Travelodge Marketing Plan: Objectives and Interrelationships Analysis

This essay provides a comprehensive analysis of hospitality marketing essentials, focusing on Travelodge. It explores the key roles and responsibilities of the marketing function within Travelodge, discussing its relation to the broader organizational context and the marketing environment. The essay analyzes the significance of interrelationships among different marketing units, critically examines various elements of the marketing function, and compares methods for achieving objectives through the marketing mix. Furthermore, it includes a marketing plan for Travelodge, encompassing an overview, STP analysis, marketing mix strategies, SWOT analysis, and Porter's Five Forces analysis. The conclusion summarizes the key findings and implications for Travelodge's marketing efforts. Desklib offers a platform to access this document along with a wide array of study resources.

Hospitality marketing essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1. Explaining key roles and responsibilities of marketing function within Travelodge.............1
2.Discussing roles and responsibilities of marketing related to wide organizational context....2
3. Analysing role and responsibilities of marketing on basis of marketing environment...........3
4. Analysing significance of interrelationship among different marketing units in Travelodge 4
5. Critical analysis different element of marketing function for interrelating with functional
units.............................................................................................................................................5
6. Comparing methods for role and responsibilities with application of marketing mix to
accomplish objectives.................................................................................................................6
7. Providing marketing plan for Travelodge to accomplish marketing objectives.....................9
Overview.....................................................................................................................................9
STP Analysis.............................................................................................................................10
Marketing mix...........................................................................................................................10
SWOT Analysis........................................................................................................................11
Porter Five Forces.....................................................................................................................11
CONCLUSION.........................................................................................................................12
REFRENCES.................................................................................................................................13

INTRODUCTION
Hospitality industry plays very vital role in economy especially in United Kingdom. The
present report will discuss about role of marketing with its interrelation among functional unit of
Travelodge hotel. This report will signify various marketing concept for accomplishing
marketing objectives by developing marketing plan.
1. Explaining key roles and responsibilities of marketing function within Travelodge
The major roles of marketing with context of marketing environment is defined as
specific process of execution and planning of different marketing concepts. The marketing
concept are engaged in promotion, pricing, sales, distribution etc. with direct compliments of
target audience of Travelodge are stated below:
Role and responsibilities Execution in Travelodge
Market strategies The initial objective of marketing is depicted for developing
marketing strategies and planning for business of Travelodge. The
manager of business entity has requirement of recognising target
consumers and products to their services and product according to
this. Its development has brought balance among various
organizational objectives along with various market opportunities.
In this organization, radio had vital part in its marketing strategy
and sales and price is key for its success. Its main objective to be
favourite hotel for value in UK as it offers unbeatable value in
business travel and leisure (French, 2018).
Marketing information
system
The MIS has given information on basis of factors like
implementation, planning, product and controlling various
marketing strategies of Travelodge. MIS has depicted information
on basis of logistics on real time aspect which helps in
distribution network in effective manner in Travelodge.
Marketing research It is referred as major function of marketing as it consists of
particular knowledge about product, consumers and prices for
communicating best services and product of Travelodge in
market. This organization gives meeting points for business
meetings as this hotel is situated in key business locations which
1

makes easy access from each part of country. Travelodge has
made sure about involving good restaurant facilities or are close
to restaurants of first class.
Market segmentation In the modern era of globalisation, there is presence of volatile
market as Travelodge has need of accurate segmentation given on
basis of marketing. It provides hotel accommodation along with
two major market segments such as business customers and
families. Generally, family seeks various leisure breaks as
business customer seeks hotel accommodation and close to hubs
of business activity and convenient for meeting locations.
2.Discussing roles and responsibilities of marketing related to wide organizational context
Marketing functions are enclosed with different functions such as distribution system,
advertising and finance etc. but generally these activities are considered in process of marketing.
The specific elements of marketing functions are stated below:
 Research: In Travelodge or any business entity, market research plays very crucial role
especially in hospitality industry. This is replicated as very important and with its
absence, business in near to impossible. It helps in attaining valuable information on
basis of factors related to business process. It does not involve each information but
information related to finance, raw materials, logistics and resources as other prospects of
business could be attained via research only. Hence, it is replicated as crucial function of
marketing in Travelodge (Sipe and Testa, 2018).
 Planning: After completing different procedure of strategy and next key function of
marketing is referred as planning process. The marketing department of Travelodge has
huge involvement of predicting sales figure, financial planning, communication, along
with several other business factors. As its department of planning has optimises
appropriate timeline for planning major strengths of Travelodge to accomplish its
objectives of success.
 Strategy: After gathering all data and information via research, it is processed for judging
possible weakness and strength among different business operations. This data which is
processed for allowing to make idea for strategies which must be optimised in
2

