Marketing Management Report: Travelodge Hotel Analysis

This report provides a comprehensive analysis of the marketing strategies employed by Travelodge, a prominent budget hotel chain. It begins with an introduction to the company, highlighting its history and market position. The main body of the report delves into a SWOT analysis of Travelodge, examining its strengths, weaknesses, opportunities, and threats. It also outlines key marketing objectives, focusing on building brand awareness, enhancing customer relationships, and launching new products or services. Furthermore, the report examines the marketing mix plan, encompassing product, price, place, promotion, process, people, and physical evidence. The report concludes with a discussion on how Travelodge can improve customer service. The analysis covers marketing audits, competitive analysis, and strategies for market expansion. The report also highlights the importance of customer relationships in the hospitality industry and suggests ways for Travelodge to improve its brand image and market share. The report is a student contribution available on Desklib.

Marketing
Management

Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
1 Marketing SWOT for Travelodge.........................................................................................................3
2 marketing objectives.............................................................................................................................5
3 Examination of marketing mix plan......................................................................................................6
4 Travelodge can improve their level of customer service by considering various components..............8
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
The Travelodge brand was established by the Scott King in 1939. It well-known itself as
a affordable motel chain providing great accommodation at budget price than other lower chain
by offering comfortable chain, carpeted floors, free room phones and TV, in-room pools and
coffee pots. Travelodge is most recognized and fastest growing budget Hospitality Company in
the UK. It is a private company working in the hospitality and hotel industry throughout the
Ireland, United Kingdom and Spain. Travelodge is a biggest independent hotel brand and it has
570 hotels all over the UK. This hotel chain is employing approximate 6000 employees and more
than 7 million visitors stayed there in 2010. It is a brand champion of consumers and its major
focus on driving prices in the hospitality industry to inspire more people to use the hotels. This
report will include the whole marketing plan for Travelodge Hotel Company such as marketing
SWOT for Travelodge and also the explanation of its marketing audits. This report will also
highlight the three marketing objectives that Travelodge should be set for the Enabling a leading
brand. This report will also state about the marketing mix plan in order to achieve the objectives.
This report will also highlight the how Travelodge can improve their level of client service as
part of their Enabling a leading brand.
MAIN BODY
1 Marketing SWOT for Travelodge
Marketing SWOT include strength, weaknesses, opportunities and threats.
Strength
The strengths of Travelodge are their hotel room rates are affordable and it is very
important factor in Travelodge. Its offers reasonable prices including prices for family with
frequent social rate on special occasions. Travelodge runes many programs for premium
customer such as Travelodge business account cared for all customer. This practice is also
important in the hospitality industry and programs help for all customers to avail this facility.
Travelodge includes many facilities more than 500 facilities in UK. It is main strength for
Travelodge industry for United Kingdom (Kotler and et.al., 2018). Its many fascicules provided
to customer and it making easy for loyal customer to find best place to stay anywhere in world.
Travelodge is budgeting hotel foe all customer and promotion or deals are the best ways to
attract all customers.
Weaknesses
Travelodge include wide range of services and products and its not provide all services
such as room services, porter services to all customer. Travelodge its not provide customer with
a many range of facilities and it is limited services provide to all customer to avail this facility. In
hotel facility member is not avail more room and space so it is main weakness for Travelodge.
As travelers place more value on experience and include various choices it is main issue of

