Hospitality Marketing Essentials Report - HND, September-December 2018

This report provides a comprehensive overview of hospitality marketing essentials, focusing on the key roles and responsibilities of marketing functions within hospitality organizations. It explores how marketing operates within the marketing environment and its interrelationships with other functional units. The report uses Travelodge as a case study, analyzing its marketing mix and evaluating its marketing plan. It examines the significance of various marketing elements such as branding, internal communication, and social media management. The report also delves into the strategic application of the 7Ps of marketing and concludes with a detailed marketing plan designed to meet marketing objectives for a hospitality organization.

HOSPITALITY
MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function within hospitality organisation......1
M1 Roles and responsibilities of marketing in context of marketing environment...............3
P2 Role and responsibilities of marketing in relation to organisational context....................4
M2 Significance of interrelationships between marketing and other functional units within a
organisation............................................................................................................................5
D1 The key elements of the marketing function and their interrelationship with other
functional units within hospitality organisation.....................................................................6
TASK 2............................................................................................................................................2
P3 Marketing mix of Travelodge...........................................................................................2
TASK 3............................................................................................................................................5
P4 Evaluation of a basic marketing plan of an organisation..................................................5
M3.Different tactics applied by hospitality organisations to demonstrate how business
objectives are achieve.............................................................................................................8
M4. A detailed, coherent, evidence-based marketing plan that applies the marketing mix to
meet marketing objectives for a hospitality organisation.......................................................9
D2. A strategic marketing plan that tactically applies the use of the 7Ps ..........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Marketing is a concept of promoting products and services at market place. It is an
essential aspect for almost every hospitality organisation to increase sales. It helps industries
to spread awareness about their companies among consumers. To gain competitive
advantage at market place organisations adopt many promotional channels to advertise their
product and services such as, newspapers, televisions, radios, etc ( DiPietro, Cao and
Partlow, 2013). This helps industries a lot in publicity of products and services at market
place. This report discusses about a renowned hospitality brand namely, travelodge. It is a
private company which operates many hotel throughout UK. The company offers various
hospitality services packages to its consumers at an affordable price. The company also
adopts many tactics to promote their organisation at market place. This report discusses
about role of marketing and its interrelation with other functional units in hospitality
industries. Along with this, marketing mix and marketing plan is also considered by
company in this report.
TASK 1
P1 Key roles and responsibilities of marketing function within hospitality organisation
Marketing means promotion or advertising of products at market place to increase
sales and profitability margins. It plays a dominant role in promoting hospitality industries
to achieve success and growth. By this customers get to know about new launches of
products by companies. In context of Travelodge, the company also adopts the concept of
marketing which helps them to sell their services and goods in an effective way. In this,
there are some key roles and responsibilities of marketing function which assist industries to
attain their objectives. These are as follows:
Roles & Responsibilities How is it executed in the selected Organisation
1. Defining and managing
brand
Marketing plays an essentials role in company and helps it in
managing and defining brand. In this, it assist company in
managing its operations and reputation of brand at market
place. In this, marketing manager communicates with its

consumers and identify their needs and demands of products.
They also get feedbacks in return about what buyers think
about the company and its products. In context of Travelodge,
marketing also aid them in managing and determining their
brand. By this they can attain their desired goals and objectives
in time.
2. Producing marketing
and promotional materials
The another role and responsibilities of marketing function is
producing marketing and promotion materials. According to
this, company manufacture or create products and introduce
them through various promotional channels such as, billboards,
newspapers, by posting on social media, etc. The marketing
manager of Travelodge also adopts several advertisement and
distribution modes to sell their services and product at market
place.
3. Managing and
monitoring social media
It is an important role which every company should consider to
attain their goals and gain competitive advantage in market. It
is essential for them to monitor their posting and pages of
social media timely. In Travelodge, the marketing manager of
company should also maintain their posting which they have
done on social websites. They should manage all accounts
carefully which give positive impacts to their customers.
4. Producing internal
communication
Use of proper communication channels of marketing in an
organisation is also important. managers should give proper
training sessions to their employee which helps them to
perform their tasks more effectively and easily (Pegg, Patterson
and Gariddo, 2012). It is crucial for manager to communicate
clear visions of company to workers so that they can work
accordingly. In Travelodge, the company also produce
appropriate communication channels with its staff members
through newsletters and internet.

