Analyzing Customer Preferences for Travelodge Hotels in London

This research project investigates the factors influencing customer choices at Travelodge Hotels in London, focusing on customer service and satisfaction. The study examines key elements such as hotel location, amenities, and customer reviews, utilizing both primary and secondary research methods. Data collection involves surveys among Travelodge customers, employing qualitative methodologies to analyze the reasons behind their preferences and evaluate service effectiveness. The project includes a literature review of relevant factors, a detailed research methodology outlining the approach, design, and evaluation techniques. The findings highlight the importance of modern rooms, valuable leisure facilities, and efficient staff in influencing customer choices and satisfaction levels. Furthermore, the research provides recommendations for improving Travelodge services and attracting a wider customer base. The project presents the outcomes through illustrations and a structured report format, offering valuable insights into customer behavior and hotel management strategies. The research project is available on Desklib, a platform providing AI-based study tools for students.

RESEARCH
PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Formulating and recording possible outline specifications of research project....................1
1.2 Identification of the factors that have a contribution in the procedure of selecting research-
project..........................................................................................................................................2
1.3 Literature review of the key references.................................................................................2
1.4 developing a specification of research project......................................................................3
1.5 An appropriate plan & processes for agreeable research-specifications...............................3
TASK 2............................................................................................................................................5
2.1 Matching the resources efficiently with hypothesis & research questions...........................5
2.2 Undertaking of proposed research-investigation in accordance to the agreed specification
& procedures...............................................................................................................................5
2.3 Recording and collating the relevant-data wherever it is found to be appropriate...............5
TASK 3............................................................................................................................................9
3.1 Research evaluation techniques............................................................................................9
3.2 Interpretation and analysation of the obtained results.........................................................10
3.3 Recommendations and justifications...................................................................................11
TASK 4..........................................................................................................................................11
4.1 Presenting the outcomes of research...................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
APPENDIX 1.................................................................................................................................13

ILLUSTRATION INDEX
Illustration 1: Satisfaction level.......................................................................................................9
Illustration 2: Effects of availability of assets................................................................................10
Illustration 3: Effectiveness of services.........................................................................................11
Illustration 4: Suggestions to the relatives.....................................................................................12
Illustration 5: Location of customers.............................................................................................13
Illustration 6: Prices of Travelodge................................................................................................13
Illustration 7: Location of the hotel...............................................................................................14

Title of the research: “To analyse the reason behind choosing Travelodge Hotel by customers
visiting London: A study on their current customer services”
INTRODUCTION
Research project is defined as the scientific study or a type of systematic investigation
which is carried in order to establish the associated facts and figures. This involves the utilisation
of diversified theories as well as hypothesis as well. Furthermore, the inclusion of research
methodology helps in proper conduction of the study. So, on coming towards the current chosen
topic of analysing the reason behind choosing Travelodge Hotel by customers visiting London,
research methodology will be providing the necessary guidelines so as to carry the study further.
The focus of Travelodge Hotel is mainly upon business class clientele and families as well (Our
Company, 2016). So, it is the responsibility of the authorities to satisfy the needs and
requirements of all those individuals who come to undertake their services.
TASK 1
1.1 Formulating and recording possible outline specifications of research project
Aim:-
To analyse the reason behind choosing Travelodge Hotel by customers visiting London:
A study on their current customer services. The current research emphasises upon Travelodge
hotel since it has been experiencing ample profits in terms of satisfying majority of customers in
London.
Objectives:-
 To analyse the reason behind choosing of Travelodge Hotel by customers in London
 To analyse the factors which play key role in choosing this particular hotel
 To evaluate the current customer services of Travelodge Hotel To recommend ways in which Travel Lodge services could be evaluated effectively
Research Questions:-
 What is the reason behind choosing of Travelodge Hotel by customers in London?
 What are the factors which play key role in choosing a hotel?
 How can the current customer services of Travelodge Hotel be evaluated?
 What are the recommended ways in which Travel Lodge services could be evaluated
effectively?
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1.2 Identification of the factors that have a contribution in the procedure of selecting research-
project
Abundant topics have been undergone by the researcher in order to carry the present
research. So, the sources of information available as per the current study were more reliable and
authenticated which led towards the choosing of this topic. Adding more to this, the researcher
had keen interest in analysing the services of Travelodge Hotel. This was the reason which led
him choose the current topic. Henceforth, to carry the research forward, a diversified set of
activities have been included in order to analyse the reason involved in increasing use of travel
lodge hotels in London by customers.
1.3 Literature review of the key references
Factors considered by the customers while choosing a hotel
According to Wilson and et.al., (2012), the choice of a particular hotel, is a crucial task
that involves role of many key elements. Namely, there are some factors which play a key role
in the minds of consumers while selecting a hotel. First one deals with the location of hotel.
