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HOSPITALITY MARKETING ESSENTIALS INTRODUCTION Marketing is one of the key principle of a company. Marketing can be described as activities of an organisation which deals in buying, selling, distribution of products and advertisement. A well build market strategy can help a business to grow in a rapid pace. Marketing is also an important part in hospitality sector. MARKETING PLAN FOR TRAVELODGE Marketing plan is a complete document which is consist of all the business and marketing activities and advertising plans for the upcoming year. Specific marketing activities are mentioned in the blueprint that needs to be accomplished with in the given period of time. Overview– Travelodge was founded in 1985. The hotel company lease, franchise and own approx. 540 hotels and more than 40,000 rooms all through UK, Ireland and Spain. Travelodge operates various eye-catching midscale hotel and is well known for its low cost operations, modern guest rooms and affordable pricing. Vision- The vision of Travelodge is to best hotel company throughout theworld. Mission- To provide exceptional experience to customers in all the hotels of the company and have a positive influence on the community. Objective- To introduce new range of Super rooms within 2 months on a moderate cost. To introduce business services on different locations within 3 months in enhance business growth approx. 20% more. STP OF TRAVELODGE The STP model is widely used in Travelodge to attract and maintain more customers. It is highly practised because of its effectiveness and accuracy. The three elements of STP model are segmentation, targeting and positioning. Travelodge goes through thesegmentationprocess in order to identify their most profitable service users. It is sub divided into 2 elements i.e. business segmentation and channel segmentation. The business segmenting helps Travelodge marketing division to categorise and analyse guests by their travel propose whereas, the channel segmenting concentrates on the customer's booking method for the respective hotel. Targetinghelps the hotel company to concentrate on the segmented customers with the help of demographic and spending patterns in order to select the right approach of promotions and room prices. Hence, the hotel organisation offers moderate price range of the super rooms that are newly launched by Travelodge. Thepositioningelements helps studying the market position of Travelodge in order to be available and represent as the best choice of accommodation among other hotel properties. The company is promoting their new range of services and rooms in order to attain maximum market share and high revenue.
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HOSPITALITY MARKETING ESSENTIALS Particulars1st year 2nd year 3rd year 4th year 5th year Initial money 60008500120001450018350 Investment14000255003200013500 Total600022500375004650031850 Marketing outlay Promotion65003200430033003250 Sales publicity 22002100330022002000 Direct selling 42002500600030004650 Total1290078001360085009900 Business ObjectiveMarketing Mix & StrategyTacticsMonitoring & Evaluation Tointroducenew rangeofSuper rooms Travelodge has upgraded its Market-mixstrategyto introduce new product by the nameof“SuperRooms”in order to attain more market share. By applying CRM tool.Withthehelpofcustomer's perceptual experience. LaunchingNew hotelpropertiesin different locations. Thehotelorganisationhas launched their services in 5 differentlocations.The promotionsareconducted throughvariousmarketing methods. BypractisingSocial mediamarketing method. Onthebasisofcustomer's requirements. Providingstaff training. The employees of the hotel are providing various training sessions in order to enhance theirworkingskillsand maintainworkqualityof Travelodge. Implementing Automation. Evaluatingemployee's performances. ProvidingService quality Travelodge is improving work quality by updating its rooms to super room and enhancing various services such as hair dryer,ironservices,3jet shower and many more. PractisingSearch engineoptimization (SEO). Bymonitoringcustomer's experience and repetitive usage. Marketing Budget (Estimated)STP OF TRAVELODGE