Individual Marketing Report for Travelodge: TOWS, Objectives, and Mix

This marketing report provides a comprehensive analysis of Travelodge's marketing strategies. It begins with an introduction outlining the current challenges in the hospitality industry, particularly due to the COVID-19 pandemic, and sets the stage for a detailed examination of Travelodge's marketing plan. The report includes a TOWS matrix to assess the company's strengths, weaknesses, opportunities, and threats. It then defines and justifies three key marketing objectives: increasing the customer base, acquiring a 40% market share, and increasing sales. The core of the report focuses on the marketing mix plan, detailing the product (services), pricing, place (location strategy), and promotion strategies. The product section highlights the introduction of new services such as RFID bands. The report also presents proposals to improve customer service, and concludes with a summary of the key findings. The report emphasizes the importance of adapting marketing strategies to the changing market conditions and leveraging technology to enhance customer experience and brand recognition. It also mentions the need for Travelodge to remain competitive in the hospitality sector, especially in the post-pandemic environment.

Individual Marketing Report

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
TASK 1............................................................................................................................................3
Marketing TOWS for Travelodge...............................................................................................3
TASK 2............................................................................................................................................6
Justification of 3 Marketing Objectives......................................................................................6
TASK 3............................................................................................................................................7
Marketing mix plan.....................................................................................................................7
TASK 4............................................................................................................................................9
Proposals to improve customer service.......................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
In the time of fast development business objectives are required to be driven by actions
and marketing movements. When markets are prone to change and accepting innovation in a
very effective manner then actions are required to be aligned with business objective in
prominent manner (Harris, Ciorciari and Gountas, 2018). In the current crisis of corona virus
every industry is at their bad phase and specifically hospitality industry is facing high losses. So
within this companies are required to modify their marketing plan. This report is enlightening
various aspects which are associated with marketing concepts and plan of Travelodge.
Travelodge is a company within hospitality industry and operating their hotel chains within UK,
Ireland and Spain. Travelodge is known as one of the most prominent independent hotel chain
of UK which is having more than 500 hotel branches across UK. This report is included with
marketing objective and TOWS matrix which is going to help the company in their marketing
campaign called “Enabling a leading brand”.
MAIN BODY
TASK 1
Marketing TOWS for Travelodge
TOWS matrix is a framework which is helpful in interpreting comparison of various
aspects which is used in order to achieve overall objectives of business (Jacobson, 2019). TOWS
matrix is helpful in matching up internal strength of the company with external opportunities
which are developed in order to get high edge benefits within business and attainment of
predefined goals in early manner. This framework is helpful in developing business strategies in
such a manner that this could assist the business in aligning with their business goals and
objectives for short and long term. The major concern for TOWS for Travelodge is to get to
know about their opportunities and threats which are faced by them in order to inculcate
strengths and weaknesses in apt manner. Being a business within hospitality industry Travelodge
is facing major problems in enhancing their customer base and brand image due to corona virus
crisis as this pandemic is impacting hospitality industry to a gruelling halt and this is the reason
that businesses are loosing their identity from market and in order to deal with this situation
TOWS Matrix is having positive implications in get to know about strengths which could lead

the company to achieve maximum within their procured resources and high brand recognition
within marketplace. TOWS matrix in the context of Travelodge has been elaborated as under:
Threats
 Due to availability of
huge competitors threat
of substitution is high.
Similarly demands of
customer are emerging
and dynamic in nature
so this is coming up as
threat for Travelodge
(Raouf, 2019).
 Due to corona crisis
economy is facing
downturn which is
coming up as threat for
Travelodge.
 Customer are having
very low cost of
switching which is
hampering their
sustainability in
adverse manner.
Opportunities
 As the company is
expanding their
business within foreign
market so this may lead
them to enhance their
brand image within
global periphery.
 Usage of technology
within their business
may provide them
immense opportunities
to sustain within
market and acquire
high customers.
 Customers are prone to
use customised
services so this is
emerged as an
opportunity for
Travelodge to offer
customised services to
their customer.

