Hospitality Marketing: Roles, Mix Elements, and Plan for Travelodge

This report delves into the core aspects of hospitality marketing, using Travelodge, a prominent UK hotel chain, as a case study. It begins by outlining the fundamental roles and responsibilities of the marketing function within the organization, emphasizing its interrelationships with other departments such as Human Resources, IT, and Sales. The report then explores how Travelodge utilizes the marketing mix elements (product, price, place, promotion, people, process, and physical evidence) and compares them with those of Trailfinders, a tourism company. Furthermore, the report includes a PEST analysis and develops a basic marketing plan, including segmentation, targeting, and positioning strategies, to achieve marketing objectives. The report provides valuable insights into the practical application of marketing principles within the hospitality industry, emphasizing the significance of market research, product development, and effective communication strategies. Finally, the report concludes with a brief summary of the findings and a list of references.

HOSPITALITY
MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1 – Roles and Responsibilities of Marketing function...............................................................3
Discussing roles and responsibilities of marketing and their relation to the wider organisational
context .........................................................................................................................................6
The roles and responsibilities of marketing in the context of the marketing environment.........8
Significance of interrelationships between marketing and other functional units within a
selected hospitality organisation. ................................................................................................8
LO2 Marketing mix elements of Travelodge and Trailfinders........................................................9
PEST ANALYSIS.....................................................................................................................12
LO3 – MARKETING PLAN.........................................................................................................13
Marketing plan Poster. ..............................................................................................................13
Segmentation, Targeting and Positioning .................................................................................15
........................................................................................................................................................15
Conclusion.....................................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is a essential tool and technique used by every business to promote their
products and services in the market for attracting more & more customers. It is very useful
organization in hospitality industry as its growing day by day. The present report is in context to
Travelodge, UK which is a leading hotel chain. The report will identify various roles of
marketing function in the company along with its interrelation with other function in the
organization. The ways in which hospitality organizations use elements of the marketing mix
will be also analysed in this study. Furthermore, a basic marketing plan for achieving marketing
objectives will be also developed in this report.
LO1 – Roles and Responsibilities of Marketing function
Hospitality Organisation : A hospitality organisation is a business or company that provides
effective services related to accommodation, leisure, food and tourism. It aims at developing
a healthy and good relationship between guest and host.
Brief description - Travelodge was established in 1985, it currently has 500 hotel partners in
UK, 11 hotels in Ireland and 5 hotels in Spain. The company provides rooms or
accommodation facilities to people, its aims in offering superior and budget stay to travellers
in various locations. The company serves around 17 million customers every year. The hotels
also have bar cafe and restaurants which offer breakfast, lunch and dinner with varied
cuisines.
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Roles & Responsibilities How is it executed in the selected Organisation
Making strategies The Marketing department will make the Marketing procedure
for the organization that will assist the organization with
gaining a superior understanding of achieving goals and
objectives.. It will assist the organization with identifying the
better market positions and achieve the more extensive number
of customers (De Mooij, 2018).The vital activities helps the
organization to deal with its activities so the organization can
make the adjustment whenever required by the organization in
the tasks and elements of the organization. Likewise, this will
assist the Travelodge, UK with making the appropriate
utilization of the resources accessible.
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Statistical surveying The Marketing department of Travelodge, UK will direct a
statistical surveying which will assist the organization with
gaining a superior thought of the necessities , needs or demands
of the customers or the purchasers of the Travelodge, UK.
Other than this, the statistical surveying will assist the
organization with identifying its quality and shortcomings in its
framework. This will enable the organization to roll out the
important improvements in its tasks and make arrangements to
do the capacities (Benz and Tanner, 2017). Aside from this, it
will give the Travelodge, UK a short thought of its rivals and
their estimates that can influence the organization's piece of the
overall industry.