M1 Roles and responsibilities of marketing in context of marketing environment
There are some roles and responsibilities of marketing in context of marketing
environment which assist company in achieving their goals.
Role Responsibility How do they Relate to each
other and to the Marketing
environment
Defining and managing
brand
It helps company to manage
their image and reputation
among customers at market
place.
Branding of products and
services helps company in
creating positive image and
reputation at market place.
This will increase their
production level attracts
more customers.
Producing internal
communication
This role of marketing assist
company to maintain
relationship and coordination
between employees (Wang,
Chen and Chen, 2012).
Adequate communication
skills will connects
organisation with outsiders as
well as employees.
Managing and monitoring
social media
This also aid organisation in
managing their social
accounts so that consumers
can easily get information
related to services serving by
company.
Managing and monitoring
accounts of social media will
attract more customers
towards company. They
should also update
information on sites timely
to increase sales and profits.

P2 Role and responsibilities of marketing in relation to organisational context
In order to gain competitive advantage, there are some roles and responsibilities of
marketing which assist company in attain their goals and to determine market demand
(Boella and Goss-Turner, 2013). In context of Travelodge, the organisation also considers
some role which helps them in their selling and distribution channels and increasing
profitability margins.
 Food and beverages: To attract more buyer towards company, it is important for
organisation to provides superior quality food and beverages to its consumers. It is
an important aspect by which company can maximise their sales and enhance larger
market share. In context of Travelodge, the manager of industry should also looks
after the quality of food and beverages which they are serving to their customers. It
is essential for them to determine taste and preference of their services users. This
helps them to serve products according to buyers demand.
 Reservation: The another essential role of marketing which company should
consider is reservation. In this modern era, organisation provides online services to
their customers which helps them to book or reserve their accommodation and other
services at affordable rates. In reference of Travelodge, the manager of business
enterprise should provide online services which includes mobile applications,
websites, etc. which helps consumers to save their time. By this, they can also get all
information about services which company is providing with proper amounts to be
paid.
 Purchasing/ Accounting: According to this role, the company maintains and keeps
records of their purchases and transactions done by them. This helps them to know
their investments in different categories (Tajeddini and Trueman, 2012). By this,
they can also estimate their budgets and manage their cash flows statements. In
Travelodge, the company should also consider this role of marketing which helps
them to manage all their financial transactions and entire business operations.
 Human resource management: Marketing department assist Human resource
management in their operations and functions. In this, marketing provide details of
vacancies of job profile for which company is hiring. They give information through
social media, newspapers advertisements, etc. so that HR department can hire best

candidates which situated to their to profiles. In Travelodge, the marketing
department also assist HR section in hiring and recruiting professional candidates.
M2 Significance of interrelationships between marketing and other functional units within a
organisation
Marketing is interrelated with other functional units of company which helps them to
carry out their functions in a proper and effective manner (Brotherton, 2012). In context of
Travelodge, the marketing department of company is also connected with other sections
such as, production, sales, etc. which are as follows:
 Marketing and food & beverage: In hospitality industries, marketing department is
interconnected with food and beverage department which helps them to serve quality
foods products to their customers. In Travelodge, the section of marketing analyses
market demand of consumers. They give this information to food and beverage
department which assist them to produce foods items according to tastes and
preference of customers. By this, they can easily fulfil needs and demands of buyers.
Interrelation between both departments plays significant role in enhancing larger
market share and attaining organisational goals. They both contributes their efforts in
maintaining image of company and to retain more customers in management.
 Marketing and reservation: In this, marketing department is also interconnected
with reservation department. They provide necessary and useful information to
reservation section which helps them to assist all consumers easily. The marketing
department of Travelodge advertise their services and products at market place to
increase their sales. It also do promotions through online modes such social media,
mobile applications, etc. By this buyers can get all information of services and can
reserve services such as accommodation, travelling tickets, etc. according to their
own choice. This results in enhancing larger market share and profitability margins.
 Marketing and Human resources: These both departments also plays dominant
role and assist each other in their operations. In Travelodge, marketing section of
company post details of vacancies along with education and qualification required
for job on internet and social application. By this, suitable candidates can easily
apply for job which suites their education and profile (Cohen and Olsen, 2013). This

