Hospitality Marketing Essentials: Unit 15 Report, Semester 1

This report provides a comprehensive overview of hospitality marketing essentials, focusing on the context of Travelodge Hotels Limited. It begins by outlining the key roles and responsibilities of the marketing function within the hospitality industry, examining how these roles are executed within Travelodge and their relationship to wider organizational contexts, including departments like reservations, housekeeping, and human resources. The report then delves into the marketing environment, detailing how marketing functions relate to research, promotion, awareness, and customer relationships. The significance of interrelationships between marketing and other functional areas is also discussed. The report further compares the marketing mix to the marketing planning process, using Travelodge as a case study, and explores different tactics applied by hospitality organizations. Finally, the report concludes with an analysis of the 7Ps of the marketing mix for monitoring and evaluating marketing plans.

Hospitality Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing function of Hospitality Industry.......................3
P2 Roles and responsibilities of marketing relating to wider organisational context.................5
M1 Roles and responsibilities of marketing in context of marketing environment....................6
M2 Significance of interrelationships between marketing and other functional........................7
D1 Key elements of marketing function and interrelate with other functional units..................7
TASK 2............................................................................................................................................8
P3 Comparison of marketing mix to marketing planning process to achieve objective.............8
M3 Different tactics applied by hospitality organisation.........................................................10
TASK 3..........................................................................................................................................10
P4 & M4 Covered in Poster......................................................................................................10
D2 7Ps for monitoring and evaluating tactics plan...................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
In any type of business, marketing plays an important role in maintaining loyalty,
building brand and attracting new customers. Hospitality marketing essentials is composed of
tourism and travel for building brand identity. It segments hospitality industry based on hotels,
resorts, restaurants, amusement parks, and use techniques to promote goods and services (Baker
and Magnini, 2016). Given assignment is based on Travelodge Hotels Limited which is private
company founded in 1985 at United Kingdom and operates in hospitality and hotels industry.
Here will be discussing about roles and responsibilities of marketing function at hospitality
industry, organisational context and marketing environment. Different way to apply marketing
mix to marketing planning process for achieving objectives and marketing plan of hospitality
industry. Also discussion about tactics used in firm along with 7Ps for monitoring and evaluating
plan.
TASK 1
P1 Key roles and responsibilities of marketing function of Hospitality Industry
Marketing functions are handled by marketing manager of firm who is responsible for
maximizing revenue of hotel by introducing various programmes to increase occupancy and
using profits for accommodations, facilities and meeting. Manager must be aware of factors
which influence industry and understand attitude need of customer. There are various roles and
responsibilities which are played by marketing manager such as coordinating with marketers,
promotional activities to meet use needs and working with staff for ensuring that customers are
satisfied with given facilities (Bowie and Buttle, 2013). Understanding importance of marketing
at hospitality industry lead to go ahead and stand unique in competitive market. Different key
roles and responsibilities of marketing function within Travelodge are as follows:
Roles and
Responsibilities
How is it executed in Travelodge Organisation
Research Travelodge marketing manager should do proper research for
survival and growth. They should understand customer need and
want first and accordingly choose location. Consumer prefer good
location, ambience and reasonable price which should be provided

by manager to meet their need. Factors should be identified which
give shape to hotel appeal by visitors. Customer review of hotel at
website influence strength and weakness of hotel. Current trends
should be reviewed and research to meet need, prices, affordability
required by guest. Thus, it is important role played by marketing
manager for fulfilling their visitor needs.
Awareness Travelodge marketing manager should create proper awareness
about hotel and should make easy for customer to find about hotel
in website, application. Website should include all updated
information about hotel, prices, travel, location and detailed of
meeting facilities for event organiser. Awareness plays an
important in knowing about hotel and provided facilities. Also it
helps in increasing profits, sustainability and growth of industry.
Awareness can be created with help of social media, newspaper,
magazine for customers (Bowie and et. al., 2016).
Promotion It is also an essential part of hotel marketing. Travelodge manager
have to create promotion for their firm in order to grow and
survive. It can de done through running special events such as
gourmet weekends, offering incentives, which attract large number
of guests. It can also provide meeting room for local business and
using conference room in case of emergency for party. Different
discounts, coupons should be given to royal and regular customers
in order to attract them. In this way firm can do promotion for their
business and consumer to attract them and providing all facilities
required to them (Chen, Liu and Chang, 2013).
Customer Relationships It is the most important role and responsibilities of marketing
manager of Travelodge to create relationships with their customers,
guests and visitors. By building strong relationship revenue and
repetition of business from them can be created. Also company can
conduct customer loyalty program for their royal and regular guest

and provide them awards which benefits to both hotel as well as
visitors. Thus, it is required in every business to treat their
customer in good manner and maintain healthy relationships.
P2 Roles and responsibilities of marketing relating to wider organisational context
There are various department work collectively for achieving goal and objective of
business. As per hospitality industry, different department such as human resource management,
front desk services, purchasing, reservation, food and beverage, room division. In context of
Travelodge, roles and responsibilities relate with other departments are as follows:
Illustration 1: Different Department in Hotel