Product Development
Based on the information got from the market investigation,
the Marketing division can manage the creation branch of
Travelodge, UK to build up an Product or the administration
that can meet the customer's necessity in most reasonable and
suitable way. This will assist, Travelodge, UK with launching
the reasonable products or services such as rooms that will
assist the organization with satisfying the requests and needs of
the customers. (Stead and Hastings, 2018). It is the duty of
Marketing department to give the exact data to the better
improvement of the Product or administrations.
Communication The Marketing will assume an exceptionally significant job in
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the administration of process of company. In addition, organize
with alternate departments like sales, fund and so on to have a
superior offer of information and do the tasks. Other than this,
it act as a channel between the customer's and the organization
by taking criticisms and surveys about Product or
administration. They will likewise utilize the different mediums
like TV ads, web based and print media to have a superior
thought regarding the necessities and requests of customers,
and make them mindful about another Product or
administration by Travelodge, UK.
Discussing roles and responsibilities of marketing and their relation to the wider organisational
context
The marketing function inside an organization or businesses isn't separated inside an
association, Hence, it is basic to investigate and see how advertising is connected with different
elements of Travelodge, UK. There are different capacities performed by the picked association,
for example, IT, Human resource, Customer administrations, Accounting and Production. The
interrelationship among marketing and other function inside Travelodge, UK is examined
underneath –
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 Human resource management - Human resource management is in charge of enrolling,
preparing, association and overseeing workers inside an organization. It performs
different exercises, for example, enlistment, choice and preparing, proficient
improvement of the workers and so forth. It likewise deals with lawful approaches and
controls identified with representatives working in the organization. In this manner, a
marketing administrator takes help from HR division when there is need of a marketing
official in Travelodge, UK. This aides in building up a solid marketing group to
accomplish authoritative objectives and targets
 IT (Internet and sites) – Internet is a one of the most essential component in present
business condition; there is IT department in every last association. IT capacities
incorporates executing new innovation, taking care of organization's sites and so forth.
With the assistance of IT department Travelodge, UK advances its services successfully
online through Websites and other technological instruments that helps in providing data
to the customers effortlessly which is a noteworthy motivation behind advertising
function too.
 Accounting and Finance – The accounting department has a major responsibility of
gathering raw material and developing strong relationship with suppliers. The function of
this department is not limited to purchasing raw materials. They also needs to identify
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Ill
ustration 1: Organisational chart

best suppliers, develop innovative ideas and these activities are executed with the help of
marketing managers.
 Sales: The Marketing division of the Travelodge, UK will take the appropriate method to
convey the offers of the products or services that will be produced by the organization
(Massingham and Pomering, 2017). Ordinarily, they will help the business division by
sorting out the occasion, building up a effective campaign or giving the coupon or offers
to advance the offers of the Products or the administrations by Travelodge, UK. Other
than this, they will take the requests and furnish the business division with the plan to
complete or stop the generation and offers of the organization
The roles and responsibilities of marketing in the context of the marketing environment
A Marketing manager plays vital roles and responsibilities in marketing environment, he
or she needs to work internally and externally for the organisation. The various roles of a
marketing manager in Travelodge can be described as below -
 They are responsible for analysing and monitoring business or marketing environment
such as factors that can influence the functions & activities of the business.
 They perform market research.
 They are liable for increasing customer satisfaction, customer value along and customer
loyalty.
 Marketing managers design and manage integrated marketing communication.
Significance of interrelationships between marketing and other functional units within a selected
hospitality organisation.
Food and Beverages with marketing – The food and beverages department in hotels of
Travelodge is responsible for maintaining quality of food items, its costing, management and
monitoring of bars, restaurants, pubs etc. This department is very big and essential but it can not
work without the help of other functions or areas of the organisation. Marketing department of
the hotels helps to promote food and beverages offered to the customers which helps in attracting
them.
Room division with marketing – Room division is also a important part of every hotel
organisation that helps to offer accommodations to visitors or guests. Marketing assist
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Travelodge to promote various types of rooms offered by the hotels along with features of the
rooms such as bathtub, mini bar, balcony etc.
