Higher National Diploma: Unit 15 Hospitality Marketing Plan

This report presents a comprehensive marketing plan for Travelodge hotel, covering various aspects crucial for its success. It begins with an executive summary, outlining marketing objectives focused on maintaining and increasing consumer loyalty and launching economy rooms. The report then delves into a situational analysis using the PESTLE framework, examining political, economic, social, and technological factors influencing the hotel. Internal analysis includes SWOT analysis, highlighting Travelodge's strengths, such as affordable prices and extensive presence, alongside weaknesses like limited services. The report discusses segmentation, targeting, and positioning strategies, focusing on the target demographic of budget-conscious travelers. Furthermore, the marketing mix (7Ps) is analyzed, covering product offerings, pricing strategies, place considerations, promotional activities, processes, people, and physical evidence. A detailed budget is presented, along with evaluation and monitoring techniques, including sales analysis and market research. The report concludes by emphasizing the importance of these elements in achieving marketing objectives and overall business success, referencing relevant academic sources.

Marketing plan is the report outlining advertising and marketing efforts for future year. It determines business activities included in
achieving particular marketing objectives within set time frame.
Executive Summary
In marketing plan, it has covered that creating marketing objectives and utilization of Pestle analysis of situation analysis within
the firm. It has discussed that SWOT analysis of firm as internal analysis and segmentation, targeting as well as positioning of
hospitality organization. Furthermore, it has covered that 7P's of marketing mix of hotel, creating the budget, evaluation and
monitoring of marketing plan of hotel.
Marketing Objectives: For creating the marketing plan, it is necessary to make marketing objectives by Travelodge hotel. The
marketing objectives of hotel are to maintain and increase consumer loyalty towards the Travelodge hotel and to launch the
economy room in the hotel.
Situational Analysis (PESTLE)
Political Factor: Travelodge make policy statement in relation to present their seriousness to the privacy of their consumers.
Through utilise Travelodge hotels, their websites and dedicated telephone accumulation line and other service of hotels
Economic Factor: It is the diffident of government's stated ambition for domestic trips to regenerate number of missing overseas
trips. Satiation kind keystone of tourism economy with domestic trips and holiday rising through 5.6% to 126.6 million.
Social Factor: Travelodge use social media can help to attract consumers but also put some consumer off as one negative review
of firm. Hotel is given their £15 million media planning and purchasing account to inter public's initiative in the UK.
Technological Factor: Online booking becoming more popular as technology by which Travelodge have set up very simple and
apprehensible online booking system. Company have tactically placed multiple add-ons in last attempt to gain more profitability
from booking consumers which involves breakfast, Wi-Fi.
Segmentation:
The segmentation, targeting and positioning of Travelodge means to modes in which company select individuals to sell their
services and position the services to ask to requirements and aspirations of these individual in the best possible manner. In this
context, market segmentation can be classified into four different sections such as geographic, demographic, and psychographic
and benefits oriented.
Targeting:
Travelodge is suitable for more developed people in their late 20's to 50's who prefer quite and traditional looking accommodation.
Also, they also ask to couples with children. Families need additional services and comforts to suit their children such as baby
station, additional beds, playground and so on
Positioning:
Travelodge hotel has determined budget hotel, trying to give affordable good services at the reasonable price. This strategy has
those consumers who are on low budget. The company is targeted low income consumers. It attends to be more loyal since they
have lesser sources of info to analysis their choices and larger switching costs.
Strength: Travelodge offers very affordable prices involving rates for family and double room with frequent particular deals like
early booking deals on special occasions. The deals and promotions are between the best modes to attract consumers and raise
revenue for budget hotel. Travelodge run programs for their premium consumers like Travelodge Business Account Card. This
practice is also popular in the hospitality business. Travelodge has extensive presences throughout UK with more than 500 services
which is creating it easy for their loyal consumers to discover suitable place to stay anywhere.
Weakness: Travelodge does not provide range of products and services with their consumers as with most budget hotels. The
hotels are frequently defined as plain looking and dull. For instance, it does not give room, porter or caretaker services. Due to
traveller prefers high value on experience and have more choices that is issue of firm which can put disadvantage for Travelodge.
It makes guests feel unsatisfied because hotel does not live up to their expectation.
Opportunities: Travelodge are more likely to receive positive feedback from consumers and maintain the public image. Due to
environmental protection, it has accomplished in current years and hotels are branded as eco-friendly and have very reputable
sustainability programs. Selected hotel can plan to go international to expand their market, reinforce their goodwill and gaining
more profits.
Threats: Travelodge has very limited global presences which are focused mainly on the United Kingdom and Ireland market.
Most of international travellers may be never hear about the Travelodge. Therefore, they are selected more familiar brand that has
located their goodwill in their home nation.
Product: Travelodge offers accommodation and related services for guests. They provide range products which involve wholly
furnished double and family room with limited facilities Wi-Fi, reception, room services. In order to that, Travelodge can also
provide services and which cater to their specific needs like Family, double and super room.
Price: Hotel is committed to provide the best facilities at the lower prices by targeting low income and casual guests. Also, it
runs competitive promotional programs involving particular offers for early booking and other special transactions. With this, the
lower price of Travelodge and provides boost to its guest’s demands.
Place: Luxury hotels that can afford to locate at the most important and expensive locations. Due to budget, most of hotels have
limited options when it comes to location. Therefore, they ensure that controlling of budget in the business. The area along the
road close to or at the entry of city is more suitable for Travelodge.
Promotion: The advertisement medium can be suitable for each market for appealing consumer in the new marketplace. The
target customer of Travelodge considers discount offers almost ever work for budget hotel since price is one of the most essential
factor for the firm.
Process: Travelodge ensures that all the hotels gives same process across all firms through ensuring that consumers are dealing
accurately. The layout looks fairly same which they provide similar facilities across the hotels and always are giving the accurate
services.
People: Travelodge is focused on consumer satisfaction and employees for providing the best services like family, double and
super room by giving different facilities Wi-Fi.
Physical Evidence: It is the evidence which consumers looks when comes into Travelodge and looks that staff all uniform which
is everything branded. Recently, due to layout and require brand update, it is one problem not all hotels looks the same.
Budget
Activities Amount (£)
Promotional techniques like sales promotion £1000000
Social media advertisement £1200000
Research and development £1500000
Miscellaneous Expenses £2000000
Evaluation and Monitoring : Travelodge utilised different techniques like sales analysis, market research for evaluation and
monitoring of marketing plan. It is the important to achieve the objectives of marketing as well as business.
Sales analysis: It is the technique in which hotel will evaluate their services on the basis of sales generated and feedback to
consumers relating to satisfaction, their views in relation to increase sales volume.
Marketing Research: It is the another technique in which Travelodge will conduct market research for introducing the new
services like launching the premium room to boost consumer loyalty as well as achieve the marketing objectives.
Hospitality Marketing Plan
Pawaskar, P. and Goel, M., 2014. A conceptual model: Multisensory marketing and destination branding. Procedia Economics and
Finance. 11. pp.255-267.
Pike, S., 2015. Destination marketing: essentials. Routledge.