Marketing & Communication Report on Travel Lodge

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Marketing & Communication Report on Travel Lodge
By
Julien Louise Archer (56482)
Due Date:

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Table of Contents
Introduction.................................................................................................................................................3
Overview of Travelodge..............................................................................................................................3
Task 1: Marketing Orientations/Concepts...................................................................................................4
Product Orientation.....................................................................................................................................4
Production Orientation................................................................................................................................5
Task 2: Marketing Environment..................................................................................................................6
Legal and Technological Factors.................................................................................................................6
Travelodge’s Strengths and Weaknesses.....................................................................................................6
Task 3: Marketing Strategies.......................................................................................................................7
Positioning...................................................................................................................................................7
Positioning Strategy....................................................................................................................................8
Task 4: Marketing Mix................................................................................................................................9
Conclusion.................................................................................................................................................10
Section 2: Part Two...................................................................................................................................10
Introduction...............................................................................................................................................10
Bibliography..............................................................................................................................................14
Appendix...................................................................................................................................................18
Appendix 1................................................................................................................................................18
Appendix 2................................................................................................................................................19

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Introduction
This report focuses on the marketing concept of Travel Lodge, then deliberate on the
production and product orientation highlighting the advantages and disadvantages. Furthermore,
this report aims to identify and discuss the marketing orientation adopted by Travelodge,
providing examples. Additionally, this report discuses Travelodge marketing environment, then
identifies one legal and technological fact that could impact on their business operation and the
behaviors of their consumers. The internal environment factors that could be considered as
strengths or weaknesses of Travelodge’s business operations, as well as the marketing strategies
and marketing mix are discussed.
Overview of Travelodge
Travelodge was established in 1985 to become the first UK value hotel brand in England.
Travelodge is a private limited company that operates across the UK in hospitality and hotel
management services and amongst the third largest chain of hotels in the UK for their number of
rooms and the second largest within the hotel sector. Since then, Travelodge has grown from
strength to strength and is now amongst the biggest hotel brand in across the UK with over 4,000
guest bedrooms and 560 hotels, including Spain and Ireland. More than 80 percent of Travelodge
can be found in most major cities such as Cardiff, London, Madrid, Belfast, Birmingham,
Edinburgh, Barcelona and Manchester (Travelodge, 2018). Furthermore, almost all of
Travelodge hotels are located near coffee shops and restaurants and the company has over 170
hotels with on-site Bar Café restaurant with expectation of expanding in 2018 with 20 new hotels
(Travelodge, 2018).

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Task 1: Marketing Orientations/Concepts
The term Market orientation can be referred to as the creation, distribution and reaction
of business to the market intelligence (Tadepalli and Avila, 1999). Coviello et al., (2002) defined
marketing orientation as the philosophy of management that to obtain the goals of a company
depends on the business understanding the wants and needs of the market target and meeting the
demands better in comparison to their competitors.
Product Orientation
A product orientation can be described as a company focus on the products as their
strength with the belief that their products are superior and of high quality. This method allows
the company to attract customers since the business has what the customers need. The benefit of
product orientation adopted as a business model is that it permits the company to concentrate on
the quality of the product which allows the business to focus on creating the design of their
perfect product which acts as its strength. Another benefit of product orientation is that the
company can focus on investing in technology to be developed which can be used for their
products (Smallbusiness.chron.com. 2018). However, the disadvantage of the product orientation
is that it creates missed opportunities and narrowing of the brand as where companies focus on
the high-quality product that customers should want, which might not always be the case as
customers consider the brand image, this could lead to other opportunities being missed
(Smallbusiness.chron.com. 2018).