Reservation and Marketing – Reservation is a kind of sales for hotels, Travelodge promote the
methods of reserving or booking rooms with the helps of marketing department. These methods
includes Online bookings, vouchers and websites etc.
LO2 Marketing mix elements of Travelodge and Trailfinders
Marketing mix approach enables each sort of business to structure a viable Marketing to
design with the end goal to draw in customers and increment the offers of an Product or service
(Altieri and et.al., 2018). It focus on every single component or factor of Marketing mix with the
end goal to advance their Products through great marketing systems. Marketing Mix incorporates
7 P's which are principle components of this methodology. The components of Marketing mix or
7 P's are depicted as beneath -
Basis Travelodge Trailfinders Tourism company
Product Product for Travelodge is its
rooms, accommodation, lunch,
dinner etc.
Product of Trailfinders is
tourism services and holiday
packages.
Price Price of Travelodge is low to
high which can be afforded by
every segment of customers
It is comparatively highly than
Travelodge. This organisation
has more costly tour packages
which are not affordable by
every person.
Place Travelodge has is hotel chain
all over the UK and it is now
expanding in other countries
such as Ireland and Spain
It is also a travel company of
United Kingdom. It has 31
travel centres in UK and 3 in
Ireland.
Promotion Travelodge uses various types
of promotions online as well as
Different promotional
strategies like discounting
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offline such as direct
marketing through social
media etc.
offers on packages and
adventure trips with group of
people are planned by this
company.
People The representatives of
Travelodge, UK assumes an
essential job from the
development to the offer of
different outcomes of the
organization. Employees are
recruited and selected for
various departments such as
room services, management,
food and beverages department
etc.
On the other hand Trailfinders
consists different staffs in each
office it has, these offices are
managed by several managers
and tourist guides to achieve
business goals.
Process The Travelodge, UK focus on
giving successful after selling
services to the customer so
they manufacture great
business association with their
organization. Travelodge
provides accommodation
services by collaborating with
different hotels.
This organisation has
consistent delivering process.
It provides consistent services
to their clients. The company
focus on providing attractive
rooms, services such as spa,
laundry etc to the customers.
Physical evidence Travelodge has various hotels
all around the UK and
expanding in Ireland & Spain,
these hotels offers quality
accommodation services to its
Trailfinders Tourism company
is also all around the nation.
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customers.
Evaluate the tactics used in the marketing in order to achieve the objectives
Direct marketing
Direct marketing to people helps in making a vital impression on people. It is important
to impress the customer to hold them for the lifetime. Arranging Marketing in the Hotel business
is as yet a strong power in securing customers. The business is all about administration and it is
majorly by way to communications and feedback. This will help the tour operator company in
achieving its business objectives.
Search engine optimization and E-mail Marketing
This is also an effective technique which is very helpful in reaching clients. It is one of
the best advance marketing techniques in this innovative world. Everybody is attracted and
involved to the web so company can contact easily with people. (D'silva and Michael, 2017).. It
is critical to have increased sales and along these lines email advertising is essential to hold
existing customers and make new ones. This can be done by way of Promoting the best offers to
customers through messages and achieving business objectives.
Powerful advertising: Advertising assumes a crucial job regarding attracting people to product
and administrations and about image as well. In the marketing process a successful advertising
must be done before product appropriation to tell focused on customers going to new product
and administrations.
Target customer: This stage uncover going to the focused on customer to whom company want
to offer organization products and administrations. It portrays going to organization statistic
profile, for example, age, sexual orientation and so on for whom company are building up
organization product and how much time of customers company will focus too.
LO3 – MARKETING PLAN
Marketing plan Poster.
MARKETING PLAN
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Aim of the plan: Travelodge is planning to introduce superior and luxurious 1000 rooms.
Executive summary: This marketing plan is prepared for Travelodge. The company is planning
to introduce superior and luxurious 1000 rooms. This organisation is operating in United states
whose headquarter is in California. Organisation is planning to achieve its by aim by offering
new rooms on discounts and various promotional campaigns will be carried for the same.