Reservation and Marketing- Reservation helps in booking of hotel in advance without
facing any issue and ensure better flow of visitors (Cooper, 2012). In context of Travelodge,
responsibility regarding reservation is held by department to accept and provide rooms to
customers or tourists. For booking online applications, websites can be used. Here marketing
department perform work of updating information at websites related with accommodation,
services, facilities, price, number of vacant and occupied rooms.
Illustration 2: Organisational Chart of Hospitality sector
Housekeeping and Marketing- It is responsibility of housekeeping department to clean
hotel and laundry clothes of guests. Travelodge housing department helps in providing cleaning
services to their customers to attract them and create goodwill and image of hotel at
marketplace. Visitor prefer hygiene, clean and green environment for staying. Similarly,
marketing department of Travelodge is liable for solving queries of consumer about service,
cleanliness and hygiene. They should provide guidance to housekeeping department for
maintaining proper hygiene at hotel and provided with clean and healthy room.
Accounting and Marketing- It is responsibility of accounting department to know about
funding required for daily operations, launching new services, promotional activities. Travelodge
should calculate adequate funds required in various functions of company and develop budget
accordingly. Marketing department have to ask money from account section in order to perform
different activities in organisation. Both department have to work together in order to achieve
goal and objectives of firm (Dzhandzhugazova and et. al., 2016).

Human Resource Management and Marketing- Human resource department manages
various functions of an organisation. Travelodge HR manager is responsible for firing, hiring,
training, interpreting employment laws, maintaining interoffice relationships within
organisation. This department work diligently behind scene for ensuring that firm work
effectively and efficiently. It is instrumental in providing record keeping, handling issues of
employees. Skilled, capable and compete staff and employee is being selected by help of HR
department. Travelodge select skilled chefs, staff who have good knowledge of hotel and
hospitality sector for running of business. Similarly, on other hand responsibility of marketing
department to assist HR team in finding of capable employee in order to fill vacant job vacancy.
Skilled staff provide better quality services to customer which helps Travelodge to increase
goodwill, image, sustainability and enhance profitability (Jauhari and Bharwani, 2017).
Food and Beverage and Marketing- Food beverage department has responsibility for
preparing lunch, breakfast, dinner and drinks for their customer. In order to attract and gain guest
quality and taste of foods should be good and hygiene. Travelodge marketing department assist
in determining requirement and preference of food about customer. This helps in fulfilling
requirement of guest to prefer food of their own choice.
Front Desk Services and Marketing- Front desk services department or receptionist is
first person to whom guest come in contact at time of arrival. It assist in receiving guest and
answering their queries. Front desk service department of Travelodge assist in greeting arrival
guest, politely confirming their details with confirmed reservation, checking availability in case
of walk ins. Also various responsibilities are performed assigning rooms, check in, check out,
payment of all bills. If any problem arise within hotel then this department help in solving out
issue and improve it. Travelodge marketing department examine all information and data to
know about consumer need, want and preferences in order to improve (Kastenholz, Carneiro and
Marques, 2012).
M1 Roles and responsibilities of marketing in context of marketing environment
The key roles and responsibilities of marketing in context of marketing environment are
as follows:
Role Responsibility How do they relate to each other and
to marketing environment

Research It is responsibility of marketing
function to do proper research so
that sales can be increase at
Travelodge.
With help of research manager can
know about its existing competitors and
their strategies.
Promotion All promotional activities should
be conducted by marketing
manager of Travelodge to attract
large number of customers.
Travelodge marketing manager first
analyse current trends of market and
accordingly do promotion in attractive
and creative style.
Awareness Awareness is created through
helps of social media and
newspaper so that customer get
attracted and come which is held
by marketing manager of
Travelodge.
Awareness helps a lot to know about
hotels as people are more connected to
internet, social media and newspaper.
Travelodge should not miss any
opportunity for creating awareness.
Customer
Relationship
It is responsibility of marketing
manger of Travelodge to build
strong relationship with customer
in order to enhance sales (Law,
Buhalis and Cobanoglu, 2014).
Strong and positive relationship with
customer create goodwill and image of
firm which helps in increasing profit
and maintaining growth of entity.
M2 Significance of interrelationships between marketing and other functional
Marketing is very important functions of any organisation which has various
interrelationships with other departments and functions. Importance of marketing functions is
increasing rapidly because it assist in determining business success and profitability. In context
of Travelodge marketing functions it works with various department such as food & beverage,
human resources management. They focus on customer preferences and their need and desire
and work accordingly. Without marketing department and its manager, organisation cannot run
effectively and efficiently. Thus, in this way there is positive interrelationship with other
functional department to survive, sustain and bear competition (Limberger and et. al., 2014).