Travelodge. It would be giving valuable guidance for competing with market and to
succeed in context of market environment.
Hence, marketing functions of Travelodge are directly interlinked with several other units. It
could be elaborated with instance of finance department linked with marketing department
especially in Hospitality sector. The responsibilities of marketing has need of economic
resources for planning, research, evaluation and research of marketing strategies and
planning in Travelodge, given through organization’s finance department. In the similar
aspect, there is need of human resources with context of HR department, economic help
through finance department and logistics with distribution network etc. so, it could be
evaluated that marketing roles and responsibilities are interrelated to other functional unit.
3. Analysing role and responsibilities of marketing on basis of marketing environment
Marketing environment is replicated as combination of internal and external factors
along with forces which impact the ability of Travelodge for establishing relationship and to
serve its customers (Megeirhi and et.al., 2018). The internal environment comprises owners,
3

machines, workers etc. The external environment is classified in two components such as macro
and micro. The environmental task or micro is specific to its business but external as well. It
comprises factors with involvement of distributing, producing and to promote its offerings. The
broad or macro environment comprises high societal forces which directly impacts whole
society. This broad environment is formed through six components such as economic,
technological, physical, social culture and political legal environment. Its role and
responsibilities related to marketing environment are stated below:
1. It helps in understanding behaviour of customer: There is presence of huge existing
competition in hospitality industry with too much noise as it creates difficulty for customers for
selecting right services and goods. It is vital for Travelodge for recognising and identifying need
of its customers. Marketing environment is important for assisting customers, on basis about
decisions while products purchasing. In the similar aspect, culture is considered as remarkable
influence about behaviour with large dependent social class and income.
2. It helps for assisting understanding on its competitors: Each category and niche has presence
of various products whew its each feature is considered as USP with specific group. The most
effective aspect is to fight competition by giving better and advanced products at affordable cost
in Travelodge. Its main USP is that one of the budgeted hotel in UK with best services. Its
services are satisfactory through which loyalty could be gained by consumers of its brand.
Hence, Travelodge as hospitality organization is identified with trustworthy users and marketing
environment must be monitored along with its rivals.
3. Making prompt decisions: The marketing environment is fundamental as it enables for
capitalizing for facing various challenging scenarios. Due to presence of various marketing
factors, Travelodge has possibility for strategizing and ways to be adopted when it faces various
drawbacks. Monitoring and consonant study of marketing environment helps in enabling
Travelodge to avoid losses. In the similar aspect, marketing environment is valuable feature to
Travelodge due to sensitizing its performance because of alteration in marketing environment
(Kim, Zhen and Arendt, 2018).
4. Analysing significance of interrelationship among different marketing units in Travelodge
Travelodge is constituted of various array of sub industries which are stated below:
Food and beverage: It is replicated as most important unit in this organization. People are
always demanding food where they go. Especially in different country people prefer hotels with
4

