Strategic HRM: Analyzing Travelodge's Practices and Strategies

This report provides a comprehensive analysis of strategic human resource management (HRM) within Travelodge. It begins by evaluating the influences of external and contextual developments, such as workforce diversity and changing skill requirements, on Travelodge's HR strategies, employing relevant concepts and models. The report then explores how internal and external factors shape HR practices and tactics. It further delves into the application of HR theories, specifically in the context of Travelodge, comparing and contrasting its approach with other organizations like Hilton. The study also examines change management models, strategies, and concepts that support HR strategy within Travelodge, including the ADKAR and Lewin's models, along with their advantages and disadvantages. Finally, the report critically reflects on monitoring and evaluation techniques used in HRM, suggesting methods for human resource development and explaining how HR outcomes can be measured to support sustainable growth and performance.

Unit 44: Strategic Human Resources
Management Submission

Table of Contents
INTRODUCTION...........................................................................................................................2
ACTIVITY 1...................................................................................................................................3
Critical evaluation of key contextual and external developments influences, applying relevant
concepts and models....................................................................................................................3
Influences of external and contextual development on human resource tactic of firm...............3
Key current development and trends that impact HR strategy of Travelodge hotel....................3
Ways internal and external factors influence HR practices and tactic.........................................4
ACTIVITY 2...................................................................................................................................5
Human resource theory related to practice in specific case of Travelodge.................................5
Concepts and theories related to development and growth of strategic HRM.............................6
ACTIVITY 3...................................................................................................................................7
Change management models, strategies and concepts support HR strategy in Travelodge........7
Application of change management tactics and models and its support an human resource
strategy.........................................................................................................................................8
Appropriate change management concepts support HR tactic with application to suitable
organizational examples...............................................................................................................8
ACTIVITY 4.................................................................................................................................10
Critical reflection based on monitoring & evaluating techniques of HR...................................10
Suggestions for human resource development methods applicable to situation of firm...........10
Explaining how HR outcomes can be measured and monitored...............................................10
Effective human resource development and management can aid sustainable growth and
performance...............................................................................................................................10
CONCLUSION..............................................................................................................................10

REFERENCES..............................................................................................................................12
INTRODUCTION
Strategic human resource management is relation between a company’s human resources
and their strategic, aims and objectives. It plays vital role in success and progress of business, the
biggest benefits of this act is also their aim, to improve performance of company by integrating
and aligning with corporate strategy. The current study is based Travelodge hotel, which falls
under list of leading and large global hospitality companies in the world. This study will explain
key current trends and developments that impact HR strategy of company, and ways internal as
well as external factors influence human resource practice.
It will justify relevant concepts and theories relating to development and progress of
strategic HRM, evaluation of HR theory relates to practice in firm. Furthermore, this assignment
will justify change management tactics, concepts and model implemented in company and
disadvantages & benefits for business. It will clarify Human resource outcomes measured and
monitored in context of specific organizational situation, and finally evaluate support of effective
HR management and development to sustainable growth and performance to meet organizational
objectives.
ACTIVITY 1
Critical evaluation of key contextual and external developments influences, applying relevant
concepts and models
Workforce diversity, requirement for skills and better knowledge and continual
development and improvement plans are considered as contextual and external developments
that influencing current human resource management practices and activities within Travelodge
firm (Nguyen, Teo and Ho, 2018). For instance, continual development is one of the best ways;
firm can use to enhance efficiency of their work. It affect positively on HR strategy as they can
develop plan for people who are working with them. Continuous development is the best
concept, HR can use for staff which in return increase profit margin of hotel.

Influences of external and contextual development on human resource tactic of firm
It can be said that, sudden changes in government rules and policies related to
employment direct influence on human resource strategy. They need to do conduct in depth
investigation about this external factor and make further change which is important for growth of
Travelodge. Along with this element, there is some internal component available in hotel that
impact positively and enhance inclusive work culture at workplace. The relations between
employer and employee create positive environment at workplace, it drive HR team to create
more plans to make it even better.
Key current development and trends that impact HR strategy of Travelodge hotel
Continuous development and improvement programmes-
In recent time, to enhance performance level and productivity of staff, human resource
management and its team members plan for arranging Continuous professional development
(CPD) plan which is quite beneficial for success of Travelodge (Pandiyan, 2020). It helps to
strengthen workforce and make them able to serve its best to guests. HRM make their applicants
able to assure continuous improvement in their professional as well as personal life which is very
important for change.
Workforce diversity-
Workforce diversity of staff in terms of age, race, gender, cultural background, etc. is
connected with development of work in regard to human resource. For developing and
modifying strategy of workers it is quite important to recognize diversity in work atmosphere.
HR manager can educate and train people from diverse environment with work areas regulations
and rules and efficiently deal with each other to develop a participative method in Travelodge.
Changing skills requirements-
It is another essential concern to cope up with productivity, competitiveness, quality and
managing diverse work force of hotel. It is now in trend, companies within hospitality like
Travelodge demand for advanced skills and knowledge for managing number of people who
seek to work with them. Firm can build up and enhance their HRM system with higher

