Hospitality Marketing Essentials: Travelodge Marketing Plan Analysis

This essay provides a comprehensive overview of hospitality marketing, exploring the roles and responsibilities of marketing functions within organizations, with a specific focus on Travelodge. It delves into the interrelation of marketing with other functional units, such as room division and food and beverages, highlighting how effective marketing strategies can boost sales and enhance brand reputation. The essay compares the application of the marketing mix elements (product, price, place, and promotion) across different hospitality industries, using McDonald's as a point of comparison. Furthermore, it includes a detailed analysis of a marketing plan for Travelodge, examining strategic approaches to achieve business objectives and adapt to the market. The content is enriched with relevant examples and case studies, supported by academic references in Harvard style, offering valuable insights into the practical application of marketing principles in the hospitality sector.

HOSPITALITY
MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P.1 Roles and responsibilities of marketing and how it interrelates with other functional units.
.....................................................................................................................................................1
P.2 Roles and responsibilities of marketing functions within wider organisation......................2
P.3 Comparison of the ways that applies to elements of marketing mix....................................5
P.4 Marketing plan for Travel-lodge...........................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality industries involves sectors that deals in food and beverages services, accommodation, travel and tourism, recreation
and entertainment sectors. These industries work with an aim of providing comfort and peace to consumers with whom they are
dealing. They are involved in highly managing various factors like human resource, marketing, finance and promotional department in
order to achieve there business objectives. It has been analysed that Hospitality firms are increasing at a faster pace and creating a
different place for them in the region or across the globe (Armstrong and et.al., 2015).
Report highlights the role and responsibilities of marketing functions within Travelodge that supports them in achieving
business objectives. Assignment also discussed about the roles and responsibilities of marketing functions relating to wider
organisational context. Paper highlights the ways in which different hospitality organisations apply the marketing mix to the marketing
planning process to achieve business objectives. Assignment also discusses marketing plan in order to meet business objectives of
Travelodge.
MAIN BODY
P.1 Roles and responsibilities of marketing and how it interrelates with other functional units.
Brief description of Travelodge.
Travelodge is one of the popular brand in the hospitality industry. The company is involved in providing quality
accommodation and travel services. They have opened several outlets in the region and across the globe. Firm is been known to the
consumers for there well furnished infrastructure and room services. Travelodge is involved in selecting their location near the
airports, railway and bus station so that more consumers are attracted towards them.
Roles and responsibilities of marketing functions within Travelodge
Roles and responsibilities Marketing functions execution in Travel-lodge
Market researcher Market research can be done by Travel lodge through with
the help of marketing functions. The research will assist
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company in knowing the needs and demands of consumers. It
will support in achieving the business objectives. By this
organisation can also gain competitive advantage.
Market plan developer Marketing functions assists in developing plans for Travel-
lodge. This can also support manager of company in
evaluating and forecasting the future risk. It will make
organisation in identifying the target market for the future
needs and demands (Kumar, 2014). Plan can be prepare by
firm relating to the quality of product, consumer to be
targeted.
Relationship builder Travel-lodge will be benefited by this marketing function as it
will help company in building relationship with consumer by
delivering them quality of service. Also, it will assist
customer in making them aware about the brand and services
offered by organisation.
Brand Promoter Marketing will help Travel-lodge in promoting the product or
service offered by them .This will asssit company in
attracting wider range of consumers and also by delivering
them quality products they can retain them. Making them
aware about brands will allow them to choose Travel-lodge
that will increase their revenue.
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P.2 Roles and responsibilities of marketing functions within wider organisation
Organisation chart
Illustration 1: Organisation chart
Source: (Marketing functions, 2007)
Roles and responsibilities of marketing in the context of the marketing environment
Role Responsibilities How they relate to each other
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and marketing environment
Strategy Marketing functions have a
responsibility to develop
strategy for business in order
to achieve their goals(Kumar,
2014). Travel-lodge can use
various tactics like sales
promotion, public relation
which can help them in
expanding their market share.
Developing strategies can
support Travel-lodge in
identifying opportunities that
can foster their growth. It also
assists in analysing the risk
factors which might comes in
the path of company. Also, by
creating strategies organisation
can have an idea of how to
overcome the competitors
products. It will enhance the
working efficiency of firm.
Sales support Cooperation between the sales
and marketing function can
assist company in improving
or increasing the sales of the
product or service offered by
them. The sales team also have
a role to provide support to
company by providing or
delivering high quality of
Marketing and sales functions
are inter-linked with each
other. Travel-lodge would get
benefit of it as promoting their
service will increase their sale.
Also, sales support staff will
provide company with idea of
competitors product by doing
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services. market analysis of their goods.
Information provider Marketing functions also have
role to provide information
related to competitors,
suppliers, investors(Kumar,
2014). Travel-lodge will get
benefit of it as the company
will be able to have sufficient
amount of data related to the
trends running in the market.
Travel-lodge can get benefit of
having competitive advantage
as marketing will assist
company in having
information related to
competitors, media and various
other segments of the market.
It will also help organisation in
preparing for future risk, Also,
the company would be able to
explore new range of market
segments.
Significance of inter-relationship between marketing and other functional units
Marketing & room division- Marketing and room division are inter-linked with each other. As Travel-lodge is involved in
providing room services to their consumers. Appropriate marketing will help customer to know about the products delivered by
company. This will allow organisation to make consumer aware about the prices, offer and food and beverages given in room division
by the Travel-lodge. Promotion of the products would help organisation in attracting the new and wider range of customers. This will
help company in increasing their revenue.
