Marketing Campaign for Travelodge

MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing audit and TOWS matrix of Travelodge......................................................................3
Marketing objectives for the twelve-month marketing campaign of Travelodge.......................6
Marketing mix plan......................................................................................................................7
Improve the level of customers....................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing campaign is an organized course of action and plan to promote or sell the
product or services of a company. Travelodge is a UK based private company operating in
Hospitality industry and serving across UK, Ireland and Spain. It has more than 570 hotels in
UK, making it the largest independent brand of hotels in UK. This report focuses on a 12 months
marketing campaign- “Enabling a leading Brand” for the company and will explain the
marketing audit principles undertaken in order to develop TOWS matrix which will help to
demonstrate its competitive environment. The report will also state and justify Marketing
Objectives based on SMART Model and highlight the Marketing Mix in context of the
campaign. Important proposals will be recounted for future adaptations and improvements of
Travelodge's customer service as a part of the marketing campaign.
MAIN BODY
Marketing audit and TOWS matrix of Travelodge
Marketing Audit refers to the systematic evaluation and analysis of internal and external
business marketing environment of an organization to ascertain problems and opportunities and
recommend a plan of action to improve the marketing performance. Its based on principles like
Macro- Environment or Demographic and political factors, Marketing Strategy Audit to check
the feasibility of Business mission, goals and objectives and Environment Audit Factors like
Markets, customers and distributors etc. The Audit is done in a systematic and comprehensive
way and is ideal for generating TOWS matrix. (Dandage, Mantha and Rane, 2019)
TOWS matrix is derived from the Swot Analysis model and is aimed at generating marketing
tactics for Travelodge by analysing internal and external factors of the business environment of
the hospitality industry.
1. Strengths:
 Affordable room rates: Travelodge offers very reasonable prices for family rooms and
double rooms and also launch various special deals and early bird discounts on special
occasions. For a budgeted hotel, promotions and discounted offers attract a lot of
customers.

 Schemes and Initiatives: Rooms by the hour schemes which lets customers save money,
'catnap and coffee' initiatives for drivers and motorists to recharge their batteries and stop
for a break.
 Travelodge business account card for premium customers for convenience and quick
booking to retain them and gain competitive advantage.
 Extended presence throughout UK with over 500 facilities foe ease in finding
accommodation on any location customers want.
 Committed sustainability programs like Travelodge green.
2. Weaknesses:
 Narrow range of products: Travelodge is not able to provide its customers with a wide
range of services such as room service, concierge or porter service like other luxury
hotels do.
 Aesthetics: The design and aesthetics of the rooms are plain ans basic, which is not
appreciated by customers and their experience is impacted.
 Policy of overbooking: Travelodge mostly operates on full capacity which may lead to
customers facing the risk of being turned down upon arrival due to unavailability of
rooms.
3. Opportunities:
 Potential of Expansion in other countries: Travelodge is majorly concentrating its
operations in UK and Ireland and missing out on new markets. Europeans countries are
big on tourism and therefore affordable hotels are in high demand all over.
 Ecotourism: Recent momentum of green and ecotourism can help Travelodge achieve
goodwill and positive feedback from guests over its sustainability programs.
 New partnerships: Good marketing Strategies and public image can help Travelodge get
new partnerships for further diversification and expansion.
 Expanding Online presence to attract more millennials and Gen- Z as target customers.