Marketing Essentials for Travel and Tourism: Travelodge Report

This report provides a comprehensive analysis of Travelodge's marketing strategies. It begins with an introduction outlining the importance of marketing and its role in building a strong organizational presence. The report details the key roles and responsibilities of marketing functions within Travelodge, including market planning, development, research, promotion, and customer service. It then examines the interrelation of the marketing department with other departments such as HR, production, and finance. A comparative analysis of Travelodge's marketing mix is presented, contrasting it with a competitor, TUI. Finally, the report proposes a market plan for Travelodge, including an executive summary, mission, vision, objectives, and a situational analysis incorporating SWOT and PEST analyses. The report concludes with a discussion of the implications of these analyses for Travelodge's future marketing efforts.

Marketing Essentials for Travel and Tourism.

Table of Contents
Introduction .....................................................................................................................................4
P1Roles and responsibilities of marketing functions.................................................................4
P2 Roles and responsibilities of marketing relation to wider organizational context.................5
P2 Comparison of marketing mix...............................................................................................6
P4 Market Plan............................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

Introduction
Marketing is one of the most important factor of an organization which helps to build a
presence of an organization at a large scale. Improves ability to develop their business at a large
scale. Marketing attracts large number of customers with products and services of an
organization. In this report we are going to show key roles and responsibilities of marketing
function in Travelodge. Role of marketing and their interrelation with other departments in an
organization. Marketing mix needs to be develop and planning process to achieve business
objectives. Need to prepare a marketing plan for Travelodge to meet their objectives.
P1Roles and responsibilities of marketing functions.
Marketing functions helps to increase the sales and productivity of the business by
identify the needs and wants of the customer. Travelog uses the marketing function in their
business to collect and analysis the information of the market so that they can achieve the
success and the growth of the business. There are various roles and responsibilities of the
marketing functions which helps the business of the Travelog. These roles and responsibilities
are explained below:
Market planning: In the functions of the marketing the Travelog makes the effective and the
efficient planning which increase the sales, production, promotion of the business. Market
planning is the practices to organise and explains the focus of the marketing of the Travelog
(Zehir, Köle and Yıldız, 2015). This is the report of the business which determine the how the
Travelog apply the marketing strategies to achieve the objectives of the business, satisfaction of
the customised, increase the sales.
Market development: Development of the market is the responsibilities of the marketing
function which identifies and develop the new segments of the markets. It is the process in which
the business try to develop the existing market to increase the sales of the business
Product development: This functions refers to the development of the product with the
effective quality to attract the number of customer which increase the sales and productivity of
the business (Sanclemente-Téllez, 2017). The development of the new products to increases the
level of the production by fulfilling the needs of the people. It also focuses to improve the
existing product and services of the business
Market research: In this function the Travelog analysis and and collect the information from
the market which helps to increases the sales of the business. This function of the marketing help

to identify the needs and wants of the customer and takes the effective decision to satisfy the
needs of the customer. Research of the marketing helps to understands the advantages and the
disadvantages from the competitors so that they could take the relevant action to protect the
business and get the success and growth of the business.
Promotion: This is also the responsibilities of the marketing which gives the information of the
products and services of the business to the customer from various methods such as
advertisements on the TV, newspaper and on the social media (Yadav, Kumar Dokania and
Swaroop Pathak, 2016). Promotion of the products and services increase the sales of the
business
Listening to the needs of the customer: This is important to listen to the needs and wants of the
customer. Travelog makes different channels of the marketing that helps to understand the needs
and wants of the customer to achieve the objectives of the business.
Customer support services: This is the responsibility of the marketing function in the business
to provide the support services to the customer like credit services, after sales services, handling
complaints of the customer. These services increase the level of the satisfaction of the customer
towards the products and services of the Travelogue.
P2 Roles and responsibilities of marketing relation to wider organizational context.
Marketing is one of the most important and essential part of an organization and success
of organization is largely depends on the ability to market their products and services. Marketing
needs to be effective that have ability to cope up large number of customers with their products
and services. Marketing needs to be attractive so that it have ability to develop their business at a
large scale(Begde, 2018.). Marketing helps Travelodge and all other department of company to
develop business. Travelodge needs to be effective that have ability to bring effectiveness in
their products and services. Marketing helps all other department to develop plans for achieving
goals and objectives of an organization.
Marketing and HR department
HR department mainly works to manage workforce and development of organization.
They mainly emphasize to analyse and recruit effective employees in an organization. Marketing
department works to attract large number of customers with products and services of an
organization. HR department helps marketing department by recruiting effective employees that
helps to achieve goals and objectives of their business. They develop a strong team for marketing