Customers often choose that hotel which lies within the proximity of all the major tourist’s
destinations in a particular state. This is important so that less time is taken in moving from one
destination to another as stated by Bergman and Klefsjö, (2010). Also, business class clients
prefer to choose the hotel that is situated near main business centres as well as industrial areas.
Also, another factor associated with location is that medical-service centres, shopping malls as
well as railway-stations should also be near the chosen hotel by them. However, as per the views
of Sharma (2012), the most important factor considered by people while choosing a hotel is
suitable homely environment so that they feel comfortable there and can live for a long period of
time.
Importance of amenities provided by hotel
According to Hanif, Hafeez and Riaz, (2010), the second factor which plays effective role
in choosing hotels is the amenities provided by hotel. However, there are certain types of hotels
which provide additional services such as traditional programs, free Wi-Fi facilities which are
most probably chosen by the customers or tourists who select the hotel accordingly. It acts as a
motivating factor to choose a particular hotel over the others. However, in contrast to this, as per
the views of McNiff (2016), customer's do not live in hotel much if they visit for holiday purpose
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and opt for clean, beautiful and comfortable rooms rather than concentrating on other amenities
as it is common in the offerings of most of the hotels.
Importance of Reviews of the customer
The most influential factor which plays a key role in choosing particular hotel is the
reviews which are often given by other customers who have already stayed at that hotel. The
reviews clearly depict the image of the hotel within the minds of their potential customers. So,
before choosing a particular hotel, a brief analysis of the reviews given by previous customers
should be done. Also, the second most influential factor which plays a key role in choosing a
hotel is the value or the price at which an individual is being provided the accommodation
facility as argued by Sharma, (2012). So, in context with this, providing discount offers plays a
key role in attracting majority of customers. There are many 3-star, 5-star hotels who at occasion
of festivals offer ample discount offers to grab the attention of majority customers. According to
Bell (2014), it is important for hotels to focus on the tastes and preferences of their customers in
order to generate higher profits. Product offerings must align to the objectives of customers.
1.4 Developing a specification of research project
Researcher will be using a diversified range of tools and techniques to meet the
formulated aim & objectives of present study. So, following methods will be included: Collecting Data: Researcher will be making use of both primary & secondary sources to
gather relevant and authentic information. Approach of research: Researcher will be making use of the inductive-approach to carry
the study forward by aid of observations & theories. Philosophy of research: Researcher will be using interpretivism - philosophy for deeply
studying the various elements associated with current study. Design of research: Descriptive category will be utilised by the researcher as per the
current aim & objectives of study. Sampling: Researcher will be conducting a survey among a sample of 20 customers who
are Travelodge Hotel's regular customers in order to make error-rate reduction.
 Analysing the Data: For carrying the present study, researcher will be using qualitative
methodologies in order to reach better conclusions. There are two different forms through
which data can be analysed. In this context, it includes numeric and theory based data.
Both are effective but numeric is the one that are gathered when there are complex
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analysis is to be made in which comparison needs to be done. On the other hand, theory
based data are those information which are gathered by some other researchers. In
accordance with the type of research that is carried out, this method is one of the most
effective as it enables to present the information gathered in the form of tables, charts,
graphs, etc.
1.5 An appropriate plan & processes for agreeable research-specifications
Activity July, 2017 August, 2017 September,
2017
October, 2017
1 13 22 30 4 10 18 25 5 12 20 28 6 19 22 31
Selecting the title of
research
Formulating the
proposal for research
Going through the
sources of literature
Formulating the aim
and objectives
Draft the literature
review
Collecting the elements
in context with
secondary-data
Analysing the
secondary data which
has been collected
Formulating the
approach for research
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Developing the
questionnaire
Collecting the data
Analysis of the data
that has been collected
Completion of the
chapters that are
remaining
After submitting to the
tutor, awaiting for the
feedback
Introduction of the
necessary changes
Making print of final
draft and binding it
Completion
From the activities planned in context to the Gantt chart, researcher will be responsible
for carrying out the research-work further. Adding more, each activity will be evaluated so that
the necessary modifications could be introduced. Overall time of 4 months will be undertaken by
the researcher to take it towards completion. Henceforth, a detailed study would be done as per
the set aim and objectives of current study.
TASK 2
2.1 Matching the resources efficiently with hypothesis & research questions
For making the research go in particular direction, researcher will be making use of both
primary as well as secondary sources. Questionnaires, etc., will come under primary method. On
the other hand, secondary information would be collected from articles and online journal
sources. Adding more to this, research questions will be providing a necessary guide towards the
conducting of study as per the formulated aim & objectives. According to Bergman and Klefsjö,
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(2010) there are many firms that deliver their customers with similar set of products and services.
However, customers make use of the services or products that are able to satisfy the
requirements. When requirements are satisfied, then customer’s base is developed and it also
increases the profitability.
