Travelodge: 12-Month Marketing Plan for a Leading Brand Campaign

This report outlines a comprehensive marketing plan for Travelodge's "Enabling a Leading Brand" campaign, addressing key aspects of marketing management within the hospitality sector. The report begins with an introduction to marketing management and its importance for hospitality businesses, focusing on Travelodge as a case study. Task 1 involves constructing a marketing TOWS matrix for Travelodge, incorporating a marketing audit that analyzes the company's strengths, weaknesses, opportunities, and threats. Task 2 focuses on setting and justifying three marketing objectives for the 12-month campaign, aligned with the SMART model. Task 3 examines the marketing mix plan, including STP analysis (segmentation, targeting, and positioning), and details how the marketing mix elements will be utilized to achieve the objectives. Finally, Task 4 proposes recommendations to improve Travelodge's customer service levels as part of the campaign. The report concludes with a summary of the key findings and recommendations.

Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Construct a marketing TOWS for travelodge, explaining the marketing audits that you have
undertaken in doing so................................................................................................................3
Company Overview:...................................................................................................................3
Situational analysis:....................................................................................................................4
TASK 2 ...........................................................................................................................................7
On the basis of these findings, state and justify 3 marketing objectives that should be set for
the ‘Enabling a leading brand’ marketing campaign over the 12 months period.......................7
Objectives:...................................................................................................................................7
TASK 3 ...........................................................................................................................................8
Outline and examine the marketing mix plan that your marketing plan needs to consider in
order to achieve these objectives over the 12 months period......................................................8
STP analysis:...............................................................................................................................8
Marketing mix plan:....................................................................................................................9
TASK 4 .........................................................................................................................................11
Provide proposals on how travelodge can improve their levels of customer service as part of
their ‘Enabling a leading brand’ marketing campaign..............................................................11
Recommendations:....................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing management is the organisational discipline which looks over the practical
application of marketing action, techniques, methods and orientation that are available in the
company on its management of marketing resources and tools. For hospitality businesses
marketing and promotions are essential task to perform in most efficient and effective manner for
which they have ample of resources and finances available. It is considered as one of the crucial
activities as hospitality business as it deals in service industry (Chonko and Hunt, 2018) .
For the current report, discussion is conducted over identifying and evaluating the
marketing activities which are essential to undertake for constructing the most efficient
marketing mix and performing marketing audit. Travelodge is a hospitality brand which has
numerous hotel chains in United Kingdom, Spain and Republic of Ireland. Travelodge is known
as the largest hotel chain in UK operating with more than 600 hotels. The hospitality company
was founded in 1985 and it is headquartered in Thame, England, UK. The project holds thorough
discussion and analysis over new marketing campaign of “Enabling a leading brand” for
identifying and searching for new efficient marketing options available to the business.
Company is developing this marketing campaign for developing itself with the changing
scenarios of the hospitality industry and attaining competitive edge while operating in the
market. The assignment at the end has a efficient marketing plan developed with the help of STP
and Marketing mix tool. Moreover, further few recommendations or suggestions are provided
for improving customer service standards as a leading hotel operations holding company.
TASK 1
Construct a marketing TOWS for travelodge, explaining the marketing audits that you have
undertaken in doing so.
Company Overview:
Travelodge is a hotel chain which was established in 1985 in United Kingdom and since
then company have became the leading budgeted hotel chain which is spreading rapidly with
around 600 hotels in UK (Hogarth and Soyer, 2016). Travelodge operates with its value and
focused over its objectives, main aim of the company is safety and security of guests along with
providing them the best experience for the value they have paid. Travelodge has its presence in
three major markets of hospitality that is UK, Spain and Ireland. Every year they serve their

