Marketing Strategies for Travelodge Hotel

INDIVIDUAL REPORT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAINBODY...................................................................................................................................3
TOWS for Travelodge.................................................................................................................3
Marketing objectives...................................................................................................................6
Marketing Mix Strategies............................................................................................................8
Customer Service Engagement Strategies.................................................................................10
CONCLUSION..............................................................................................................................12
REFERENECS..............................................................................................................................13
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
SO
 Gain business
ST
 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
WO
 Reputation of
company will attract
more customers that
will fill occupancy.
 Business expansion
will improve the
customer experience.
WT
 Business expansion
will improve the
international presence
of company.
 Improve product
choices will also
improvethe customer
experiences (Rudy
and Prasetia, 2018).