So, as per the current topic of the study, researcher will be briefly analysing the current
customer services of Travelodge Hotel. With this he will also determine the reasons which are
responsible for choosing of this particular hotel. So, all the activities involved have to be planned
out accordingly in order for introducing the necessary modifications.
2.2 Undertaking of proposed research-investigation in accordance with agreed specification &
procedures
Both primary as well as secondary sources will be utilised by the researcher to carry the
research forward. Adding more to this, work of other researchers will be used to take an idea
about the necessary elements involved in the study. Also, questionnaire will be circulated among
20 customers of Travelodge Hotel which will further assist the researcher to get an idea about
their current services. After this the obtained results will be properly evaluated and analysed to
get the required modifications and hence the aim and objectives of current study will be met.
Adding more, thematic will assist in getting the desired results. Also, in order to evaluate the
results obtained, graphs and statistics will assist in evaluating them.
2.3 Recording and collating the relevant-data wherever it is found to be appropriate
To conduct the research in effective way, 20 customers of Travelodge Hotel would be
assisting in gathering necessary facts & figures. This would aid in effective analysis of the
current customer services of Travelodge Hotel.
Theme 1: Satisfaction of the needs and demands of customers.
Criteria Responses
Yes 18
No 2
Theme 2: Assets which affect to choose Travelodge Hotel.
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Criteria Responses
Valuable leisure facilities 3
Modern-rooms that are attractive 8
Facility of Pull-Out beds specifically for children 3
Quality for money 6
Theme 3: Services are effective because of efficient staff.
Criteria Responses
Agree 6
Strongly agree 12
Disagree 2
Strongly disagree 0
Theme 4: Suggestions to friends and other family-members to prefer Travelodge Hotel in their
future trips.
Criteria Responses
Yes 18
No 0
Not sure 2
Theme 5: Travelodge able to attract customers only from London.
Criteria Responses
Yes 4
Across the world 16
Theme 6: Travelodge able to attract customers only from London.
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Criteria Responses
Yes 18
No 0
Up to a certain extent 2
Theme 7 : Location of Travelodge Hotel also playing a key part in your selection process.
Criteria Responses
Yes 18
No 2
The findings that were obtained from questionnaire led to the fact that current services
offered to Travelodge's customers are effective enough to grab the attention of ample customers
thereby fostering their sales and profits.
TASK 3
3.1 Research evaluation techniques
In order to carry out the research in appropriate direction, assistance would be provided
by the research methodology. So, to carry forward research in appropriate direction as per the
formulated aim & objectives, following set of tools and techniques should be utilised. Research-Philosophy: It is responsible for determining the associated values &
perceptions as per the current topic of research (Bell, 2014). These are of two type which
are interpretivism and positivism. Interpretivism is proves to be beneficial only when
qualitative type has been selected. On the other hand, positivism depends upon the facts
and figures are considered regarding certain aspects. So, to assess the current study,
interpretivism method will be used by researcher for deeply studying the associated
elements of study. This will help in meeting the aim & objectives of current study. It is
related to the interpretation of different elements of the study in better manner. However,
in positivism approach the research findings are only descriptive and which lacks in
depth evaluation of the study. Hence, interpretivism approach have been more helpful in
this research.
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 Research approach: This is focused on pattern of data collection. There are two type of
research approaches which are inductive and deductive. Specific content is considered
when deductive approach is selected. On the other hand, inductive contains information
from general to specific. Inductive approach will be utilised by the researcher as per the
current study to be carried out (McNiff, 2016). As per this, research would be carried at a
general level and afterwards will be moving towards a specific context. Deductive
approach is basically concerned with testing the theory that has already been developed.
However, in this case, the researcher is conducting altogether new research. Inductive
approach will help in developing new knowledge to the researcher. This would carry the
research-work in desired direction. Research Design: This is considered to be the blueprint and consist of presenting the
findings of collected information. These are of three types which are exploratory,
explanatory and descriptive. Among these the researcher has made use of descriptive
research design. This assists in gathering information for present study and accordingly
present them to the reader. Keeping in mind the current study’s formulated aim and
objectives, descriptive approach will be used by the researcher in doing theoretical
research upon topic chosen (Verschuren, Doorewaard and Mellion, 2010). This would be
helpful in carrying a detailed study upon the associated element of topic and henceforth
the customer services will be analysed effectively.
 Data-collection: This is a type of method that enables to gather information for the
research. These are of two types which are primary and secondary. Primary are those
which are collected for the first time. Questionnaire would be incorporated as per the
primary method of collecting information. As per the secondary method, articles,
newspaper-materials, etc., along with other researcher's work would be used (Saunders
and Lewis, 2012). The information obtained via these methods will be authenticated &
relevant as well. Primary data will be collected through questionnaire in order assess the
priority of customers. It will also help in evaluating that why Travelodge is chosen by the
people more in comparison to other hotels. On the secondary information will be
gathered with the help of books, journals, online websites, etc. Both these methods are
highly effective in determining appropriate outcome for the research topic.
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