Hospitality Marketing Essentials: Marketing Strategies for Travelodge

This report provides a comprehensive analysis of hospitality marketing, specifically focusing on the Travelodge Hotel. It begins with an overview of various marketing procedures and delves into the roles and responsibilities of the marketing function within Travelodge, including market research, content development, customer identification, branding, and brand image management. The report examines the interrelation and influence of the marketing department with other functional units like human resources, IT, and food production. It also explores the importance and value of marketing in achieving the hotel's objectives, emphasizing its role in building brand awareness and customer loyalty. The report then compares how different hospitality organizations apply the marketing mix (product, price, place, promotion, people, process, and physical evidence) to their marketing planning processes to achieve business goals. It concludes by outlining a strategic marketing plan that aligns with the organization's mission and goals, including a detailed application of the marketing mix to achieve tactical objectives. The report also highlights the significance of effective interconnection between functional units, responsibilities of marketing in wider company's context and finally, the application of marketing mix in hospitality organizations.

Unit 15: Hospitality
Marketing Essentials
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Contents
Unit 15: Hospitality Marketing Essentials.........................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of variety of marketing procedures........................................................................3
Roles and accountabilities of marketing function in Travelodge Hotel.................................4
Interrelation and influence of marketing within other functional departments of chosen firm5
Importance & value of marketing role in Travelodge Hotel..................................................5
Summary based on importance of effective interconnection between functional units.........6
Responsibilities and roles of marketing relate to wider company’s context..........................6
Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................7
A marketing strategy which captures the mission and goals of the organisation.................10
A detailed strategic marketing plan that tactically applies the use of the marketing mix....10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing is preoccupied with idea and creative strategies of satisfying demands of
buyers by providing quality products as effective solution to their needs. It is the best and most
useful procedure that obtains consumers interest in service or item of a company. There are
different elements included in above term that support organizations to reach at target market.
This concept comprises current and further trends that affect overall business practices in
positive manner. The current assignment will be based on Travelodge, which recognize as one of
the best hotels chains in the United Kingdom. It’s considered as UK most popular and biggest
hotels in nation. This study will explain responsibilities and roles of marketing department in
chosen firm. It will define interconnection and influence of this unit with other functional
departments.
Furthermore, this report will describe importance of its role in firm context and will also
justify different manners through which company will utilize marketing mix model. It will
clarify value of interrelation between all functional units and also explain tactics that achieve
goals & mission of organization. Moreover, this assignment will define strategic marketing plan
which tactically applied utilize of 7Ps or marketing mix.
MAIN BODY
Overview of variety of marketing procedures
Overall advertising concept can divided into different process which directly relate to
products or services Travelodge hotel could produce for its target consumers. Analysis current
market needs and preferences are the main process of marketing, which is quite beneficial for
company (Tiwari and Potluri, 2020). For example, market and need analysis help firm to receive
raw material and then prepare food according to taste of each buyer which in return increase their
satisfaction level and profitability of brand as well. Development of strategic marketing plan is
another process of advertising that also help organization in term of gaining attention of new
consumers either national or international degree. By conducting this practice business can reach
at global level where food lovers are seeking to eat tasty and healthy food during holidays by
staying in well known hotels where management provides excellent accommodation services just
like Travelodge hotel. Third marketing process is product promotion by using the latest
advertising tools or platforms like Facebook, Twitter and the current one Instagram (Bashir,
Papamichail and Malik, 2017).
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Roles and accountabilities of marketing function in Travelodge Hotel
Market research-
This role play by marketing department within chosen company could be very helpful
and beneficial in different terms (Uğurlu, 2020). For example, workers of this unit by conducting
market analysis or investigation help organization to identify needs of its target buyers and allow
them to understand how it applicants can satisfy each customer.
Development of marketing content-
Other important role that above department plays in chosen hotel is creation of product
promotion message (Storbacka and Moser, 2020). By playing this role, marketing department
and its team members could successfully promote Travelodge accommodation, food and
beverages as well as other services within market where potential buyers are seeking to obtain
the best services during vacation.
