Marketing Strategies for Travelodge

This report discusses the marketing strategies employed by Travelodge hotel to improve growth, customer loyalty, and promote its services. It explores the use of the marketing mix strategies, including product, price, place, promotion, and process. The report also highlights the importance of location in the tourism sector and how it impacts the success of the hotel. Overall, the report provides valuable insights into the marketing efforts of Travelodge.

Report

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAINBODY...................................................................................................................................3
Tows Matrix for Travelodge........................................................................................................3
Marketing Objectives...................................................................................................................7
Marketing Mix strategies.............................................................................................................8
Customer Service Engagement strategies..................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing refers as the set of activities that are undertaken by company to improve
purchasing behaviour of customers for the product or services. it contains commercialization,
selling and delivery of products or goods to the end customer or other organizations. The main
objective of the report is to provide understanding about role of marketing through Travelodge
hotel.
MAINBODY
Tows Matrix for Travelodge
Tows matrix is a strategic planning technique that is applied to evaluate strategic options after
determining strengths, weaknesses, opportunities and threats (Dadzie and et.al., 2017). The
model is basically designed to evaluate external and internal environment for the strategic
advantage aspect and identify some productive strategic options for the organization. this model
is applied to analyse external environment for the Travelodge so that enables to determine
external environment of the business. The tows matrix is described as follows:
Tows matrix External Opportunity (O)
 Travelodge is highly
engagement in eco-
friendly sustainability
program that causes
get good brand
positioning in the
hotel industry.
 Currently,
organization is
planning to expand
it’s business in other
foreign country across
the world which is
another opportunity
External threats (T)
 Travelodge does not
have strong
international presence
because it emphasizes
on only UK and
Ireland market which
causes another foreign
tourist never listen
about the Travelodge
hotel and it’s services
rather than other
familiar brands.
 Terrorist attacks and
immigration

for the company to
influence brand image
and generates high
revenue on products.
 Travelodge is going to
involve CRM strategy
within organization
that helps to meet all
customer objective
and maintain their
wellbeing for the
product.
controversies etc.
improves security in
UK that causes people
does not like prefer to
movement.
 Currently coronavirus
pandemic is major
threat for all
hospitality industry
because no-one
customer prefers to
buy hotel services for
staying perspective
that decline profit
ratio of hotel.
Internal Strength (S)
 Travelodge targets
only two segments
families and business
users to offer hotel
accommodation
services.
 It provides affordable
price rooms such as
family rooms, double
rooms with special
deals.
 Business Account
Card program
conducts by
Travelodge to target
SO Strategy
 Organization has
business development
opportunity with
extensive cost friendly
methods.
 It has opportunity to
target it’s specified
customers base for it’s
new emerging service.
 Organization has a
plan to launch
business account
program that helps to
attract premium
customers.
ST Strategy
 Business account card
program helps
company to build
international presence
by attracting
international tourist.
 It improves security in
it’s firm that supports
to overcome the entire
affect of terrorist
activities.

premium customers.
 It has strong brand
presence across the
UK because it offers
it’s services more then
500 places in UK
through it’s branches.
Internal weaknesses (W)
 It has limited products
that causes unable to
occupy it’s guest.
 Interior design of
rooms are plain and
unattractive, so unable
to influence
customer’s purchasing
behaviour.
 It unable to improve
customer’s experience
by offering wide
range of products and
services which is
another weakness of
the company.
WO Strategy
 Strong brand image
will attract customers
to buy it’s service as
result will fill their
occupancy.
 Travelodge has
business expansion
opportunity that will
influence customer
experience.
WT Strategy
 Good brand reputation
will promote
international presence
within organization.
 Organization has plan
to involve CRM
strategy that will
overcome the
customer experience
issue.
SO Strategy
 It provides affordable budgetary rooms i.e. family rooms and deluxe room with the
special deals which is major strength of the company. In addition, it has opportunity to
expand it’s business in other multiple countries across the world (Chernev, 2018). This
strength will help company to expand it’s business in multiple country as well as

