Marketing Management: Strategies for Travelodge Hotel

This report discusses the marketing management strategies used by Travelodge Hotel to improve customer satisfaction, brand value, and growth. It explores the Tows Matrix framework, marketing objectives, and marketing mix strategies. The report also highlights the importance of product quality, affordable pricing, prime location, and effective promotion in the hotel's success.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAINBODY...................................................................................................................................3
Tows Matrix for Travelodge........................................................................................................3
Marketing Objectives...................................................................................................................6
Marketing Mix strategies.............................................................................................................8
Strategies for improving level of customer services through “marketing campaign”...............11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing management is the systematic approach that supports organization to select the
target mark so that sales can be expanded on large scale. It contains advertising, selling and
delivering of products to the end users. This report will discuss about roles of marketing in
Travelodge Hotel.
MAINBODY
Tows Matrix for Travelodge
Tows Matrix is a strategic planning framework because it generates strategic option while
evaluating strengths, weaknesses, opportunities and threats (Morrison, 2018). This model is used
to analyse external and internal environment of the organization so that can determine best
strategic option for the organization. Travelodge is a hospitality organization that applies this
framework to generate best strategic options.
Tows Matrix External opportunities (O)
 Can become more
reputable brand to
involve in eco-
friendly programs
sustainability program
 High involvement in
CRM
 Has opportunity to
expand it’s business in
global market with
Emerging
Technologies
External threats (T)
 Limited international
presence
 Coronavirus pandemic
 Terrorist attack and
immigration policy
controversies
Internal Strengths (S)
 Affordable price
rooms
 Runs Travelodge
SO
 Organization can
become more
reputable brand by
ST
 Affordable price
scheme will support to
expand business in

business account card
program
 Has good brand
presence across UK
with more than 500
franchises
 Good technology
performance
involving in eco-
friendly program.
 CRM helps to gain
economic benefit
through business
account card program.
 With good brand
presence in UK
market can expand it’s
business in global
market effectively.
 Emerging technology
supports organization
give advanced
services to the
customers
multiple countries.
 Travelodge involves
CRM in business
account card program
that keeps individuals
concern free from
pandemic by taking
safety measures.
 High availability of
franchises and good
technology
performance
overcome territory
attacks threat.
Internal weaknesses (W)
 Limited availability of
products
 Physical appearance
of room is quite plain
 Traditional
technology
WO
 Eco-friendly
sustainability program
supports to generate
such products which
fulfil needs of
customers.
 CRM supports to
overcome physical
appearance
weaknesses
 Emerging technology
overcome traditional
technology issue and
builds good brand
WT
 If organization expand
it’s product portfolio
that will improve
brand presence in
global market as well.
 If company keeps all
safety measures
accordingly
government policies
that will overcome
issue of coronavirus
pandemic
 Adaption of advanced
technology will

presence in other
countries except UK
overcome threats of
territory attacks
Strengths-Opportunities (SO)
 Travelodge offer it’s room at affordable price that is major strength of the business and
organization has opportunity to involve in eco-friendly program that will help to make
brand more reputable. The reason behind is that when organization joins within program
then it will practice sustainable approaches which automatically attracts customers
towards company’s product.
 Travelodge can take customer relationship management (CRM) approach within business
that will handle all complaints and issues of the customer who takes services through
business account card program. Thus, organization can retain it’s premium customers for
long time within company and in return will generate high revenue (Wang and et.al.,
2019).
 Travelodge gets opportunity to expand it’s business in global market whereas affordable
price scheme and strong brand presence in UK supports in expanding it’s business in
multiple countries more effectively.
Strengths-Threats (ST)
 Affordable room price, strong presence in UK and good performance of technology
within organization will support to lead high availability of it’s franchises in various
countries that will overcome threats of limited international presence.
 Organization can promote it’s travel lodge through business account card program that
will overcome all issues limited presence in international market and attracts number of
potential customers to buy it’s services effectively (Mero, Tarkiainen and Tobon, 2020).
 Organization can use strategic alliance approach with various security companies which
assists to give security policies that ensures customers that no hazardous can take place
within hotel. Thus, company can easily influence it’s brand image in multiple countries.
Weaknesses-Opportunities Strategies (WO)

