Consumer Decision-Making Process for Travelodge Hotels

This report provides an analysis of consumer behavior within the hospitality sector, specifically focusing on Travelodge and its marketing strategies. It examines the consumer decision-making journey, from initial need recognition to the final booking decision, highlighting the importance of understanding customer expectations and maintaining a strong customer relationship. The report evaluates how Travelodge's marketing department should respond to the decision-making process, especially in light of the COVID-19 pandemic, emphasizing safety, hygiene, and communication. Furthermore, it critically assesses the influence of the marketing mix (product, price, place, and promotion) on the different stages of consumer decision-making. Finally, the report concludes that marketers need to improve communication and assure customers of safety to differentiate themselves from competitors.

HCBI

Contents
INTRODUCTION...........................................................................................................................3
Activity 2.........................................................................................................................................3
Examine the stages of the consumer decision-making journey and map a path to the
purchasing for a given hospitality service...................................................................................3
Explore why it is important for marketers to map the consumer decision making journey in the
hospitality sector..........................................................................................................................3
In light of the decision-making process of your consumer, evaluate how your company’s
marketing department should respond to the decision-making process......................................4
Critical evaluation of how your company’s marketing department can influence the different
stages of the hospitality decision making process.......................................................................4
Critically evaluate the application of appropriate theories, concepts and models that influence
and impact upon the hospitality decision-making process..........................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
This report gives a brief analysis on the insight of behavior of consumers in the sector of
hospitality and why it is considered as important for the marketers of the company. Travelodge is
working on strategies and applying different theories in order to overcome this situation (Yallop
and Seraphin, 2020).
Activity 2
Examine the stages of the consumer decision-making journey and map a path to the purchasing
for a given hospitality service
Consumer makes their decision on the basis of their level of need such as if they want to take a
tour in 5 star hotels or a star it is up to them. After that they collect information, for instance
target customers of Travelodge will look for word of mouth of their services and the level of
satisfaction they offer to their customers. Many of the target customers also look for the other
available options present in the market which will be the competitors of Travelodge. After this
they will consult to their tour guides or people such as their belongings who have used the
services of Travelodge so that they can get to know their experience. After they have evaluated
all the factors and when they have come to a decision that the money they will be spending on
Travelodge will satisfy their needs then they will implement a final decision and that is go for
booking it (Kustos and et.al., 2019).
Explore why it is important for marketers to map the consumer decision making journey in the
hospitality sector.
It is important for the marketers of Travelodge to establish a good relationship with their
customers as it helps to retain them. It is necessary for them to assess their strategies for mapping
as there are many stages in the journey of decision making. It is necessary for the marketers of
Travelodge to assess the level of expectations the consumers have from Travelodge as this will
help them to increase the level of customer satisfaction. Also with the help of this they can
become loyal to the company. This will help marketers of the company to generate customers as
the leading prospect to other customers as they will be able to get the benefit of word of mouth.
It is necessary for the marketers of the company to enhance the level of communication with the

customers so that they can be a part of the decision making journey of their customers and try to
meet their level of needs as much as possible.
In light of the decision-making process of your consumer, evaluate how your company’s
marketing department should respond to the decision-making process.
Marketers of Travelodge need to assess and work on their strategies as after covid-19 the sector
of hospitality has been harshly affected and their market has gone into crisis. Other than this
even the process of decision making of consumer has changed as they are very concerned about
their health and that is why they demand that hygiene and safety must be met by the chain of
hotels. The marketers of Travelodge understands as the time is very crucial and they are offering
guarantee to all of their prospective and loyal customers that their hotel is safe and they are
assuring that they have met all the standards of safety which can help to prevent the spread of the
virus. Also they are working on improving and maintaining the level of communication as not
many of the people are interested to work outside from their home. In order to overcome this
they are convincing their clients and working on their strategies (Jauhari, 2017).
Critical evaluation of how your company’s marketing department can influence the different
stages of the hospitality decision making process.
In order to influence the stages of decision making the marketers of the company needs to assess
and evaluate the marketing mix of the company.
Product-
This aspect is concerned with the offering and lodging in hospitality as they have to offer
the services as per the standards that is required and that are as per the needs and wants of the
people.
Price-
This is the most crucial aspect as this is the on which is the most important in the cycle of
decision making. At the time of covid-19 everyone has seen a downfall in their income and that
is the reason why marketers of Travelodge are offering them decent and attractive packages.

Place-
Currently the location which is more accessible is not the point, now marketers of
Travelodge are working on promoting those hotels first which are in the safe zones so that they
have edge over their competitors and generate a sense of safety in the minds of customers.
Promotion-
In order to improve the sales and generating more customer base company is using
different type of media through online sources so that they can promote their brand and assure
the customers that touring at this pandemic is safe if they are choosing to stay with Travelodge
(Altinay and Taheri, 2019).
Critically evaluate the application of appropriate theories, concepts and models that influence
and impact upon the hospitality decision-making process.
The theories and strategies applied such as marketing mix and the strategies for safety
that are implemented by the marketers of the company is helping them to observe positive
change in the behavior of customers when it is concerned with the decision making process.
CONCLUSION
From the above studies it has been concluded that the marketers of the company need to improve
their communication and work on making the customers feel welcome and assure them that their
premises is meeting all the standards of safety. They also need to distinguish themselves from
their competitors so that they can offer something different to their base of customers.

REFERENCES
Books and Journal
Altinay, L. and Taheri, B., 2019. Emerging themes and theories in the sharing economy: a
critical note for hospitality and tourism. International Journal of Contemporary
Hospitality Management.
Jauhari, V. ed., 2017. Hospitality marketing and consumer behavior: Creating memorable
experiences. CRC Press.
Kustos, M., and et.al., 2019. Using consumer opinion to define New World fine wine: Insights
for hospitality. International Journal of Hospitality Management, 83, pp.180-189.
Yallop, A. and Seraphin, H., 2020. Big data and analytics in tourism and hospitality:
opportunities and risks. Journal of Tourism Futures.