services and showcase their hospitality to more than 13 million customers and guests. The
company's headquarters are in its domestic market that is Thames, England, United Kingdom.
The offerings that is hotels of Travelodge has service offering of two major segments of
hospitality that is Accommodation (Rooms for a comfortable stay) and Food & Beverage ( Bars,
Cafes and Buffets for enjoying delicious food and drinks). Currently due to the crises of Corona
Virus company is planning to establish itself as leading in the market for which planning to
launch a marketing campaign known as “Enabling a leading brand”.
For this campaign to be success market research and situational analysis is must for
which SWOT analysis is conducted as a part of marketing audit. On the basis of SWOT
conducted of Travelodge TOWS matrix is also formed showing interrelationship between
internal capabilities and external opportunities along with significant threats and weakness
associated (Morrison, 2018).
Situational analysis:
This is a process of conducting deep evaluation of internal and external features and
factors that exist in surroundings of business and through which it can be affected in several
manner. Situational analysis is an action which is taken by marketers prior to any new marketing
engagement or promotional plans for efficient results and achieving marketing goals that will
ultimately result in attaining organisational aims.
Situational analysis of market is conducted for the new marketing campaign of
Travelodge “Enabling a leading brand”. TOWS Matrix is utilised for this for getting
appropriate idea of marketing management of resources and potentials (Moutinho and Vargas-
Sanchez, 2018).
TOWS matrix
A model which is efficient enough enabling brands and businesses to determine those
strategic options which are not easily present in-front of them. Marketers use this model as it
ensures that the organisation have an opportunity to make the best use of its strengths and get
along with its internal weakness. For the campaign of Travelodge it is the tool ensuring
determination of internal strengths and weakness along with external opportunities and threats.
Once this step is completed strategic tactics emerges by integrating strengths-opportunities,
weaknesses-opportunities, strengths-threats and weaknesses-threats.

STRENGTHS WEAKNESSES
 Travelodge is a brand
which is operating in
market since 1985 and
now it is known as the
leading budgeted
hotel chain UK.
Offerings of
Travelodge are
affordable and as it is
described in market
budget hotel providing
basic facilities to
customer but enough
value of the money
they paid (Luiz, 2016) .
 Strong and extensive
presence in major
three hospitality
markets that is first its
home UK, Spain and
Republic of Ireland.
Travelodge serves to
more than 13 million
customers through its
approx 600 hotels in
different location of
UK and more in other
global markets as well.
 Travelodge is a budget
hotel which mean
entity has limited
facilities and
amenities for guests
which sometimes leads
to unsatisfied
customers due to
discomfort.
 Another weakness of
Travelodge is the brand
has huge goodwill and
presence in UK but in
other global market it
do not hold and
efficient operation.
Higher dependency
on UK market have
caused great losses to
Travelodge in such
critical situations of
economy due to first
BREXIT deal and now
COVID19 disease
(Atwal and Williams,
2017).

OPPORTUNITIES STRENGTHS-
OPPORTUNITIES
WEAKNESSES-
OPPORTUNITIES
 Market development
is the great and the best
opportunity available
for Travelodge.
Company has strong
presence in UK and
working efficiently but
have to move and
expand operations in
new markets. Currently
the hospitality industry
in the whole world is
suffering but people
will move and travel
more for business
purpose rather than on
vacations for which
budget hotels have
great scope (Mariani,
Di Felice and Mura,
2016).
 Travelodge is a leader
of budget hotels in UK
holding operations in
Spain and Ireland as
well. The company has
potential opportunity to
make use of its
goodwill and market
image of budget option
provider to customers
and expand into new
higher markets where
it has potential chances
of growth and
development and
attainment of its
objectives.
 Losses due to Corona
virus crises and over
dependency of
Travelodge on UK's
markets will be causing
hindrances in
expansion as resources
are low and
competition is huge
even more than before
(Zhabin and et al.,
2016).
THREATS STRENGTHS-THREATS WEAKNESSES-THREATS
 The threat which have
caused huge chaos in
the world is Corona
Virus and the disease
COVID19. This threat
leads to development
 The feature of being a
budget hotel it is
useful in dealing with
the threat of Corona
Virus in potential
market. As people will
 The weakness of low
range of offering in
relation with facilities
and amenities can be
dealt with the threat of
Corona Virus and