department and train them to gain experience. Whereas marketing department helps HR to
expand reach of marketing by advertising vacancies in an organization so that effective
candidates will sit in an interview.
Marketing with production department
Marketing department helps production department by providing them information about
customer need and wants so that they are able to produce products according to their customers
requirement that help them to achieve their goals and objectives. Marketing needs to be effective
to develop their business at a large scale. Marketing department take proper surveys that helps
them to achieve goals and objectives of their business(Seetanah and Sannassee, 2015.). Whereas
production department provide proper knowledge about products and services so that marketing
department prepare proper plans for advertising of their products and services.
Marketing with finance department
Finance department is one of the most important department of organization without
which they are not able to work according to the requirement. Finance department provide funds
to marketing department so that they are able to complete their activities effectively without any
problem. Whereas marketing department helps in effective advertising of products and services
which helps in engaging large number of customers with products and services of an
organization which helps to increase flow of money in an organization.
P2 Comparison of marketing mix
Marketing mix Travelogue TUI

product The company have the level of
accommodation which is related to
prices of guest. The products offered by
company is the fully furnished rooms
with have the limited range of services
such as the Wi-Fi, reception along with
room serviettes. The company have the
providence along with providence of
facilitates along with services which
have the catering of specific needs.
The company has the offence of
the services which is highly
differentiated as compared to its
competitors in marketeer. The
company have the offering of the
product are services which are
considerer to be unique. The
company should have the
introduction of the product
portfolio to increase the level of
attractiveness.
price The company have the level of
commitment in providing the best
services which at cheapest prices along
with targeting the low income along
with causal travelogues. The company
also have the level of competitiveness
in have promotion programs which is
offering the special offers.
The company is using the
competitive based pricing
strategy as they are many
competitors in the market
environment. His have the helped
the company to boost in market
place.
promotion The company appeal to customers in
new market as the medium of
advertising which will be suitable in
market. The company have the various
level of promotion techniques with
most of the Discounts and special
offers almost always work for budget
hotel since price is one of the most
important factors Travelogue's target
customers consider.
The company is having the
various social media platforms
with a focus on YouTube,
Facebook and Twitter due to the
high monthly usage of these.
place The luxury hotels have been identified The hotel has the better level of

to the most of the strategic and
expensive location. 0n the other hand
the budgeted hotels have the limited
level of innovation which is coming to
the location.
customer services department to
make the proper level of
development of products along
with training persuasive
techniques.
people The company is target the medium
income level of travelled who are
exploration the various countries in the
budget level.
As all the company is paying
major attention in development of
employee to achieve aims and
objectives.
process The company is targeting in customer
through various process of
communication and taking the advance
level of booking.
The company have the handling
of various research process in
having proper level of
involvement in researching
market opportunities in order to
understand customer needs.
Physical evidence The company have the physical
evidence as the fully furnished rooms
with have the limited range of services
such as the Wi-Fi, reception along with
room serviettes. As the place in the
entrance of the city.
The company have the properly
development of the online sites
so that the customer can easily
view the products in high quality
images from the various angels of
development.
P4 Market Plan
Executive Summary
The company was established in 1985 and now the company is online, but they still have
not built an app for the company. This is the innovation which is taking place in the company so
that the company will be able to capture a larger market for themselves.
Mission
The mission of Travelodge is to provide all the travelers with hotels. The company wants

to be present everywhere the people are going so that they can provide the travelers with their
services.
Vision
The company wants to be spread all over the world and make a difference to the people
who are not traveling because they can not afford accommodations. The company wants to
provide all the travelers with good services at low price so that they can motivate the people for
traveling more.
Objectives
1. To increase sales of new product of Travelodge by 10% till the end of year 2020.
2. To increase the market share by 30% till the end of year 2022.
3. To enhance consumer experience by 10% in upcoming 6 months
4. To increase the profitability by 20% till the end of year 2020.
Situational Analysis
It is very important to analysis the situation so that the company will know themselves
will and can take measure and make the changes accordingly (Dodds and Jolliffe, 2016). It is
very important for the companies to do so because this will make them penetrate into the market
even more. SWOT and PEST analysis of the company will be discussed in the further report.
SWOT
Strengths
 The rooms of the company are very affordable and the people are willing to travel
because of this factor.
 This hotel is providing a budget hotel with luxury services which is the advertisement for
the company, and they are living to what they are saying for the company.
 There is quick booking and the offers are very convenient for the travelers which is
making the company become what it is today (Lanier and Lanier, 2017).
Weaknesses
 Travelodge is not ideal for those who are traveling in a large group because the
accommodations are not that large and not available for large groups.
 These hotels are not as fancy as other hotel but are basic and the products the company is
serving are not as grand as they may seem but just the basic for the travelers.

