Travelodge Marketing and Communications

This essay analyzes Travelodge's marketing and communications strategies, focusing on their promotional mix, brand recognition efforts, the AIDA model, and customer feedback collection methods.

Marketing and
Communications

Table of Contents
..........................................................................................................................................................3
COURSEWORK-2..........................................................................................................................4
INTRODUCTION...........................................................................................................................4
Two elements of promotional mix-.............................................................................................4
Promotional mix elements which are Travelodge company is adopting-...................................4
Channels adopted by Travelodge for the brand recognition-......................................................5
Key target audience of Travelodge video-..................................................................................5
What is AIDA model and how it grabs the target audience-......................................................5
8.Method of feedback collection-...............................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................6

COURSEWORK-2
INTRODUCTION
Marketing communication is all about branding, packaging, advertising, promoting, sales
presentation , sponsorship. This term relates to all the activities of marketing. Travellodge is a
private company which is providing the hospitality to the all the customers across the world.
Integrated marketing communication:
Integrated marketing communication includes all the it is about the brand messaging
through the different different integrated marketing communication provide the centralised
platform to promote any product and business on a huge levelof the TRAVELODGE . Because it
provides many opportunities in the market like advertising , selling , product promotions,. It is a
mixture of marketing mix, so it is an advantage for all the companies to promote and launch
their product in integrated market. It is called integrated market because there are many
opportunities that can adopt by the company to promote their brand or any product.
Two elements of promotional mix-
Promotional mix terms indicates the all promotional activities of TRAVELODGE. It also
include the strategy to promote a business or product of the TRAVELODGE. Promotional mix
adopt the 4ps of quality. It is an advantage for the companies to launch their product in an
integrated market where companies can choose many promotional channels to introduce their
products.
Advertising – provide all the facilities to promote any product in the market through the different
different style . There are many platforms in the market for the company to launch their products.
Public relations – is one of the element of promotional mix. In which company creates an inter
link with the customers. This will helps to know about the feedback of the customers.
Promotional mix elements which are Travelodge company is adopting-
Advertising channels- The company Travelodge has adopted a different marketing
strategy. Company is promoting their products and services through various channels.

Advertising channels helps to promote them business across the world. So Travelodge is
promoting its business through the different different channels.
Customers relations\ public relations- company has an international market. So it is very
important to be connected with the public by creating personal relations, Travelodge is working
to provide best services to the customers by knowing their feedbacks. So the company is
establishing the relations with the tourist of various countries. There is a big problem to establish
relations with customers of other countries, it becomes very difficult for the hotels to provide
many different different facilities according to their feedbacks.
Channels adopted by Travelodge for the brand recognition-
Social media- now a days social media has became a platform to promote any business ,
services and product. All the companies are going for the social media to introduce their product
among different different peoples of the country.
Television- it is one of the best promotional mix strategy for the brand recognition.
Because many of the channels are promoting different different kind of products and services
through their channels. and also Travelodge company is using the source of television for brand
recognition.
Key target audience of Travelodge video-
All the tourists inside and outside then country , they are main target for the Travelodge.
Travelodge has made the video for the purpose to attract all the customers across the world. All
the young and married couples are the main key target audience of the Travelodge because
company is providing many facilities to the tourist .Key message of travelodge is to attract the
customers by video campaign and through the other marketing style. All the viewers of the vedio
and the people who like to travell in different different countries are the key targate audience of
the travelodge. key target audience:
So the main centre of attraction are all the tourist who like to travel and visit different
different countries in the world. And the people who are found of hotels and hospitality
facilities. So these are the key targets f the Travelodge.
What is AIDA model and how it grabs the target audience-
AIDA model helps to describes the steps of purchasing any product or services-