PEST ANALYSIS.
Political
Travelodge has made an approach of declaration with the end goal to show their duty to the
security of their customers. By utilizing Travelodge Hotels, their site, their devoted phone
reservations line and any line or some other administration of Travelodge Hotels Ltd, the
customer is concurring and giving their agree to the better laid out in the announcement issued
in the security arrangement expressing that they will dependably deal with data in consistence
with the Data Protection Act (1998). In april 2011, Travelodge conducted the UK's First
spending lodging service apprenticeship program for education. The plan, is a most optimized
plan of attack course into administration and furnishes.
Economical
UK tourism has weathered the twofold plunge subsidence however 18% less individuals are
holidaying abroad than before the downturn, another examination appears. The quantity of
excursions taken by Britons abroad has declined by 12.6 million, from 69.4 million to 56.8
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million somewhere in the range of 2007 and 2011, as per the examination by Travelodge. This
implies 5.9 million occasions and treks have left the market by and large when the quantity of
residential occasions and outings are figured in
Social Factors
Travelodge is viewed as an pleasantly satisfactory lodging with respect to its services and
channel, in spite of the fact that there are many blended audits from that site and different
locales, such as, trip advisor (Serrat, 2017). The utilization of online networking can help draw
in customers yet in addition put a few customers off as one negative audit can have a greater
impact than 10 positives joined. Travelodge has given its £15 million media arranging and
purchasing record to Interpublic's Initiative UK as a major aspect of its £223 million image
speculation program. Activity has been entrusted with managing the media preparing of a
noteworthy crusade which will dispatch in spring 2014.
Technological
When making a web based booking, in the same way as other booking sites, Travelodge have
strategically put numerous additional products in a last endeavor to acquire benefit from the
booking customer, these incorporate breakfast and supper, Wi-Fi, early check in and
furthermore a few Hotels offer pet offices.
Segmentation, Targeting and Positioning
Segmentation – Travel lodge should focus on online customers such as travellers who
are more profitable for the company as they are in much need of accommodation services. It can
help in increasing sales. Company is planning of opening 1000 new rooms which will be
possible by segregating customers on the basis age of people.
Targeting – Travelodge needs to target customers ranging 20 to 45 years old and
couples who can be potential customers for the company.
Positioning – The Travelodge needs to make sure its hotels are in the best market,
services can be offered in various tourists destinations such as London, China and other places
in different countries.
Budget:
Particulars Amount
Raw material $2000
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Salary $250
Marketing research $150
Monitoring and controlling approaches:
Monitoring process will be carried out by keeping a detail about performance of employees of
marketing and their efficiency. It will be done in order to know their dedication towards
achieving marketing plan.
Controlling is carried out by comparing the standards set for plan and actual results.
Tactically applies the use of the 7Ps and includes measures for monitoring and evaluation to
achieve overall marketing objectives.
Marketing is the most important part of any firm, Company need to ensure that customer must
be content with product and administrations. It gives company that methodology in which
company can make focus on organisation’s customer n appropriate promoting plan gives
company to have the capacity to reach to be focused on customers and drastically enhance
achievement of association. Organisation will use the marketing mix strategies for measuring
and controlling in following way.
Product: Company is coming with new luxurious rooms which can be enjoyed by every class of
person.
Place: Organisation is opening this new rooms in two different cities of United Kingdom.
Price: It is in the marketing plan of the company to launch new rooms at affordable prices so that
it can be enjoyed by every class of people.
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Promotion: It is being done by social media platforms and publicity by offering discounts and
vouchers.
Conclusion
The above report concluded that Marketing is very useful for each and every
organization, it helps n attracting more customers to a business. The study
determined various roles and responsibilities of Marketing function in
Travelodge, UK. It also described its interrelation with other functions in the
company. This report also included marketing mix elements of organization
long with its comparison with Marks and Spencer. Furthermore, the report
described a marketing plan for Travelodge to achieve its objectives.
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