affordable budgeted room influences buying behaviour of customers. With this strength
will gain high revenue in the hospitality industry.
 Travelodge targets family and business customer and provides special deals with this
segment, that is major strength of the business. In contrast way, organization engages in
eco-friendly sustainability program to improve brand awareness in people in the
international market. such kind initiative helps to establish brand image in the user’s
mind and improves customer engagement in this program.
 Travelodge introduces Business Account Card program to target it’s premium customers.
this program supports organization to target potential customer segment so that enables
top generate high revenue from them. It gets opportunity to expand it’s business in the
global market then organization can use this strength to attract all foreign potential
customer to buy services.
ST Strategies
 It uses promotional tools to influence customer’s awareness about business account card.
 Organization emerges strategic alliance along with different securities.
WO Strategies
 Digital marketing campaign is another strategy that Travelodge uses to attract customers
and build trust of them on it’s brands.
 It has business expansion strategy that will implement to attract customers (Carillo and
Redondo, 2018).
 Product expansion strategy is also profitable opportunity that organization uses to
improve customer’s experience.
WT Strategies
 From the above analysis finds out that organization has international business expansion
strategy that helps to improve brand positioning in the global market.
Marketing Objectives
Marketing objectives refers as a fundamental that behinds introducing marketing
campaign of a organization. Objectives are the main sustainable drivers that plays vital role

behind executing a marketing campaign (Goldbergvan, Rensburg and van Staden, 2019).
Travelodge offers accommodation facilities and has good brand presence in the tourism sector.
Following objectives supports to gain goal of the company through marketing campaign of the
organization.
Improve growth
Most of the marketing campaigns are launched to influence growth of the organizations
so that they can improve high engagement of the customer. Growth is the term of development
of the business. The marketing campaign launches by organization with aimed to improve
customer base towards purchasing organization’s products and services. Travelodge can use this
marketing campaign strategy and implement it’s marketing campaign in such a manner that it
can influence customer’s buying behaviour for it’s products and services. Organization has aim
to improve growth of the company in the tourism sector that supports to run it’s marketing
campaign in such manner that fulfil all expectation and needs of customers and in return it will
supports to generate high revenue and builds loyal customer in the business market. Promotion
gives huge contribution to make campaign successful and increases awareness in customers
about marketing campaign. Improve growth in the business is well suitable objective for all
campaign which is a essential part of marketing activities (Haider and et.al., 2017). It also boots
firm to portray it’s campaign in such manner so that achieves profitable outcomes within
company. All stakeholders of Travelodge specially investors and shareholders always desire to
see company’s achievements in term of sustainable business performance and high engagement
of guests in organization’s services and products in the tourism sectors.
Improve customer loyalty
All marketing campaign are run by organization with aimed improve customer loyalty. It
is also an important objective behind running a marketing campaign. Loyalty refers as the
connection between firm and it’s users in term of purchasing it’s services all time when it is
required to customer. This objective boots organization to portray the marketing campaign in
such manner that organization can easily project it’s all services and products in attractive
manner. High loyalty of customer improves organization’s profitability ratio and gives
opportunities to entertain development in the global market. With strong customer loyalty

organization enables to upgrade it’s brand position in the business market and enables to achieve
all defined aims and objective within time period. Travelodge develops this objective that will
support in influencing the productive outcomes of the marketing campaign in precise manner.
Promotion of firm’s services
Promotion is another important objective behind launching marketing campaign of
organization. This objective drive organization to frame it’s marketing campaign in such manner
that it looks best in the organization (Hu, Tafti and Gal, 2019). Promotion gives huge
contribution to attract all potential customers and influences them to buy organization’s products
and services. This objective will drive Travelodge’s marketing campaign to improve demand of
products and service in customer across the world.
All above defined points are the main objectives behind launch a marketing campaign of the
organization. All above objectives supports Travelodge to lead sustainable business performance
in the tourism sector.
Marketing Mix strategies
It is a set of strategic actions of the business that use to improve opportunity of growth
and achieves high profit margins on products. Marketing is the combination of different activities
that boosts the potential to attract number of users and influences their satisfaction level
accordingly their needs and preferences. It supports to access on different segments which
influences efficiency to gain all objectives effectively. Travelodge hotel uses marketing mix
strategy to increase the busines performance to attain objectives in minimum time at affordable
price.
Product
Travelodge maintains the quality of it’s products and services in the tourism market. from
Past few years raises tough competition in tourism sector due to high availability. There are
variety of services which offers to customer accordingly price so that they enable to pay in the
company for it’s product and services. it is crucial for the organization to use several new
technologies that improves performance of services as well as improves customer satisfaction in
precise manner. To improve profitability ratio in the hotel can use digital technology that

