Travelodge Hotels: Marketing Essentials, Plan and Strategies

This report provides a comprehensive analysis of Travelodge Hotels' marketing strategies, focusing on the roles and responsibilities of marketing within the organization and its interrelationship with other functional units like HR, finance, and customer service. It examines the marketing mix (7Ps) of Travelodge Hotels, comparing it with Premier Inn to highlight differences in their approaches to product, price, place, promotion, people, process, and physical evidence. Furthermore, the report outlines a basic marketing plan for Travelodge Hotels, detailing the company overview and potential strategies for achieving organizational objectives and targets through effective advertising and brand promotion. Desklib provides access to this and many other solved assignments.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT............................................................................................................................3
TASK 2............................................................................................................................................3
P3. Marketing Mix with comparison of different organizations.................................................3
TASK 3............................................................................................................................................9
P4. Basic marketing plan for Travelodge Hotels ........................................................................9
CONCLUSION..............................................................................................................................12
REFERNCES:................................................................................................................................13
Books and Journals:...................................................................................................................13

INTRODUCTION
Marketing can be understood as a crucial tool which includes understanding of the
market, tastes and preferences of customers, customer driven strategies, improving profitable
relations and cater the quality among the consumers. In the current scenario, the importance of
marketing has been increasing day by day. Most of the organisations are concerned about
customer relationships with their brand and they put every possible effort to satisfy them with
innovative approach and use appropriate marketing strategies in their respective business (Azeez
and Et.al., 2021). Travelodge Hotels has been taken in this report which is the private
organization which deals in hospitality industry and hotel in the location of UK, Ireland and
Spain. It is one of the largest independent chains of hotel. The report includes many topics
marketing roles and functions, interrelationship with functional departments in the company. It
also includes marketing mix and marketing plan.
TASK 1
Roles and responsibility of marketing.
Marketing is a very important tool of the company which supports to increase the profitability
and productivity of an organisation by offering goods and services to the consumers. It is a
process which includes critical thinking of understanding the needs and wants of consumer and
how business makes every possible solution to satisfy those wants. In case of Travelodge
Hotels , it is considered as a very important function which aids to enhance the productivity level
of an organisation through advertising and other marketing campaigns. It also helps to provide
necessary information to their consumers (Bokenchina, 2020). It also supports to enhance the
customer relationship with a brand by delivering high-quality offerings in order to fulfil the
demands of customers. Marketing function possesses a very imperative role in order to identify
the potential products which an organisation can launch in the market. It plays a role to promote
their offerings which comprises various promotional tools such as product plan, customer
service, market research, development process, sales, promotion and many more. Marketing
function helps to create a positive brand image in the marketplace.
 Identify the requirements of customers: Marketing function plays a role to identify the
changing tastes and preferences of customer in which they mainly focus on identifying

the needs, taste, wants, attitudes and habits of consumers and carefully examine the
information that what a consumer is actually demanding in the marketplace.
 Satisfy customer needs and wants: It is a crucial role that a marketing function plays to
satisfy the wants and needs of target consumers. Marketing function must be able to
understand the products that can fulfil the demands of consumer and can offer them
worth for their investment.
 Making profit: Marketing function is accountable to find new and innovative solutions
in order to promote and sell products and services to the consumers which may consist
offering the customers with value added packages which not only increase the overall
sales and profit but also cater the customers value for their investment
 Promotion: Promotion is the most vital function of marketing which can be defined as a
form of communication in which information is spread to the customers regarding the
company's offerings (Copley, 2018). It includes the knowledge about products and
services of company’s offerings such as advantages and merits of the product that can
help to attract more customers and make them to purchase it.
 Pricing: Pricing can be defined as a monetary value that has been added to the product
and services of an organisation. It is the most critical element of marketing function that
directly affect the consumer’s decision to purchase a product or not. In case of
Travelodge Hotels , marketing manager co-ordinate with finance department and set the
prices of their offerings accordingly which add value of their products. Apart from this,
the company put a very reasonable prices on their offerings which can be afford by any
common person in the market.
 Distribution: Distribution is a process in which products and services of a company are
deliver to the final consumers in the market. Marketing function is also plays a role of
distributing products and services to the target market in an effective way and assures the
distribution channels to deliver the offerings. It directly impacts the profits of an
organisation when goods and services are not deliver on time to the consumers.

