Digital Business Management and Emerging Tech: Travelodge Hotels

This report analyzes Travelodge Hotels Limited's digital business management, focusing on its B2C e-business model and strategies for customer engagement. It identifies strengths and weaknesses in their website, recommends improvements to their digital marketing approach, and examines customer traffic data using web market intelligence platforms. The report also discusses Travelodge's e-CRM and social network channels, along with the cybersecurity measures implemented to protect customer data, highlighting the company's commitment to e-business ethics. Recommendations are provided for enhancing social media presence, improving data analytics, and strengthening data protection policies.

DIGITAL BUSINESS MANAGEMENT AND EMERGING BUSINESS
TECHNOLOGY

Table of Contents
INTRODUCTION 3
IDENTIFICATION OF E-BUSINESS MODEL THAT THE WEBSITE OF
TRAVELODGE HOTELS LIMITED 4
COMPETITIVE STRATEGY AND DIGITAL BUSINESS STRATEGY 7
DIGITAL MARKETING STRATEGY AND OPTIONS 9
CUSTOMER TRAFFIC DATA 11
E-CRM AND SOCIAL NETWORK CHANNELS
CYBER SECURITY MEASURES 15
CONCLUSION 17
REFERENCES 18

INTRODUCTION
 Digital business management refers to the use of technology
for the purpose of creating new value in a business. It makes
uses of business models, customers experience and the
potential of a company to conduct smooth functioning of an
organization.
 The present report is based on the Travelodge Hotels Limited.
The CEO of the company is Craig Bonnar and the company
was founded in the year 1973. The present report is aims to
identify the E- business model that the company pursues.
 It identifies the competitive strategy and digital business
strategy used by the company. The present report will include
recommendations for improving the digital marketing
strategies, web market intelligence platform, and e-business
ethics.

IDENTIFICATION OF E-BUSINESS MODEL THAT
THE WEBSITE OF TRAVELODGE HOTELS LIMITED
 The company Travelodge Hotels Limited's website
follows the B2C business model. The B2C refers to
business to consumers.
 Under this e business model, the website of a company
can be accessed by its consumers. The customers of the
Travelodge Hotels Limited can easily book and reserve
tables from the company's website,
 they can also book rooms by feeding in the date on
which there is a requirement.
 Concepts and approaches to identify strengths and
weaknesses of Travelodge Hotels Limited website-

STRENGTHS
 The customers can easily access the website,
check for the availability of rooms if required
on a particular date and then book online.
Similarly,
 they can reserve their tables if they are
planning a dinner on a particular date.
 This makes it easier for the company to gain
engagement on its website as a number of
customer search for the website and check
availability.

WEAKNESSES
 As the numbers of visitors on the website
of Travelodge increases, it leads to an
increase in the number of orders too. It
gets difficult for the company to manage
multiple orders at once.
 It is difficult for the company to get the
orders from the same customers on a
regular basis, therefore the company
needs to spend more on online marketing
to attract new customers.

COMPETITIVE STRATEGY AND DIGITAL BUSINESS
STRATEGY
 Travelodge is the UK's leading hotel group is having a great
importance of digital business strategy since over 70% of overall
bookings are coming from digital marketing channels.
 Running more than 560 hotels in the nation makes the company to
use digital technology as key component of its business strategy.
 The company is having owns official website to ease the booking
process. Over the time with growing importance of digital business
it spent over one million euros in the first phase of website
development.
 it is keeping focus on overall marketing push to maximize
customer traffic on it.

RECOMMENDATION
 It is recommended that Travelodge should expand its area
of serving since after experiencing great success of
digital business as above shared that over 70% customers
are booking digitally.
 So it can expand its presence a bit more all other
competitors are using it to the fullest extent and are
grabbing bigger market share.
 From last couple of years it is hiking the presence on you
tube so can curb more customers but the view rate was
less than fifty percent.

DIGITAL MARKETING STRATEGY AND OPTIONS
 Restructuring the digital team and enabling rapid talent growth suitable to the
needs.
 Laying out a clear transformation digital roadmap.
 Working with senior team to formulate a budget and take into account
opportunity cost factor.
 Enhancing the breadth and performance of Travelodge's digital marketing
approach.
 Developing and maturing the digital analytics and insight function.
 Working with other adjacent teams to mature internal working practices,
including the move from 'waterfall' to 'hybrid‘.

RECOMMENDATION
 With this regard it is recommended to Travelodge that it
should go for better social media reputation it is essential at
this point of time because the other competitors are notching
up their strong presence on the social media platforms.
 For this purpose, it can pay attention on review sites like
google maps and yelp in addition to manage the social
media profiles.
 This step will help in enhancing image of the company to
expand the grip of digital marketing

CUSTOMER TRAFFIC DATA
 As per the data shared by similar web market intelligence
platform it can be concluding that the company is performing
good in last couple of years.
 There is a little information with this regard are as-
 In the country the rank of Travelodge is 387, in the category of
the same business the rank is 6th.
 global rank is 11,085. Total visitors on the official website are
4.8M where bounce rate is 39.96%.
 Pages per visit are 4.03 and average visit duration is 00:04:30.

RECOMMENDATION
 Chat with support team so can give valuable information.
 Can use google analytics to know deeply about the Custer's visit.
 Map the journey of the customers.
 Must target the right keywords to increase website traffic.
 There may be problems in search intent, keyword difficulty, search volume so sort out
it.
 Build topic cluster and pillar pages, which links out to various subtopics.
 Answer valuable questions to increase traffic to website pages.
 Can also go for google SERP click through rate.