Travelodge and this one main disadvantage for Travelodge hotel. Travelodge not fulfill all
customer expectation and make feel unsatisfactory so it is main weakness for this organization.
Industry to achieve this weakness and providing better swerves to all customers. This hotel
discreetly implements on policy of overbooking and guest faces many risk of being turned law
upon arrival after paying hotel deposit by customer in Travelodge. Much cause is affect on
customer and among many customers is discomfort. Travelodge does not provide all facilities to
all customer and customer services is limited in whole Ares of Travelodge.
Opportunity
Travelodge to expand their business abroad and being concentrated in many countries.
Travelodge hotels are branded and have co-friendly relation among many customers. This
organization includes many sustainable programs like Travelodge receive positive feedback from
guest and maintain public image for this maintain programs. Travelodge is planing to go global
to expand this market and gain more profits (Keegan., 2017). It reinforces and reputation plan to
be organizes by Travelodge for all customers and achieve many advantages for all customer.
This organization to plan globally expands the market. opportunity include many new participate
with the new partnership band its increase the company reputation of the hotel industry as well
as smart marketing motive to achieve for Travelodge organization.
Threats
Travelodge is very limited international presence in market. And is focus only on the
United Kingdom and Ireland market. Hospitality is a very competitive sector in market and
includes many participants with offering a large range of products from 1 star to 5 star hotels in
countries. Economic growth is 2.2 percent and tourist might become vey less confident with the
future income for organization. Most foreign tourist not now about Travelodge and it’s choosing
a more familiar brand name in countries. It is established more reputation in home country so it
is main threat of Travelodge (Deepak and Jeyakumar., 2019). Travelodge currently exist one in
UK and Ireland and it is not show any feature to increase on inter4nationm shores in market.
Travelodge is recent many terrorist attacks and more tension arose leading to security level
across the United Kingdom and limiting people's movement and lower the demand for all
services for Travelodge.
Marketing audit of Travelodge
Marketing audit is the analysis of various suppliers, customer, competitors, market
intermediaries and publics and it is audit of all factors for Travelodge. Many market competitors
for Travelodge hotel and it is international part of all hotel groups so it is essential for the
requirement of audit in all places. Travelodge is also a globally expand the market and United
Kingdom operation many hotels (Hollensen., 2019). The supplier is main role of Travelodge
hotel and many advantages for independent hoteliers in budget hotel sectors for all customers
and this mean rooms have ascertained homogeneity. The main supplier has provided 30000

rooms and it is relation between many firms for Travelodge. Travelodge supplier is also
contacted for holiday rooms and which show the difficulty it is diversify design so it is
conducted audit according to the Travelodge. Marketing audit is essential part for all hotel
industry and its achieve many objective for all customer demand for hotel facility. Market is
becoming increasingly easy for customers to compare prices and services because mare
intermeddles in market. Market intermediaries are important in Travelodge and identified many
deal with travel agency. Marketing plan is important for Travelodge and it is unidentified the
customer needs according to the market situation.
2 marketing objectives
Travelodge should have to set the effective marketing objectives for the Enabling a
leading brand. The organization must focus on these marketing objectives such as profitability
objective, promotional objective, growth objective and market share objective (Haider and et.al.,
2017).
The top three marketing objectives that Travelodge should be set for the Enabling a leading
brand such as:
 Build brand awareness
 Launch new products or services
 Enhance Customer relationships
Build brand awareness
First of all, the organization must have to take necessary actions to develop brand
awareness with the use of many sources. It is essential for any organization to promote their
brand of great recognisition in whole market. It assists the Travelodge to recognize by many
potential clients or customers and accurately associated with a specific service or product. Brand
awareness plays a major to expand the organization’s business globally. It is significant when
launching new service by the Travelodge and it also drives customer’s decisions when
distinguishing between many competing organizations (Chernev., 2018). It inspires for repeat
purchases and assists to an enhance in market share and increased sales and revenue.
Enhance customer relationships
The Travelodge should have to give their major concern on enhancing customer
relationships. Strong customer relationships are necessary to business success. When an
organization creates powerful relationships with their clients, it can lead to potential and loyal
customers and enhanced sales. It is very essential to become a leading organization. The strong
relationships are developing to making the customer feel important. Customers are the main
pillar of success of an organization. The best customer relationships help the Travelodge to
improve their recognition in the entire market and also provide a great assistance to build their
effective brand image. Travelodge should have to set up a best ways to communicate with their

