HND Hospitality Marketing Essentials: Travelodge STP Analysis Report

This report provides a comprehensive analysis of Travelodge's marketing plan, focusing on the essential elements of Segmentation, Targeting, and Positioning (STP). It begins with an introduction to marketing's role in achieving organizational goals and highlights Travelodge as a case study, detailing its establishment, market position, vision, and mission. The report then delves into Travelodge's STP strategies, outlining its segmentation based on demographics and behavior, its targeting of medium to higher-income clients, and its positioning through online platforms and unique selling propositions. A SWOT analysis is conducted to evaluate Travelodge's strengths, weaknesses, opportunities, and threats. The report includes a breakdown of the marketing budget for the first year, covering initial investments, promotion, and sales. Finally, it emphasizes the importance of marketing managers monitoring and controlling marketing activities to achieve desired objectives and optimize resource utilization. This report provides a solid foundation for understanding marketing principles and their application in the hospitality sector.

HOSPITALITY MARKETING ESSENTIAL
marketing is foremost and valuable part of an organisation which makes a suitable path for them to achieve its desired
goals and objectives within limited time period. It plays a significant role in assisting an organisation to achieve huge
customer base through inviting and influencing their buying behaviour using various promotional tools and techniques
such as Social media platform, print media, Digital technology etc.
STPINTRODUCTION
Segmentation: In this, population is segmented on the basis of geographical, behavioural and demographic which makes easy for
marketing manager to understand the needs and requirements of each targeted clients.
Targeting: Travelodge is launching premium “Super Rooms” throughout the UK. Through this, the company targeting medium
and higher income group of clients who travels to their operated nations with personal as well as professional purposes.
Positioning: Travelodge approaches the targeted clients and offering the best possible deals related with their new products
through using internet platform so as to increases their sales and revenue. Unique selling proposition is used by Travelodge
through which management conduct advertising campaign with an objective of shifting the buying behaviour of customers to
their brands. It is mostly used by company when it launches new products or services into market which are different from their
rivals.
Marketing budget
Marketing budget Marketing budget Marketing budget
Particulars 1st year Particulars 1st year Particulars 1st year
Initial money 7000 Initial money 7000 Initial money 7000
Investment 3000 Investment 3000 Investment 3000
Total 10000 Total 10000 Total 10000
Marketing outlay Marketing outlay Marketing outlay
Promotion 12000 Promotion 12000 Promotion 12000
sales publicity 4000 sales publicity 4000 sales publicity 4000
Direct selling 4000 Direct selling 4000 Direct selling 4000
Monitoring and control:
The marketing manager need to analyse and monitor each and every marketing activity which needs to execute in
order to achieve desired aims and objectives. For this, controlling in usage of resources is must as it makes huge impact on the
profitability of company. It can be possible through giving suitable guidance and direction to the marketing members so that the
resources can be utilised in an optimum manner. Marketing manager monitor all the activities and take control measures if
needed.
BASIC MARKETING PLAN
Introduction of company: Travelodge is one of the largest company of United Kingdom which is engaged in operating
its business in hotel and hospitality sector. It was established in the year 1985 and from then to now, it has attained
second largest hotel brand in UK with having more than 540 hotels and over 40,000 rooms throughout UK, Spain and
Ireland. Travelodge served more than 18 million customers on annual basis with approximately 90% booking are made
through direct channels. The company has now decided to launch premium rooms for the clients who visits to such
operated nations for professional and personal purposes.
Vision: “To become world's largest budgeted hotel chain by offering lodging services with best facilities at an affordable
price”.
Mission: “To capture huge market share and customer strength by launching standard rooms in their hotel for their
targeted clients”.
SWOT Analysis:
Strengths Weaknesses
 Provided best quality rooms at an
affordable price.
 Travelodge introduces account card
which makes easy for its targeted
clients to book their room more
quickly.
 Conducting campaigns in order to
influence the buying behaviour of
its targeted clients.
 Provides rooms which are not fashionable in
terms of decorations.
 Limited market shares due to targeting limited
segment people.
 Not suitable for large families.
 Opportunities  Threats
 Expansion of business in different
nations other than Ireland and UK.
 Engaging in participating with new
partnerships and build good
reputation.
 Huge rivalry competition.
 Political instability