Marketing Communication Report: Analysis of Travelodge Strategies

This report provides a comprehensive analysis of Travelodge's marketing communication strategies. It begins with an introduction to the hotel and its position in the UK market, highlighting its growth and key statistics. The report then delves into the concepts of marketing management, examining product and production orientation, and how Travelodge aligns with a production orientation. The marketing environment is analyzed, including both external factors like technology and legal aspects, and internal strengths such as brand positioning and customer service. Marketing strategies, including positioning, are discussed, with a focus on Travelodge's approach. The marketing mix, including product, process, and physical environment, is also examined. The report concludes by summarizing the key findings and implications for Travelodge's marketing efforts. The report covers various aspects of Travelodge's marketing approach, including its product, process, physical environment, and the strategies used to reach its target market.

RUNNING HEAD: Marketing Communication 0
Travelodge
Marketing Communication
(Student Name)
11/19/2018

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Table of Contents
Part 1..........................................................................................................................................2
Introduction............................................................................................................................2
Concepts of Marketing Management.....................................................................................2
Product Orientation and Production Orientation................................................................2
Marketing Orientation Concept..........................................................................................3
Marketing Environment..........................................................................................................3
External Environment Factors............................................................................................3
Internal Environmental Factor............................................................................................3
Marketing Strategies...............................................................................................................4
Concept of Positioning........................................................................................................4
Positioning strategy of Travelodge.....................................................................................4
Marketing Mix........................................................................................................................5
Product................................................................................................................................5
Process................................................................................................................................5
Physical environment..........................................................................................................5
Conclusion..............................................................................................................................5
References..................................................................................................................................6

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Part 1
Introduction
According to the hospitality association of Britain, the industry of hotel is in the center of
their imperative period of construction in the overall history. The industry of hotel is one of
the main growth industries worth trillions of ponds at the global level (Conradson, 2017).
This report will mainly focus on Travelodge hotel in the United Kingdom with examining the
micro and macro environment of such hotel. The main purpose is to examine the Travelodge
with the intention to gather the market intelligence that would help in supporting the
managerial development (Bowie, et. al., 2016).
Travelodge is one of the largest budget hotel brands with the third biggest hotel chain related
to the number of rooms in the United Kingdom. It is the fastest growing hotel in the UK. It
operates in the industry of hospitality (Erbakanova, 2016). The revenue of UK enhanced by
20% to $300 million, the country London presented the strong growth at 32% as well as the
sales of room increased by 14% at 5.5 million. Travelodge served 380 hotels with 26,500
rooms in the country UK. The hotel is planning to spread their roots by introducing 1000
more hotels by 2020. It employs above 5500 people a well as 87% of the booking is made
online (Panchal, 2016). It is located in the center of major cities such as London, Cardiff,
Belfast, Madrid, Edinburgh, Birmingham, Dublin, and Barcelona in larger towns of Britain.
The people such as tourist, business and leisure customers prefer to book the Travelodge
hotel due to the network coverage, their brand strength, their strong balance sheet, as well as
distribution. The revenue growth of brand Travelodge increased by 9 % to 6 million. The
competition in the industry of hotel is increasing rapidly; it becomes important for the hotel
to be fully aware of the external factors that could have a great impact on the industry (El
Haddad et. al., 2015).
Concepts of Marketing Management
Product Orientation and Production Orientation
Product Orientation
It is the process in which Travelodge mainly focus on the quality of the product rather than
on quantity.

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Advantages
 The advantage of product-orientation is that it mainly focuses on the quality of the
product without getting bothering about what the customer wants to buy or what the
market says.
 It will help in increase the image of the company in the market of UK.
 The company will enjoy the competitive advantage of low price with quality product
in the competitive market.
Disadvantages
 The main disadvantage that the hotel can face is, they can miss the opportunity to
target maximum customers because the product is developed according to the quality
and ignoring the preference as well as the demand of customers.
 The demand of consumers would greatly affect as well as the company can missed the
opportunity to reach maximum customers (Cohen, 2014).
Production Orientation
The production orientation is mainly focused on the price of the product as well as which are
widely available with basic feature and mass distribution. They will deliver the product at a
reasonable price to attract maximum customers (Babin and Zikmund, 2015).
Advantages
 Travelodge can serve reasonable price rooms to their customers.
 The reasonable price attracts maximum customers.
 The company will able to compete their competitors in the competitive market.
Disadvantages
 It compromise with the quality of the product and unknown about the need of
customers that they actually need it or not.
 The ignorance of customer preference would affect the image of the hotel negatively
(Babin and Zikmund, 2015).

