Role of Marketing in Travelodge Hotel

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