Role of Marketing in Travelodge Hotel

This report discusses the role of marketing in Travelodge hotel and explores the TOWS matrix, marketing objectives, marketing mix strategies, and customer service engagement strategies.

INDIVIDUAL REPORT

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................2
MAINBODY ...................................................................................................................................2
TOWS for Travelodge ................................................................................................................2
Marketing objectives....................................................................................................................5
Marketing Mix Strategies............................................................................................................7
Customer Service Engagement Strategies ..................................................................................9
CONCLUSION..............................................................................................................................11
REFERENECS..............................................................................................................................12
INTRODUCTION

Marketing can be defined as the set of activities that undertakes by organization to
influence purchasing or selling of goods or services. it comprises advertising, selling and
supplying of products to the end users or other businesses. The main aim of the report is to
provide understanding role of marketing in Travelodge hotel.
MAINBODY
TOWS for Travelodge
It is strategic planning tool that is used to generate strategic options after analysing
threats, opportunities, strengths and weaknesses. It is used to analyse external environment for
the strategic advantage perspective and determine some strategic options for the firm.
Travelodge applies Tows Matrix to identify strategic option through external environment
analysis.
Tows Matrix External opportunities (O)
 Travelodge becomes
more reputable brand
due to high
engagement in eco-
friendly sustainability
program.
 It makes plan to expand
it’s business in the
global market which
supports to improve
brand image as well as
generates more profit.
 It plans to involve
customer relationship
management to
influence wellbeing of
customer’s and
company.
External threats (T)
 Limited international
presence because it
focuses only UK and
Ireland market that
causes other foreign
tourist may never
listen about
Travelodge as
compared other
familiar brands.
 Recent terrorist
attacks and
immigration policy
controversies etc.
leads higher security
in the UK as result
limits people
movement.
 Coronavirus
pandemic is also
another threat for the
company because
people avoids to take
hotel services as
result reduces
demands for the
hotel services.
Internal Strengths (S)
 Affordable prices
S-O (Strength-Opportunity)
 Gain business
S-T (Strength- Threats)
 Travelodge business

rooms include rates
for family rooms,
double rooms with
special deals etc.
 It offers hotel
accommodation for
the two main market
segments i.e. families
and business users
(Černý, Vaněk, and
Hubáček, 2018).
 Travelodge Business
Account Card
program runs by
Travelodge for the
premium customers.
 It has good brand
presence across the
UK along with more
than 500 facilities.
development
opportunities with cost
friendly methods.
 Target specific
customer base for its
services.
 Launching business
account card program
to attract a greater
number of customers.
account card will
attract international
tourist.
 Improve security to
overcome the effect
of any terrorist
activities.
Internal weaknesses (W)
 It unable to occupy its
guest with wide range
of product and
services.
 Physical appearance o
the room is plain or
unattractive
 Travelodge unable to
give higher values on
experience with
extensive choice that
is major weaknesses
W-O (weaknesses-
opportunity)
 Reputation of company
will attract more
customers that will fill
occupancy.
 Business expansion
will improve the
customer experience.
W-T(weaknesses-Threats)
 Business expansion
will improve the
international
presence of
company.
 Improve product
choices will also
improvethe customer
experiences (Rudy
and Prasetia, 2018).
SO strategy
 Travelodge offers affordable budget rate family rooms and double rooms with special
deals whereas it has opportunity to expand its business across the world. So, this strength
supports company to expand its hospitality services globally and attracts customers
towards hotel to buy services. With the strength it effectively can generate high revenue
in the business market.
 It targets family and business customer and offers special offers to this segment. It is
major strength of the company. On the other hand, it involves in eco-friendly