 Organization must launch digital marketing campaign that will support business to build
strong customer base and in return gain high financial profit. With this digital marketing
campaign organization can aware it’s customers about new discounts and offers to
influence them for buying hotel services.
 Organization must implement product expansion strategy that will supports to lead high
availability of it’s product then company can easily improve customer experience by
offering extensive options. So, organization will practice product expansion strategy
within business (Suwanmaneepong, Fakkhong and Kullachai, 2018).
 Travelodge will launch business expansion strategy that will assist in expansion it’s
business in multiple countries and overcome threats of limited presence in international
market.
Weaknesses-Threats (WT)
 Travelodge has made plan to adapt international business expansion strategy because
implication of this strategy will work on two fact first it will transform weakness of
limited presence. Secondly, with this strategy it can create awareness in customers about
availability of it’s services in other countries.
 Organization will invest huge funds in R&D department so that it get advance
technologies and services which will assist to give value-based services like attractive
interior designed rooms and high safety rooms to the customer as result will improve
purchasing behaviour of customers in hospitality industry.
Marketing Objectives
Objectives are the main growth leading drivers that plays huge role behind conducting a
marketing campaign. Marketing campaign is organized to projected all marketing objectives so
that can gain extensive growth in business. Travelodge runs it’s business in travel and tourism
industry. There are various objectives of marketing that are framed in running marketing
campaign of the organization.
Improve customer satisfaction
In the marketing campaign, Travelodge mainly emphasizes on such products that can
match up with customer’s personality and their needs and influences to buy products from the

company. The main goal of the marketing campaign is to improve customer satisfaction by
clarifying their all doubts and quarries regarding hotel and it’s services so that they can faith on
brand and retain with company for long time (Barbu, Barbu and Diaconescu, 2020). This
objective will influence organization to project the marketing efforts in such way that
organization can frame it’s all customer delivery services in highly attractive manner. Customer
satisfaction will improve brand image and entrain it’s growth in it’s business sector. With this
marketing campaign it is not only led customers satisfaction for the brand but also gains lifetime
loyalty of them for it’s brand and it’s products. As the high satisfaction customer gives huge
contribution in building strong customer base that is sign of success of business in it’s market.
This objective will assist organization in influencing the expected outcomes of the marketing
campaign which is launched by Travelodge.
Improve brand value
It is another objective of behind launching marketing campaign. With this marketing campaign,
marketing management of Travelodge has aim to influence brand value in it’s hospitality sector
which will overcome negative publicity of the company regarding it’s product or services.
However, brand value plays essential role in enhancing profitability of the business in term of
respect, recognition and awareness of brand in it’s sector. This objective will support
organization in framing the services in such manner which gives best outlook to the business.
With this objective organization can attract all potential customers like premium customers
towards purchasing organization’s product and services effectively (ÖZCAN and TURAN,
2020).
Improving growth
All marketing campaigns are launched to capture large market share on it’s product and
services. as well as growth. Growth is a simple term that means development of company.
Marketing campaigns are generally launched by organization aimed to influence interest of
customer base towards purchasing organization’s products and services efficiently. Thus,
Travelodge organization also can launch it’s marketing campaign in such a way that it can
influence large number of customers for buying it’s services and products. Growth is one of the
main objectives behind the business activities of the company. This objective will guide

organization to set it’s marketing campaign in such manner that it can fulfil all expectation and
needs of service users as well as will assist to improve potential of the business to improve
growth for it’s products and services. Promotion is the best approach to drive business in such a
way which attract large number of customers to purchase products and services that organization
offers as a essential part of business activities. The major stakeholders such as investors and
shareholders are part of Travelodge Hotel expects to see the organization’s gaining continuous
growth in it’s business activities. With the support of this objective organization enables to
captures large market share and enable to frame it’s services in more efficient manner.
All above discussed points are framed as key objectives of the Travelodge behind
launching marketing campaign of the business. With the marketing campaign marketing
management of Travelodge will achieve all defined objectives within timeframe.
Marketing Mix strategies
It is a strategic marketing tool that frame different strategic option in term of entertain
growth of business’s product and services effectively. It helps organization in improving growth
and generates higher profit margins on it’s products and services effectively (Othman and et.al.,
2020). Marketing is a set of various activities which undertakes by company to improve potential
for attracting large number of customers and enhances their satisfaction level as per their neds
and expectations. Marketing mix helps to focus on various segments which improves potential to
gain all objectives effectively. To increase performance of business needs to create different
marketing strategies by Travelodge Hotel. These marketing mix strategies will support to gain all
objectives faster at affordable price. These strategies will support campaigning to gain better
place in a planned manner. This report is going to discuss the marketing mix of Travelodge
Hotel campaigning.
 Product
Travelodge mainly focuses on improving quality of it’s product and services in it’s market.
Hospitality industry is now become one of the most emerging business among businesses. So,
competition is rising day by day in hospitality industry. There are various services that offers to
the customer as per the price which they pay within organization for it’s products. So, it is very
crucial for the company to adapt advanced technology that influence performance of offering