 The customer services are rather limited in the company because of the prices they are
taking from the customers.
Threats
 There are a lot of budget hotels coming up and the company will have to work towards
getting the customers and providing more services (Dixit, Lee and Loo, 2019).
 In the near future the company will have to rise their prices and the customers might opt
for luxury hotels like Hilton instead of Travelodge.
 There is no international expansion of the company which will be a bigger threat for the
company in the future.
Opportunities
 Expanding this company internationally will be very profitable for the company so that
the company will be able to have a competitive advantage.
 The company should make a smart market move so that they can grow more.
PEST
Political Factor
The consumers of Travelodge are complaining about there privacy and the employees of
the company want better working environment. The employees the company is getting in will
have to be paid low wages only then the company will be able to make the changes which are
expected out of the customers and the employees (Purcărea and Purcărea, 2017). There are
barriers which have opened around EU Travelodge that has many employees who are ready to
work for low wages.
Economic Factor
The accommodations the company is providing the customers are having low therefore
the economic stability of the company is there but on a low scale. This there is a decline in the
income of the customers therefore this company is making a lot of profit because there concept is
budget hotels.
Social Factor
In UK there are more than 10 million people who are above 65of age, and they are not
working and have limited money for there retirement (Pike, 2015). The hotel is meeting up to the
expectations of the customers because the prices of the hotel is really low.
Technological Factor

The company has gotten online which is making the customers have faster and easier
ways to book there rooms, and they will be able o make profit easily. There is an increase in the
security system of the hotels too for the customers as well as the employees of the hotel.
Marketing Strategy
Price
The price of the hotel is low because the concept of Travelodge is that they are budgeted
hotel, and they are just trying to serve the best of facilities for the travelers with low cost (Van
der Wagen, 2015). The aim of the hotel is promoting traveling and making the travelers have
accommodations at low price so that they can more around freely with comfort.
Promotion
It is very important for the company to promote itself because they are following the new
trends of the travelers and can make a lot of profit if they advertise themselves well. The
company has come out with the app so that more customers can pre-book there rooms and come
in the hotel easily.
People
The staff of the hotel is limited and the people who are traveling are on a budget. This
hotel concept came up so that they could make the college students and people aged above 65
years can travel at low cost.
Physical Evidence
The hotels of Travelodge have a basic interior and basic structure but the rooms are
comfortable enough for the price which the customers are paying for the room. The customers
can spread a word for the company when they have the services and the accommodations to their
liking.
Product
The products which are given in the hotel are very basic, but they are just perfect for the
price for which the customers are paying (Teodorescu and et.al., 2015). The services are also
very low of the company because the company is not making much profit and therefore the
company is not being able to grow.
Place

Travelodge is spread across United Kingdom because they thought that targeting
customers in this locality would be easier and it turned out in favor of the company. The
company did great initially and now the company will have to work on the services.
Process
The relationship with the customers are good of the company, but they are not being able
to meet up to the expectation of the customers because they always need more than expected.
Websites and network of the company are being worked upon so that they can make the
customers even more friendly with the company.
Financial Planning
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial Money 3000 7000 12000 13500 20000
Investment 1100 11500 23500 31000 15000
Total 14000 18500 35500 44500 35000
Marketing Outlay
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Advertisements 2500 2000 3750 1500 1500
Promotion 5000 1700 4500 3000 2000
Direct Selling 3000 2500 4000 2000 5000
Total 10500 6200 12250 6500 8500
Monitoring and controlling
KPI
Key performance indicator is a measure which the companies take so that they can come
to know how effectively the company is working. This measure is very much required in today's
world because after measuring these factor the company will be able o improve accordingly so
that the company can make better profits in the market. There are objectives and goals which all
the companies have and it is very important for the companies to achieve that so that the
company can achieve those factors when they are running efficiently.

Benchmarking
It is very important to have this in all the stages of the company so that the company will
be able to know what is the process and what the company has achieved so that they will know
better as to what all have to be achieved in the market (Chandiok and Sharma, 2017). The app is
getting build of Travelodge, this is a new change in the company so the company will have to
check on all the employees if the change is being getting in the company properly and the
changes are making any effect in the company in the market and for long term.
Cost and Sales Analysis
This is a very important factor in Travelodge because the products the company is selling
are very basic and that is just perfect according to the price they are taking from the customers.
The rooms are also up to the mark, but they are not meeting the expectations of the customers
because customers always want more. The company is trying to give the best of services with the
price they have set for the accommodations.
CONCLUSION
Travelodge has come out with a unique idea for the travel and tourism department, and
they can make a lot of profit if the company will make more strategies which will help the
company to promote themselves. There are responsibilities of all the departments in the company
for it to work and Travelodge is doing everything in budget and that is a very good thing for the
company. The company can do excellent with this concept I they work in making it flexible for
the travelers and the employees.