clients and also serve additional perks for their most potential and loyal customers. To increase
the powerful client relationships, they should have to take efficient actions to offer great
customer services (Shaw., 2016).
Launch new products or services
The Travelodge should have to involve in their upcoming plan is to launch new products
and services to improve the customer services. This marketing objective plays a crucial role in
developing as the best leading brand in the hospitality sector. Implementing the unique and
effective amenities increase the customer satisfaction and also promote organization’s brand
image.
3 Examination of marketing mix plan
Marketing plan is important for relation to Travelodge and developed is growing
company United Kingdom. To achieve the marketing objectives of Travelodge, marketing mix
plan plays a main role. For the successful marketing depend on number of key points and it
includes 7Ps product, price, place, promotion, process, people and physical evidence. It is
important for Travelodge.
Product\ services
Travelodge product defines the goods and services a business sell to its company
potential customer. The product must be capable of fulfilling and resolving the all requirement of
the whole customer in market. Products are dived into many levels such as facilitating,
supporting and core products in market. Core product is bais form of a product and product are
main reasons for all costumers purchasing from a business in Travelodge. Facilitating product
includes many services that assist to customers in consumption product and it includes many
facilitating product such s online reservation facilities and customer services. Supporting
product include services and product that are offered in to obtain many advantages for the
business of Travelodge. Produce service include many offered services room booking, Wi-Fi
internet, restaurant and meeting and events organizes by Travelodge.
Place
The main aim of Travelodge is making available the services or product to consumer
when, how and where they are prefer them and it is main part fro organization. Analyzing the
world areas where the customers look the product and services. Travelodge operating many
rooms in world areas and territories (Visconti, Peñaloza and Toulouse., 2020). Company serves
effective platform for many hotel services distribution and with a wide range of features
providing to customer such s booking, panning event, and schedule meeting. Place affect many
factor such tourist place, strategic location are essential part for Travelodge.
Price

This strategy is used by all business and it is main part fro Travelodge industry. It
includes many pricing strategy such s economy, premium pricing strategies, penetration and
skimming. Economy pricing strategy includes many selling product of main features of
providing to consumer with low budgets. Penetration pricing strategy involves offering high
quality product and services in reasonable price. Skimming pricing strategy is opposite to
penetration and it is higher prices levels than the competition in market. Premium pricing
strategy includes high; price of services and product. Price is very changes vary from hotel to
hotel. Price is essential factor for Travelodge and it include different price for hotel room
according to the requirement of customers (Olson and et.al., 2018).
Promotion
The element of promotion in the marketing mixes the advertising and events to support
the many products and survives in Travelodge. Many strategies to promote in the market and kit
play a main role in organization. Promotion includes many factor media report, social media and
travel assistants is main marketing mix of Travelodge. Promotion is main factor for marketing
mix and includes many activities related to the promotion serves and product for hotel industry.
Process
The process is main part for Travelodge and is an integrated buying exposure.
Travelodge process includes much service for the customer in hotel industry and it is delivered to
the end customer. It includes many service such as consuming services, payment related services
process for all customer, stay in hotel process and cheek out process in Travelodge.
People
People are main factor in hotel services and service delivery process is inseparable from
the Travelodge person providing it. Customer service training for all staff has become a main
priority for many organizations for today (Shiu., 2017). It is essential part for Travelodge
industry. People are very important factor in the 7Ps and its services trend to consume and
produced at the same time for all consumers in Travelodge. The behavior of people is essential
in determining the experience of the all customer in market. People are essential part for
Travelodge and it’s improving all services. It’s provided better services to all customers to avail
many facilities for Travelodge organization.
Physical evidence
Travelodge before the services is experienced is first priority to be delivered. It’s the
process of choosing to use many services might to be; perceived. It reduced in uncertainty in
market so physical evidence such as used in Travelodge. The physical evidence by Travelodge
organization should be able to confirm the assertions of the all customers in market. It not
possible for the all customer to experience the hotel services before they have purchased, the all

