).
3) Travelodge has recently
started a sustainability
campaign that is having very
committed workforce that is
working towards green
program. This is providing a
competitive edge to
Travelodge among different
budget hotels and also luxury
Hotels it is also aiding to the
brand image and helping them
to main contribution towards
sustainable development.
1) Travelodge is not able to
equip their customers with a
wide range of products just
like luxury Hotels are
offering. They are offering
very basic facilities and not
any fancy in terms of interiors
or any type of aesthetics. They
are not a preferable choice for
people looking for luxury but
within reasonable range.
2) Travelodge is not able to
provide their customers with
large varieties of facilities and
offer their Customer services.
They are not able to provide
any type of room services
concierge services or porter
services.
3) Travelodge is not a ideal for
holding large family functions
for parties as there is
requirement of more space and
room that is not be able to
fulfil by the Limited spaces
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that is present in hotel rooms
of Travelodge.
So it is not able to offer much
variety of services to their
existing customer base.
Opportunities: Strength/ Opportunities: Weakness/ Opportunities:
1) To expand in other
international borders
Travelodge may consider
potential markets. Such as in
European market tourism can
be a major source of national
income it might lead to
boosting up of the economy
and the organisation both at
the same time.
2) There can be participation
with new partnership branch
that can help Travelodge in
increasing their overall
reputation and having a smart
marketing move.
1) Travelodge can make
use of their strength of
providing budget
hotels for availing of
opportunity to their
potential markets
across international
borders (Dadzie and
et.al 2017).
2) Travelodge can use the
facility of their
business cards for
expansion by making
new partnership
agreements with
already established
brands.
1) Travelodge can turn
their weakness of not
able to provide luxury
facilities and launch
facilities in some new
international locations.
2) Travelodge is not able
to provide adequate
facilities for hosting of
various events so, this
weakness can be
overcome by making
agreements with new
brands and then such
events can be hosted
with such brands.
Threats: Strength/ Threats: Weakness/ Threats:
1) Travelodge is facing a very
high competition as compared
to other budget hotels because
other hotels may be more
facilitated and are price
1) Travelodge can make
use of their strength of
having budgeted hotel
services and business
care in dealing with the
1) Travelodge can use
their weakness of not
able to provide their
customers with
luxurious services so
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competitive. Budget hotels
very high computation
because they are having highly
elastic demand for tourist
because of their high facilities
of accommodation.
2) The economy is able to
show some positive growth in
the coming future period of
time and they will be able to
provide their customers with
increasing facilities. For
various tourist accommodation
can be a very vital factor in
deciding their overall stay and
people with high disposable
income May prefer luxurious
stay rather than going for a
budget hotel. All such
situations might lead to
shifting of customer demand
towards various competitors
of Travelodge like Hilton
Hotel, Marriott hotel.
3) Travelodge is presently
having their presence across
UK and Ireland and they are
not having any future plans of
expansion on international
threat of high
competition.
Their business cards can be
used for purpose of expanding
in international borders
extending themselves to
borders outside Ireland and
Spain (Hollensen, 2019)
they can convert this
weakness and threat of
high competition
which can help them in
surviving in long run.
2) The future prospective
growth of economic
scenario there can be
use of hosting events.
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boundary. Foreign tourist may
not be familiar with the brand
of Travelodge and they might
have preferences for other
brands.
TASK 2
Three marketing campaigns for “Enabling a leading Brand” for a period of 12 months:
According to (Travelodge: Comprehensive Business Analysis and International Expansion
Plan, 2020) the above discussion there are three major marketing objectives that have been set up
for the purpose of achievement of certain objectives (Mansur, 2019). Travelodge is a key player
in the hospitality industry in UK there are merit situation all factors that have been acting in
favour and against of their operations (Travelodge: Comprehensive Business Analysis and
International Expansion Plan, 2020). Travelodge is extensively a large organisation that is
entrenched and part of the hotel industry of UK. There are many challenges that have been
associated with the organisation that is a huge threat and affecting the market performance and
sustainability in long run. One of the major issues that Travelodge has faced with time is related
with the financial problems and drink in their profit margins because of the high technological
cost that is related with providing highly sophisticated services. In present scenario for their
upcoming campaign of being a leading brand there are certain marketing objectives that have
been set with the help of above discussed Tows analysis:
1) Innovation: There is required can make continuous innovation in their services. They can use
different types of tools such as from the above discuss SWOT analysis it has been clear that they
are not having appropriate luxurious facilities for their some of the highest class of customers. So
there can be implementation of more luxurious facilities and apart from the basic amenities that
is being offered by Travelodge.
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2) Marketing tools: With the changing times more organisations are moving towards usage of
innovative tools for the purpose of marketing and promotion of the brand. In case of hospitality
industry the basic review provided by already visited customer plays a very significant role for
attracting some new customers (Muchiri, 2016). In Travelodge, there can be use of social media
marketing as a digital media tool for the purpose of running the above marketing campaign and
highlighting the different activities and events that are taking place. The overall comments and
the attractive pictures posted on such social media pages will help them in approaching to their
future prospective customers and then these positive reviews can help in converting the
prospective customers or leads into real customers.
