Strategic Hospitality Management Report: Travelodge, UK Analysis

This report provides a comprehensive analysis of strategic hospitality management, focusing on Travelodge, a prominent UK hotel chain. It begins with an introduction to strategic management and its importance in the hospitality sector, emphasizing the need for goal setting and effective implementation. The report examines the formulation of corporate strategy, including the application of strategic management models and analytical tools like SWOT and PESTLE analysis to Travelodge. It critically analyzes industry practices, exploring literature on strategic management theories, technology's role in service delivery, and the advantages of Corporate Social Responsibility (CSR) in the hospitality context. The report further details the process of corporate strategy formulation, implementation, and associated challenges within the hospitality sector, followed by a discussion on effectiveness and an understanding of hospitality operations at both national and global levels. The report concludes with key points, reflection, and a list of references.

Strategic hospitality
management

Table of Contents
INTRODUCTION...........................................................................................................................3
Aim of the report:-......................................................................................................................3
Objectives of the report:-............................................................................................................3
FORMULATION OF CORPORATE STRATEGY........................................................................3
Corporate strategy formulation and strategic management in hospitality industry....................3
Strategic management models and analytical tools....................................................................5
Pestle analysis.............................................................................................................................5
CRITICAL ANALYSIS OF THE INDUSTRY PRACTICES........................................................6
Choice of literature......................................................................................................................6
Process of corporate strategy formulation in hospitality sector..................................................7
Implementation of corporate strategy and strategic management process..................................8
Issues and challenges of implementation..................................................................................10
Discussion on effectiveness......................................................................................................10
Understanding hospitality operations at national and global level...........................................11
CONCLUSION..............................................................................................................................11
Inclusion of key points..............................................................................................................11
Reflection..................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic hospitality management refers to the requirement of creating as well as
implementing all goals and objectives whose main focus is on specific industry in order to
enhance the production level of an organisation. In context with hospitality industry it is needed
for unity and providing directions in relation with achieving goals. It helps a company to fulfil
each goal in a effective way(Le and Phi, 2021). The main purpose of strategic management is to
reach at the sustainable strategic competition in whole market. The below report involves aim,
objectives, formulation of corporate strategy, critical analysis of whole industry practices
followed by conclusion. The report is based on Travelodge, UK. It is a private company dealing
in Hotels and hospitality industry. It is one of the largest independent hotel industry which has
around 570 hotels across UK.
Aim of the report:-
To examine the concept of strategic management over decision making process.
Objectives of the report:-
 To analyse the basic concept of strategic management models and theories.
 To examine the role of technology in hospitality operations and in delivery of services
 To identify the roles and advantages of CSR in context with hospitality organisation
FORMULATION OF CORPORATE STRATEGY
Corporate strategy formulation and strategic management in hospitality industry
Strategy formulation is defined as the procedure of identifying and implementing all
goals and objectives with respect to an organisation and determining the best plan of action
among all strategies which are available at certain point of time. It allows whole organisation to
determine all its resources by offering a financial plan and also choosing the best action plan of
action so that the company can increase their profits(Kim, Kim and Wang, 2021). There are
certain steps in corporate strategy formulation and these are implementing organisational goals,
analysis of whole organisational environment, forming quantitative goals, all objectives in
relation with divisional plan, analysis of whole performance and ultimately the selection of best
strategy. In relation to strategic management applied in hospitality industry it is further been
explained as below:-