A – Awareness, attraction, or attention all theses words are used to know that how a
product or services should be, it should be attractive and unique to gain the attention of the
customers .
I – From the attraction , customers interest plays a main role to adopt any product.
Travelodge is using the video facility to attract their customers.
D – After interest has raised. Customers shows their desire to buy the product or services
There are many tourists who comes every year to stay in the hotels of Travelodge.
A- After the desire, it should be turn into an action. Travelodge has many different
sources to be connected with its customers, so they can take an advantage of hospitality anytime.
The key message- key message of this video is to attract the customers. And provide them
facilities to be connect with the company. This video will also help to achieve the objectives of
the travelodge and that is to attract the customers towards Travelodge.
8.Method of feedback collection-
online feedback collection by using the method of social media all the followers and
guests and the customers can give their feedback to the company by using the social sites, or by
access the web page of the company. All the customers can give their reviews about their
journey through this method.
CONCLUSION
From the above study it has been summarised that the the TRAVELODGE company has
adopted the various marketing strategies to promote business across the world.. Tavelodge is
promoting its business across the world through the different different sources of the promotions.
And there are many people who has visited the hotels of Travelodge. Because of the luxurious
facilities of the Travelodge.

REFERENCES
Books and Journals
Apel, S. and et.al., 2016. Feature-oriented software product lines. Springer-Verlag Berlin An.
Babin, B. J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Belch, G.E., Belch, M.A. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Collins, L., Glasser, A.M. and Villanti, A.C., 2018. E-Cigarette Marketing and Communication:
How E-Cigarette Companies Market E-Cigarettes and the Public Engages with E-
cigarette Information. Nicotine & Tobacco Research. 1. p.11.
Dam, K.H.V., van der Sanden, M.C. and Stragier, J., 2014. Strategic decision support for
marketing communication: an agentbased simulation of consumer attitudes to smart
home appliances. In Social Simulation Conference.
Fernández-Cavia, J., Marchiori, E. and Cantoni, L., 2017. Online communication in Spanish
destination marketing organizations: The view of practitioners. Journal of Vacation
Marketing. 23(3). pp.264-273.
Ismail, N. A. and Kuivalainen, O., 2015. The effect of internal capabilities and external
environment on small-and medium-sized enterprises’ international performance and the
role of the foreign market scope: The case of the Malaysian halal food industry. Journal of
International Entrepreneurship, 13(4), pp.418-451.
Khan, U. A., Alam, M. N. and Alam, S., 2015. A critical analysis of internal and external
environment of Apple Inc. International Journal of Economics, Commerce and
Management, 3(6), pp.955-961.
Kim, K., Hayes, J.L. and Reid, L.N., 2014. Trends in advertising research: A longitudinal
analysis of leading advertising, marketing, and communication journals, 1980 to 2010.
Journal of advertising. 43(3). pp.296-316.
Loots, H. and Grobler, A.F., 2014. Applying marketing management and communication
management theories to increase client retention in the short-term insurance industry.
Public Relations Review. 40(2). pp.328-337.
Tukker, A. and Tischner, U. eds., 2017. New business for old Europe: product-service
development, competitiveness and sustainability. Routledge.

Tukker, A., 2015. Product services for a resource-efficient and circular economy–a
review. Journal of cleaner production, 97, pp.76-91.
Kim, and et.al., 2014. Trends in advertising research: A longitudinal analysis of leading
advertising, marketing, and communication journals, 1980 to 2010. Journal of
advertising.43(3). pp.296-316.
Fernández-Cavia, and et.al., 2017. Online communication in Spanish destination marketing
organizations: The view of practitioners. Journal of Vacation Marketing. 23(3). pp.264-
273.
Smith, V.L. and Font, X., 2015. Marketing and communication of responsibility in volunteer
tourism. Worldwide Hospitality and Tourism Themes. 7(2). pp.159-180.
Collins, and et.al., 2018. E-Cigarette Marketing and Communication: How E-Cigarette
Companies Market E-Cigarettes and the Public Engages with E-cigarette
Information. Nicotine & Tobacco Research.1. p.11.
Orzan,and et.al., 2016. CONCEPTUAL MODEL REGARDING THE INFLUENCE OF
SOCIAL MEDIA MARKETING COMMUNICATION ON BRAND TRUST, BRAND
AFFECT AND BRAND LOYALTY. Economic Computation & Economic Cybernetics
Studies & Research.50(1).
Capitello, R., Charters, S. and Menival, D., 2016.The Wine Value Chain in China: Global
Dynamics, Marketing and Communication in the Contemporary Chinese Wine Market.
Elsevier Science.