HND Hospitality Management: Travelodge Marketing Plan Assessment

This report provides a comprehensive marketing plan analysis for Travelodge, a major player in the UK hospitality industry. The analysis covers the essential elements of marketing, including segmentation, targeting, and positioning (STP) strategies. It details the company's marketing budget, outlining allocations for promotion, advertising, and direct selling over a five-year period. The report also examines the company's strengths, weaknesses, opportunities, and threats (SWOT) within the competitive landscape, considering the impact of Brexit on the hospitality sector. Additionally, it includes an executive summary outlining Travelodge's vision, mission, goals, and objectives, alongside a discussion of marketing's crucial role in driving organizational growth and enhancing customer service. The report concludes by emphasizing the importance of marketing in the hospitality sector and its impact on brand awareness, customer acquisition, and overall business performance.

HOSPITALITY MARKETING ESSENTIALS
INTRODUCTION
Marketing refers to management and learning of exchange relationship. It is
responsible for identification, anticipation and satisfaction of requirements of
customer profitability. Marketing essentials is defined as process of creation,
promotion and delivery of services to their customers. Brexit has created
significant impact on hospitality sector both in positive and negative manner.
It is considered as important component of business as it assists them to attain
their objectives in suitable time period. It is like a document which furnishes
guidelines to marketing manager of organisation by which they can improvise
their level of productivity within market. By this they can reach target market and
attain success.
Executive Summary:
Travelodge hotel render their services within UK and provide their
services in different countries. It is one of the largest hotel within UK and it is a
private organisation.
Vision of hotel:
They aims at providing quality services to their customers by which
they can retain them for longer time period.
Mission of hotel:
Management of Travelodge focus on capturing large market share from
their rivals to have implanted competitive image within market.
Goals and objectives:
 Their main objective is to render or furnish quality services to their
customers according to their requirements and needs.
 They are aiming at enhancement of their sales by around 11% in
approaching 2 years.
 Their goal is to enhance their market share by around 20% by 2020.
STP of Travelodge hotel: It is necessary that organisation must provide
services on the basis of market segmentation. This will assist them to
improvise overall performance of organisation within marketplace.
Marketing budget:
This plays critical role in formulation of
marketing plan as it identifies complete budget of
Travelodge. This is provided below:
Marketing budget
Particulars
1st
year 2nd year
3rd
year
4th
year
5th
year
Initial money 8000 6000 1000 13000 11350
Investment 12000 12000 20000 11000 11500
Total 4000 18000 21000 24000 22850
Marketing outlay
Promotion 7500 5200 3300 2300 4250
Advertisement 3200 3100 5300 3200 2000
Direct selling 3200 1500 4000 1000 3650
Total 13900 9800 12600 6500 9900
Basic marketing plan for Travelodge to meet objectives
•Segmentation: Travelodge Hotel has created segments
of market demographically by this they are able to
increase their profit levels. This segment is dependent on
income level of customer's.
•Targeting: Travelodge Hotel target people such as
corporate people, business class people to furnish their
services.
•Positioning: Travel-lodge renders their services in UK.
Their new service is premium economy rooms by which
they can attain success within market.
Strengths Weaknesses
 Affirmative
brand image
within
marketplace..
 They have less market
share within market.
Opportunities Threats
 Expansion of
their services in
other countries.
 Competition within
market is high. Their
competitors are easy
Hotel,
Implementation:
In this stage of marketing plan, manager of
organisation executes different activities by which they can
improvise their sales, thereby leads to enhancement in
profitability of Travelodge to have affirmative brand image.
Monitoring and control:
In this stage manager monitors all activities of
marketing plan to make sure that all the functionalities are
carried out in required manner. By this right decision can be
taken for accomplishment of plan. By this organisation can
attain higher success within marketplace.
From above it can be concluded that marketing plays crucial role
within organisation to improve overall growth within marketplace.
With respect to hospitality industry, marketing of provides them with
option to render enhanced services to their customers. Apart from
this, different roles and responsibilities of marketing function such as
brand awareness, target customers, promotion and many other.
CONCLUSION