Weaknesses
 Intense competition
within market as there
are huge number of
businesses which are
operating their business
within same industry
along with
homogeneous services.
 Facing high operational
non uniformity as the
company is operating
at a huge level so this
is very problematic for
them to manage each
operation in effective
manner.
 Due to corona crisis
overall brand equity is
being tarnished.
TW
 Due to economic
downturn brand image
has been tarnished.
 Emerging demand of
customer is creating
difficulties for
Travelodge to sustain
within market
competition.
 Due to inefficient
operational
management customer
are easily moving
towards another brand
and this way
Travelodge is loosing
up their market share
and loyal customer as
well.
OW
 Due to global
expansion high edge
over competition has
been attained (Baking,
2016).
 As customised services
are not economical in
prices so this may lead
the company to loose
their segment of
customer.
 Technology usage are
providing distinct
competitive edge to the
company within
competitive market.
Strengths
 Travelodge is having
high brand recognition
within marketplace as
the company is one of
the most prominent
privately owned hotel
chain in UK.
 The company is
maintaining their
TS
 As market is down due
to corona crisis so this
is impacting their brand
value within market.
 The company is using
latest technology in
their business which is
maintaining their loyal
customer and helping
OS
 Due to usage of high
technology in business
their global expansion
is turning to a success
and helping them to
place their services
within marketplace in
sufficient manner.
 As the company is

business with
enactment of
technology due to
which prominence is
attained by them
(PIRNAR, Kurtural
and ERİŞ, 2019).
 Highly expertise are
existed in Travelodge
due to this customer
services is effectively
maintained by them.
them to boost their
brand recognition and
market share as well.
 Company is loaded
with high expertise in
their operation by
which overall cost has
been increased and
within economic crisis
the hospitality sector is
striving for their
survival.
delivering customised
services which is able
to meet demands of
customer in prominent
manner and this is
helping them to
maintain their brand
image within
marketplace.
 Existence of high
expertise is making the
company achieve
business objectives
along with this high
prominence is achieved
by them in global
expansion and this is
making their expansion
as success.
TASK 2
Justification of 3 Marketing Objectives
Marketing objective 1: Travelodge is aiming at increasing their customer base at global level
as the major concern of them is to establish their brand at prominent position within marketplace.
Marketing objective 2: The company is planning to acquire 40% market share within
hospitality industry as due to corona crisis the company is facing bad situation so in order to
position their brand in a very systematic manner and unleash various market segments as well.
Marketing objective 3: Travelodge is making plans to increase their sales over the average
level as in the crisis of corona the company is facing problem in maintaining their sales and

within the new marketing campaign they have planned to make their sales proportionate to
procured resources.
Travelodge is making their new campaign to enable them as a leading brand and these
objectives are helping the company to meet their major concerns (Casidy, Wymer and O'Cass,
2018). First objective of Travelodge is to enhance their customer base and when they are able to
achieve this objective automatically the company will have high market recognition of their
brand and their major concern can be focused. Similarly as by enhancing their customer base
Travelodge will be able to get prominence within marketplace and by this their campaign of
becoming a leading brand within market can be successful at a very early stage.
The second objective of Travelodge is to acquire 40% share within overall marketplace
and as this objective is achieved then this enable them to enhance overall brand equity as well.
Travelodge is one of the most famous and privately owned hotel chain in which the company is
maintaining more than 500 hotels across UK. In hospitality industry there are huge number of
homogeneous companies which are engaged in providing competitive services to huge clientele.
So in this market of intense competition as company is making marketing efforts in order to
secure 40% share and this could lead them to become a leading brand in hospitality industry. By
gaining high market share Travelodge can expand their market in very speedy manner and this
creates a barriers for new entrants within industry (Kim and Ahn, 2017). Travelodge can enhance
their competencies so as to deal with their rivals which lead them to become a leading brand
within marketplace.
Third objective of Travelodge is to enhance their sales, so this objective is directly
associated with their marketing campaign. As high sales stimulates creativity and improvement
of internal culture within business and this lead the company to set some remarkable standards
within industry. As Travelodge is aiming at making their brand as a leading brand at global level
so by increasing sales the company is proving their efforts to understand customer needs and
their customer in significant manner. Similarly increased sales denotes understanding of
buying behaviours of customer and this establishes a path to attain overall success for
Travelodge and to lead the industry in proper manner.