Inter relationship of marketing with other functional units of organization.
Marketing have different roles and responsibilities in wider organisational context. In
case of Travelodge Hotels , it is very significant to make a proper coordination with other
departments to achieve organisational goals and objectives in a definite time (Dao Jr, 2020).
In case of Travelodge Hotels , the interrelationship of marketing department with other
departments is discussed below:
Marketing and Human Resource: Human resource of any organisation is highly known for
recruiting the right talent to the right job in the company. HR is also worked for the welfare of
the staff members with a predetermined budget. The marketing department of Travelodge Hotels
is inter related with HR department in which they make sure that the job vacancies in marketing
department are occupied with right people and in a definite time. Moreover, marketing
department also interrelate with HR by ensuring that employees are well trained to face new
challenges and changes of market.
Marketing and Finance: Marketing plan and tactics must be done in a certain budget which
comprises taking into account the profit and cost margin of an organisation. Finance department
plays a very important role that helps to set a certain budget to the marketing department in order
to conduct their marketing activities within a certain cost. Furthermore, it also helps to cater the
information related to the expenses for carrying out the marketing activities.
Marketing and customer service: Marketing and customer service department are the most
important functional department as they both play the role to satisfy and fulfill the demands of
customers (Garg and Kumar, 2021). The customer service department of Travelodge Hotels
support with the feedback of customers to the marketing department which help to produce new
products. The interrelationship between marketing and customer service is very significant as
they both focus on customers and develop a positive relationship with them.

TASK 2
P3. Marketing Mix with comparison of different organizations.
In general terms, marketing mix is practiced by marketing managers to understand the
current situation of market and produce marketing plan accordingly. Originally, the 7P's are
identified by the company which mainly includes price, product, place and promotion and lately
progressing strategic role of marketing, it was deliberated to involve with other aspects which
outlines process, people and physical evidence in order to accomplishing the long-term
objectives of a company (Hung, 2020). In case of Travelodge Hotels , marketing mix is
consisting set of strategies which supports to produce an organisational value in the marketplace.
There is significant interrelationship between each and every component of marketing mix. The
organisational success depends on the effectiveness of 7P's:
From the above image, it is clear that marketing mix is consist with seven elements which
are place, promotion, product, price, people, process and physical evidence. All the elements
significantly comprehend by the company in order to make effective marketing strategies and
plan which support to gain competitive benefits and objectives of Travelodge Hotels (Jarin). It
can be better understood with the help of following table in which two companies use marketing
mix to achieve their aims:

Marketing mix- It is a combination of factors that can be controlled by the business organisation
to purchase its products. It included multiple areas where the marketers need to focus as a
part of comprehensive planning for the organisation. This tool can help the organisation in
understanding what the service or product can offer and in which manner successful product
offering can be plan. It included the 7P's which are discussed in two different organisation in
hospitality industry:
Elements Travelodge Hotels Limited Hotel Premier Inn
PRODUCT The product of the
organisations are rooms, food,
comfortable beds, 24 hour
service and a luxury services
with the peaceful
environment .In order to gain
high competitive advantage,
some additional products and
services are also offered by
hotel like free magazines and
newspapers for business
travellers, Wi-Fi facilities etc.
The products of the Hotel
Premier inn are the clean and
fresh rooms. The organisation
also provide other products
such as food and drink
facilities, magazines,
television in the rooms,
swimming pool etc. for the
people to have a wonderful
experience in their hotel.
PRICE The pricing strategy of the
organisation is formulated on
the basis of its locations an the
size of the business. The
company increase its prices in
the peak season as there is
increase in the demand and the
company lower its prices in off
season to attract the customers.
The company uses premium
pricing strate4gy in order to
attract the corporate and upper
class people. The organisation
sets high prices by maintain
the quality of services it
provides to its customers.
PLACE It currently operates 450 hotels
in Spain, Ireland and United
It is one of the well know hotel
in British which operates

kingdom. As the organisation
is famous and growing at a
rapid speed it is planning to
increase its market share and
achieving the high growth in
the market.
around 785 hotels in different
locations. The hotels are
located n the prime locations
such as suburbs, city centres to
attract high class people with
luxury benefits.
PROMOTION It uses the tools to promote its
products and services to attract
customers. For example sales
promotion, advertisements.
Also it provides discounts for
regular customer and online
booking so that it is able to
attract customers and to create
brand value.
The company organises
various campaigns to create
brand awareness. Also it
spends on the advertisement
and website development so
that it is visible on top of the
search of the people create the
attractiveness in its website to
avail customers.
PEOPLE It focuses on hiring skilled and
talented workforce so that the
high quality of service is
maintained in the organisation.
The organisation considers the
highly qualified employees for
the effectiveness of the
organisation and is able to
provide the best services to its
customers.
PROCESS It ensures that the same
process is used in different
branches in order to main the
quality and a formulation. The
company uses effective room
booking process in order to
make easy for its customers.
The organisation uses high
technical process to attract the
customers. It uses self check in
and check out so that
customers do not need to wait
and they can avail the services
effectively.
PHYSICAL EVIDENCE The main evidence for the
company is that it has
The organisation focuses on
the good environment and a