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Marketing Orientation Concept
There are five marketing management orientation such as production orientation, product
orientation, selling orientation, marketing orientation and societal marketing orientation
(Ozkaya et. al., 2015). Travelodge has adopted production concept in the marketing
management orientation. The best example of Travelodge is, the hotel served their rooms at
reasonable rates as well it is available in most of the big cities of UK which make them the
easy availability of rooms to their customers. The hotel has served approximately 360 hotels
with 26,500 rooms. Therefore, Travelodge has spread their branches in most of the big cities
of UK such as London, Edinburgh, Belfast, Manchester, and Dublin and so on to target
maximum customers. They catered quantity of products to their customers which help them
to provide them at a reasonable price by compromising the quality of product at a certain
level. They do not serve their service according to the need or requirement of customers
rather they deliver their service as well as a product according to the easy availability of
product (Haynes and Egan, 2017).
Marketing Environment
It is the combination of internal and external factors as well as forces which affect the ability of the
company to establish their relationship and serve its customers.
External Environment Factors
Technological Factors
The hotel Travelodge is also greatly affected by the development of technology. The
company use technology in booking their rooms. It made the work of the company easier
than before. In the past the company need to follow the big process to book a single room for
the consumer, it was taken huge time which made irritate to the consumers. With the help of
the technology, the hotel would able to book the rooms more quickly. 65% of the booking is
done through smartphone which made the consumer happier and satisfied than before. The
advancement of technology makes the market more competitive. (Wang et. al., 2016).
Legal Factors

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The legal factor plays prominent role in the hotel industry. The law of minimum wage,
holiday pay, sick pay and some other rights are protected under the legal framework of UK
government. Travelodge faces the issue of possibility of an increased in the minimum wage
rates as high as $20 an hour in some proposals. That could lead to higher labour costs as well
as service reduction (Wan and Law, 2017).
Internal Environmental Factor
There are certain internal factors of Travelodge that would represent the strength of the company.
They are explained in below points:
 The hotel has its leading position in the hospitality industry is targeting the middle-
end customers. The hotel offers, a wide range of services to their customers specific to
both class which includes the business as well as leisure travelers. Travelodge is one
of the first companies which offer as well as an introduced advertisement in television
and Travelodge spread their brand across the majority of the prominent location
which is another major advantage for the hotel. Travelodge has offered affordable
rooms to their customers in the good condition which attract maximum customers in
an effective way every year. The hotel has claimed that approximately 16 million
people stay in the Travelodge hotels every year. Travelodge has also committed to
serving and maintaining a clean as well as a healthy environment. The hotel has spent
an amount of $30 million in their advertisement to attract and inspire maximum
people of Britain to maintain a healthy environment.
 In addition, the company has also runs the programs for their premium consumers
such as Travelodge Business Account Card which make them unique in the
competitive market. Most of the consumers prefer to visit Travelodge due to the
reason of such perks provided to them with efficient service. The company has also
an extensive presence in the market of UK with more than 500 facilities that make
easy for their loyal consumers to find the suitable place to stay anywhere. (Niesche,
2015).
Marketing Strategies
It refers to those strategies which are used to implement the plan of business in an effective
manner. It is the combination of marketing goal and comprehensive plan. the marketing strategies
mostly used by the company to compete in the market in effective manner.

