Unit 15 Hospitality Marketing Essentials: Travelodge Analysis

This report provides a comprehensive analysis of Travelodge's hospitality marketing essentials, focusing on their marketing mix, segmentation, targeting, and positioning strategies. The report highlights Travelodge's introduction of 'Super Rooms' and their premium pricing strategy aimed at attracting high-class and business-class customers. It examines the company's marketing plan, emphasizing the importance of understanding and catering to customer demands. A SWOT analysis identifies Travelodge's strengths, weaknesses, opportunities, and threats, providing insights into the competitive landscape. The report also includes a marketing budget projection for the next five years, outlining investments in promotion, sales publicity, and direct selling. The role of the HR manager in identifying strategies to enhance brand reputation and customer satisfaction is also discussed. Desklib offers a range of similar solved assignments and study resources for students.

HOSPITALITY MARKETING ESSENTIAL
Purpose of marketing plan is to incorporate
services which catering the demands of
customers in efficient ways. Without strategic
market plan It is impossible for Travelodge to
achieve their goals and targets.
Overview of the company: Travelodge is
considered as second largest brand in hotels in
terms of hotels and rooms. Organisation was
founded in 1985. company is headquartered in
Thame, England and operates around 500 hotels
in UK, 12 hotels in Ireland and 5 hotels in
Spain. Hotel offers standardised rooms to the
customers in affordable prices. Travelodge has
successfully managed its high brand recognition
with the help of effective marketing tactics.
Vision: To deliver standardised services to
guest to earn huge revenues.
Mission: To improve existing services which
helps in enhancing customer base.
Marketing objective:
To deliver standardised services and increasing
market growth by 15% in next 6 months.
Company is introducing luxurious “super
rooms” for guests to increase profit by 20% in
upcoming year.
Segmentation- It means focus on particular group of people. Here, Travelodge has
segmented market on basis of demographical factors which means according to income
of people.
Targeting- After segmentation, market should be targeted which is also an
important factor. Travelodge Hotels has targeted market on basis of corporate and
business class people.
Positioning- It provide services throughout United Kingdom and created its
position by providing super rooms.
SWOT Analysis of Travelodge Hotel
Strength Weakness
 Hotel offers affordable double
and family rooms with offers
and discounts which attracts
large number of customers.
 Travelodge fails to provide
concierge and porter services to
customers.
 Ambience of Hotels are boring
and plain looking.
Opportunity Threats
 Hotel can brand itself as
environment friendly and
introduce sustainable programs
to enhance customer base.
 Competitors like Hilton,
premier inn and Holiday Inn are
preforming well and providing
standardised services in less
price.
Marketing Budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 8000 6000 11000 6000
Investment 10000 5000 15000 9000 10000
Total 17000 13000 21000 20000 16000
Marketing outlay
Promotion 9000 8000 9000 6000 6000
Sales publicity 5000 6000 10000 8000 8000
Direct selling 14000 6000 11000 12000 6000
Total 28000 20000 30000 26000 20000
It is the duty of HR manager of Travelodge to identify the required strategies and
increase the brand reputation in market. Manager must monitor and analyse the wants
and needs of customers. This will help hotel to offer service in desired manner and
enhance their profit margins.
INTRODUCTION
Marketing is defined as the management and
study of exchanged relationships. It is the
process of analysing and satisfying the needs of
customers. This process involves advertising
and selling of services or products which are
offered by an organisation in hope of generating
huge revenues.
MARKETING PLAN
SEGMENTATION/TARGETING/POSITIONINGMARKETING MIX
Product: Travelodge is widely popular for their services
in hospitality sector. Hotel is introducing new ' Super
Rooms' to enhance customer's satisfaction. All the
facilities such as well-furnished AC rooms, comfortable
bed, refrigerator, coffee maker, payable laundry service
provided to guests will be standardised as these rooms are
expensive and luxurious.
Price: As company is targeting rich high class and
business class people, range of these rooms will be high
and company has decided to adopt premium price
strategy.
Place: These Super rooms will be available in each
geographic location where Travelodge has presented
itself.
Promotion: To promote their luxurious Super rooms
Travelodge has introduced Ad- campaigns and targeted
rich peoples. Hotel management has planned to advertise
about Super rooms through premium magazines and
newspaper along with social media.
Process: The process associated with these Super rooms
will be same for each hotel associated with Travelodge
brand. Layout of these rooms for similar price will be
similar and same kind of facilities will be given to all the
guests.
People: Employees and customers are the assets of every
organisation. To serve customers in desired manner,
Travelodge needs to provide training sessions to
employees. This will help the workers in understanding
the right way to serve customers.
Physical evidence: All the facilities like free Wi-Fi, AC,
refrigerator, tea-maker acts as a physical evidence for