attractive interior, clean rooms
and well dresses staff. Also
they provide branded products
to attract customers.
well designed interior which
attract the customer sand also
main the high quality of
services for high class people.
TASK 3
P4. Basic marketing plan for Travelodge Hotels .
Marketing plan can be understood as an operational document of any organisation that
determines the advertising strategies to generate leads and accomplishing organisational
objectives and targets (Shabbir and Et.al., 2020). It also determines the potentiality of a company
in order to satisfy the needs and wants of consumer. As mentioned earlier, marketing is very
essential which helps a brand to promote their products and services to the market place through
advertisement, brand promotion, mouth publicity and many more. If an organisation doesn't have
effective marketing plan, then it hardly gets their objectives and goals accomplished. The
following is the marketing plan of Travelodge Hotels :
 Company overview: Travelodge Hotels is the prvate independent company which is
mainly dealt in the hospitality and hote chains. It serves in many locations which includes
UK, Spain and Ireland. It was founded in the year 1939 and serves in approximately 435
locations. It has around 1200 employees who serves business in world wide.
 Vision and Mission: Travelodge Hotels ’s vision is to become the best and favourite
hotel for the value. It is aimed to seek to offer the unbeatable value in the business travel
and leisure. With the attractive bedrooms and comfy king sized new beds, it creates the
travelodgical choice for the customers.
 STP approach: STP approach produce a model of classification of target customers to
satisfy their wants. In case of Travelodge Hotels , it contains segmentation, targeting and
positioning which are mentioned below:
Segmentation Targeting Positioning
Segmentation refers to the This process of STP approach STP approach consists the

classification of target
customers as per their beliefs,
taste and preferences, culture,
attitudes and many more
which signifies their changing
attitude towards buying. It is
very significant to the
company to make clear
targets on their consumers so
that it will be helpful to adopt
their strategy accordingly. In
case of Travelodge Hotels ,
the target customer are based
on demographic factors.
consists targeting on the left
out markets and make
appropriate tactics to cover
them. Targeting the market
appropriately is very vital to
the company as their
consumers are concerned
about their product’s quality.
In case of Travelodge Hotels ,
they target their consumers
on the basis of the income
and make every possible way
to satisfy.
positioning of Travelodge
Hotels into the target market.
The company utilizes every
marketing tool to be
identified by their customers
through different ways of
communication such as
advertisement and other
promotional tools.
 SWOT analysis: SWOT analysis helps an organisation to examine internal factors that
influences the business environment. In case of Travelodge Hotels , they signifies the
strong and weak points of company that avoid opportunities and cause threats:
Strengths Weaknesses Opportunities Threats
 The brand
expands their
business at
multinational
level and has a
strong image
of their brand
in the market
(Thow and
Et.al., 2021).
 Travelodge
 The hotel
places its
customers
with high
value on the
experience as
well as more
of the choices,
these kinds of
issue can put
it in
 China and
Asia are the
emerging
markets
through which
they can take
benefits to
generate their
income and it
will be very
helpful to
 Day by day, it
is becoming
the major
concern about
the
competition in
the market as
the hospitality
industry is
fastest
growing

Hotels
achieves
strong
competitive
benefits with
an
approachable
service quality
that no
competitor can
offer.
disadvantage
as it may fail
to live up the
expectations
of the
consumers.
 The company
is the budget
hotel so it is
not equipped
for its
customers
with wide
range of the
services.
increase their
sales as well.
 As it is a
multinational
brand it is
very
important to
deliver
services with
varieties of
range and for
such they can
take
advantage of
latest
technology
into their
hotel system.
business
nowadays.
 Identification of target persons: Travelodge Hotels targeted their consumers based on
demographic factors. As the company has a wide range in the confectionery segment they
target higher section of community and for that purpose they are required to take help of
technical proficiency who could keep eye on social media advertisements and
competitions (Jambulingam, 2018).
 Marketing goals: It includes SMART objectives of Travelodge Hotels which are
mentioned below:
Specific Measurable Attainable Realistic Time-bound
The specific aim
of Travelodge
Hotels is to
Balanced
scorecard and
KPI techniques
To make brand
engagement into
different
Product
diversification
will be less
More time will
be taken to
measure success.

make a brand
that cannot be
compete by
oppositions.
They use
product
diversification in
to large target
market.
will be used to
measure results
which helps to
understand the
strategies is
appropriate or
not (Costa and
Seabra, 2021).
markets. complex as a
brand has a very
good financial
capabilities and
customer base.
Measure and success: Balanced scorecards and KPI indicators is used to measure formulated
plans.
CONCLUSION
It is summarized that marketing is very important for every organisation to achieve their
objectives. Marketing function has different roles and responsibilities to achieve predetermine
targets. Marketing mix includes 7 P’s which is essential to evaluate what the company wants to
create in the market. The marketing function plays an essential role to communicate the offering
to guest so that they can be attracted. The marketing plan is usually created with the help of
SOSTAC model which helps in achieving its marketing goals.

REFERNCES:
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