services which will improve customer satisfaction. Digital equipment is the best strategy to
decline cost of per room so Travelodge can adapt to increase profitability of business. Apart from
this, it can offer budgeted accommodation services to service users which capture large market
share on it’s certain products or services as compared luxury hotels. Marketing team of the
Travelodge analyse that there has high demand of gym and club houses in hotels by customers
so, Travelodge provides these services to attract large number of customers and meets all
objectives effectively.
 Price
Hotel uses affordable pricing scheme to attract lots of customers for buying services in hotel
which is essential for revenue generation. Currently organization is doing lots of investment in
R&D department to achieve advancement in it’s existing strategies and expands hotel chains in
global market. Organization make itself digitalized so that it can aware customers about change
which company is getting in it’s business (Othman and et.al., 2020). Travelodge Hotel uses
skimming price strategy for itself for gaining competitive advantage. This strategy supports to
decrease high cost of business operations at lower cost as result improves satisfaction of middle-
class customers. The reason behind that each customer wants that they get best value of their
money whereas Travelodge Hotel gives values to give high quality services accordingly price
which they paying. Thus, company build loyal customers by meeting their objectives effectively.
 Place
It is another important factor in hospitality sector as it directly impacts on other marketing
strategies. For example, when hotel is established in good location that is accessible for all
customers and offers best quality services then it becomes attraction point for the customers and
influences them to buy services. in other case, Travelodge Hotel is established at prime location
that nears to market place which is major strength of business because it enhances convenience
of customers to travel in different markets. It has different properties in multiple markets which
gives different type of experience to the customer because all properties are designed

accordingly place. Due to prime location Travelodge Hotel enables to explore growth
opportunities by meeting all objectives of customers effectively.
 Promotion
It includes personal selling, public relation, advertising, brand image etc. for improving sales of
organizations. So, it is crucial for the Travelodge Hotel to analyse all promotional strategies
effectively because competition is increasing in hospitality market. With promotion strategies
organization can easily improve customer loyalty as well as improves potential of business to
compete in the market effectively. Travelodge Hotel targets on lower and middle-upper social
class customer segment to build strong customer base so that can generate higher profit margin
on it’s product and services.
 People
Employees are backbone of hospitality industry because they responsible for improving better
experience of customers effectively. Generally, employees have capabilities to achieve large
profit margin for hotel but if they are highly skilful and knowledgeable to take profitable
decisions then automatically influence business performance in global market effectively.
Training and development program also conduct by Travelodge for it’s staff which influences
retention of employees and reduces high productivity of unskilled staff within workplace.
Management of the Travelodge Hotel provides high performance workforce that influence
opportunities to innovate new services which improves customer’s satisfaction and makes them
loyal for the brand and achieves highest profit margin on it’s services.
 Physical evidence
Travelodge Hotel provides actual comments and reviews of customers which is a major part of
marketing that impacts on customer’s buying decision in business. Organization ensures it’s
customers that high quality product and services will be provided accordingly organization’s
promise which influence their experience and builds strong brand value in market. Apart from
this, hotel provides offers different referral discounts, different schemes and discounts to
influence large number of customers which improves brand image in it’s sector.
 Process

This factor is also important for hotel to critically analyse the whole process of buying and
assures that touch points improves customer engagement positively. Travelodge hotel
emphasizes on developing strong customers relationship by improving customers service which
directly improves their satisfaction level and loyalty for the brand. However, Travelodge Hotel
has practiced customer experience mapping strategy that will support to improve the capability
to take better decision for achieving objectives abruptly.
Strategies for improving level of customer services through “marketing campaign”
Travelodge Hotel launches marketing campaign to improving customer engagement
because it is crucial to entertain high growth of business in hospitality sector. As know satisfied
customers posses’ more potential to attract other customers effectively without paying any
additional cost in the business’s operation (Lopez, 2020). Hospitality industry is become one of
the most emerging business so competition is increasing day by day which increases demand of
service users that impacted hospitality sector and has pushed into professionalism. Engagement
strategy will support to lead foster growth in the business and raises opportunities for the future
investment to sustain in competitive environment positively. Travelodge Hotel has implemented
various strategies of customer engagement that will support to improve engagement of customers
in busines and influence potential of Enabling a leading brand marketing campaign. Strategies
that are includes in the marketing campaign is discussed below:
Improve technical skills
It is important strategy for the hotel industry and supports to lead high profitability in
business. for example, when a hotel have large number of skilful people who posses’ expertise in
various type of technology then they can automatically generate high revenue by offering high
quality services to the customer through new technology. Currently technical skills are highly
required by business because there are various technologies that emerges constantly (Gremler
and et.al., 2020). Thus, Travelodge Hotel can implement this strategy and conducts technical
classes per two months for it’s staff members which keep individuals more updating for new
technologies and keeps them mentally prepare to lead change accordingly market situation. this
strategy is not only supported organization to maintain strong workforce but also enables to give
best experience to it’s customers effectively. So, Trevlodge Hotel can practice this strategy with

