Comprehensive Marketing Strategy Analysis of Travelodge Hotel Chain

This essay provides a detailed analysis of Travelodge's marketing strategy. It begins with an executive summary, outlining the company's core operations and market position. The essay then delves into Travelodge's marketing strategy, focusing on its low-cost, affordable pricing model and the launch of premium economy rooms. A SWOT analysis is presented, highlighting the company's strengths, weaknesses, opportunities, and threats. The essay also examines the company's objectives, particularly its aim to increase customer loyalty through the introduction of premium rooms. The STP (Segmentation, Targeting, and Positioning) process is analyzed, explaining how Travelodge segments its customers, targets specific market segments, and positions itself in the market. The essay includes a basic marketing plan, which encompasses various aspects of the marketing mix. The analysis is supported by relevant references and academic quotes. This essay is a comprehensive overview of Travelodge's marketing approach, providing insights into its strategies and objectives within the hotel and hospitality industry.

BASIC MARKETING PLAN OF TRAVELODGE
VISION/MISSION
 The main mission is to make hotel travel possible for all
people as and when they go.
 Vision of Travelodge is to connect with people by
responding to their needs on time and find various solutions
to problems that are arrives.
STP PROCESS
Segmenting means to categorize guests in terms of travel
purposes (Moriarty and et.al., 2014). They must use combination of
both methods i.e. business and channel. This helps in identifying
properly about the segments. Segmentation is done according to the
ability of purchasing premium rooms.
After segmentation, selected hotel has to target the right
segment. This can be done with help of revenue management software
that determines about segments generating higher profit. It also helps in
targeting the best segment in terms of premium rooms.
Positioning is the last stage in this process. This ensures that
hotel is best in position market for achieving success. Positioning also
means to create image about rooms that ideal guests’ aspects.
EXECUTIVE SUMMARY
 Travelodge is a private company that
operates in hotels and hospitality
industry (Piercy, 2014).
 It is the second largest hotel in hotel
sector. It is under separate ownership.
MARKETING STRATEGY
 Low and affordable price is main marketing strategy
that it adopts.
 It is launching premium economy rooms or super
rooms throughout UK.
SWOT ANALYSIS
 Strengths- they offer prices that are affordable for guests that includes family rooms or any other rooms having frequent
deals on special occasions.
 Weaknesses- they do not equip whole range of products to customers and it has been described as simple in looking and
very boring.
 Opportunities- as ecotourism has become new trend as they are more likely to receive feedback in positive manner that
leads in expanding its market and achieving high profit.
 Threats- Travelodge has very limited presence in foreign countries. Thus, customers choose branded company which has
established its reputation in home country.
OBJECTIVES
 The main objective of this
hotel is to increase loyalty of
customers by launching
premium rooms.