declines cost of per room. It also offers affordable accommodation services to the guest in the
tourism market which captures higher market share as compared other luxury hotels. Currently
gym and club houses are highly demanded by guest so Travelodge can give such kind facility to
the guest as result influence potential to attract large number of customers and gains number of
objectives effectively.
Price
Accommodation pricing is lower in the Travelodge that is major attractive factor for the
customer. In addition, organization enables to attract large number of customers towards buying
it’s products an services and in return generates high revenue in the organization. From past few
years company is highly invested in technology and business expansion in the global market.
Organization runs it’s own app and website on digital platform so that it can aware it’s customers
and new customer about new products and it’s services which attracts them towards company.
Due to rising high competition in the business market uses skimming pricing strategy by
Travelodge so that it helps to achieve competitive advantage (Mugo and et.al., 2017). Digital
platform reduce extensive cost of traditional promotion as well as business operations in the
tourism sector. Middle class customers get value of money which they paid to take hospitality
services in the hotel. So, it is crucial for Travelodge to decline cost of accommodation services
and builds more loyal customers to gain objectives in precise manner.
Place
Place is another essential factor in the tourism sector because it impacts on all marketing
strategies positively or negatively. For example, when organization is established in attractive
location then it attracts customer and improves quality of products and services. In other
instance, when organization does not located in attractive location then unable to attract customer
towards buying behaviour whether it has good product and services or affordable pricing rooms.
Travelodge assures that location of hotel is at attractive location that must near to marketplace
which influences the convenience of the guest to travel in the business market. Travelodge has
numerous properties which are located in different markets so that enables to improve
customer’s experience as well as improve brand positioning of the hotel in the global market.

Diverse location proves increases growth opportunities accomplishes goals of the company
(Maiyusril, 2018).
Promotion
It includes commercialization, personal selling, public relation, brand reputation to boosts
sale of the hotel. It is important element of marketing mix strategy because it improves brand
awareness in public for the products and brand. It is crucial for the Travelodge to evaluate
effective promotional strategy as there has wide competition in the business market. It must
recruit skilful employees who can meet all needs and desires of customer by offering standard
quality products and services. it also supports to influence customer loyalty and improve
competency level of hotel to gain competitive advantage from the competitors effectively.
Travelodge is mainly focused on middle, upper, social and lower class customer segment that
supports to build string base of customers and in return generate higher profit in the hospitality
sector effectively.
Process
It is important for the Travelodge to examine the potential of entire purchasing process of
customers and offers touchpoints (i.e. like, share and comments) to influence customer
engagement effectively. Travelodge implements customer relationship management approach to
influence customer’s experience and loyalty in the organization. this strategy supports to
improve all operation of hotels so that enables to gain higher profit margins properly on products
and it’s services. It also implements customer’s experience mapping strategy that supports to
improve the potential level of hotel and it’s operations to take effective decisions and
accomplishes all defined objectively in efficient manner.
People
Tourism industry is highly dependent on staff because they are responsible for offering
better experience to the guest. Employees have the efficiency to achieve higher profit margin for
the hospitality organization if they have a set of skills and knowledge to take effective decisions
and influence performance of company effectively (Menguc and et.al., 2017). So, Travelodge
adapts training and development program approach for the staff which maintains individual’s