productivity. They can communicate with specialist and experienced person to plan carefully by
fulfilling abilities deficiencies of company and meet up requirements of upcoming time.
Ways internal and external factors influence HR practices and tactic
Internal employee relations and policies-
It can be said that effective relationship between workers and employers put positive
impact on human resource practices and strategies (Thakhathi, le Roux and Davis, 2019). It is
one the internal elements that affect positively. For instance, when Travelodge is committed to
promoting from within, human resource must assure workers receive right training to be ready
for appraisal when time comes. Effective bond between both party influence HR strategies as it
make them able to develop more plan to make their relationship stronger rather than before.
Impact of employment law-
Changes in employment law and regulations put high pressure on HR management, it
impact negatively upon their strategy and policies. Due of change in rules and policies of
Equality act 2010 and other, HR feel intense pressure and make further modification in current
employment policies of company accordingly.
Economic conditions-
Another external influence come from economic situation of any economy, it impact
existing human resource policy and hiring strategy in positive manner. As it give them chance to
hire people from talent pool in order to improve their living standards, government force
companies in hospitality to recruit local people which is quite beneficial for Travelodge as they
can build team of applicants who have all appropriate skills needed for varied position at
workplace related to operational and functional.
ACTIVITY 2
Human resource theory related to practice in specific case of Travelodge
HR theory is a basic term for objectives, tactics and strategies utilized by Travelodge
human resource manager to administer procedures and policies related to workers (Bratton and

Gold, 2017). It relates to activity of hotel because it helps to manage workers and their
performance by taking right actions or developing strategies for it. Organization wants to
enhance productivity of staff, which is quite essential for its business. While particular human
resource objectives can vary between firms depending on their specific needs, there are varied
major, overarching aims that are usually seen to be necessary. Hotel can gain many benefits with
this concept, it help them to perform even better. The most important objectives of this theory are
role of HR in managing cost effectiveness of business. While accounting and finance function of
company is ultimately accountable for balancing and controlling expenses. It help to maintain
good connections and relation between employer and workers.
Comparing and contrasting implication of human resource theory with other possible
organizational contexts-
Human resource theory is quite effective and useful concept as it direct relate to practice
of HR management in Travelodge hotel. Here, comparison between two hotels like Travelodge
and Hilton can be described on basis of above concept.
It can be said that, human resource theory relate to Hilton in context of matching the
needs of their business. It is the key objective of concept that helps management to sustain
business for long run and retain people with them as well. It is sometimes called workforce
planning because company works to put right candidate in right position at right time.
On the other hand, human resource theory relate to Travelodge in different context as it
help them to build relationship between company’s stakeholders, like manager and employees.
With the help of positive and open communication, it makes relation between all shareholders
effectively, which is the symbol of maintaining good working bonds.
Concepts and theories related to development and growth of strategic HRM
Performance management-
It is one of the best and effective concepts of strategic human resource management that
help in their development and growth in effective manner (DeNisi and Murphy, 2017). With the
help of this model, HR management can develop the skills and obtain better progress at
workplace which is really very good for them. It includes performance improvement methods or

activities by setting group and individual aims which are aligned to strategic aims of business. It
is a systematic and effective procedure of development. By monitoring performance of people
against performance parameters, individual can identify gaps and make plan to fill it that is
important for further growth.
Functional SHRM process models-
It concentrated on wider company emphasis in this forms is narrowed down especially to
personnel activity. It seems that no wide scale effective efforts have thus far been made to
research ways in which personnel functions identified their tactics, elements to which they
respond while this procedure or quality of outcomes get. Human resource department can
consider their workers as cash cows, child and stars according to this model and treat them
effectively, that help in its development. By following the principles and ways to this model, it is
very easy for administration to support in development of people and let them grow even better.
It can be said that performance quality of person is identified by a administration by objectives
methods and assessment areas, that can also help in growth of SHRM.
Flexible working arrangement-
Along with above things, is also beneficial for strategic human resource management in
term of development their abilities and knowledge rather than before. For example, when
management provide flexible working hours to people in Travelodge once in weak they can work
with full confidence and motivation in order to accomplish day to day activities. Due to this
factor, they can grow. It saves their time to meet with friends and other people whom they want
to meet since for so long. They can communicate with other and feel comfortable while working
with Travelodge, as it makes them able to develop skills by using time in important activities. It
is one of the best things, management can do for people.
Contingency theory-
This concept helps to enhance and develop human resource management of organization.
This theory explains that there is no easy and exact response when dealing with applicants.
Contingency judgment within HRM has widely been understood on basis of internal and external