In hospitality industry it is very important to have a strategic management process. It is
necessary in order to set up proper directions and a sense of identity so that all goals and
objectives can be achieved. A hospitality organisation always set up a specific vision and
mission so in context with Travelodge also they enabled their mission for a long period of time
and due to this only they achieved growth in their particular sector. They implemented various
management structures which is the most important thing to develop themselves. There are
certain steps in strategic management which every organisation follows like goal setting, analysis
and so on. In context with hospitality industry it is been explained as below:- Setting up goals:- It is defined as the main vision of an organisation. The company set up
its goals for both short term as well as for longer period of time. To fulfil such goals a
proper procedure is to be followed(Cardoso and et.al, 2021). In relation to hotel
Travelodge also, they also had set up all their goals. Their main vision is to offer best
lodging facilities to all guests and high quality standards in relation to both rooms and
food and beverages. Analysis:- It includes the collection of data which is needed to achieve all goals and
objectives. It also involve the proper understanding of needs in relation to specific
business. In context with hotel Travelodge also, they gather information to analyse which
of their channel takes most of the bookings and which channel needs some kind of
improvement. Strategy formulation:- An organisation can achieve success only if it has all type of
resources and tools which are necessary for them to achieve success. They must
formulate all resources in a proper manner so that they can succeed. In relation to
Travelodge also, they examined and formulated all their resources by managing them in a
strategic manner. Strategy implementation:- While formulating all strategies the plan for its
implementation should be properly set up so that everyone working in the organisation
understand whole procedure and gets information about their responsibilities(Im, Kim
and Miao, 2021). Hotel Travelodge communicated all their strategic plan and through this
employees get to know about their duties.

 Evaluation and control:- It involves both performance appraisal and continuous review
of both external and internal problems. IN relation to hotel Travelodge, they also
evaluated all their data and control their obstacles.
Strategic management models and analytical tools
The strategic management model in relation to swot analysis is been explained as below:- Strengths:- The hotel Travelodge provide their rooms at a affordable price and also offer
certain special deals which attracts many customers(Yu, Lee and Madera, 2021). They
also run program for their premium customers named as Travelodge business account
card. Weakness:- In comparison with other budget hotels they does not equip their customers
for all their products and services. They also had a weakness that their hotel looks very
boring and is not as per the expectations of consumers. Opportunities:- Travelodge had many opportunities which they grab and one of it was
that they can plan to go global in order to expand their market area and enhance their
reputation.
 Threats:- In relation with hospitality industry, there are many competitors who offers
best services so hotel Travelodge also face different threats(Butkouskaya, Llonch-
Andreu and Alarcón-Del-Amo, 2021). It had a limited presence on International basis
and always focused just in UK due to which other tourists didn't have much information
about it.
Pestle analysis
In relation with the hotel Travelodge, UK it is further been explained as below:-
 Political factors:- In relation with hotel Travelodge, UK, they implemented a policy
statement in accordance with determining the commitment level to the privacy of all
customers. The hotel established UK’s first budget hotel management apprenticeship
management program.
 Economic factors:- It was determined that the number of trips which were taken by
British overseas got reduced by 12.6 million; from 69.4 million to 56.8 millon in context
with the hotel Travelodge. The UK’s appeal in terms of a tourist destination during the
phase of double dip with all visitor numbers were up by 3.1 per cent to 157.4 million.

 Social factors:- Travelodge is considered as a sociably acceptable hotel in context with
trust pilot as there are many mixed reviews. By using social media customers can get
attracted but at the same point of time any customer can put some negative review also.
 Technological factors: - Travelodge set up a very easy online booking system and a
mobile compatible page. They placed multiple add-ons to achieve more profit from the
booking customer and also some pet facilities.
 Environmental factors:- The main thing which was affecting the hotel was climate
change.
 Legal factors:- These factors include both internal and external sides. There are many
laws and regulations which can affect the business organization and on the basis of this
Travelodge was also affected in context with different new laws come in existence and
affected the whole organization.
CRITICAL ANALYSIS OF THE INDUSTRY PRACTICES
Choice of literature
To analyse the basic concept of strategic management models and theories:-
As per the view point of Rachel Smith, 2019, strategic management models are mainly
designed to help all organisations in order to establish their action plan to achieve all goals and
objectives. There are different models of strategic management like balance score card, strategy
map, SWOT analysis, PEST model and many more. In relation with balance score card it refers
to a strategy management framework which involve three elements and these are objectives,
measures and initiatives. This model gives an organisation high level of details in context with
all measures. In relation with strategy map it is defined as a visual tool which is mainly designed
to communicate a strategic plan and fulfil all business goals and objectives.
As per the view point of Bennett Conlin, 2019, there are various strategic management
theories like Max Weber's theory, Henri Fayol's and many more. In order to achieve growth it is
essential to use different methods both in context with financial and emotional incentives. In
relation with Frederick W. Taylor theory, it involves four principles. It determines that each task
should be able to determine the best possible way. The second one is that all employees should
be matched with respective jobs which must be in relation with both motivation and abilities.
The third principle is that workers should be monitored properly so that practices gets