wellbeing and reduces high turnover of staff within workplace effectively. It also provides lots of
benefits to the staff so that these helps to stay motivate to them and influence customer’s
experience positively. Strong workforce supports to grow Travelodge effectively and also
generate opportunities to innovate new services that helps to fulfil all demands of customers and
make them loyal for the brand for lifetime as result organization enables to generate high profit
margin on it’s products and services.
Physical Evidence
Travelodge focuses on it’s outlook of hotel which attracts customers to buy hospitality
services. Physical evidence also plays huge role in the marketing strategy because it leads
positive reviews and comments from the customers. Travelodge believes that high quality
products and service at affordable price influence customer’s experience and improves brand
value in the business market. it follows the loyal customer base as promoters for selling
perspective to the friend and families. It offers special deals, offers and referral discounts with
accommodation services to attract existing and new potential customers that influences brand
image in the tourism industry effectively (Misirlis and Vlachopoulou, 2018).
Customer Service Engagement strategies
Customer engagement is crucial aspect for the all businesses because it assures potential
of business for growth perspective. When organization has satisfied customer then it becomes
easier to attract other new customers without expenditure additional cost on promotion tools in
the business market. High competition in hospitality industry for the service improve demands of
customers as result put pressure on hotel to take professional practices in it’s business.
Engagement strategy helps to lead foster growth in the tourism industry and influences
opportunity for the future investment perspective to sustain in competition positively (Moreno-
Munoz and et.al., 2016). Travelodge has created different type of customer engagement
strategies that helps hotel to improve customer’s engagement level in the organization to
improve potential of Enabling a leading brand in marketing campaign. Strategies are described as
follows:
Social Media

Today’s world social media become one of the best platforms for influencing customer
engagement level of hotel and organization uses this media to aware customer’s about product
and it’s services. Travelodge has followed this social media platform to improve customer
engagement level by offering effective information of all products and services on time which
are currently existed by hotel. Social media assists Travelodge to understand needs and
preferences of customers for the products and services from the different markets and influence
database to make effective ad creative decisions. Analytical tools are also important for the
Travelodge to identify the customer’s behaviour and psychology of social media platform about
the marketing campaign that also supports to lead some new changes in it’s services and
products. these tools also influence the efficiency of hotel to gain all objectives creatively.
Product Messaging
It is another term that plays large role in customer engagement such as product messaging
supports to attract large number of customers in the hotel industry and offers variety of services
that are specially designed for the customer segment effectively. When Travelodge targets it’s
customer through segmentation strategies offers emails, text message and calls services to the
customers which influences level of customer engagement in the hotel positively (Nasution and
Naufal, 2020). It also gives more effective understanding about customer’s response and creates
services as per their needs and desires to meet their objectives and makes them loyal for the
brand for lifetime.
Free trials
Travelodge has planned to offer free nights in hotel to the customer as lucky draw that
assist to improve better experience for the hotel and influences their customer’s engagement
level. With this strategy customers are attracted rapidly from the service industry and influence
customer’s base to attract high profit margins after meeting the public objectives. This strategy
improves possibility for Travelodge to grow in the hospitality market and attracts large number
of customers to compete with competitors effectively.
Customer support

Post sales service is another customer engagement strategy to build brand value in the
hospitality industry and increases customer’s experience as well. There is various hotel that uses
unethical strategies to generate high profit margin i.e. fake promises and commitments. While
Travelodge gives all information to the customer prior to booking of the accommodation services
on it’s official websites that builds trust of customers and increase efficiency to attract large
number of customers (Olson and et.al., 2018). it also enhances perceived value of hotel in the
hospitality industry so that enables to improve brand equity to achieve higher profit margin
creatively.
CONCLUSION
The brief study has provided understanding that marketing is essential for the
organization to evaluate market factors which influences market share of the business positively.
This report has explained significance of marketing in the tourism sector due to constantly raises
competition in international market. TOWS matrix as marketing audit has implemented for
Travelodge to determine strategic option for the business as result it’s implication improved
productivity of the hotel. Marketing campaign of Travelodge to generate higher profitability has
been concluded in this report. Marketing mix plan has implemented for the Travelodge that
support to improve level of customer service and improve potential of the business to compete
with competitors.

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