HND Unit 15: Travelodge's Marketing Plan in Hospitality Marketing

This report provides an analysis of Travelodge's marketing strategy, focusing on the essential aspects of hospitality marketing. It begins with an introduction to marketing concepts and their importance in the hospitality industry, particularly for organizations like Travelodge aiming to increase sales and brand awareness. The report outlines Travelodge's company overview, highlighting its UK-based operations and various hospitality services. A significant portion of the analysis is dedicated to the STP (Segmentation, Targeting, and Positioning) framework, detailing how Travelodge segments its market geographically, psycho-graphically, behaviorally, and demographically. The targeting strategy focuses on travelers who invest in hotel services, and the positioning strategy emphasizes brand image and competitive advantage. The report includes a marketing budget spanning four years, with allocations for mission, vision, marketing objectives, promotion, sales publicity, and direct selling. It also presents a SWOT analysis, identifying Travelodge's strengths, weaknesses, opportunities, and threats. Finally, the report discusses the marketing mix, including product (premium economy rooms or 'Super Rooms'), pricing strategy, place (convenient locations), promotion through various channels, and process (easy billing and payment methods).

HOSPITALITY MARKETING ESSENTIAL
Marketing is a concept of branding products and services at market place. It is
an essential aspect for almost every hospitality organisation to increase sales. It
helps industries to spread awareness about their companies among consumers.
To gain competitive advantage at market place organisations adopt many
promotional channels to advertise their market such as, newspapers, televisions,
radios, etc.
STPINTRODUCTION
Segmentation: This method which is used to segment markets in smaller groups of buyers. This helps company to easily serve their products and services to their
customers according to their needs. By this, they can achieve their objectives and can serve customers they want. In this, company can divide its markets into different
groups which are as follows:
Geographic: In this, industry segments its market on geographical basis. They provide services to buyers who are residing in geographic locations including regions,
state and city.
Psycho-graphic: It includes lifestyle, personality and living standard of people. In this, company segments its market on basis of psycho graphic factor and manufacture
products according to their tastes and preference.
Behavioural: By this company can determine behaviour of consumers towards services and hotels. If they are segmenting their markets on behavioural factor, then they
have to produce products accordingly.
Demographic: This factor involves income, gender, marital status, ethnicity, education, occupation, etc. In this, company should also focus on costumer’s annual income
and should apply costs accordingly.
Targeting: In this, the manager of Travelodge segments its market according to those people who likes to travel and invest more in hotels.
Positioning: In this section, the manager of Travelodge determines its brand image and reputation at market place. It is essential for company to know its level from their
rivals.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 15000 6000 7000
Investment 10000 10000 6000 6000
Total 20000 25000 12000 13000
Marketing outlay 15000 2000 5000 5000
Promotion 5000 3000 5000 2000
Sales publicity 5000 2000 5000 2000
Direct selling 4000 4000 5000 4000
Total 29000 11000 20000 13000
Product: The company Travelodge has launched premium economy rooms or 'Super Rooms ' to attract customers. In this, organisation should provide superior quality
hospitality services to increase their sales. They should provide 'SuperRooms' at affordable and reasonable rates.
Price: The company should use premium pricing strategy which helps them to attract more customers towards them. In this, the company serve its services by lowering
prices with aim of increasing sales.
Place: They should provide services available at locations which are mostly desired by customers which is easy for them to reach and also convenient for them.
Promotion: To increase sales, company should promote their services and 'SuperRooms' through promotional modes. They should give adds in newspaper, television,
etc.
Process: Travelodge should also focus on their process which involves easy or quick billing through cash, bank transfer, etc. They should provide all services of easy
payments to customers so that they can do transactions easily.
BASIC MARKETING PLAN
Overview of company: Travelodge is a UK based company which provides
various hospitality services to its consumers at affordable rates. It includes,
accommodation, air travel facilities, transportation services, superior quality
food and beverages, etc. There are approximately 500 hotels operated by
company throughout UK. In this context, organisation is going to launch
premium economy rooms or 'super rooms' throughout UK.
Mission: The mission of Travelodge is to provide best hospitality services to its
consumers at reasonable rates.
Vision: The vision of Travelodge is to become first choice of buyers among all
hospitality industries.
Marketing objectives:
 The main objective of company is to increase their sales level by
20% within 2 months.
 To provide services with aim of increasing market share by 25%
within 2.5 years.
SWOT Analysis:
Strength
Prices are low and affordable.
It provides business
account card for
business travellers for
convenient and quick
booking.
Weakness
Huge number of competitors at
market place.
Not fancy in terms of decoration
and aesthetics.
Opportunities
Participate with new partnerships
which leads to increase reputation
of hotel.
 Opportunity of
expanding business all
over UK and across the
country.
Threats
Fluctuations in foreign exchange
rates.
Change in government policies and
regulations.