Identify customers-
Other role of marketing function in regard to Travelodge Hotel is to determine potential
and profitable consumers who provide benefits to company by providing satisfactory rating and
conducting word of mount promotion. By conducting research department can identify and target
group of people who become its customers.
Branding-
Marketing function within Travelodge hotel is accountable for branding which is really
very essential for growth of its venture. It is a procedure of communicating different selling
proposition that sets accommodation and other services apart from rivals. It can be done by using
range of techniques like logos creation or taglines.
Manage brand image-
Other important responsibility of marketing function is managing brand image of
Travelodge Hotel in systematic and effective manner at all over the world. It could done by
developing effective marketing content or plan that reflect consumers what firm want to offer
and produce especially for target market.
Satisfy buyers-
Marketing department is accountable for satisfy consumers by assuring them about
quality of services and products offer by Travelodge Hotel. This could done by promoting what
offers firm create for target market.
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Interrelation and influence of marketing within other functional departments of chosen firm
Marketing department of Travelodge can influence human resource management work
and conduct collaborative practices with them in form of interconnection. For example, both
departments work together because they need support and contribution of each other activities
and practices.
Marketing coordinate with HRM because human resource manager is able to hire and
select applicants for all sections which make them enable to accomplish task or daily work on
time (Nguyen and et.al., 2018). Furthermore, not only with this function, marketing team work
more closely with other functional units as well like IT which is really very essential and
beneficial for growth of hotel. It coordinates and collaborates with information technology team
because they can solve technical issues more effectively and systematically.
Marketing department influence and interrelate with IT section which in return
increase productivity and performance of business even better (Joensuu-Salo and et.al., 2018).
They also work with food production department as well because it helps to prepare a meal
according to preference and taste of consumers.
Marketing section conduct collaborative practices with food manufacture unit which
make them capable to satisfy customers and gain attention of new one which is quite beneficial
in several terms.
Importance & value of marketing role in Travelodge Hotel
Marketing department is important and valuable functional unit in regard to hotel because
it helps to achieve set goals and objectives of business and support to gain desire outcomes. With
this team hotel can promote its services at international level along with national which is quite
beneficial in term of gaining attention of global consumers who love to travel the world
(Olimovich, Kudratovna and Sayfitdinovich, 2020). Furthermore, marketing role is essential for
firm because it help to build loyal consumer base and retain them for long period of time. All
above roles of marketing put at top position as they are highly important for Travelodge hotel
while operate in competitive environment. It helps to connect group of buyers with
organizational services and products. Marketing department effectively and successfully generate
brand awareness at international level which is quite amazing role it can play only for sake of
increasing profitability and boost growth of chosen hotel in effective manner. Brand awareness is
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very essential for firm as it also help to gain attention of visitors, when potential buyers does not
know about service that company have, they could not take decision to buy it even think about it.
Summary based on importance of effective interconnection between functional units
As discussed above marketing department coordinate and collaborate with human
resource management, IT and food production unit as well, which is really very essential in
context of Travelodge Hotel. As it helps to increase its ability to reach at global market and
attract new consumers who can pay appropriate amount exchange of service or product which
satisfy each guest (da Fonseca and et.al., 2020). Interconnection or interrelationship between all
functional units are significant for Travelodge hotel because it contributes in gaining competitive
advantages and achieving strategic aim and objectives as well. Effective interrelation and
collaborative practices between marketing and HRM, IT and production boost productivity of
firm more than its rivals operate in hospitality industry with skilled applicants.
Furthermore, it has been concluded that this relation could enhance performance of
workers by increasing level of knowledge and learn new skill from other employees work in
HRM and IT. By working together all candidates can learn specific thing which make them able
to perform in further challenging situations and allow to obtain desire outcomes. It also
important in term of increasing productivity and improving performance of business by hiring
new applicants who can develop influencing marketing content and solve technical issue.