support of employees to keep hope that it will influence delivery of customer services as
compared luxury hotels.
Customer relationship management
It is another strategy that has aim to establish strong relationship with customers by handling all
complaints and issues of customers and resolves them within minimum time. So, Travelodge
Hotel can adapt this strategy in the marketing campaign which will support to understand
customer’s concern for the product or services and improves customers delivering services in the
business effectively (Luand et.al., 2020). To implement this strategy effectively needs talented
and skilful employees who enable to critically analyse all situation related to business and
customers then they can give creative solution to deal with problems. Therefore, company can
practice this strategy in it’s marketing campaign.
Offer 24/7 customer support
It is new strategy that comes in highly trends. This strategy is followed by numerous
MNC’s in hotel industry because it supports to retain wide number of customers with business.
Travelodge Hotel can practice this strategy that will support to improve customer experience by
offering 24/7 services. With this strategy organization can gain competitive advantage in it’s
sector because there have limited hotels which offers 24/7 customer care services. Thus,
organization can fulfil all objectives of the customer related to products and hotel services and
will generate lifetime loyalty of customer for the brand.
VIP schemes and offers
It is most effective strategy that plays huge role to attract customers for buying hotel
services. with this strategy organization can improve trust of customers as well as improve their
values. VIP scheme and offers always creates positive impression in customers mind for the
brand and builds strong relationship between customers and organization (Martínez-López and
et.al., 2020). In case of Travelodge gives family discounted rooms that raises opportunities for
the hotel to expand it’s business in multiple countries and influences brand value of hotel in it’s
market effectively.

CONCLUSION
The brief study of the report has described about market factors which influenced market
share of brand positively. Marketing audit like Tows matrix has used to raise strategic option for
the Travelodge after analysing it’s external opportunities, threats and internal strengths
weaknesses in this report. Marketing mix plan supported Travelodge to improve customer base
and it’s services to achieve large customer base and compete in market positively. This also
supported to influence marketing campaign for Travelodge hotel to generate higher profit
margin.

REFERENCES
Books and Journals
Đorđević, D., Ćoćkalo, D. and Bogetić, S., 2016. The analysis of marketing concept
implementation in domestic enterprises. Journal of engineering management and
competitiveness (JEMC), 6(2), pp.120-128.
Morrison, A.M., 2018. Marketing and managing tourism destinations. Routledge.
Wang, W.L and et.al., 2019. B2B content marketing for professional services: In-person versus
digital contacts. Industrial Marketing Management, 81, pp.160-168.
Mero, J., Tarkiainen, A. and Tobon, J., 2020. Effectual and causal reasoning in the adoption of
marketing automation. Industrial Marketing Management, 86, pp.212-222.
Suwanmaneepong, S., Fakkhong, S. and Kullachai, P., 2018. SWOT analysis and marketing
strategies development of agricultural products for community group in Nong Chok,
Bangkok, Thailand. International Journal of Agricultural Technology, 14(7), pp.2027-
2040.
ÖZCAN, E. and TURAN, S.Ö., 2020. Ecological Urban Planning and Design Process with
Strategic Planning Approach in Ünye City. In Urban and Transit Planning (pp. 31-44).
Springer, Cham.
Othman, B.A and et.al., 2020. The effects on customer satisfaction and customer loyalty by
integrating marketing communication and after sale service into the traditional
marketing mix model of Umrah travel services in Malaysia. Journal of Islamic
Marketing.
Othman, B and et.al., 2020. Effects of Service Marketing Mix on Umrah Customer Satisfaction:
Empirical Study on Umrah Traveling Industry in Malaysia.
Lopez, S., 2020. Value-based Marketing Strategy: Pricing and Costs for Relationship Marketing.
Vernon Press.
Gremler, D.D and et.al., 2020. Understanding and managing customer relational benefits in
services: a meta-analysis. Journal of the Academy of Marketing Science, pp.1-19.
Lu, C.Y and et.al., 2020. Customer Satisfaction toward Online Purchasing Services: Evidence
from Small & Medium Restaurants. International Journal of Applied Business
Research, 2(01), pp.1-14.
Martínez-López and et.al., 2020. Behind influencer marketing: key marketing decisions and their
effects on followers’ responses. Journal of Marketing Management, 36(7-8), pp.579-
607.

Barbu, M.C.R., Barbu, C.M. and Diaconescu, D.L., 2020. MARKETING DEVELOPMENTS IN
THE SHARING ECONOMY. New Trends in Sustainable Business and Consumption,
p.97.
Đorđević, D., Ćoćkalo, D. and Bogetić, S., 2016.