Travelodge's Marketing Strategy: Segmentation, Targeting, and Positioning

Travelodge's is a low-cost hotel chain that has implemented a successful marketing strategy based on segmentation, targeting, and positioning (STP). The company has identified its premium customer segment and targets them with specific marketing messages. Travelodge's positions itself as an organization that provides better travel options and packages at competitive prices. The document also includes the company's mission, vision, objectives, budget, and marketing plan.

HOSPITALITY MARKETING ESSENTIALS
Marketing plan is necessary for an organisation as it
consist of all business and marketing activities of a
particular product. Such as cost accrued in developing a
product into market scenario.
Executive summary: Travelodge’s was founded in year
1985, operates in various eye catching mid-scale as it is
known for its low cost operations of its product and
services. They are coming up with super room that is
modern guest house rooms at affordable prices.
INTRODUCTION
Essentially, marketing means creating, promoting and
delivering goods and services to consumer and market.
Marketing is an activity, set of institution and process of
creating, communicating, delivering and exchanging
offerings that provides value for customer as well as
organisation.
Marketing plan
MISSION AND VISION
Vision: To become one of best low cost hotel in hospitality industry.
Mission: To provide better service and experience to customer and
have positive influence on community.
Objective: Introducing new range of super rooms with modern
technology and introducing business service on different location to
enhance business growth by approx. 20% in next 2 years.
STP
Segmenting, targeting and position are important aspect of
marketing function. It helps Travelodge’s in identifying its
potential customer's such as:
Segmentation: It is the process of dividing a market of potential
customer into groups. Such as mangers of Travelodge’s can
segment their customer on basis of demographic such as
premium class of people.
Targeting: It is important for Travelodge's to target their
potential customers. Their target customer is premium class
group of people. Such as people's who are looking forward for
reasonable prices and good quality of product and services.
Positioning: Selling diversified and business packages at
premium price is USP of the company. They position themselves
as an organisation which provide better travel options and
packages at competitive price (honest pricing).
BUDGET