Marketing Essentials for Travel and Tourism

This document provides an overview of marketing functions and their roles in the travel and tourism industry. It discusses the application of 7Ps by different companies and the interrelation between marketing and other organizational functions. The document also explores marketing strategies and their impact on customer satisfaction and brand image.

Marketing Essentials for
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Marketing functions and their roles and responsibilities.......................................................3
P2 Roles and responsibilities of marketing related to wider organisational context..................5
TASK 2............................................................................................................................................7
P3 Comparison of ways in which 7Ps are applied by different companies................................7
TASK 4..........................................................................................................................................10
P4 Marketing plan to meet marketing objectives......................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a continuous process that involve researches, controls, evaluation etc. done
by the management of organisations so that the customers needs and wants can be satisfied in
order to achieve business objectives. Marketing in tourism and hospitality industry are related to
providing services to people who are moving out for short period of time from where they
actually live (Alqahtani and Gupta, 2017). Marketing helps the organisations in analysing
customer needs, understanding the marketplace, building profitable relationships with customers
and providing them with quality services. Effective marketing can give organisations a
competitive advantage in the marketplace as they can attract more customers to their business
which increase their profitability. This project is based on Travelodge hotels that are based in
London and are no frills budget hotel chains that offers clean and modern rooms to travellers at
low budgets. The functions of marketing and the key roles and responsibilities of the marketing
function along with their interrelationships with other functions are discussed. Marketing-mix,
marketing plan and their application in companies are also discussed.
TASK 1
P1 Marketing functions and their roles and responsibilities
Marketing function is a role in organisations which helps to link their products and
services to the final customers. Main functions of marketing in an organisation are research,
product development, distribution, management and sales promotion so that the customers needs
and wants can be satisfied and sales and profits of the organisations can be increased by building
strong relations with them (Girshick and et. al., 2015).
Marketing concept helps the organisations in analysing customer needs by making
decisions that can help them in satisfying those needs better than their competitors. It helps to
maximize their profits and achieve a competitive edge in the market. Five marketing concepts
are discussed below :

 Production concept : According to this concept consumers prefer products that are easily
available and are affordable. This concept can be applied by Travelodge hotels by
increasing their presence and providing affordable services. Product concept : It says that customers favour products that are of high quality and have
unique features that can enhance their experience. For this Travelodge hotels should
focus on improving the quality of services provided by them. Selling concept : It states that customers are attracted to products and services that are
highly advertised. For this Travelodge hotels needs to increase their promotion so that
sales can be increased (Groucutt and Hopkins, 2015). Marketing concept : This concept focus on increasing sales by analysing the needs and
demands of customers so that they can be completely satisfied. Travelodge hotels can
create value for customers trough this concept.
 Social marketing concept : This concept relates to delivering such goods and products
which improves that well-being and welfare of the society. Travelodge hotels can adopt
CSR strategy so that welfare of all stakeholders can be gained.
Roles and responsibilities of marketing in Travelodge hotels
Marketing relates to anticipating and identifying the needs and wants of the target
customers so that they can be satisfied through products and services which can help in
generating profits for the business. Some important functions of marketing are as follows : Market strategies : Marketing helps in developing such strategies so that business
objectives can be achieved by providing customers with goods and services they want. Marketing information system : This system helps in providing information regarding
factors such as product, planning and implementation of marketing strategies so that the
products can be efficiently reached to target customers which can help in increasing sales
of the company (Jones and et. al., 2015). Marketing research : It is related to identifying the target market and their needs and
wants so that best products and services can be developed by the company. It also helps
in analysing the internal and external factors that can affect the sustainability of the
business so that appropriate strategies can be formulated.

 Brand equity : Customers are more inclined towards brand which can create value for the
customers. Marketing helps in building brand of the organisation so that customers can be
attracted towards the products and services offered by the business.
 Market segmentation : It helps in identifying the target market and formulating such
strategies and policies so that more customers can be reached and company sales can
increase.
All the above roles and responsibilities of marketing helps Travelodge hotels in analysing
the needs and wants of customers so that the services provided by them can help in satisfying
customers and building strong and long-term relations with them so that repetitive business can
be made possible. This helps in enhancing the brand image of the hotel and attracting customers
to their business (Kang and Kim, 2017).
Roles and responsibilities of marketing in relation to marketing environment
Marketing helps Travelodge hotels in catering to the needs and wants of customers by
providing them affordable hotels with clean rooms, Wi-Fi, complementary breakfast etc. so that
their stay at London can be made pleasurable and budget friendly. This helps in building brand
image of the hotel and attracting customers so that the sales can be increased and growth and
development can be achieved in the competitive market. Marketing helps in identifying customer
needs and developing market plans so that the negative influence of external factors can be
maintained and controlled. Through this current situation of the business with respect to
customers, competition and external environment can be analysed along with analysing the
internal strengths and weaknesses of the company so that such strategies can be formulated that
can help in increasing the sales of the company and remain competitive in the market.
P2 Roles and responsibilities of marketing related to wider organisational context
Every organisation has many functional departments that work together and interrelate
with each other so that common goals of organisation can be achieved. Coordination and
interrelation is important so that management can be effectively done of all the departments and
accurate goods and services are provided to the customers (Kim and et. al., 2015). Interrelationship between marketing and Operation/Production functions : Marketing
functions require accurate information from the production department about the goods
and services produced by the company so that appropriate market plans and strategies can
be formed in order to promote and sale the goods and services of the company.