fit. By following the guidelines and principles of this theory HRM can growth and develop in
effective manner, they can answer according to the situation.
ACTIVITY 3
Change management models, strategies and concepts support HR strategy in Travelodge
There are two types of change management models can implement in Travelodge
regarding workers. They have some benefits and drawbacks that affect hotel.
Consequential advantages and potential disadvantages of models for company-
Basis ADKAR model Lewin’s change management
concept
Advantages  The best thing about this
model is that it offers ability of
determination and evaluation
of purpose why modifications
made are not working and why
desired outcomes are not being
gated (Mukwenda, 2019).
 There are number of benefits
for firm by using this model
including; it can be utilized to
measure how well current
change is progressing.
 This model is easy to
comprehend and implemented
in Travelodge. It needs few
stages which can be worked
with a short time period; it is
the advantage of model.
 Another drawback of model is
insecurity among worker; they
get worried about work
activities when they hear
about a new change. It makes
applicants fearful that when
they can be able to effectively
do their role or not.
Disadvantages  Drawback of this model for
Travelodge is that it avoids
program management and need
to cater clarity of guidance and
stage that are required to
 Along with benefits, it
consists with some drawback
that affect negatively on firm
while planning for change.
For instance, major
disadvantage of Lewin’s

obtain to final process.
 ADKAR is better suited to
smaller change initiative
instead to big, as it only
concentrate on applicants
dimension is not enough to
make wide scale change occur.
concept was refreezing that
takes a lot time to freeze and
settle down new modification.
Application of change management tactics and models and its support an human resource
strategy
There are varied types of change management models and concepts as well as tactics
available in business world that can be utilized effectively and support human resource strategy.
For example, Lewin’s change management model help an HR strategy in effective manner as it
give opportunity to build creative and innovative team of applicants who can perform well. With
this concept, they can make plan to reduce risk of resisting for change. Furthermore, it can be
said that ADKAR model is also useful in context of human resource tactic.
Appropriate change management concepts support HR tactic with application to suitable
organizational examples
Lewin’s change management model-
It consists of three main stages which are important for HRM to follow for managing
performance of staff (Promsri, 2019).
Unfreeze-
This phase of model includes preparation for change, it means that at this stage,
Travelodge should obtain prepared for modification and also for fact that it is needed and
important. Most people in workplace resist for change that is common, at that movement HRM
and leader by working together make people ready to except change. They prepare plan for
generating awareness among exiting workforce regarding change and further activities related to
it.

Figure 1Lewin's Change Model
(Source: Lewin’s 3 Stage Model of Change Explained, 2019)
Change-
It is the phase where real change or transition takes place, within Travelodge which is
important. For instance, HRM after providing all information to workers now implement change
which increase the productivity and performance of business and applicants. They allow
employee to take part in change process and motivate them for sharing innovative ideas. Leaders
and managed communicate with staff and take their opinion as well which in return create
positive working environment at work area.
Refreeze-
Now that change has been accepted and implemented by applicant, in Travelodge begins
to become stable again, that is why it referred to as refreeze. It is time when workers and
procedure being to refreeze and all the things begin going back to normal routine, that is really
very good for firm as they can retain skilled people for longer.
ADKAR model-
Awareness-
According to this stage, human resource management can aware their staff before taking
any action and implementing change that help to retain employee and make them able to work
effectively even change happen at workplace.
Desire-

By making workers free for taking part in decision making and encouraging them for
sharing own thoughts, HRM can implement any change at work area that is beneficial for both
stakeholders in Travelodge.
Knowledge-
This stage help and support in HR strategy effectively while managing workforce in
company. For instance, Human resource department by providing training and development
opportunities to staff they can enhance level of knowledge, with this people can feel more
powerful and motivate. It makes applicants capable to work effectively.
Ability-
HRM can enhance ability of staff through varied methods to incorporate change on
continuous basis.
Reinforcement-
To strengthen exiting workforce they can use other options like continuous professional
development for staff to keep people up to date with needed skills.
ACTIVITY 4
Critical reflection based on monitoring & evaluating techniques of HR
It is fact that Key performance indicator and benchmarking techniques contribute to
growth and sustainable performance, identifying consequences of implementation.
Benchmarking help to gain an independent perspective about how well individual can perform
compared to others, after it help for making chances in existing practices that is sustainable for
company.
Suggestions for human resource development methods applicable to situation of firm
 In context of HR development, the potential suggestion is workshop where applicant can
obtain new knowledge and skill as well as competences that is helpful in competitive
environment at workplace.