D1 Key elements of marketing function and interrelate with other functional units
Department Positive Negative
Reservation and Marketing It is responsibility of
marketing department to
update availability of rooms
and services at website so that
reservation of rooms can be
done at Travelodge for
customers.
If marketing department would
not update required
information at applications and
website then consumer cannot
do effectively booking and
reservation for their tours.
Food and Beverage and
Marketing
Marketing department find
need of visitors and food &
beverage department of
Travelodge provide food as
per their taste and preference
(Line and Runyan, 2012).
If marketing department do not
do proper research on
identifying need and want of
customers then it cannot
provide goods and service as
per their requirement which
creates negative impact on
firm.
Front Desk Services and
Marketing
Front desk services should
serve its visitor in good
manner which creates loyalty
towards company by helps of
marketing department.
If receptionist don't perform
their responsibility effectively
like serving, greeting, check
in, check out of visitors which
develop negative attitude
towards business in
Travelodge.

Accounting and Marketing Accounting department of
Travelodge arrange money for
marketing department to do
activities related with
marketing (Myung, McClaren
and Li 2012).
In case of shortage of funds
marketing department cannot
perform work and connect
with people for better
outcomes.
TASK 2
P3 Comparison of marketing mix to marketing planning process to achieve objective
Marketing mix is defined as set of marketing tools which helps firm to achieve its
objectives in target market. It refers 7Ps of marketing mix such as product, price, place,
promotion, process, people and physical evidence. Marketing mix of Travelodge are as follows:
Marketing Mix Elements Travelodge Hotel Limited Hilton Hotel
Product Travelodge Hotel provides
products such as bars, coffee
shops and restaurants (Rishi
and Gaur, 2012).
Hilton Hotel has variety of
hospitality services globally. It
has various products such as
luxury hotels chains, garden. It
has collaborated with airlines,
online platform, car rentals and
cruises.
Price It has customer based pricing
strategies which is as per
location, size and season.
As Hilton Hotel has premium
pricing strategy because it
focus on high income level
customer of society which
only deals in four and five star
services.
Place Travelodge Hotel has its chain
in United Kingdom, Spain and
Ireland.
Hilton Hotel is providing
services around 103 countries
include more than 5100

properties along with 6
continents.
Promotion Travelodge Hotel uses
promotional tools such as
newspaper, advertisement for
customers.
Hilton Hotel itself is big brand
which has collaborated with
business, institutes, payment
bank, restaurants for
promoting its brand in market.
Also through help of premium
magazine and review of
customer at website.
Process Process of Travelodge Hotel is
online booking and service
providing and running
effectively.
System and process of Hilton
Hotel is considered as best
among all others (Šerić, Gil-
Saura and Ruiz-Molina,
2014).
People It has skilled and experienced
people for providing services
to their customers. Also
includes staff, employees,
manager.
People of Hilton are its
customers, service person,
support desk, employees.
Physical Evidence It has attractive interiors and
infrastructure as physical
evidence.
It is running globally and tied
up with chains and website in
order to increase evidence and
reach.
M3 Different tactics applied by hospitality organisation
Travelodge Hotel use following tactics for their customers such as :
Internet Marketing- Travelodge Hotel use online marketing for booking of rooms and
reservation which helps in attracting large number of customers. This helps in achieving final
goal and objectives of business.

Discounts- Travelodge Hotel also use discounts tactics in order to attract large number of
customers. During off season, it provide heavy discounts to catch attain of consumer (Sisson and
Adams, 2013).
TASK 3
P4 & M4 Covered in Poster
D2 7Ps for monitoring and evaluating tactics plan
Business Objective Marketing Mix &
Strategy
Tactics Monitoring &
Evaluation
Increase Market
Share
Travelodge Hotel
Limited should
execute process which
clearly explain mission
and vision of
company.
Travelodge can use
improve quality of
service tactics for their
company.
Monitoring and
evaluation can be done
by observing each and
every activities and
increase sales.
Increase Profit In order to increase
profit of Travelodge, it
should hire skilled,
capable and
knowledgeable
employees and staff
who have experienced
in hotel industry.
Skilled, capable,
qualified and
experienced
candidates should be
hired by manager for
increasing profit which
is tactics for
Travelodge industry.
Monitoring and
evaluation can be done
by taking continuous
feedback from their
guests and visitors.
Provide premium
room services for
consumers
Travelodge should use
elements for marketing
mix. It is very
important strategy for
firm to make
affordable and
Quality service should
be provided within
reasonable prices is
tactics for Travelodge
industry (Baker and
Magnini, 2016).
Monitoring and
evaluation can be done
by taking response of
customers toward new
premium rooms.

reasonable cost for
rooms and provide
good services.
CONCLUSION
From above assignment it can be concluded that marketing is very important for
enhancing growth and development of business. Under hospitality sector, this department assist
in providing goods and service to consumer in effective manner. This report is based on
Travelodge Hotel limited which has different roles and responsibilities such as awareness,
research, promotion and customer relationship. There are various department such as human
resources, food and beverages, accounting which has interrelated relationship with marketing
department which helps in achieving goal and objectives. Also discussion is about marketing mix
of Travelodge and Hilton hotel and marketing plan for success, growth and sustainability of
business in competitive market.

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Online
The Marketing Mix 4P’s and 7P’s Explained. 2018. [Online]. Available through:
<http://marketingmix.co.uk/>.