of Travelodge new
marketing campaign
focused over
developing itself as a
leading brand.
move and travel for
business and in such
situation with low
incomes and increasing
expenses they will
chose budget hotel over
luxury.
company can easily
develop new customer
base who is more
satisfied and happy.
TASK 2
On the basis of these findings, state and justify 3 marketing objectives that should be set for the
‘Enabling a leading brand’ marketing campaign over the 12 months period.
“ENABLING A LEADING BRAND”
Objectives:
Leading brand is the purpose of Travelodge to fight back and survive with the current
market situation caused due to Corona Virus in several economies of the world affecting the
most to hospitality industry. In order to succeed and earn the position of leading brand company
has to understand and gain knowledge about the current market conditions and knowing the
impact of internal and external factors. This analysis is conducted in above section of the report
by developing understanding of TOWS matrix. In order to make the marketing campaign of
“Enabling a leading brand” managed smoothly, certain ultimate objective needs to be
developed which will create the pathway for the campaign to run. These objectives are
determined and elaborated below:
 Moving to sustainable means is the primal objective identified for the marketing
campaign. There has been development of new more environment friendly and
sustainable offering in the4 hospitality industry like every other. This is the new social
trend that shows major diversion of consumers towards sustainable goods and
operations. Human are becoming aware and responsible for the mother earth which is
leading them to goods which are made of sustainable means. For fighting with the crises
caused by Corona Virus and attracting customers operating sustainable and developing
operations which are beneficial for the business and cause very less harm to the
environment is the major objective (Gummesson, 2017).

 Improvising through technology and digital tools is one initiative towards
sustainability and can be a objective as well for the brand. The first benefits which will
be brought to Travelodge through improving their technologies and operating through it
is cost. Huge amount of money can be saved by the company for other potential
investments. Improving Technologies and advancements have contributed the most in
marketing segment allowing more aggressive and efficient promotional activities in very
low cost and for wider market and targeted audience.
 Focusing over safety and security of guests and staff is number one priority of
Travelodge which is an essential marketing objective for the business as well. Company
has to be focused about safety and social distancing standards which are followed by
developing a programme knows as TravelodgeProtect+. This marketing objective will
highlight the improvisation taking place in operations through technologies availing all
services to customer with minimal human contact and by all social distancing and safe
procedures.
TASK 3
Outline and examine the marketing mix plan that your marketing plan needs to consider in order
to achieve these objectives over the 12 months period.
The marketing plan of organisations are developed by marketers with the help of several
tools and techniques. Out of which Marketing mix strategy and STP model specifically focus
over marketing activities of business and over promotional actions. The STP analysis and
Marketing mix strategies are as elaborated underneath in the next section (Hill and et. al., 2017).
STP analysis:
 Segmentation is a process of dividing the market into smaller groups knows a segments
which are characterised according to common features and elements. Travelodge has the
surviving opportunity by moving into new markets and spreading its presence. Therefore,
geographical segmentation strategy is adopted.
 Targeting is the next phase of STP which is easier as market is segmented, now it is easy
to acquire and attract those who's demand and preferences matched with firms offerings.
Travelodge is a budget hotel chain offering basic facilities and amenities to people in the
paid value of money. Therefore, targeted audience is those who are in need to travel due

to budget cuts looking for safe and secured accommodation and other hospitality service
provider.
 Positioning according to analysis is last step but most crucial and complicated. For
developing differentiated position in market and earning competitive edge this stage
plays a major role. Travelodge can make use of their motive of Improvising through
technology and digital tools for developing a effective position in existing and new
market attracting customers and showcasing their focus over their objectives along with
maintaining proper secured social distancing levels (Yang and Gabrielsson, 2017) .
Marketing mix plan:
 Product offering of Travelodge to their customers through budget hotels is clean and
properly sanitized rooms with appropriate amenities like Wi-Fi, hot/cold water in
bathrooms, clean linens, AC rooms and many other basic services. According to the
nature and budget feature have a standards infrastructure which is suitable for short stay.
 Price of product and service offerings of Travelodge depends upon the targeted audience
and marketplace in which it is operating. Company have been and has its focus over
lower and medium segments of society travelling for some specific purpose with limited
budgets. Therefore, several offers and combos are provided for attracting people
matching them with their pockets and spending capabilities.
 Place referring to the place of distribution of services and products, Travelodge is budget
hotel but its distribution channels are massive as it has hotels in more than 600 location in
just United Kingdom. Through this marketing campaign of becoming a leader
management is spreading operations, developing more global presence as well as higher
standards of distribution channels.
 Promotion is must as to improve customer base and attracting new consumers.
Travelodge is conducting a marketing campaign but this is not enough other promotional
channels needs to be explored by the firm as well (Baker and Hart, 2016). Here the
marketing objective of “Improvising through technology and digital tools” is relevant.
Digital tools and advanced technologies have made marketing and promotions very cheap
and rapid. Social media is the potential source of marketing, attractive posters,
advertisements and graphical images are useful in reaching to maximum customers and