sustainability program that improves brand image in the global market. This initiative
helps company to build brand image in customer’s mind and improves guest
engagements.
 Business Account Card program also organizes by Travelodge for the premium
customers. this program helps company to access potential customers and generates high
revenue from them. In addition, it gets opportunity to expand its business in the global
market then it can use this strength to attract potential customers to buy its services.
ST Strategies
 Promotion of travel lodge business account card.
 Strategic alliances with different security company.
WO Strategies
 Digital marketing campaign will launch.
 Business expansion strategy will implement.
 Product expansion strategy will implement.
WT Strategies
 International business expansion strategy will be implemented.
Marketing objectives
Marketing objectives are defined as the fundamental’s behinds conducting marketing
campaigns of a company. Objectives are the key drives that play a role behind running a
campaign. On the basis of the company's marketing objectives company frame all strategies.
Travelodge Company operate its operations in travel and tourism sector. Following objectives
can be worth to follow for running a marketing campaign of company.
Improve growth: All marketing campaigns run to improve the growth potential of the
organisation. Growth is considered as the development of company. Marketing campaigns run by
the company aimed to entertain more customer base towards buying company’s products and
services. Travelodge Company can also run and develop its marketing campaigns in such a way
that company can attract more number of customers for its services and products. Growth is also

a key objectives behind the business operations of the organisation (Kireev and et.al., 2016). This
objective will drive company to form its marketing campaign in such a way that company can
meet up all expectation of customers that will also support higher potentials of company to
entertain growth for its products and services. Promotions always key factors that drive company
to attract potential customer base to buy the products and services company offer as a part of the
business operations. This objective is well suitable for all campaigns company launch as a part of
its marketing activity. This objective will also motivate company to frame its campaigns in such
a way that profitable outcome for business can develop. Improve growth is also a part of the
main aim of the company. All stakeholders’ part of the company especially the investors and
shareholders of the Travelodge Company wishes to see the company’s achieving constant growth
in its business functions. With the support of this objective company will be able to project its
services in the most attractive manner.
Improve customer loyalty: All marketing campaigns launches by company aim to improve the
customer loyalty. This is also among the most significant objectives behind launching a
marketing campaign. Loyalty is defined as the connection between organisation and its customer
base in respect to buying company’s services all the time when it is needed to customers. This
objective will motivate company to frame the marketing activities in such a way that company
can project all its services in the most attractive manner. Customer loyalties will also improve the
company’s possibilities to entertain growth in the market. With the support of customer loyalty
company will be able to entertain all its aims and objectives behind operating a business
functions of the Travelodge Company (Koschate-Fischer, Huber and Hoyer, 2016). Customer
loyalty also attracts more customer base towards buying company’s products and services. As
the loyal customers also play a key role in improving the brand image of the organisation in the
society. This objective will support company in improving the potential outcomes of the
marketing campaign launches by the Travelodge Company.
Promote company’s services: Promotion of company’s services is the main aim and objectives
behind running a marketing campaign of company. Promotion of services offer by company is
the ultimate objective behind the marketing campaign launches by the company (Wroblewski,
2017). This objective will drive company in projecting the services in such a way that it will look
best in the business. Promotion drives company to attract all potential customers to buy
company’s products and services. Promotion is the ultimate objective behind running a

marketing campaign of company. These objectives will drive company to attract all potential
customers towards buying company’s products and services.
SMART Objectives
Travel Lodge Company will follow the SMART Objectives to set clear objectives for its
marketing activities.
Specific: All objectives behind the marketing activities of company such as improving growth of
company, achieve effective sales turnover and other objectives are specific in nature. All
objectives make no confusion for the team.
Measurable: All objectives are measurable in nature. The increment in sales of company can be
measures in statistical manner. Sales and growth of company can be measured by figures.
Achievable: All objectives of company can be achieved. Sales hike and increased growth rate of
company can be achieved with the support of different marketing and promotional strategies.
Realistic: All objectives set for the marketing activities of company are realistic in nature.
Objectives are realistic which allows company to achieve such objectives.
Time spam: Company has set the time frame of one year for all such objectives.
All the above mentioned points are projected as the key objectives behind running a
marketing campaign of company. Objectives are the fundamental tool that channelizes efficiency
behind the marketing campaign of the company. All such objectives will also be suitable for the
objectives behind the conducting business operations of company.
Marketing Mix Strategies
Marketing mix is the strategic actions of business organisation which improves the
opportunity to grow and gain higher profit margins effectively. Marketing is the accumulation of
different activities which increases the potential to attract customer and increase their satisfaction
according to needs to wants. Marketing mix helps to focus on different segments which increase
the efficiency to achieve objectives effectively (Oliveira and Pataco, 2017). Travelodge Hotel
has to develop different strategies which can improve quality of customer service and compete in
the market. By developing marketing mix strategies of Travelodge hotel, this increases the
performance of business to attain objectives faster at lower cost.
Product