cuisines of good taste. Hence, catering and food are essential for hospitality and starts from food
production and at the end representation of food with storage and cooking step in it. Food
management starts with its production as Travelodge serves organic food and apart from
transportation, food, storage and production are contributed as specific division. In the similar
aspect, generally people consume food which is represented in appropriate format and ease to
reach which helps in improving hospitality experience. In the similar context, it also provides
beverages in list of food and catering services.
Lodging accommodation: It features gamut from budgeted hotels to campgrounds and resort.
Accommodation is referred as huge sector which ranging from breakfast enterprises and bed for
various other facilities which are offering services of lodging in Travelodge. In the similar
aspect, customer service is directly indispensable for giving services of accommodation alomh
with efficiency, world class amenities, integrating comfort with its foundation. For example,
customers are offered privacy with exclusive services for cutting in niche. Travelodge has
presence of three things along with requirement of customer, during travel and most vital is
accommodation and rest two are transportation and food. The main reason of this fact was started
because of lodging and special emphasis on improving experience of lodging to travel around
world (Prebensen, Chen and Uysal, 2018).
Hence, it could be evaluated that Travelodge provides three kinds of services for hotel and
accommodation which are Lodging, Resorts and suites for creating interrelationship between
different marketing units.
5. Critical analysis different element of marketing function for interrelating with functional units
Marketing function within Travelodge with absence of isolation with significance of
marketing and connection for permeating different functions. Further, considering marketing
interaction along with production, research and development, IT, customer services and human
resources. Each function within Travelodge must point its customer for being customer oriented
by answering specific queries. There are various functions with interrelating with marketing are:
Research and development: It is engine within Travelodge for generating innovative ideas and
innovation for creating new services and products. This process helps in delivering new products
for innovating it on continual aspect. Its outcome through purposeful search of new opportunities
through different situations. On the contrary, R&D is driven through concept of marketing. The
requirements of potential consumers must be central for innovative research for developing order
5

for delivering products for satisfying need of consumer. The practical R&D is considered for
central research facilities related to Travelodge in various countries especially in UK. The
process of manufacturing must be directly developed and researched on basis of different aspects
of marketing mix.
Productions: With context of research and development, there are various functions of
operations, logistics and production within hospitality industry to work in cooperation in
department of marketing. It has presence of various operations which consist of different
activities like transportation, lodging and accommodation. In this similar aspect, logistics is
related to production to retail or consumer in efficient and effective aspect. In the present
scenario, logistics comprises trains, planes, buses and lorries along with technology with
implication of tracking real time. However, marketers has requirement of selling services and
products especially in hospitality industry which are in trend such as budgeted hotel. The
scenario which is not workable where marketers does not attempt for raising sales of service
which could not be supplied easily. Perhaps, Travelodge has various facilities which are avoided
through marketing campaigns (Davis, Band et.al., 2018).
6. Comparing methods for role and responsibilities with application of marketing mix to
accomplish objectives
Company 1
Travelodge Hotel
Company 2
McDonald
Product It helps in providing services
such as facilities of wedding
and Banquet, meetings,
lounges, restaurant services,
swimming pools, retail
facilities and special event
services. Its core product is
rooms of hotel and customer
stay in specific duration.
There is explanation about
peripheral services along with
additional services and
McDonald has presence of
product mix which consist of
especially beverage and food
products. There is presence of
different product line such as:
Salads, burgers, chicken and
fish, deserts and shakes,
breakfast and McCafe. These
products are directly designed
in customised aspect with
application of apps, special
discounts and adverts with
6

products. Travelodge is
improving its facilities for
attracting new customers
(Wang, Tsai and Tang, 2018).
regular differences in name of
product along with some
special content.
Price Price identification helps in
setting activities and processes
which are employed for
coming with price for specific
product. For arriving proper
price, it is very important for
considering profit margin. It
also includes price
consideration of relative
products which belongs to
same category. On the
contrary, price administration
refers to process of basic
prices to special commodities
which are dependent on
geographic location of each
factors. Travelodge hotel
provides different products at
particular price range with
location dependency. The
prices of Travelodge are in
budget which are fir to its
targeted consumers for
upholding its service’s quality.
The hotel charges valet
parking fees, pet fee are
categorised.
Organizations use various
range of techniques of pricing
to sell their products. In this
order, cost plus pricing, going
rate, loss leader and price
discrimination are popular
techniques. The overall
objective for every restaurant
of McDonald for giving food
at specific competitive value
drive price for particular
customers. Prices have slight
different McDonald’s
restaurant on basis of
numerous factors. While
setting prices of restaurants
with methodology based on
demand as it does not
prescribe price to franchises
for setting own price structure
according to their local
market.
7