just few clicks. Moreover, social media and internet allows Travelodge to maintain social
distancing standards as no or very less human contact will be required for customers to
book their accommodations and other services by Travelodge.
 People that is the workforce working with Travelodge is around 11,000. All employees
are experts holding required skills and competencies in their respective expertise area.
Moreover, teams and employee safety is must for the company for which there are
regular checks and sanitisation processes being involved in operations. Employees are
trained and orientation sessions are provided over new safety and security standards that
are must to follow that are developed with integration of WHO safety and security levels
and sanitisation procedures (Barbu, Buzoianu and Margina, 2017).
 Process are the operational procedure carried out in Travelodge for running the
operations smoothly and in accordance with organisations policies and regulations. With
the new marketing campaign of “Enabling a leading brand” hospitality organisation is
changing and evolving its operations too. Now more safety and sanitising procedures are
followed and focused. New online processes are developed for books, resolving quires,
making payments, getting customer feedbacks and rendering services with minimal
human contact.
 Physical Evidence in general refers to the authenticity and appropriateness of the
operations and service offering advertised and offered by company to the customers.
Travelodge is making efforts and procedures for working in sufficient manner to fulfil
their promises made to people or targeted audience.
Monitoring and controlling:
The concluding or the last factor of a marketing plan of Travelodge is monitoring and
controlling actions that are required to be performed after 12 months time period with the sole
purpose of evaluating and analysing that projected objected are attained or not and if any
changes needed to be made in plan fro progress and betterment. The controlling and monitoring
activities will allow marketers to take a thorough look over the success or failure of their plans
and how the can bring improvement or enhancement for growth and more success in future.

TASK 4
Provide proposals on how travelodge can improve their levels of customer service as part of their
‘Enabling a leading brand’ marketing campaign.
In the whole report discussion is conducted for developing an effective marketing plans
for Travelodge which will ensure the success of marketing campaign “Enabling a leading
brand”. According to the plans few suggestions for entering the market and smooth running of
operations are necessary to follow for efficient and authentic outcomes.
Recommendations:
 Merger and acquisitions for entering new market is the most potential source of
entering new markets and expanding. Merger and acquisition refers to joining hands with
a business venture which already exist and operates in the market where Travelodge is
planning to expand. Several benefits associates with merger and acquisition is it is known
for less chaotic and effort consuming expansion strategy. Travelodge will require very
less resources as it can use resources of the other business venture to establish itself by
just improvising them according to new standards and objectives (Reiter and Matthaeus,
2018).
 Operating ethically and substantially as planned as this is one of the vital
consideration needed to be considered by Travelodge by looking at the current scenario
of the world and its marketing campaign being a hospitality service provider. Travelodge
have to integrate their objective with other firm and make sure that they are working
ethically by following all laws and orders as well as through sustainable means. They are
required to change their operational procedures into sustainable one for matching with
their objectives and rendering value to customers through appropriate services as
advertised and promised.
 Focusing over services rather than number of bookings is a suggestion to Travelodge
as current aim of organisation is to increase their customer base and global presence but
with serving guests with motive of best hospitality experience after being a budget hotel.
For following all safety and social distancing standards it is essential that hotels are not
overpopulated and overbooked. They have to make sure that no room is assigned to
visitors without proper sanitisation and with a time gap of a day after prior guest left the