implemented in a proper way and the last principle is in relation with that all managers should
provide training to their employees and make plan with respect to future needs.
To examine the role of technology in hospitality operations and in delivery of services:-
As per the view point of Julie, 2018, the implementation of technology has changed the
hospitality industry. As it is increasing day by day, customers are also expecting more. As the
competition is much more in hospitality sector so it is very important for hotels also to
implement new technologies. The most famous is the usage of social media. It has completely
changes the situation in relation with hospitality business as now hotels are able to advertise
about their products and services and at the same point of time customers also share their
experiences. Technology also plays the role in improving your service. In relation to Travelodge
also, they offered different technologies to improve their service and create a good impression.
They provided all their customers the option for check ins and check outs through their mobile
phones and it was also used as a smart key.
To identify the roles and advantages of CSR in context with hospitality organisation:-
As per the view point of Lukas James, 2018, corporate social responsibility is defined as
an act of whole organisation to take a voluntary responsibility towards each society. There are
many initiatives which a hotel can take like in terms of social benefits, charitable giving and so
on. In relation with hospitality organisation they offers the evaluation of quality and reputation of
all hotels in terms of certain factors. With the help of corporate social responsibility only the
company image gets increased.
As per the view point of Arlene Garrick, 2015, corporate social responsibility has many
advantages with respect to hospitality sector. As it improves the brand image due to which
reputation gets enhanced, it also lead to increase in sales and customer loyalty. IN relation with
hotel Travelodge also, they attracted all their customers because they followed their social
responsibility and also enhanced the morale among all employees working in the hotel.
Process of corporate strategy formulation in hospitality sector
In terms of strategy formulation there are various steps which are been involved and with
respect to hospitality sector it is been explained as below:- Define the organisation and its environment:- It involves various elements like target
market, customers, offerings and many more. Every business organisations sets up their
target market and in accordance with that only decides their vision and

mission(González-González and García-Almeida, 2021). In relation with hotel
Travelodge, their main target market was the customers who wants a very quiet
environment and especially the business travellers. They always offered the products
which are of best quality standards and implemented those strategies which attract all
customers. Define the strategic mission:- To move forward in the market, organisation has to
implement their mission in order to achieve all goals and objectives. It includes many
things like the core values of the organisation, current position and so on. In context with
hotel Travelodge also, they had set up their mission to provide best quality facilities to all
their guests and also implemented different facilities to achieve success in future. Define and set the strategic objectives:- To become competitive in the market an
organisation has to implement various objectives also for both short term and long term
also. In context with hotel Travelodge, they also initiated different objectives and was
communicated to all their employees and also assured that each individual working in the
organisation understand it. Define the competitive strategy:- It is very important for the organisation to achieve
better competitive advantage(Canhoto and Wei, 2021). There are three components in
relation with competitive strategy and it is market size, growth and competition. Implementation of strategy:- All organisations wants to achieve success so they had to
implement certain strategies and apply different methods. It helps an organisation to
identify which one is the best strategy and what kind of effort should be done. So, with
respect to hotel Travelodge also, they made development by innovating new products.
 Evaluating progress:- The progress which has been made with the help of different
strategies need to be evaluated so that they can ensure that they have used the best
strategy or if any kind of improvement is needed.
Implementation of corporate strategy and strategic management process
There are various steps by following the process of implementing corporate strategy and
it is been explained as below:- Communicate and align:- It is very important to communicate each goal and objective in
a clear manner so that each member working in the organisation can understand

