Marketing Management Report: Travelodge Case Study and Analysis

This report delves into the marketing management of Travelodge, a prominent UK hotel brand. It begins by exploring marketing orientations, specifically product and production orientations, and how Travelodge applies these concepts. The report then examines the marketing environment, including technological, legal, and internal factors influencing Travelodge's operations. Furthermore, it analyzes marketing strategies, focusing on the concept of positioning and its importance in planning. Finally, the report assesses the marketing mix, identifying and describing Travelodge's products and services, and how they are delivered to consumers. The analysis includes examples like Travelodge's £100m investment in hotel modernization. The report concludes with an overview of the discussed topics.

Introduction
The object of this paper is to deliberate different aspects of marketing management in context
of Travelodge’s marketing team. Structure of this report is divided into four different
segments; Segment 1 describes the marketing management orientations/concepts in which
product and product orientations are described. Segment 2 describes the marketing
environment in which technological, legal, and internal environment factors are described.
Segment 3 describes the marketing strategies in which concept of positioning and its
importance in planning is described. Last segment is segment 4, which focus on the
marketing mix in which organization’s service and product offering are identified and
described and also the process through which they delivered their products and services to the
consumers. At the end, brief conclusion is stated in terms of concluding the assignment.
Travelodge was founded in 1985, and presently it is considered as second largest hotel brand
in the UK on the basis of number of hotels and number of rooms operated by this
organization. This organization lease, manage and own almost 540 hotels (more than 40,000
rooms) across the UK, Spain, and Ireland. Till the year 2016, Travelodge operated almost
40,847 rooms in 543 hotels. Largest market of this organization is UK (represent 99% of total
revenue), and this is accompanied with 98% of rooms operated by the organization.
Management of Travelodge expect that they attract almost 18 million customers every year,
and in this almost 90% of the bookings are made through direct channels. Almost 10,000
employees are currently working with this group. Following are the operational highlights of
Travelodge:
 By the end of year 2017, almost 15 new hotels are opened
 There is constant acceleration of new pipeline development.
 This hotel expects almost 18 million customers every year.
Marketing Management Orientations/concepts
Product & Production Orientations:
Product orientation: There is flexibility in the definition of product orientation, but
generally it means, that business organization is more focused in terms of meeting the wants

and needs of their customers by making as much products as possible in the cheaper and
efficient manner. In other words, organization ensures that product supplied by them meets
the demands of their customers even though there is requirement of constant reinvention of
products.
Advantages Disadvantages
More customer oriented approach, as
organization is always responsive in terms of
meeting the demands of their customers.
There is threat of missing the opportunities
and narrow branding.
Production Orientation: This approach of the marketing mainly focuses on the
manufacturing and production process. If organization chooses this strategy then there is no
requirement to focus on the needs and demands of the customers, because organization
develop highest quality products and offer them in affordable price to their customers. In this
approach, organization belief that if they develop good product then it will definitely
accepted by the customers.
Advantages Disadvantages
Organization constantly focusing on the
improvement and development of their
products and offer them at lower price to
their customers.
There is high risk that products are rejected
by the customers because they do not meet
the demands and needs of the customers.
Market orientation approach:
Travelodge use the product orientation approach in terms of ensuring growth of their
business, and in this they focus on enhancing the quality of their products and services, which
they offer to their customers to meet the demand and needs of the customers. In this they
offer the quality products for their customer’s instead of the cheap products and believe that
if product is good than price does not matter for the customers. Organization focuses that
product supplied by them meets the demands of their customers even though there is
requirement of constant reinvention of products. This can be understood with the help of
example; Travelodge invested almost £100m in their UK hotel modernisation programme,
which was concluded in the end month of year 2015. This programme took the time of at
least 3 years, in which almost 35000 rooms were renovated by giving them more
contemporary look and by fixing the new Travelodge Dreamer king-sized beds.

Marketing Environment
Identification of the legal and technological factor
Identification of the internal environmental factors
Marketing strategies
Concept and importance of positioning
Positioning strategy to be adopted
Marketing mix
Identification and description of the Travelodge’s products and services