Production department depends on market research function so that the goods and
services can be produced in accordance with the customers specification so that they can
be provided with goods and services that can satisfy their needs and wants and build
strong and long-term relations with them. In Travelodge hotels it is important to provide
services to customers that are in accordance to their needs and demands for with both the
departments need to interrelate and work together. Interrelationship between marketing and finance functions : Marketing function require
economic resources for implementation, planning, market research, forming marketing
strategies etc. for which it depends on the financial department so that appropriate
amount of budget can be apportioned to the marketing department. Finance department
needs revenue so that appropriate financial documents can be generated which can be
done by the marketing function by promoting goods and services of the company and
increasing sales by building strong relations with customer so that sales and profitability
of the company can be increased. In Travelodge hotels their interrelationship is important
so that the finances can be managed and balanced which can improve their profits
(Mahatma and et. al., 2016).
 Interrelationship between marketing and sales functions : Marketing functions help in
increasing sales of the company by building strong relations with customers whereas
sales department increases sales through various strategies so that revenue can be
generated and appropriate amount can be apportioned to the marketing department so that
marketing functions can be carried out in the best possible manner. In Travelodge hotels
it can help in increasing its sales and maintaining its sustainability in the competitive
marketplace.
Significance of interrelation between marketing and other functional units
Coordination and interrelationship between all the functions of am organisation is
important so that goals and objectives of the organisation can be achieved on time and within the
stipulated budget. Individual and collective contribution of all the organisational functions are
important so that the organisation can grow and develop ion the competitive market. Marketing
and finance functions helps in managing the finances of the company and increasing the revenue
so that the sustainability and profitability of the company can be maintained. Marketing and sales
functions can help in increasing the sales of the company and building strong relations with

customers that can help in building strong brand image of the business. Marketing and
production functions can help in producing goods and services that are in accordance with the
customer needs and wants that can help in satisfying customers in the most efficient manner.
TASK 2
P3 Comparison of ways in which 7Ps are applied by different companies
Marketing-mix are the combination of factors through which the companies can influence
customers to buy their products and services. It consists of 7Ps that forms the crucial elements of
marketing-mix which are to be managed and controlled so that they can help in increasing the
sake of the company and in achieving its goals and objectives. These elements play an important
role in making strategic managerial decisions so that promotion and sales of goods and services
can be made efficient (Pike, 2015). The product portfolio can be increased and the new products
can be effectively developed so as to influence customer in purchasing their products.
Marketing-mix used by Travelodge hotels and its competitor re as follows :
Basis Definition Travelodge hotels Premier Inn
Product These are the tangible
items that are produced
and provided to
customers with respect
to their needs and
wants so that customer
satisfaction can be
achieved which can
help in increasing the
sales and profitability
of the company.
Travelodge hotels deals
in providing hospitality
service to travellers by
providing them rooms at
affordable rates at the
centre of London so that
their stay can be made
comfortable and
affordable.
Premier Inn is the
largest hotel brand with
more than 72,000 rooms
and 800 hotels which
provides quality rooms
at great-value-prices so
that stay of travellers
can be made
comfortable along with
giving them wonderful
experience.
Place It is the location or area
where the products are
made available to the
customers. Place
determines the
Travelodge hotels
operate their business
through 560 hotels that
are located throughout
the UK and Ireland so as
Premier Inn operates its
business through a
variety of locations
including city centres,
suburbs and airports so

profitability of the
business as location
plays an important role
in reaching the target
customers in an
efficient manner (Pyo,
2015).
to be available to
travellers across these
places.
that strong competition
can be given to other
hotel chains. It has 800
hotels that help in
providing hospitality
service to travellers
across various
locations.
Price It is the monetary value
of the goods and
services that are made
available to customers.
The monetary value
depends on the value
that is created to the
customers.
Travelodge hotels
follows economic
pricing policy through
which hospitality service
are given to customers at
low prices so that the
travellers are given
affordable services and
their stay can be made
comfortable.
Premier Inn follows
competitive pricing
policy in which the
prices are determined
taking into
consideration the pries
of the competitors so
that they are able to
provide services at
lower prices than their
competitors.
Promotion It is the process
through which
companies attract
customers to their
products and services
so that value can be
created for them.
Travelodge hotels
promotes its services
through digital
marketing, social media
marketing, print media
and through word of
mouth so that their target
customers can be
reached.
Premier Inn promotes
their services through
social media marketing
and digital marketing.
Also its word of mouth
publicity is more which
gives it the best position
in the market.
People The employees
working in the
Travelodge hotels has
efficient staff members
Premier Inn has large
number of employees