Marketing & food and beverages; Travel-lodge through marketing can make consumer know about the variety and range of
food and beverages offered by them Through blog posting or using their website they can make customer know about the prices of
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food also they can solve queries of consumers through marketing functions. Marketing of food product can increase the sell of
company which direct lays impact on the revenue organisation. It will also enhance good will in market.
Key elements of marketing functions and there inter-relationship with other functional units
Marketing of the product attracts consumer to purchase the goods. Price and purchase of goods and services offered by travel-
lodge are also inter-linked with each other. If price of the product is set high by company then they might think before availing it.
Also, purchase decision is directly linked to the consumer economic conditions(Kumar, 2014).
Marketing also make consumers aware about the services provided by the company. Room division and product element of
marketing mix is inter linked as Travel-lodge must be involved in giving high quality of goods to consumers. Also, room given by
them must have proper infrastructure and better living facilities in order to increase their sale.
Marketing functions like promotion assists company in building new relationships with consumers that also increases their
sale. Food and beverages plus promotional strategies are inter-linked as if travel-lodge will promote their product more consumers
will be attracted towards it. Also, they can give the benefits of their food and beverages through online marketing. Company can make
consumer aware about what nutrients they have used while preparing food.
Travel-lodge while marketing product can also expand their market share. These factors have a relationship as travel-lodge
will be engaged in choosing place which is easily accessible to consumers. Also, they will select a place where human resource is
available easily.
P.3 Comparison of the ways that applies to elements of marketing mix
Basis Industry 1- Mac Donald Industry -2 Travelodge
Product Mac Donald is engaged in
giving high quality food and
beverages. They have a main
Travelodge is been engaged in
providing services like they
offer high quality food and
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focus on the product delivered
by them in order to earn more
revenue and establishing a
good will in the market.
Company provides food like
hamburgers, shakes and
desserts which is been
prepared according to the taste
and preferences of individuals
of particular region (Kumar,
2014). Preparing food
according to consumers
supports firm in retaining
them.
ebeverage to the people
staying in there hotel,
accommodation services,.
They are also engaged in
providing banquet halls for
small family function or
birthday parties or industrial
meetings. Firm is engaged in
enhancing the quality of
services by doing market
analysis which supports them
in growing.
Price Mac Donald has set up there
price according to the
economic condition of people.
It means hat cost is been set in
such a way which is affordable
by consumers. Also, nominal
amount of profit is been earned
by them. They are engaged in
Travelodge has kept there
price by keeping in mind the
cost kept by competitors, so
that they can have competitive
advantage. Also, they have
adopted pricing strategies like
cost plus pricing in which they
set the price of there rooms by
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providing high quality product
at low prices.
keeping in mind there profit.
They also provide packaged
offers to consumers in order to
earn more amount of revenue.
Firm also provides discounts to
the new and loyal consumers
so that they can retain them.
Place Mac Donald has set up there
outlets by doing market
research, so that they can
establish there business at a
place where the demand of
their product is high. There
product is most preferred by
adults, so they choose the
place where young adults
usually go like in shopping
malls, city centre and many
more. Also, the place is
selected where it is easily
accessible for people to come.
Travelodge has established
there business where they can
have benefit of cheap labour
and human resource is also
available in abundance. Also,
they are engaged in selecting
place or location which is
easily accessible by travellers.
They find place which is quiet
peaceful and enjoyable in
order to provide comfort to
their clients or consumers.
This factor helps them in
creating goodwill in the mind
of customers.
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Promotion Mac Donald is engaged in
using various promotional
strategies like advertising,
direct marketing, personal
selling (Armstrong and et.al.,
2015). They are involved in
building public relation by
solving the feedbacks and
issues of consumers. Also,
advertising is done by them on
various online platforms like
Facebook, Instagram or
Twitter. They also promote
their goods on billboards.
Travelodge is using
promotional strategies like
direct marketing. They are
making consumers aware
about there product or services
through face to face
conversations. Also, they
doing marketing through sales
promotional methods like
offering discounts, free
coupons, giving low price
packages to their clients.
People Mac Donald is engaged in
hiring people who have
effective communication
skills(Chumaidiyah, 2014). .
They are recruiting people
who can build a strong
consumer base and attract
more new customers. They
Travelodge is recruiting highly
qualified and skilled people so
that all the operations and
activities involved in there
firm is been performed
properly. Hiring qualified staff
helps them in expanding there
market and share and builds a
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also heirs individuals who are
good at solving issues of
public and do not get annoy
quickly.
brand value in the market.
Process Mac Donald is involved in
following easy and transparent
process. Like for example they
are very honest in there
services food is been prepared
in front of consumers(Stead
and Hastings, 2018).
Travelodge is also involved in
following processes that
supports them in achieving
their business objectives. Also,
while following process they
keep in mind there goal and
objectives.
Physical evidence Mac Donald have marked
there physical evidence by
providing consumers with
attractive interiors and designs
of restaurants. Plus they have
also provided franchise of
there restaurant to various
individuals across the glob
Travelodge have engaged up
with varied hospitality booking
chains and internet websites so
to make there evidence or
presence in the market. They
have been involved in
establishing there business at
many places which marks
there physical evidence in
market.
Different tactics applied by Travelodge
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