Unit 15 Hospitality Marketing Plan for Travelodge Hotels

This report provides a detailed analysis of the marketing plan for Travelodge Hotels, focusing on key aspects such as segmentation, targeting, and positioning (STP). It examines Travelodge's market segmentation based on demographic factors like income and its targeting of corporate and business class customers. The report includes a SWOT analysis, outlining the hotel's strengths, weaknesses, opportunities, and threats. It also presents a marketing budget spanning five years, detailing initial investments, marketing outlays, and promotional strategies. The report further explores the implementation, monitoring, and control processes within the marketing plan. Additionally, it offers an overview of Travelodge, including its vision, mission, goals, and objectives, emphasizing its commitment to quality service and market share enhancement. The report also includes a discussion on hospitality marketing essentials and the significance of marketing in building brand loyalty and attracting new customers.

HOSPITALITY MARKETING ESSENTIAL
Overview of Hotel
Travelodge Hotel Limited is private company that operates in hospitality and
hotels throughout United Kingdom. It was founded in 1985 headquarter in Thame,
England which is second largest in hotel sector budget and third biggest chain in UK by
number of bedrooms.
Vision of Hotel
To focus on providing high quality services to their customers.
Mission of Hotel
To enhance market, share and brand image by providing quality services.
Goal and Objective of Hotel
The goals and objectives of Travelodge Hotels Limited are:
 To increase market, share from 20% to 25% by 2020.
 To provide quality services which helps in satisfying needs of consumers.
 To enhance sell in next 5 years by 15%.
 To achieve vision and mission.
Segmentation- It means focus on particular group of people. Here, Travelodge has segmented
market on basis of demographical factors which means according to income of people.
Targeting- After segmentation, market should be targeted which is also an important
factor. Travelodge Hotels has targeted market on basis of corporate and business class people.
Positioning- It provide services throughout United Kingdom and created its position by
providing super rooms.
SWOT Analysis of Travelodge Hotel
Strength Weaknesses
It has brand value and image at market place.
It serve quality services to their customers.
Travelodge has good brand image but market
share is limited.
It is lacking latest technology adoption.
Opportunities Threats
It has great opportunity to expand its business
in other countries.
By adoption of latest and new technology
Travelodge can provide quality goods and
services to their customers.
Because of government instability, Travelodge
has to change its policies and rules.
There is high competition available for
Travelodge in market. Its competitors can be
Hilton Hotel, Hotel Premier Inn.
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
Implementation is process for putting plan or decision into effect. It is realization of application,
executing idea, plan, design, model, specification.
Monitoring and control is process of oversees metrics and tasks that are necessary for ensuring to
be authorised and approved project within time, scope and budget with minimum risk. It is
continuous process that is performed throughout plan or project.
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.
MARKETING PLAN
STP OF TRAVELODGE HOTELS LIMITED