TASK 3
Marketing mix plan
Marketing mix is the accumulation of marketing plan which is to be followed by
companies in order to exhibit their marketing plan in effective manner. Marketing mix enables
the company to tackle constraints of marketing in prominent manner so that difficulties can be
eliminated and overall objectives can be achieved (Rather and Sharma, 2017). Travelodge is
making marketing plans in order to attain their business objectives within period of 12 months
and this is explained in detail as under:
Product: Travelodge is having major product as services associated with hospitality. The
company is rendering hospitality services to their customer such as staying services, breakfast,
Wi-Fi and many more. In order to achieve their objectives and renowned as a premium brand the
company is required to launch some new services and resultantly they launched new feature of
RFID band. This technology is helpful for customer as in corona crisis people are not willing to
carry cash and other things as they wants to be hands free. This technique allows the customer
for not to carry their cards, room keys and other tickets, already the band is loaded with all
requisite information along with high edge security. So this new service will help the company to
acquire more customer and satisfy requirement of their objectives as well.
Price: In the current market need of cleanliness and hygiene is very high specifically within
hospitality industry. This aspect is required to be taken care by Travelodge as they are aiming to
enhance their brand equity within the current economic crisis (Bhargav and et. al., 2016). So in
order to tackle this Travelodge is keeping their prices economic and providing all the necessary
and hygienic services to their client in order to make their stay remarkable and healthful which
could keep them away form infection of corona virus. By this the company will be able to get
additional edge over market and will get distinct identity as well.
Place: The third aspect associated with marketing mix is place of business operations. The
company is operating their business within UK, Ireland and Spain by this they are proving their
global operations as well. In order to get leading identity Travelodge is opening up new branches
where population rush is low so that to follow guidelines of social distancing. These places are
not situated within city centres, these are away from city areas and will provide high footfall of
customer who are travelled through flights and do not wish to go in rush areas.

Promotion: For promoting new technology and hotel location Travelodge is using social media
marketing in prominent manner. As in current time social media is having high footfall of users
and this may provide the company an additional coverage over market. Social media marketing
is an economic method of promotion due to which additional cost is not required to be applied by
Travelodge which will help them to save additional profit as well. Therefore by making profit
concern of the company can be met out of known as leading brand. Promotional programs are
helpful in setting up overall objectives in effectual manner along with tackling demands of
customers as well.
People: As the new technology is innovative for Travelodge and at the same time new opening
of hotels do requires lot of new workforce (Braimah, 2016). So within this Travelodge is hiring
expertise and very efficient workforce so as to get assistance over their objectives and to upkeep
their targets of new service and hotel chain. In order to provide high assistance to their customers
Travelodge is providing training and development sessions to their staff so that they can deal
queries of customer in a very impactful manner . This is going to enhance their brand image and
sales as well. Ample trainings can exhibit high expertise in the business of Travelodge which
could met their major concern of known as leading brand.
Process: In current time hygiene is having high relevancy to the business processes so within
this factor Travelodge is adopting effectual cleaning processes in their hotel premises in order to
keep them clean and neat. Along with this Travelodge is giving facility to book their services via
using online platform which creates high ease for customer. Similarly these impactful processes
are providing additional edge to Travelodge in maintaining brand image and empowered as
leading brand. As when company is able to maintain and manage their business processes then
this provides direct impact over sales and brand equity so these processes are helping Travelodge
to meet up their overall objectives in prompt manner.
Physical evidence: This aspect is associated with physical occurrence of product or services
which are offered by the company. In the context of Travelodge as they are engaged in providing
services related with hospitality then their physical evidences are facade of services offered by
them. On the other hand their RFID bands are provided to customers for single use and then
returned at the time of checking out. This is adding additional benefits to the company as they
these services are distinct and emerged as an innovation which could help them to meet their
major concern of enhancing brand image in order to become leading brand within marketplace.

