University Marketing Strategy and Plan for Travelodge Hotel in Sydney

This report presents a comprehensive marketing strategy and plan tailored for Travelodge Hotel, encompassing a detailed analysis of key metrics, monitoring and controlling systems, and actionable marketing deliverables. The report begins with a thorough competitor analysis to identify market positioning, strengths, and weaknesses, followed by an examination of customer-focused strategies such as customer acquisition, brand awareness, customer feedback, and retention. Cost analysis is used as a monitoring tool, emphasizing return on investment, sales incurred, and conversion rates. The marketing deliverables focus on leveraging technology, including AI-powered voice recognition, biometric authentication, CRM implementation, and virtual hotel tours to enhance customer experience and engagement. The report also references several marketing research papers and journals to support its findings. The report aims to provide Travelodge Hotel with strategic insights to improve its marketing efforts and achieve its business objectives.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author note

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MARKETING STRATEGY AND PLAN
Table of Contents
Metrics Proposal and Marketing Deliverable............................................................................2
Monitoring and Controlling Systems/Tools...........................................................................2
Marketing Deliverable...............................................................................................................5
References..................................................................................................................................6

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MARKETING STRATEGY AND PLAN
Metrics Proposal and Marketing Deliverable
Monitoring and Controlling Systems/Tools
 Competitor Analysis- This helps in the proper identification of the different
competitors in the market along with evaluating the different strategies which helps in
determining the strengths and weaknesses which is relative to the those of the own
product and service of the company. This is the critical element for the marketing plan
of the own company.
Marketing Spend per Customer is the first aspect which is required to be
considered by Travelodge Hotel. The acquisition cost of the customers can be
calculated by separating the different costs by the customer’s number who are
acquired in period the money was spent. Travelodge Hotel needs to analyse
the market spending which will help them in analysing the sales and revenues
of the company (Fulgoni, Pettit & Lipsman, 2015, p.366).
Customer Acquisition is the other aspect which is required to be analysed by
Travelodge Hotel in Sydney as this will assist in evaluating the combination
with analysis of the value which is being provided by the different customers
on the hotel (Farris, Bendle, Pfeifer & Reibstein, 2017).
Brand Awareness is the other aspect which is required to be taken care by
Travelodge Hotel in which this can be seen that the brand has created a major
aspect which helps in managing the different operations in a well-organized
technique and manner.
 Customer Feedback is other aspect in which the after sales survey plays a major role
in managing the different kinds of operations more efficiently. The feedback of the

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MARKETING STRATEGY AND PLAN
customers is essential in nature which aids in analysing the different types of
approaches which will assist in managing the productivity of the entire organization.
Customer Retention is the first aspect which is required to be taken care by
Travelodge Hotel in which this will help the hotel in increasing their sales and
gain competitive advantage. The retention of the customers is essential in
bringing more increase in the overall reputation of the hotel.
Customer Perception is the other aspect which is required to be taken care by
Travelodge hotel as the perceptions of the customers in the entire competitive
market is required to be identified through surveys and analyse the behaviour
and the nature of the purchasing power of the individuals in an effective
manner as well (Liang, Gao, Zhang & Guan, 2015, p.1044).
Repetitive Purchases is the last aspect under customer feedback as the
feedback which will be gained by Travelodge Hotel will provide them a brief
overview on the different purchases of the different kinds of products and
services provided by them. Furthermore, this is essential in nature for the
company to understand the nature of behaviour of the customers to gain more
knowledge and change their preferences accordingly as well (Sisodia & Sheth,
2015, p.320).
 Cost Analysis: The cost analysis can be described as a useful tool which can be used
as an effective monitoring and controlling system. Costs form an essential aspect of
an organization and as large amount of costs are invested in the marketing plan, it
thereby becomes crucial for any organization to ensure that they are successfully able
to engage in the cost analysis which will then go a long way in estimating the success
of the marketing deliverables in financial terms (Schulze, Skiera & Wiesel, 2012).
This then helps the financial managers in analysing whether the initiative as taken by

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the organization was worth the costs or not. This section will present three metrics
which can be used to evaluate the success of the marketing plans.
Return on Investment: The return on Investment acts as a useful tool which
goes a long way in ensuring whether adequate returns have been received with
respect to the given investment. Hence, the returns on investments will be
measured for the marketing activities to understand the success of the
organization.
Sales Incurred: The sales incurred after the marketing activities have been
completed can assist in the understanding of whether the organization has
been successful in its marketing activities or not. If the sales after the
marketing activities increases, then it will be successful
Conversion Rates: Lastly the customer conversion rate also acts as an
effective metric which goes a long way in understanding whether the customer
has been able to convert the potential customers into the actual customers
(Mintz & Currim, 2013). After this conversion rate has been measured, the
cost incurred on each customer can be evaluated successfully.

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MARKETING STRATEGY AND PLAN
Marketing Deliverable
The marketing deliverable which can be analysed by Travelodge Hotel is the
introduction of the artificial intelligence by using the voice recognition technique that will be
helpful in handling the dissimilar aspects in a well-organized manner.
The second marketing deliverable which can be opted by the respective hotel is
biometric authentication which will be enable the different users or the customers of the
hotel. The transactions which are being made by the different individuals in the hotel or the
restaurants are technologically advanced and this will be beneficial for the overall success of
the firm.
Proper implementation of the CRM tool can be done by Travelodge hotel which will
be helpful in gaining the different insights to the behaviour and preferences of the customers
in the hotel. The entire aspect can be done with the help of the different surveys and this will
help in meeting the different expectations of the customers.
Lastly, the virtual tour of the hotel of the hotel is essential in nature which helps in
managing the different kinds of activities in an effective manner. While the customers book
the hotel, this can be seen that take people on the virtual tour of the hotel in an effective
manner.

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References
Farris, P., Bendle, N., Pfeifer, P., & Reibstein, D. (2017). Key marketing metrics: the 50+
metrics every manager needs to know. Pearson UK.
Fulgoni, G. M., Pettit, R., & Lipsman, A. (2017). Measuring the Effectiveness of Branded
Content across Television and Digital Platforms: How to Align with Traditional
Marketing Metrics While Capturing What Makes Branded Content Unique. Journal
of Advertising Research, 57(4), 362-367.
Liang, X., Gao, Y., Zhang, H., & Guan, X. (2018, July). THE USE OF MARKETING
METRICS BY CHINESE FIRMS: A SURVEY OF CURRENT PRACTICES.
In 2018 Global Marketing Conference at Tokyo (pp. 1032-1044).
Mintz, O., & Currim, I. S. (2013). What drives managerial use of marketing and financial
metrics and does metric use affect performance of marketing-mix activities?. Journal of
Marketing, 77(2), 17-40.
Schulze, C., Skiera, B., & Wiesel, T. (2012). Linking customer and financial metrics to
shareholder value: The leverage effect in customer-based valuation. Journal of
Marketing, 76(2), 17-32.
Sisodia, R. S., & Sheth, J. N. (2015). Marketing Reform: A Meta-Analytic, Best Practice
Framework for Using Marketing Metrics Effectively John U. Farley and Praveen K.
Kopalle. In Does Marketing Need Reform?: Fresh Perspectives on the Future (pp.
320-324). Routledge.