Place Place is considered as where
goods and services could be
purchases and mode where
products are distributed and
kept convenient to the
consumers. Travelodge’s
products are directly availed in
right place, right quality and
quantity. The cost of storage,
inventory and distribution are
kept at level which is
acceptable (Viglia, Pelloia and
Buhalis, 2018).
It is other name of
distribution, as its startegis are
mode where organisations
receives products to its
consumers. With context of
McDonald which has various
distribution strategies in many
countries. It also provides
home delivery in many
countries but unavailability in
various countries as well.
There are McDonald’s
restaurant which offers 24x7
hour service. It is replicated as
example of intensive
distribution which makes
availability of product via sale
of each possible distribution
channel.
Promotion Travelodge has displayed its
service on its database. The
displayed features are
accurately and fully described
with quality of offered
services. It has made easier for
seeking attention to enable its
consumers for determining
where products could be
obtained. The hotel’s internal
stakeholders are aware about
attributes and values about
In the present scenario,
advertisements of McDonald’s
are most notable in its tactics
of promotion. It uses
magazines, television,
newspapers and media outlet
to communicate it with its
consumers. It also uses
various techniques of sales
promotion as well.
8

offered products.
People The extent of Travelodge hotel
has directly offer after sales
service which good method of
adding value about offering of
companies. It has provided
competitive edge over its
competitors as it is important
for observing on regular
aspect.
In UK approx. 97000 people
are employed in Mc Donalds
and owned are operated
through local business women
and men. The main aim is to
concern about issue of both
employees and customers.
Physical evidence Travelodge hotel has facebook
page along with twitter
account. These social network
platforms is replicated as huge
advantage (Soelberg, Lindberg
and Jensen, 2018).
In this element, it is physical
environment visitors and
experience of customer. It
directly impacts functions of
McDonalds with impression
of customer to restaurant as
well.
Process Travelodge hotel has
developed reservation system
and online booking for saving
time and money of customers
for accomplishing customer
satisfaction.
Process is replicated as set of
activities are performed for
attaining something.
McDonald’s undertakes
numerous activities for
delivering products to its
customers (Aktas, 2018).
7. Providing marketing plan for Travelodge to accomplish marketing objectives
Overview
The marketing plan is prepared on basis of Travelodge which is growing organization in
United Kingdom as it provides services of accommodation to business segment people and
tourists. Its main objective is to create awareness of Travelodge for laying special emphasis on
digital communication media.
9

STP Analysis
Segmentation: Travelodge helps in giving accommodation and services of restaurant and as
outcome, market could be segmented into leisure and business class consumers.
Targeting: The services offered through Travelodge with specific objective for satisfying both
leisure and business class consumers. As a outcome, demographic profile of consumers for
requirements with target to its premium customers which observes good service at reasonable
service.
Positioning: Travelodge has to promote best quality provider of restaurant services and
accommodation to Travellers from UK. With context of positioning as best provider of
accommodation and quality services to business and leisure class customers, it is possible for
attaining high growth and success for attracting more customers. It would be performing through
digital medium like Facebook, Internet marketing, twitter etc. for covering intended targeted
audience.
Marketing mix
Elements Travelodge
Product  Core products are restaurant and accommodation services
 Business class people must be given Wi-Fi service and internet
facility with meeting and conferencing room
 Basic leisure class must be given network connectivity, television,
internet services.
 USB charging points
 more choice of lighting,
 full length mirror
 ironing board and hairdryer
Price  Premium pricing policy so luxurious group could be easily targeted
for availing its services.
Place  Consideration of establishing more properties in UK as it must enter
in various tie ups with global tourism and travel consultancy service
providers.
 Gives huge exposure
Promotion  Internet marketing
10