helps human resource department in recruiting best candidates for job in
organisation. Thus, in this way they both are interconnected and facilitate each other.
 Marketing and accounting: The another department which is connected with
marketing is accounting. This also aid each other in operating their functions and
attaining organisational goals. In reference with travelodge, accounting department
provides funds to marketing department which helps in its promotionalactivities.
With the help of these funds, marketing section set up campaign programmes and
promotions of their services and products at market place. By this, they can easily
achieve their goals and objectives.
D1 The key elements of the marketing function and their interrelationship with other
functional units within hospitality organisation

 Planning: The initial and important role which every business organisation considers is
planning. To increase their sales and revenues, it is crucial for companies to creates
proper plans before operating their functions. They should also involves their staff
members in their planning process which helps them to understand each and every factors
related to company goals. In case of Travelodge, the manager of business enterprise also
consider proper planning which helps them to manage their entire operations and monitor
operations of company. Planning helps other units in carrying out their activities in a
proper and effective manner. Proper plans will also enhacne larger market share and level
of productivity.
 Research: After planning, the another essential role which manager of company must
consider is research. They should do proper marketing research which is crucial for their
production process. This helps them to identify needs and demands of customers of
related products. By this, organisation can also able to know about which goods are
mostly demanded by their buyers and at which price (Hoque, 2013). The manager of
Travelodge should also make proper research of market in which they are serving their
services. Research aid all other functional units in producing and selling products
according to customers demands.
 Organisation chart: It is a diagram which shows overall structure of organisation. It also
shows relation of one official to another , or others of company. It represents whole
organisation in a single picture. The organisation chart of Travelodge is given below:
1

TASK 2
P3 Marketing mix of Travelodge
Marketing mix refers to the tool used by companies to identify their at brand image at
market place and to achieve their targets. By this company can also analyse improvements which
are needed to be done. In context of Travelodge, the marketing mix of company is followed
under the statements.
Basis Travelodge Holiday Inn
Product Travelodge is a UK based
company which deals in
hospitality services. It is
private popular brand which
operates many hotels
throughout UK (Xie, Zhang
Holiday Inn is a British owned
American company which deal
in hotels. It is founded by
Kemmons Wilson which
operates its business in UK.
The company provides various
2
Illustration 1: Organisation chart
Source: Organisation chart, 2018.

and Zhang, 2014). The
company provides various
deals and services at
affordable rates to its
customers. The company
offers accommodation
facilities, air travel services,
transportation, etc. It uses low
costs pricing strategy to
increase their sales and attract
buyers.
hospitality services to its
consumers at affordable rates.
In this, the organisation
provides holiday packages,
accommodation,
transportation, air travel
services, etc.
Promotion Promotion is an important
aspect which helps company to
introduce their services at
market place (Zhang, Joglekar
and Verma, 2012). This also
enhance larger market share
and level of productivity. In
this, company uses various
promotional and distribution
techniques to advertise
services among customers.
The company post their adds
on online websites, by offering
discount vouchers, value
added promotions and also
uses specialised agencies as a
selling tool and enhance sales.
In this, the organisation also
uses various promotional
channels to advertise their
products at market place. They
give advertisements in
newspapers, televisions,
billboards, etc. This helps
them to spread awareness
about products among
consumers.
Place The company is famous for its
hospitality services and
The company operates more
approx 1145 hotels all over
3