Hospitality Marketing Essentials: Business Objectives and Marketing Mix Comparison

This study explores the business and marketing objectives of Travelodge UK in the hospitality industry. It also compares the marketing mix between Travelodge and Hilton hotels. The report includes a marketing plan that aligns with the business objectives.

Unit 5
Hospitality marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Covered in PPT.......................................................................................................................3
ACTIVITY 2....................................................................................................................................3
Business and marketing objectives of Travelodge.................................................................3
Comparison of marketing Mix between Travelodge and Hilton............................................3
Marketing plan........................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing defines as process of satisfying wants and needs through the exchange
process. It is management procedure in which they are accountable for determining and
anticipating people requirements profitably (Kotler and et.al., 2015). With the help of marketing
an individual obtain what they want and need through exchanging and creating goods and value
with others. This study is based on Travelodge UK, operating their business in hospitality
industry. This report clarifies business as well as marketing objectives of firms and elements of
7Ps of marketing mix. Furthermore, justifies marketing plan that meet with marketing objectives
of business. It defines comparison between two different companies based on how they apply
their marketing mix in marketing planning to achieve objectives of business.
ACTIVITY 1
Covered in PPT
ACTIVITY 2
Business and marketing objectives of Travelodge.
Business and marketing objectives are provided a picture of plan which is help to achieve
goals of company at marketplace. Some of business objectives are effectively helped to getting
and staying profitable. Travelodge hotel also have business and marketing objectives for staying
in customer mind. Business objective of Travelodge is to become the favourite hotel for value.
Other, marketing objective is to promote business with the help of customers in effective
manner.
Comparison of marketing Mix between Travelodge and Hilton.
Marketing mix is the perfect combination of factors which can be controlled by the
company in order to influence consumers to purchase its products. It is also the set of marketing
tools that is uses by Travelodge for pursue marketing objectives in target market. Comparison of
7 P's of marketing between Travelodge and Hilton hotel are underneath:

Basis Travelodge hotel Hilton hotel
Product A product is an item that is build to
satisfy needs of certain group of
peoples. The product and services
range are include meeting, food and
beverages services, travel facilities.
Hilton hotel is also provided the
best quality of product and service
to customers in order to satisfy
them. Such as hotel, resorts,
banquet facilities and special event
services with the best quality of
equipments.
Price The price is money which is sets by
manger for their product is labelled as
price. Travelodge hotel is followed the
lower pricing strategy for attract more
customers towards company (Išoraitė,
Hilton hotel manager is follows
penetration pricing strategy in this
strategy manager is provided high
quality of service at low price.
Illustration 1: 7 P's of marketing
(Source: Marketing mix, 2018)

2016). In this manager of hotel is
provided their services at lower price
form other hotel.
Place Hotel is operates at 500 hotels in UK
and 16 at other place. Manager had
provided their services at online and
offline shops. Online app provide the
online booking services and all
information about products and retail
shops provide all physical services.
Other hand, Hilton hotel is provided
their services at official websites as
well as in hotel.
Promotion Promotion strategy of Travelodge uses
the smarter shopper marketing with
the help of promotional channels.
Company uses TV, YouTube
channels, uploads videos and pictures
on Facebook.
Promotional strategy is also
important process of hotel in order
to promote services at marketplace.
They promote their product and
services with the help of pictures in
newspaper and TV adds (Marketing
mix, 2018).
Process Travelodge is ensures about all hotels
provides the same process across all
company with the help of ensuring that
customers deals correctly. With the
help of this process, manager is able to
provide the correct services to
customers.
Hotel manager is use the online
tracking process for track orders
and bookings records. At this
process customers are place order at
official website and staff track this.
People People is like employees and staff
members are important in hospitality
industry. Travelodge manager is
provided proper training and
development to their employees for
better growth. The talented employees
Manager of Hilton hotel is always
looking toward growth of company
for that they provide training to
their cooking and services staff.
With the help of this, customers are
highly attracted towards hotel

are important for company (Kotler and
et.al., 2015).
growth.
Physical
evidence
This means the evidences which are
see and feel by our customers come
into a Travelodge and see that staff in
proper uniform, everything is branded,
effective layout and schedule of work.
Manager is also provided the pens,
visiting card, caps etc. as physical
evidence to customers.
For the physical evidence Hilton
hotel manager is provided the best
services of accommodation as well
as cooking services.
Marketing mix is highly helped to achieve goals and objectives of hotel in positive
manner. With the help of marketing mix, manager is identified the focus in Travelodge pleasing
customers by providing clean and fresh rooms (Phillips and Moutinho, 2018). Promotional
strategy is help to promote product and services at marketplace by TV channels, uploads pictures
and videos at Facebook.
Marketing plan.
Marketing plan is a report which is outlines the marketing strategy for next coming year.
Marketing plan is includes an overview of business marketing and advertising goals as well as
description of current business position.
Executive summary
Travelodge hotel is private operating company in the hotels and hospitality industry
throughout the United Kingdom. In order to attract more customer towards hotel, manager is
added one more new service at place which is offers “discount cards” for travel with taxi ride.
Vision
 To become a most favourable hotel by providing best services to customers.
Mission
 To increase profit of hotel in positive manner.
 To provide great and safe ride to customers.
Objectives