Travelodge is maintaining the quality of products and services in the market. There is a
lot of competition which is rising in the market therefore these changes have to be got in. There
are a lot of services which are provided to the customers according to the price they are paying in
the organization for the products. It is very essential for the hotel to adopt technology which
increases the performance of services to increase customer satisfaction effectively. Travelodge
can implement digital equipment which reduces the cost of per room and also helps to increase
the profitability of the hotel. Travelodge provides budget accommodation services to customers
in the market which covers higher market share in comparison to luxury hotels. It is analysed
that due to increase in the demand of in gym and club houses in the hotel increases the potential
of Travelodge to attract more customers and achieve objectives effectively.
Price
The hotel is pricing them low because that is attracting a lot of customers in the
organization which is a very important factor for revenue generation. There are a lot of
investments which the company is making in the technological and expansion of the hotel chain
globally. The organization is launched themselves online so that they can make the customers
more aware of the changes which the company is getting in the organization. It is because of the
rise in competition the company is using skimming price strategy for themselves so that they can
get a competitive advantage (Hudson and Hudson, 2017). This helps to reduce the cost of
operation in the business to lower the prices. Middle class customers finds their satisfaction with
the value of money they paid in the hotel and it very essential for Travelodge to reduce the prices
and gain more loyal customers to achieve objectives effectively.
Place
Place is the most important factor in hotel industry as it impacts on the efficiency of all
the other marketing strategies. Location of the business helps to increase customer attraction and
provide more effective quality of services. Travelodge ensures that location of hotel is at prime
location which is near the market place which increases the convenience of customers to travel in
the market. Company also uses effective location to attract more customers and also support in
the marketing of business effectively (Boediman, 2017). Travelodge is having different
properties in different market which provides different experiences for customers and improve

brand image of the hotel in the market to increase the growth opportunities and achieve
objectives effectively.
Promotion
Promotion includes advertising, personal selling public relations, brand image to increase
the sales of the business (Khare and Bhagwat, 2019). It is very essential for Travelodge to
analyse effective promotional strategy as there is high competition in the market. Hotel has to
provide more effective team which ensures needs and wants to customers to adopt effective
products and services in the promotion to attract customers. This also helps to increase the
customer loyalty and higher growth of hotel to compete in the market effectively. Travelodge is
focusing on lower and middle upper social class customer segment which helps to increase the
customer base and generate higher profit turnover effectively.
Process
It is very essential for hotel to analyse the efficiency of whole buying process of
customers and ensure the touch points to increase customer engagement effectively. Travelodge
develop effective customer relations by implementing customer service which increases their
satisfaction and loyalty in the hotel. This strategy helps hotel to increase performance of the hotel
to gain higher profit margins effectively. Travelodge has implemented customer experience
mapping strategy which will help to increase the efficiency to make better decisions and achieve
objectives faster.
People
Hospitality industry is majorly dependent of employees which have to skilled to provide
better experience to customers (Conlon, 2018). Employees have the potential to gain higher
profit margin for the hotel if they have more effective skills and knowledge to make decisions
and increase performance of organisation effectively. Travelodge has adopted training and
development to their employees which increases the employee retention and also ensures
reduction of employee turnover effectively. Hotel also provides different employee benefits
which help them motivate and increase customer experience effectively. High performance
workforce helps to grow Travelodge rapidly and also increases the opportunity to innovate new
services which increase customer’s satisfaction to make them loyal in the business and gain
higher profit margins effectively.
Physical Evidence