it(Oliveira and et,al, 2021). It should also be aligned with all objectives been set up and
also as per the vision of company. Drive accountability:- The company need to first establish their goals and then should be
shared with everyone. It should inspire all their employees to achieve success and must
work on it in an efficient manner. So, as in relation with hospitality industry they also set
up their goals and in accordance with that only employees gets inspired. Create focus:- It is not enough to just communicate all goals but it is also needed that
employee should create focus on it. All workers need clear goals so that they can measure
their own progress and can make improvements. So, the hotel should also implement
constant conversations with all employees. Be action oriented:- To achieve goals and objectives employees must be properly
focused and manage everything efficiently. In a company regular tasks are been
performed and for this workers should be action oriented.
 Track progress:- All employees perform tasks at their best and it is needed to analyse
their progress so regular meetings should be implemented so that each individual
progress report can be analysed.
Strategic management process:- Develop vision and mission:- The first and most important step is to develop vision and
mission for the objectives been set up(Park, Song and Lee, 2021). The overall mission
should be implemented by involving each member and to ensure that all challenges that
may occur can be faced. Business and operation analysis:- The organisation analysis can be done by using
various methods like swot analysis, pestle and many more. In relation with hotel
Travelodge they also had certain strengths, weaknesses, opportunities and threats and by
analysing it properly a mission has to be set up. Develop and select strategic options:- There is not only one strategy that business
implements but there are various and the best one is chosen. So, in relation with this
proper tools and techniques has to be used so that they can achieve success.
 Establish strategic objectives:- There are five objectives which need to be enables and it
is named as a strategy of SMART objectives(LO and SUGIARTO, 2021). It involves
specific, measurable, achievable, realistic and time bound. So, in relation with hotel also

they followed all these objectives and it accordance with that only implemented the best
strategy.
Issues and challenges of implementation
There are many challenges that hospitality organisation can face like operational issues,
housekeeping issues, changed guest expectations and many more. It is further been explained as
below:- Operational issues:- In hospitality sector it becomes a major challenge to manage all
operational issues. It involves attending guests, service in front office, maintaining
cleanliness and many more. So, in context with hotel Travelodge also, they faced such
challenge during the phase of implementation but they tried their best in solving all such
problems. Housekeeping issues:- Every guest expects that proper cleanliness must be there in a
hotel right from rooms and other areas too(Do and et.al, 2021). It becomes a issue for
them if proper cleanliness is not been maintained. So, with respect to this hotel
Travelodge also, they focused on this aspect and check constantly that whether rooms are
been cleaned or not.
 Change in guest expectations:- Guests needs and demands can change at any point of
time. So it is very important for hotel that they gather information continuously that what
are the customer demands and expectations so with respect to it they should make certain
changes in their organisation also.
Discussion on effectiveness
In hospitality sector it is very crucial that everything is been managed with full level of
efficiency so to assure it high standards of services should be provided and best quality products
should be offered. In relation with this hotel Travelodge also ensured that proper level of
effectiveness is been maintained (Sobaih and et.al, 2021). They always provided their customers
with best quality products right from their lodging facilities, front office services, room services
and many more. As per the guests expectations it was really high and in hospitality sector there
are many competitors who offers best services so in relation with this they implemented good
strategies.

Understanding hospitality operations at national and global level
Hospitality operations is defined as work been done in the different fields of hotel industry
and other hospitality positions. It also involves the relationship between the hotel and a guest. In
relation with the hospitality operations at national level it includes certain elements like
managing whole budgets, customer service, coordinating departmental tasks and so on. On the
other hand at global level the hospitality industry is one of the most crucial industries which is
growing at unique rate to the increased rate of globalization.
CONCLUSION
Inclusion of key points
From the above report it has been concluded that in an organisation it is very important that
proper strategies gets implemented as per the goals and objectives which is set up. There are
different methods through which organisation can implement their mission and achieve success.
In context with hospitality sector they face many challenges and issues and need to assure every
time that everything is been managed in efficient way. Each individual has their own
expectations and gets change at any point of time so with respect to this the hotel need to assure
that they provide their customers with best products and high quality facilities.
Reflection
From the above report I had learned that it is very crucial for a company to attract all their
clients and fulfil their demands and needs. It is necessary to implement such strategies which will
be beneficial for both guests and organisation. As an individual I learned that I should also set up
a specific goal so that I can implement such strategy in future to achieve success. It is important
that everything is been achieved as per the mission been set. A company can achieve success
only if clear communication is been done so I also learned that I should clearly communicate
with everyone.

REFERENCES
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[Online] Available Through:
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[Online] Available Through:
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