3) Expansion: There must be expansion of Travelodge to other locations where they are not
having any presence. Such as, they are not having any outlets external UK (William, 2019). So,
there is a required to open such locations where there is high prospective of increasing demand.
SMART objectives:
Specific: The above mentioned objectives are specific because Innovation will be in terms of
launching new luxurious services, marketing campaign will be on social media applications
like facebook, instagram, twitter and snap chat. Expansion will be in countries like Australia
where there is huge prospect of growth.
Measurable: Present Travelodge is having 25 percents share of market now they are willing
to take this number to 30 percent in coming time period of one year.
There will be 300 calls per day that will be attended by their marketing staff regarding
solving nay queries of people. Since, 1998 they are having listing on Global distribution
system. Apart from this they are on world span, sabre, Amadeus and Galileo.
Attainable: The objectives are attainable as they are majorly related with expansion of
present offerings of Travelodge so there is no requirement of any further high amount of
investment.
Relevant: The above discussed objectives are relevant as it is related with overcoming of
their weakness and very crucial for their marketing campaign “Enabling a leading Brand”
in the coming future period of time.
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Timely: All the objectives are specified for a time period of one year that is by financial year
ending 2021.
TASK 3
Marketing mix plan:
Marketing mix plan is basically discussing about various aspects of a business organisation and
development with their upcoming enabling a leading brand activities related with discussion of
this marketing mix plan is mentioned below:
1) Product: Major countries that have been targeted for the purpose of their new launches will
be one Australia. Apart from this the changes that are going to made in the existing products and
services from the existing locations will be in terms of completely new features that will be
added to their super room in the existing scenario (Our Company, 2020). There will be high
quality mattresses with comfy bounce back and plump pillows. Apart from this there will be
more aunt pictures that will be available for families travelling with their children and also for
adults for their overnight trip. There will be a introduction of separate full out family best for the
purpose of accommodation provided to extra people in the family rooms (Sobotka, 2017). There
will be addition of contemporary to bathroom with flowers and more area with new lights of
reading and there will be implementation of new sockets for charging of phone near the bed
frame. Each and every new feature in the Travelodge super rooms will be carefully selected to
enhance the travelling experience of their guest’s proper and timely room services.
2) Price: Travelodge is making efforts to achieve the entire above mentioned three objectives
that in case of implementation of more luxurious services in their hotel room there will be
additional charges that will be charged (Travelodge: Comprehensive Business Analysis and
International Expansion Plan, 2020). There will be an increase in 5% from the usual charges of
rooms that is paid by their customers. There will be investment on most soothing design
management there will be innovative room features that will be printed in Tranquil royal blue
relaxation and light services that will be added to their present decor of hotel rooms.
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3) Place: Travelodge will be having more focus to expand them to new locations in Australia
and this will include some new locations near galleries & Museums, shopping centres, seaside &
theme parts & Zoos. Travelodge is having 200 properties across UK and also in Ireland they are
providing approximately more than 10000 bedrooms (Improving a leading brand, 2019) . They
are presently having most presence in major cities and towns and they are operating in London
since July 2000. According to the present marketing campaign they are willing to establish them
in other countries like Australia.
4) Promotion: From the above mentioned objectives that are part of the campaign there are
some of the specific promotional strategies that will be used by Travelodge such as there will be
use of social media marketing strategies where there will be use of social media applications
such as Facebook, instagram where there will be specific pages have to be created and then
further Travelodge will be promoted on such social media platforms (Mulderrig, 2017).
5) People: Travelodge is working with 11,000 colleagues in the present scenario for looking
after their customers every day. They are offering wide range of rules that consists of their
Frontline guest services maintenance department different positions of special design support
Centre for solving all the issues faced by their customers (Pappas, 2016). Further, they have
Employees with full time and part time rules they are having ideal employment services for all
the people who are willing to build their careers in hospitality industry and they are having the
highly committed workforce that consists of working parents people looking for second career
and also even some students working part time with the brand (Improving a leading brand,
2019).
Travelodge has successfully recognise the benefits of having a diverse workforce with various
backgrounds and also providing experience that is based on ability of employees without belief
of having clear policy related with diversity and inequality with the high track record of strong
representation from people across background (Rampal, 2018). For the new social media
marketing strategy there will be hiring of committed workforce from such diverse background
that can help them in enhancing their marketing strategies and approaching more new customer.
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6) Physical evidence: Physical evidence in case of hospitality industry is mostly related with
how properly customers are able to assess the quality of Hotel services. Travelodge will be
working height words becoming a favourite preference for the value that they are providing in
terms of business travelling and also leisure at the same time (Rao-Nicholsonand Khan, 2017).
The new features of luxury items like modern bedroom comfy size bad and high value will help
their customers and having a travelogical choice (Travelodge: Comprehensive Business Analysis
and International Expansion Plan, 2020).