Responsibilities and roles of marketing relate to wider company’s context
All above roles of marketing are related with success and excellent progress of
Travelodge Hotel, because it helps to achieve mission and vision of chosen brand in effective
manner, which is actually essential to do. For example, by conducting market research,
marketing department play vital role in term of gathering key data or information about current
trends and competitors’ actions. This type of data can use by marketing team further in order to
develop effective content which help to promote its services and products even better.
Furthermore, responsibility of marketing department could also help to increase
profitability and productivity because they are able to listen to consumers needs which is
important act. Because of this practice Travelodge Hotel can manufacture or produce services
that satisfy each guest appropriately and influence to revisit. Another responsibility that chosen
department could play in context of firm is tracking trends by using the latest technologies. It can
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support management to take further decision about improving quality and making changes within
existing offers. It increase consumers base and their satisfaction level as well even better.
Compare the ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing is considered to be as the main operational function where the organization tends to
mainly deal with the key set of activities which is prominent in selling as well as promoting the
products and services of the company. This leads to improved business performance and
efficiency.
Marketing mix is the defined set of marketing tool which the firms uses in order to attain the key
goals and objectives of the company company (5 Basics That Every Hotel Marketing Plan
Should Include, 2012). It tends to mainly comprise of the product, place, people, price,
promotion, process, and physical evidence.
Marketing mix tools Travelodge Hotel Premier Inn Hotel
Product Travelodge Hotel focuses on
offering Accommodation as
well as related services for the
guest. The products mainly
comprises of fully furnished
rooms, business related
services and family room for
the customers and offer range
of services such as reception,
Wi-Fi, room services and
other hospitality services. The
hotel also focuses on
providing facilities and
services with personalised
experience of the customers
and meet their specific needs.
The Premier Inn Hotel provide
with range of hospitality
services. All the rooms within
the hotel are consistent in the
furniture, colour, décor and
other amenities. Personalized
set of services are provided to
the customers. They
effectively understand the
needs of the customers and
provide them with the best
quality services and best
staying experience.
Price The travel lodge hotel is
committed to providing one of
This is a budgeted
hotel. The prices of the hotel
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the best possible services at
affordable and cheapest price
when compared to the other
hotel. It also focuses on
targeting low income as well
as casual travellers. The
company also focuses on
running competitor
promotional programmes for
special discounts and offers at
early booking. This helps in
boosting up the demand and
leads to higher profitability.
tends to vary depending upon
the time and location. The
prices of the rooms are
charged as per the room basis.
Pricing are transparent and no
hidden cost is attached. Prices
are low as compared to the
luxury hotels. The hotel
projects quality room to the
customers.
Place Travelodge hotel mainly
focuses on locating the
business at strategic and
expensive location. It is
located in the centre of the city
which is easily accessible by
the guest.
The Premier Inn Hotel offers
bookings through application,
website in order to provide the
best possible experience.
Promotion In order to attract more
customers, the hotel focuses
on using advertising medium
To promote their products and
services company (5 Basics
That Every Hotel Marketing
Plan Should Include, 2012).
The company also focuses on
special offers and discounts
which tend to work best for
Use of marketing mix is
consistent which helps in
targeting seamless customers.
It focuses on advertisement
through social media
platforms and advertisement
through radio, newspaper and
television. It also focuses on
email marketing to target
prospective customers.
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the budget hotel. Digital
marketing is also considered
to be one of the key significant
promotional channel For the
hotel in order to reach large
number of customers globally.
People The hotel maintains
significant and excellent set of
employees. The hotel has also
earned leading rewards as well
as benefits for the employees
(Wijayanto, 2015).
The Premier Inn Hotel focuses
on providing first-hand
experience to the customers.
And assist with higher degree
of customer services but
excellent degree of security,
loyalty and best customer
experience. It helps in making
the customer valued by
providing them with the best
possible hospitality services.
The staff of the hotel are well
trained, committed and
friendly.
Process The guests of the Travelodge
can easily access the app and
website of the hotel and can
effectively manage their stay.
They can easily check – in
using the app.
