Hospitality Marketing Essentials: Travelodge's Marketing Plan

This report presents a comprehensive marketing plan for Travelodge, focusing on the launch of its new "Mud Spa" service. It begins with an overview of the company, including its mission, vision, and objectives. The report then delves into the STP (Segmentation, Targeting, and Positioning) strategy, identifying the target demographic as young adults and business travelers. It outlines the marketing strategies employed, including premium and low-cost pricing, and various promotional channels like TV, social media, and the company's website. A SWOT analysis is conducted to evaluate the company's strengths, weaknesses, opportunities, and threats. The report also includes a detailed marketing budget, projecting initial investment and marketing outlay over a five-year period. Furthermore, the report examines the monitoring and controlling mechanisms in place to assess customer interest and improve services. The marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) is thoroughly discussed, detailing how each element contributes to the overall marketing plan. The report concludes with a reiteration of key marketing concepts, such as creating, delivering, communicating, and exchanging offers to meet consumer needs.

HOSPITALITY MARKETING ESSENTIAL
Marketing is process of creating, delivering, communicating
and exchange offers which have same value and a management
process which provide goods and services to the consumers
according their needs and demands. It is based on the thinking
of the consumer about the goods and services.
SEGMENTATION, TARGETING AND POSITIONINGINTRODUCTION
STP (Segmentation, targeting and positioning)-Travelodge launch a new product “Mud Spa”, for this service the hotel targets the
young age male and female and business people. They are attracting for this new service and business people are come to hotel for their
business purpose and when they feel tired, the hotel provides this service for their relaxation. This hotel target mainly male and female
of young age because this service is demandable in these ages group.
Marketing strategy- Travelodge use premium pricing strategy and low cost pricing strategy so that it can attract more customers. In the
promotional strategies it uses various channels of promotion such as TV, radio, Facebook, Instagram Twitter and other strategy.
SWOT analysis
Strength Weaknesses
The strength of the hotel is that it has better brand value and
provide better services to the customers and tourists
Changes in the government policies and lacking of the
technology adaptation .
Opportunities Threats
The opportunities for the hotel is to operate the business
worldwide and adept new technologies for attracting the new
customers.
There are high competitors in the market and they create threats
and risks for the hotel.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 18000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3000
Advertisement 2000 2100 3300 2200 2000
Direct selling 4000 2500 6000 3000 4000
Total 12500 7800 13600 8500 9000
Monitoring and controlling-In Travelodge it is related to the hotel that can monitor and evaluate the customers interest by doing market
research towards the offers and discounts. Doing the research on that improvements which the company do for increase profit, it can
monitor the services. This process of overseas metrics and tasks that are important for the company for the customers.
Product- The product of Travelodge is “Mud spa” that is provided by the company to its customer.
Price- The price of this product is set according the customer and it is in reach of customers. Basically this element is not related to the
price of the product, it is related to the strategy which used by the company to make marketing budget and setting the price of that
product. In this product Travelodge use premium pricing strategy.
Place- It is available by the hotel company on its all hotel place where it provides its hotel or accommodation services.
Promotion- In the promotion or advertisement the company use various advertisement channels like TV, social media and its own
website advertisement.
People- In people it targets its customers that come to hotel for travelling or business purpose.
Process- This element is related to the function of the service. The company provide this service to its cust9omer for their relaxation.
Physical evidence- It is related to the outlook of the product but Mud Spa is a service so it is related to the satisfaction of the
customers.
MARKETING PLAN
A marketing plan is a comprehensive document that outlines a
business advertising and marketing efforts for the upcoming
time. It is related to the strategies and tactics and it is a part of
a business plan which is make by a company to run its business
properly (Purvis, 2015).
Overview of the company- Travelodge is
multinational hotel company and operates its business
internationally mainly in the UK, Spain and Ireland. It was
founded by Scott King in 1985. It provides room services to
the customers. Travelodge provide various kind of services to
the customers now it is going to launch a new service “Mud
Spa” on the needs and demands of present time customers.
Mission, vision and objectives of the company- The
mission statement of Travelodge is to make hotel travel
possible for all the customers, wherever they go. Take care of
the customers and tourist or employees. The vision statement
of the company is to be the first choice of the tourist and the
customers and provided the better services which are satisfied
th3e customer’s needs. During the time of setting objectives
Travelodge set its objectives like its make objective that it
archives 20% to 25 % growth in its profit by new services and
increase the market shares by adding value in its existing
services. It will make new package and offers or discount for
off seasons like providing 25 % off on online booking of the
rooms during the off season.