7) Process: There will be special online bookings that will be offered by Travelodge according
to the present marketing campaign that will help their prospective buyers in reaching to their
products more easily and in a mire convenient manner. Apart from this they will have easy
refund policies also in case customers are changing their mind just few days before their plan.
TASK 4
Proposals on increasing customer services:
Travelodge can use a defensive strategy such as aggressive promotional activities by providing
special offers to their existing base of customers and attract new segment of market based on
such attractive offers like their previous business cards were based on specialise offers for their
business class of customers but new there must be focus on enhancing of market share by
providing some attractive offers to their leisure customers.
The budget accommodation sector in different parts of UK has become very competitive in past
15 years now there can be more improvements by acquisition of highest share of market that is
30% that is 5% more than the present 25% share of market that is acquired by Travelodge. They
can provide Hotel accommodation for new market segment of customers like apart from
existing Business customers such as people are having preferences for family leisure time and
are on short or long break.
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Travelodge has been the first among budget hotels to appear on platforms like elevation and on
national because of their strong presence across major press titles there has been a high brand
presence and it has Rise Above 70% across UK. Travelodge has also received the award of most
improved Brand of the year in 2000. Now, they can start the services of customised mails,
packages and customise offering that can be offered to the loyal customer place by offering them
higher customised by an exclusive offers to enhance the satisfaction level of such existing
customers.
Travelodge is having a Special sales Centre that is employing around 300 staff members and
they are selling across two million rooms for year but apart from this there is requirement to
increase their level by providing extra services of hosting some of special events for their clients.
The marketing department of Travelodge Must make efforts for the purpose of enhancing the
satisfaction level by designing some of the most of it located booking system in the budget hotel
segment that is the most special and differentiation feature of Travelodge.
Increasing the internet presence:
There can be more enhancement of the present level of internet present by Travelodge can
appreciate importance of developing both customer relationship across globe than a national
audience and they must embrace the overall Global distribution system across world. Sincere
1997 Travelodge properties have been providing listing on platform such as Global distribution
system. Travelodge has been a leading edge and player in The E-Commerce segment and they
are offering inclusive packages across different parts of the world. Dear can be more database
built for the purpose of increasing customer interaction and also providing personalized services
by more promotional offers to their existing family client.
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Conclusion
From the above discussed points can be said that hospitality industry is going through a
drastic change and there is requirement of certain few market areas that have to be changed
specially with the changing scenario of external market that is because of the name of virus of
covid-19 there is requirement of something innovative and creative changes that have to be made
in order to have a sustainable development in the long run. Many hospitality organisations are
willing to establish themselves at least in brand and especially in case of Budget hotel market
there can be proper consolidation of position by increasing the Technologies of Internet and
creation of a competitive position in the 21st century. It can be done by understanding and
preparation of some smart objectives with the help of property identification of customer
requirement and business organisation can make for the improvement of their products and line
with the rising customer expectations.
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REFERNCES
Books and Journals
Abeck, K.B., 2017. Marketing mix diversification in Retail: The case of Sim Delice in
Cameroon. Unpublished Thesis, Aalborg University.
Al-Surmi, A., Cao, G. and Duan, Y., 2020. The impact of aligning business, IT, and marketing
strategies on firm performance. Industrial Marketing Management, 84, pp.39-49.
Dadzie, K.Q., Amponsah, D.K., Dadzie, C.A. and Winston, E.M., 2017. How firms implement
marketing strategies in emerging markets: An empirical assessment of the 4A marketing
mix framework. Journal of Marketing Theory and Practice, 25(3), pp.234-256.
Dadzie, K.Q., Amponsah, D.K., Dadzie, C.A. and Winston, E.M., 2017. How firms implement
marketing strategies in emerging markets: An empirical assessment of the 4A marketing
mix framework. Journal of Marketing Theory and Practice, 25(3), pp.234-256.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Mansur, M., 2019. Methodical approach of making a potent digital marketing campaign.
Muchiri, M.N., 2016. The Effectiveness of Marketing Mix Strategies On Performance Of Kenol
Kobil Limited (Doctoral dissertation, Thesis. University of Nairobi).
Mulderrig, J., 2017. Reframing obesity: A critical discourse analysis of the UK’s first social
marketing campaign. Critical Policy Studies, 11(4), pp.455-476.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Rampal, P., 2018. Marketing Mix Strategies of Restaurant.
Rao-Nicholson, R. and Khan, Z., 2017. Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing Review.
Sobotka, M., 2017. Financial analysis of an internet marketing campaign through an example of
cash loan (Doctoral dissertation, Katedra Finansów i Systemów Finansowych).
Online:
Travelodge: Comprehensive Business Analysis and International Expansion Plan, 2020 [online]
Available through: <https://toughnickel.com/industries/Travelodge-Comprehensive-Business-
Analysis-and-International-Expansion-Plan>
Improving a leading brand, 2019 [online] Available through:
<https://businesscasestudies.co.uk/improving-a-leading-brand/>
Our company, 2020 [online] Available through: <https://www.travelodge.co.uk/about/our-
company/>
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