customer can talk to many other customer with great experience (Ellram and Murfield., 2019).
4 Travelodge can improve their level of customer service by considering various components
Travelodge should improve many customer services and improve the quality of services.
A successful hotel mangers need to be confident in any situation of hotel and to respond
appropriately. Travelodge hotel to all customers is like a VIP and kit is essential factor for hotel
industry (Quelch., 2017). Many training is provided got the staff according to the requirement of
customer and not just a onetime event to be organized so it is improve customer services.
Performance management system is to be improved by training provided to all staff in hotel.
Performance management services are uses visual recognition technologies and to improve the
customer services in Travelodge. Travelodge provide personalizes customer services and support
many technologies that for just in time training can be used to provide personalized customer
services at the best level. Travelodge use many modern technologies and it is helps for all
customers to avail this facility. Customer issue addressed efficient and quickly and take many
measure of to improve customer service performance. Many measures are to take by
organization to improve the better services provided to the customer. Hotels' overall performance
is improved by Travelodge and to take vacations of staff to provide better services to the all
customer.
Travelodge offer many self-service options through mobile app and it are improved
customer services. The best hotel mobile apps include many options for guest to manage all
booking online through mobile app so it is important customer services provided by the
Travelodge (Gupta and Rajan., 2020). To utilize cashless payment systems in organization and to
achieve guest experience for utilize these services. Cashless payment is more convenient for
hotel and guests for providing customer services. Travelodge hotel providing innovative
technology to upgrade meeting for all customer in hotel. Travelodge provide many customer
services for the improvement of this facility.
Travelodge’s pricing strategy is important factor for analysis it is establishes the law
pricing strategy. The pricing should affect the peak and off-peak demand for Travelodge
industry. Travelodge can improve many services provided to the customers and achieve many
objectives for helpful for all customers. Travelodge is provide many services and product for
demand of customer such as provide family room, double room and special guest room for
handicapped people in Travelodge hotel. Many technologies are included by Travelodge for all
customer services in hotel and this technology is helpful for all guests. Ethics and sustainability
are major part of Travelodge industry and is define all factors for hotel. Ethical consideration
includes many accommodation providers to customers and manger has provided better services
to customer in Travelodge (Johnsen., 2018). Travelodge actively participate many practice and
educate is employees about implication for improve customer services. Travelodge includes
many factor is affect the improvement of product and services provided to all customers.
Sustainability has major component of Travelodge and kits include many sustainable

manner for hotel industry. It is manger all facility according to the requirement of customers and
providing a lending brand in the whole world in market. Ethic and sustainability has major part
for organization and to conduct ethically manner so it is helpful fir Travelodge customer.
Travelodge has inserted many new facility and product to avail customers and it is essential
factor for organization. its improve many services such as create a positive start for new
employee and provide personalized customer services so it is very important for all customer.
Organization updates new technology for all se3rviecs. to improving service quality management
for the establishment of encourage agent feedback and take a team approach to eliminate bias
for all customer services is improvement under Travelodge traveling customer service is main
part because its increase customer loyalty and increase the amount of mainly spend with in
business (Chonko and Hunt., 2018). Travelodge provides internet services enable the company to
develop better relationship with all customers and increase the many services related to avail this
facility for all customers. It is understand the customer care about storage and use of many
services as part of continual program, of customer service improvement and enable lending
brand in whole areas. .many online service provided to the Travelodge customer and it is helpful
for achieve many services. It is improve the customer services to provide new technology in
market and to enable the lending brand in whole world for Travelodge organization. Hotel avail
many facility provide to the customer services and to improve the performance of all factor is
included in Travelodge industry.
CONCLUSION
From the above report, it is concluded that for the development and growth of a hotel
company, the effective marketing management plays an important role. Marketing management
helps the company to identify their external and internal factors that can directly or indirectly
affect the company’s operational activities and performances. It is very essential for a hotel
industry to set best marketing objectives in their marketing plan. Marketing objectives provides
suitable guidelines to achieve the business goals and objectives in a very great manner. It also
assists the Travelodge to speedily establish itself as one of the leading brand in the all budget
hotel companies and market. Marketing mix plan offers recognition regarding many factors such
as hotel’s price, process, promotion, people, product or services etc. After identifying all these
factors, hotel can take effective actions to set up and improve these factors. It is also summarized
that Travelodge can improve their customer servicers by focusing on various elements such as
updating technology toolbox, treat their visitors like a VIP, offer personalized customer service,
take necessary measure of their client service performance. The other amenities like offer
complimentary services and freebies, reward repeat guests, provide multiple communication
channels to the guest such as texting, FB messenger, voice etc. also plays a huge role in rising
the customer services. Customers are the main base of the success of any business. So that
Travelodge should have to take necessary concern on the enhancing the customer satisfactions.
All these factors grow the Travelodge as a leading brand in the hotel company.

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