company who are
responsible for making
customer relations and
help in achieving
company goals and
objectives (Rowley,
2017).
who work at providing
efficient services to the
customers by dealing
with all the customer
related problems so that
healthy relations can be
maintained with them
which will help in
making the customers
brand loyal.
that provide customers
with 24*7 service so
that they do not have
any inconvenience
during their stay at the
hotel. The employees
are expert in their fields
and can deal with
customer problems
efficiently.
Process It is related to the
mechanism by which
companies reach to
their customers and
provide them with the
goods and services that
they want. Having
good process helps in
ensuring repetitive
business opportunities.
Travelodge hotels
provide their services at
low cost and also
provide other services
such as free Wi-Fi,
complementary breakfast
etc. so that the stay of
customers can be made
enjoyable.
Premier Inn provide its
customers with rooms
that are available at best
proces and offers them
the best quality of
service so that
customers can be made
loyal.
Physical evidence These are the visual
evidences that proves
that products and
services are given to
the customers (Sethna,
2015).
Travelodge hotels gives
bills in exchange of
offering the services to
customers which gives a
physical evidence of the
services given by it.
Premier Inn gives bills,
token of thanks and
gifts to their customers
depending on the
duration of their stay
which gives evidence
about their services.

TASK 4
P4 Marketing plan to meet marketing objectives
Company overview : Travelodge hotels is the second largest hotel brand in the UK and
operates through 560 hotels and more than 40,000 rooms throughout the UK, Spain and Ireland.
It is a private company which operates in hotel and tourism industry and provides hotel rooms at
low and affordable prices so that their stay can be made comfortable (Sheth, Sinha and Shah,
2016). Following is a marketing plan for Travelodge hotels to introduce room service so as to
achieve its business objectives :
SWOT analysis for Travelodge hotels
Strengths Weaknesses
 It provide rooms at affordable rates
so that the stay of travellers can be
made budget friendly.
 The hotel chain is present at various
locations which can help in gaining
more customers (Stead and Hastings,
2018).
 The hotel fail at providing multi
cuisine restaurant service to their
customers which diverts their
customer flow.
 The room services are not given at
these hotels which makes customer
feel inconvenient.
Opportunities Threats
 Travellers are increasing as the
disposal income of people is
increasing.
 They can spread their branches in
other locations.
 Premier Inn and other competitors are
giving Travelodge hotels a tough
competition.
 Availability of skilled and dedicated
workforce is decreasing which is
increasing their cost of training and
development programmes.
PEST analysis of Travelodge hotels
Political Factors These are the governmental laws related to tax, trade restrictions,
tariffs etc. that exists in the country. Government of UK is
promoting travel and tourism which is beneficial for Travelodge
hotels to expand their business.
Economic Factors These factors are related to the economic conditions of the country

i.e. interest rates, inflation, unemployment, disposable incomes etc.
The purchasing power of population in UK is increasing which
gives it an advantage to expand its business.
Social Factors It is related to the population of country. The multi-structured
composition of the population can increase the business
opportunities.
Technological
Factors
Travelodge hotels can take the advantage of advanced technology
in UK so as to develop its room services in such a way their quality
can be enhanced and costs can be further reduced.
Tactics that can be used by Travelodge hotels
Product With the help of providing room service along with affordable rooms
the company can increase its business opportunities by enhancing the
customer experience.
Place The hotel provides its services at various locations so that many
customers can be reached travelling at various locations.
Price The price of hotel rooms are kept low so that affordable services can be
given to customers which will help Travelodge hotels in increasing the
sales of their rooms.
Promotion They promote about their hotels through digital marketing, social
media marketing and through print media so that customers can be
made aware about their services and about the offers and discounts
they give.
Marketing strategies like STP used by Travelodge hotels
Segmentation Travelodge hotels uses mix of geographic and psycho graphic
segmentation so that large number of customers can be reached.
Targeting They target low income class travellers who are large in number.
Positioning They position their services to travellers by being available at large
number of customers.
Action plan
Budget allocation : Budget is a statement which includes anticipated revenues and
expenditures so that the requirement of finances can be presented to the finance department so
that appropriate budget can be allocated to the marketing department (Marketing Plan. 2019).
The budget for Travelodge hotels to introduce room service facilities in their hotels are given
below :
Particulars Amount (£)
Marketing 1800
Training and Support 17000

Equipments 8000
Safety Measures 10000
From the above budget plan it can be analysed that lot of funds is required for training
and development of the employees so that efficient room services are given to the customers.
After that safety measures which includes installation of CCTV cameras, fire extinguishers,
security guards etc. will also require a lot of funds.
Controlling and monitoring helps the marketing departments in managing their activities
efficiently so that the goals and objectives of the company can be timely achieved. This also
helps them in enhancing their performance by following certain standards and monitoring can
help in managing the activities of the department within the budget allotted so that cost effective
results can be achieved (Wilson and et. al., 2016).
CONCLUSION
From the above report it can be concluded that marketing essentials helps the travel and
tourism industry in providing the customers with services so that customer satisfaction can be
achieved. This will help in increasing the profits of the company by applying the 7Ps of marking-
mix appropriately. Also the tactics and strategies applied by the marketing department help in
attracting customers and building strong and long-term relations with them so that customers can
be made loyal and the brand image of the company can be enhanced.

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