TASK 4
Proposals to improve customer service
Customer service play one of the major role within marketing and known as the most
crucial aspect as well. Customer service is the aspect at which customer are heard before, during
and after providing services (Kandampully, Zhang and Jaakkola, 2018). In the current era of
competition customer service is considered as the important element of marketing and this is
taken by customer while making buying decision. So in the context of Travelodge as they are
working on their marketing campaign named Enabling a leading brand’, in this the major
constraint is taken as customer service because actions of customers are the reflection of the
offerings which are given to them. Some of the methods are used by Travelodge in order to
enhance their customer service which are elaborated as under:
Collection of feedbacks: Travelodge is providing customised and high quality services
to their customer and this is making the company highly efficient to sustain within marketplace.
By collecting feedbacks Travelodge can enhance their customer services as by this they may get
to know about requirements of their customer and loopholes in offered services. Within this
feedback can be collected by sending them email or enabling complaint system through which
any issues can be raised by customer without facing any prominent problem (Evenson, 2017). By
taking feedback customer can be treated as valued and requisite areas can be improvised by
Travelodge in order to make customer experience better.
Strengthening customer service team: Customer support is a whole department within
Travelodge and this department is responsible for maintaining customer support system within
the organisation. Within this factor at the time of recruitment Travelodge is required to recruit
skilled candidates so as to meet up customer expectations and maintain effective relationship
with the customers. On the other hand Travelodge is organising various training sessions for
their employees in which soft skills are improvise such as communication skills and many more.
Furthermore work of customer support team is required to be appreciated on timely basis so that
to encourage their deeds and motivate them in order to meet their marketing campaign.
Use CRM platform: In order to solve issue of customer dissatisfaction and ineffective
coordination among customer CRM is helpful in streamlining these issues along with managing
customer in effective manner. CRM is a helpful technology in knowing about insight of
customer so by which customised and personalised experience can be given to them. On the

other hand this enables to fast movement of customer interaction due to which long term benefits
can be build up with customers (Medina and et. al., 2017). In the context of Travelodge as they
are having primary objective to become leading brand and for this company is required to have
effective customer services in order to get high satisfaction of customer and to enhance their
sales as well. With the help of CRM technologies customers of Travelodge can be assisted at any
point of time by which promises of the company can be fulfilled due to which satisfaction can be
achieved which lead the company to create path to become leading company.
CONCLUSION
From the above detailed report it can be summarised that marketing movements are
having prominent role in meeting up business objective in significant manner (Chaney, Touzani
and Ben Slimane, 2017). As companies are highly focused on enhancing sales and for this
various factors are to be examined and managed by them in order to achieve their foremost
objective. For major purpose to achieve customer satisfaction businesses are required to match
up expectations of them and for this effective communication is required to be established in
order to gather feedback and alter services according to their needs and demands. By these ways
overall objectives can be achieved and success can be inhaled so as to get high end sustainability
as well.

REFERENCES
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in hospitality industry. International Journal of Environmental and Science Education.
11(17). pp.10387-10400.
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results. Amacom.
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Kim, K. and Ahn, S.J.G., 2017. RETRACTED: The Role of Gamification in Enhancing Intrinsic
Motivation to Use a Loyalty Program.
Medina and et. al., 2017.Customer service robot and related systems and methods. U.S. Patent
9,796,093.
PIRNAR, İ., Kurtural, S. and ERİŞ, E.D., 2019. SWOT-TOWS Analysis of Urla Destination’s
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