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Concept of Positioning
The positioning is the process of establishing the image or identity of a brand or product so that the
consumers perceive in a certain way. It helps in creating as well as establishing the image of the
company in the mind of consumers in the target market.
The marketing strategies require efficient as well as appropriate positioning of the
performance of Travelodge within their consumers. through the approach of positioning,
Travelodge has proposed to target as well as identified the target consumers which are
located in the different region of the country. there are certain benefits of positioning such as:
 The factor of positioning helps the management to approach the customers as well as
offering the best possible deals which increase the sale of Travelodge.
 The main aim of the positioning is to create a positive image in the mind of the
people as well the strategy in related to the positioning help in to promote the hotel in
related to the best quality provider of accommodation as well as restaurant services to
travelers from the UK as well as from outside the world.
 Travelodge would able to achieve higher growth and success by positioning
themselves as the best provider of quality accommodation services to the leisure class
people as well as business class people. It would help the hotel to target and attract
maximum customers.
 The positioning as the best provider of quality accommodation services can be
performed by the hotel through various mediums such as internet marketing,
Facebook, Twitter and so on in order to attract maximum customers. Therefore, apart
from the selection of efficient target market, the marketing strategies has greatly
required the appropriate positioning to target et maximum and required customers
(Neirotti, Raguseo, and Paolucci, 2016).
Positioning strategy of Travelodge
The hotel should adopt a brand positioning strategy to increase their sale in the market.
According to the target market in a competitive world, Travelodge is required to position the
image of the brand in the mind of customers. It takes place by identifying the demand of
customers as well as their desires by adding features and characteristics to each segment.
Through brand positioning, the hotel would able to expand their market a global level as well.
Travelodge gas mostly spread their roots in the market of UK only; they have an opportunity
to expand their branches in another region as well to target maximum customers. To attract
maximum customers, Travelodge can enhance their brand image by providing various kinds
of services other than providing the rooms to travelers only. The hotel can enhance their
brand image through adopting effective promotional tools which help Travelodge to spread
awareness for their brand among maximum customers. The hotel can adopt promotional tools

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such as offering discounts, food service, and coupons, connected in social media with the
customers. With the help of such tools, the hotel would able to enhance their image of the
brand among the customers which affected the sale of Travelodge at greater level (Alden and
Nariswari, 2017).
Marketing Mix
Product
The hotel Travelodge offers a variety of services as well as product to their customers
through which the sale of the hotel would increase. The hotel offers discounts to different
categories of customers such as business as well as family travelers. Through such method,
the hotel has made attempt to approach the maximum numbers of customers which are
required to increase the sales. For example, Travelodge provides rooms for the business class
people that are accommodated with other features such as facilities f internet, Wi-Fi services
and so on (Travelodge, 2018).
Process
With respect to the process, Travelodge served best quality services to their client or final
customers. The process allows the service personnel in resolving as well as satisfying the
query of customers on an immediate basis. The timeline factor of the hotel is crucial which
provide fast delivery to their customers; it ensures the best possible satisfaction among
customers. For example, Travelodge takes regular feedback from their customers for the
service they provided; it increases the confidence among the customers (Morozova, 2017).
Physical environment
The hotel Travelodge maintains the well-decorated interior in their chains of the hotel at
present. Mostly they introduce new ways to present their interior. It removes the dullness of
the hotel, as well as the customers, feel more attracted by the interior decoration of the hotel.
Travelodge meet all the requirement of room facilities which cover every need of the
customers to feel luxurious by their customers at the hotel. For example, the hotel has a
modular building which is popular with the name of Pod Bedrooms. It looks more attractive
which make them more popular as well unique (Haynes and Egan, 2017).

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Conclusion
From the above, it can be concluded that in the recent scenario the industry of hospitality
plays a prominent role which increases the demand of the hotels. Travelodge is one of the
leading hotels in Britain which is known as the budgeted hotel in the United Kingdom. The
hotel has spread their roots in the most famous cities of UK. Travelodge manage 380 hotels
as well as 26,500 rooms across the country UK with quality services. The advancement in
technology affected the operation of the hotel at a greater level. They mostly prefer online
marketing through which various consumers get attracted to the hotel. At the same time, the
rules and regulation by the UK have also affected the hotel; it forces the hotel to increase
their security which indirectly increases the cost to the hotel. Travelodge offers reasonable
rooms to the customers which is one of the major strength in the competitive market but the
hotel target low as well as middle-level income group which limit the earning of Travelodge.
Therefore, the hotel required strong positioning in the market to attract maximum customers.
The hotel should focus on the brand image of the hotel which will help to increase the
earning of the hotel at a greater level. Travelodge provides a variety of services or products to
their customers as well as take proper feedback of customers for rendering their service with
attractive ambiance. Therefore, Travelodge attracted various customers but they need to be
more focused as well as need to spread their roots at a global level to attain the success.

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