The process of the hotel is
mainly optimised regarding
customer services. It focuses
on providing hassle free
experience and check in can
be effectively done with the
use of electronic kiosk. Meals
and breakfast tends book on a
separate basis and also focuses
on allowing transparency and
flexibility in the price.
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Physical evidence The Travelodge Hotel provide
the large set of room amenities
and furniture. It has offers
digital check-ins.
The Premier Inn Hotel symbol
the purple brand colour of the
hotel tend to suggest warmth
and luxury. It focuses on
laying down designs and
projecting a made of home
experience. The rooms are
clean, spacious and airy and
guarantee high-quality staying
experience with blackout
curtains, high-quality mattress,
and Comfortable pillows.
A marketing strategy which captures the mission and goals of the organisation.
The Travelodge hotels tend to focus on becoming one of the favourite hotel and offers
value for money. The company focuses on seeking unbeatable value in leisure as well as
business travel experience with attractive set of modern bedrooms, comfy king-size bed and also
offers effective set of hospitality services with personalised experience (Siakalli, Masouras and
Papademetriou, 2017). Social media marketing is considered to be one of the key significant
Marketing strategy which is useful to advertise their products and services using key platforms
like Facebook, Instagram, Twitter, Pinterest, YouTube, Snapchat, etc. The company also focuses
on ensuring that the website is accessible to the customers and is effectively sorted. Building
Affective customer loyalty is also considered to be significant in approving the business
marketing strategy. It helps in catering attraction of large number of customers and ensures that
hotel values and offer them best possible services and offers for creating value for money.
A detailed strategic marketing plan that tactically applies the use of the marketing mix.
The Travelodge hotel must focus on effectively developing a marketing website which is
considered to be as an extension for hotels hospitality. The website must be well coming, helpful,
informative, and user-friendly. An effective website is considered to be of utmost importance
because customers tend to prefer online reservation and check in with the use of smartphones
and mobile. The website must be Optimising and also focuses on providing virtual tours of the
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room in order to select the best room for the customers. The hotel must focus on providing
personalized set of quality services to the customers. It is considered to prominent in catering the
customers and leads to higher profitability.
Engaging social media presence is considered to be of significant importance. It helps in
encouraging and sharing a positive set up experience during the stay. Search engine optimisation
is of utmost importance within the hotel because it helps in understanding the conversion rate of
the customers and helps in attaining goals and objectives of the company (5 Basics That Every
Hotel Marketing Plan Should Include, 2012). The Travelodge hotels must advertise their
products and services using key platforms like Facebook, Instagram, Twitter, Pinterest,
YouTube, Snapchat, etc. is considered to prominent in catering attention of the large number of
customers across the world. One of the key effective marketing plan is to make the visitors feel
like they are local and can share local points of interest of actively showcasing great restaurants
and also promoting nightlife and events. Spot- on and proactive hotel reputation management is
considered to be as an effective marketing strategy. Taking feedback from the customers and
asking them to tag the hotel is one of the key prominent way to attain the key goals and
objectives of the hotel. Driving traffic to the website using search engine optimization and
effectively display advertisements is considered to prominent in catering the customers and leads
to higher profitability.
CONCLUSION
From the study it has been summarized that, development of strategic marketing plan is
another process of advertising that also help organization in term of gaining attention of new
consumers. Branding is a procedure of communicating different selling proposition that sets
accommodation. Marketing coordinate with HRM because human resource manager is able to
hire and select applicants for all sections which make them enable to accomplish task.
Travelodge hotel mainly focuses on locating the business at strategic manner. Interconnection or
interrelationship between all functional units are significant for Travelodge hotel because it
contributes in gaining competitive advantage. Marketing mix mainly comprise of the product,
place, people, price, promotion, process, and physical evidence. Marketing section conduct
collaborative practices with food manufacture unit which make them capable to satisfy
customers. Building Affective customer loyalty is also considered to be significant in approving
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the business marketing strategy. Search engine optimisation is of utmost importance within the
hotel because it helps in understanding the conversion rate of the customers.
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