Travelodge provides customer positive reviews and comments as the part of marketing
which helps to influence other customers (Chandiok and Sharma, 2017). Hotel ensures that high
quality of products and services at lower prices which increase customer experience and improve
brand value effectively. Travelodge uses this loyal customer base as promoters of selling to their
friends and families. Hotel also provides different schemes, offers and referral discounts to
attract more customers which increase the brand name in the market effectively.
Customer Service Engagement Strategies
Customer engagement is very essential aspect of every business which ensures efficiency
of business to grow. Satisfied customers have the potential to attract more customers without any
additional cost in the business. Increase in the competition in the service industry and increase
demand of customers has impacted the customer after services which pushed industry into
professionalism. Engagement strategy helps to foster growth in the market and improve the
opportunity for the future investment to survive in the competition effectively. Travelodge has
developed different types of customer engagement strategies which supported hotel to increase
the engagement level of customers in the business to increase efficiency of Enabling a leading
brand marketing campaign.
Social Media
Travelodge is using social media platform to increase customer engagement level of hotel
by providing effective information of all the products and services which are currently available
by the hotel (Dzhandzhugazova and et al., 2016). This helps hotel to analyse tastes and
preference of customers from the different markets and improve database to make effective
decisions. It is very essential for Travelodge to implement analytical tools which determine the
customer behaviour of the social media platform about the marketing campaigns which also
helps to adopt new changes in the services which increases the potential of hotel to achieve
objectives effectively.
Product messaging
Product messaging helps to attract more customers in the service industry as it helps them
provide different services which are specifically designed for the customer segment effectively.
Travelodge uses emails, text messages, calls to customers after categorising customers into
different segments which also helps to increase the customer service engagement level of the

hotel effectively. this is also very effective to provide more effective understanding about
customers responses and develop services according to their needs and wants to increase their
satisfaction and make them loyal effectively.
Free Trials
Travelodge has started initiative in which customers are offered free nights in the hotel as
lucky draw which helps to provide better experience to customers for the hotel and increase their
engagement level. Customers are attracted faster to the free trials which also increases the
customer base to attract more profit margins after satisfaction of the public effectively. This also
helps Travelodge to understand the live experience of customers which is true as they have not
spent their money. This improves the opportunity for Travelodge to grow in the market and
attract more customers to compete in the market effectively.
VIP schemes and offers
Special offers and schemes to customers helps to increases the trust of customers and
improves their value (Bowie and et al., 2016). VIP schemes and offers help to develop positive
binding between customer and hotel i order to increase satisfaction. For instance, Travelodge
provides family discounts which increase the opportunity for hotel to increase their trust as they
are very special to the business and this also helps to increase the brand value of the hotel in the
market effectively.
Value for money
It is very essential for customers to provide low price services with higher benefits and
better quality as there is high competition in hotel industry. Budget hotel is the most running
segment in the industry and has majority of the growth opportunity to compete and gain higher
profit margins. Travelodge hotel ensures that customers has value of money for all the services
which are included in the packages and improves their experience which enhances customer
service engagement level effectively.
Customer Support
After sales service is also very essential to maintain the brand value in the market and
improve customer satisfaction. There are many hotels which uses unethical business strategies to
increase their profits like fraudulent promises (Salman and et al., 2017). Travelodge provides all
the information prior to the booking of the services offered to customers on their official website

which also helps to increase the potential to attract more customers. It also increases the
perceived value of hotel in the market to increase brand equity to attain better profit margins
effectively.
CONCLUSION
This report concludes that it is very essential for business to analyse market factors which
increases market share of company effectively. Report explained the importance of marketing in
hospitality industry due to increase in competition in global market. Due to impact of corona
virus it has impacted efficiency of many hospitality businesses in UK which also includes
Travelodge. With the help of marketing audit like TOWS analysis helped to improve the
productivity of the company. This also enhanced the marketing campaign of Travelodge to
achieve higher profit margins effectively. Marketing mix plan helped hotel to increase customer
service level to gain more customer base and compete in the market effectively.

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