 To increase 20% sales of services till the end of 2020.
 To increase 10% investment on research and development team as well as employee
training.
Marketing audit SWOT analysis
Strength Weakness
 Strength of Travelodge is the brand
equity in its business model.
 Low fixed investment is no product
cost.
 Good employee retention as well as
good reputation in market.
 Limited market share inspite of good
brand recall.
 Operation are affected globally due to
different government policies and laws.
 Other taxi brands also affect to
business.
Opportunities Threats
 High potential in emerging markets.
 Innovation services in customers
services.
 High investment and growth rate.
 High rate of competition at marketplace
with other taxi brand.
 Economic and political turbulence in
most countries.
 PESTEL analysis
Political factor In hotel industry, political factor can influence the number of visitors
both tourist and business travellers. Hotel is offers discount card to
customers for ride at any place but is affected by government laws in
different parts of the world.
Economical factor National and international macro economic situation and factors affect
to Travelodge new service in both negative and positive manner. For
example: at the time of Olympic hotels and taxies are booked in
advance. In that case discount card is not works and rates of taxi and
hotel room booking is high.

Social factor Social factor is includes the culture and preference of customers. This
can be affected to the business because some changes in customer needs
and wants.
Technological factor Technological factor is includes new and advanced technology
introduced by others (Della Corte, 2016). Travelodge is affected by
technological factor in positive manner because discount card is provide
discount to customer on their rides which is not affected by this. Other
hand, can be affected when other hotel brand is uses new technology.
Environmental factor Environmental factor is affected by the climate changes. Climate
changes affect to Travelodge because at the time of this, it is
complicated for manager to manage whole guest in hotel as well as not
provide discounted taxi to all.
Legal factor Legal factors includes the all government laws and regulations. For
example: healthy and safety act is very important law which can be
affected to Travelodge. Customer is not feel safe in the hotel and at the
time of taxi. In this case manager have to provide safety to customers.
Marketing mix Product: A product is most important think by which is offers discount card to customers
on Taxi rides. This help to attract more customers towards Travelodge in positive
manner. Price: Price of product is important element which is help to customer for purchase
product and service. For the new services, manager is use penetration pricing strategy. In
this, services are high quality and price is lower. Place: This facility is provided only on their hotel office to those customers who are
staying at hotel for spending holidays. Promotion: Promotional strategy is the best strategy to promote services at marketplace
and also give impression on customer mind (Stead and Hastings, 2018). For this,
Travelodge manager is use cards and advertisement on their official side or airports.

 Process: Process is important element of marketing mix. At this stage, manager is
ensured about the discount card and taxi driver are work is done in well manner. People: Employer of Travelodge is organised training and development program for
employees for extra learning and better work.
 Physical evidence: For the physical evidence manager is provided visiting card and caps
to customers.
Segmentation, targeting and positioning Segmentation: Travelodge is use the demographic segment which is included gender, life
cycle, stage, age and lifestyle (Sun, Ma and Zhang, 2017). Target: Target to youngster and newly married couple. Like age group 15 to 45.
 Position: The position is prime location and luxury rides.
Budget
Marketing expenses
Card manufacture charges £70
Radio expenses £50
Ad agency Liasonon print ad material £40
Printable brochures £30
Total £190
Monitoring and controlling
Monitoring and controlling is overseen the task and project which is necessary to ensure
that the approved and also for decrease risk as well as eradicate mistakes form work process as
per customer needs. For that, Travelodge manager is taking feedback form customers and also
take views of customers. With the help of this process, customers are give feedback about
services to manager and manager make changes accordingly in their services. By these
customers are satisfied and attracted toward hotel.
CONCLUSION
From above it has been concluded, that marketing play essential role within business
structure, it helps to increase productivity and gain competitive benefits for Travelodge hotels in

UK. With the advertising created by marketing department company will attract people and it
increases their financial performance as well as help to maximize profitability. Through creating
marketing plan based on business objectives firm provide better services to people as compare to
their competitors and raise their position in market effectively. Marketing department work
closely with finance department, HRM as well as production management which is quite
beneficial for overall business.

REFERENCES
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