 It makes individual stronger and able to contribute in sustainable performance and growth
of Travelodge.
 HR must take part in on-job development plans where experienced and highly skilled
people give training and recommendation for developing skills even better.
Explaining how HR outcomes can be measured and monitored
It is really important for Travelodge to beat their competitor and gain competitive
advantages within hospitality industry. Human resource conducts a lot of attempt and efforts to
make business more successful than anyone else in market. Outcomes of HR can be measured
and monitored by using different techniques or methods that are quite effective and suitable for
them. They can utilize benchmarking, which is really very good for human resource. It is the best
and cost effective tool that helps by comparing another success and strategies used for it their
own. As it makes them capable to determine issues and take actions to overcome it in systematic
manner. Another approach for HR is measuring the growth of Travelodge that help to determine
potential outcomes effectively and easily without doing too many efforts. KPIs is also useful and
beneficial method, that aid monitoring and measuring outcomes in context of Human resource.
Effective human resource development and management can aid sustainable growth and
performance
Human resource management as well as development effectively and efficiently support
in progress and sustainable performances of Travelodge, which turn into meeting business
objectives in effective manner (Roscoe and et.al., 2019). They can support sustainable growth by
recruiting to values and investing in professional development of staff, promoting from within
and developing a long term management solutions. With appropriate skills and knowledge,
individual can work effectively and drive towards achieving business aims and objectives. HR
management is quite useful for Travelodge to achieve their aims. It aids company to improve
their performance by authorizing appropriate candidate of doing come exercises. It can be said
that human resource management can helps to save a great deal of time and money as well as
already their developing instead of individual dept. It concerns itself about workers in hotel, and
has developed from personnel section. The main idea of human resource management is to
distribute actions of personnel area over a wide amount of applicants making every one
accountable for decreasing cost.

CONCLUSION
From above analysis it has been concluded that due to globalization, workforce diversity,
modification in employment law and other factors, Human resource management in Travelodge
feel high pressure. It impact on their existing plans negatively, but by taking appropriate actions
and implementing tactics they can overcome all negative situations and effectively increasing
productivity level of all workers and business as well. Furthermore, it has been summarized that
by applying human resource theory and other concepts that relate to development and progress of
strategic HR management, hotel can grow more and more as it makes them able to build strong
team of applicants who are always ready to serve their best even at any situations at workplace or
business. By applying and implementing the principles or stages of change management models
like Lewin’s and ADKAR, human resource manager creating a positive working environment
around workplace, that is beneficial for staff and company as well.

REFERENCES
Book and Journals
Bratton, J. and Gold, J., 2017. Human resource management: theory and practice. Palgrave.
DeNisi, A.S. and Murphy, K.R., 2017. Performance appraisal and performance management:
100 years of progress?. Journal of Applied Psychology. 102(3). p.421
Mukwenda, H.T., 2019. Adaptation of the ADKAR Model to the Management of the Higher
Education Student Loan Scheme in Uganda. Makerere Journal of Higher Education.
11(1). pp.45-57.
Nguyen, D.T.N., Teo, S.T. and Ho, M., 2018. Development of human resource management in
Vietnam: A semantic analysis. Asia Pacific Journal of Management. 35(1). pp.241-284.
Pandiyan, E., 2020. RECENT TRENDS IN HUMAN RESOURCE MANAGEMENT. Studies in
Indian Place Names. 40(34). pp.159-169.
Promsri, C., 2019. Development of Change Management Board Game. Journal of Advances in
Social Science and Humanities. 5(2). pp.642-645.
Roscoe, S and et.al., 2019. Green human resource management and the enablers of green
organisational culture: Enhancing a firm's environmental performance for sustainable
development. Business Strategy and the Environment. 28(5). pp.737-749.
Thakhathi, A., le Roux, C. and Davis, A., 2019. Sustainability Leaders’ Influencing Strategies
for Institutionalising Organisational Change towards Corporate Sustainability: A
Strategy-as-Practice Perspective. Journal of Change Management. 19(4). pp.246-265
Online
Lewin’s 3 Stage Model of Change Explained. 2019. [Online]. Available through: <
https://www.bmc.com/blogs/lewin-three-stage-model-change/>