ENABLING A LEADING BRAND: Travelodge Marketing Mix and Objectives

This report provides a detailed marketing analysis and plan for Travelodge, a leading UK hotel brand. It begins with an introduction to marketing principles and then delves into a TOWS analysis, identifying Travelodge's strengths, weaknesses, opportunities, and threats, particularly in the post-COVID-19 landscape. The report then justifies three key marketing objectives focused on generating awareness, increasing market share, and emphasizing the middle-class consumer segment. A comprehensive 12-month marketing mix plan is presented, encompassing executive summary, firm background, objectives, SWOT analysis, STP (Segmentation, Targeting, and Positioning), and detailed marketing mix elements (Product, Place, Price, and Promotion). The report also addresses how Travelodge can improve customer service to enhance its brand and competitiveness. The report concludes with a summary of findings and recommendations.

ENABLING A
LEADING BRAND

Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing TOWS for Travelodge ...............................................................................................3
Justify 3 marketing objectives for campaign...............................................................................4
Marketing mix plan for 12 months..............................................................................................5
How Travelodge can improve customer service..........................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing involves strategies and practices selling and promote all the products as well
as services within marketplace. It enables people to attract through sharing information. It also
enables people to make aware regarding about products as well as services. It also earn revenues
as well as sales within marketplace. Report focuses proper marketing plan as well as objectives
to advertise as well as promote. Present Report also focuses on 3 marketing objectives and
TOWS of Travelodge (Wasko 2020). It also focuses on marketing plan as well as how firm can
enhance the experience of the consumers.
Marketing TOWS for Travelodge
Marketing audit focuses on the evaluation the marketing situation so that it can easily find
out opportunities regrading growth. It allows to info regarding target audience as well as
gathering relevant data. Thus, it is essential to do marketing so that they can easily attracts the
consumers. It also enables competitive advantage. Thus, in order to do attractive marketing and
effective marketing there is a requirement of TOWS analysis. It enables easy to gather
appropriate as well as precise data from market ( Chekired, Khoukhi. and Mouftah, 2018). Thus
after the impact of the Covid 19, Travelodge needs to establish themselves as a leading new
brand.
Threats
After covid 19 , customers require more hygiene and for that they are looking for high budget
hotels so Travelodge might opt for the safest services as well as high quality of food services. As
after Covid 19 there may be change within trends. There may be also rise within hotel industry
that leads to difficult for Travelodge to sustain within the marketplace for long duration. And for
that they will loose market share as well as consumers also. It is also noticed that Travel Lodge
doesn't have any plans regarding expansion so Foreign tourist are also not familiar with hotel as
they prefers the well known established firms who knows for their quality and standard such as
Marriott, Hilton and many more.
Opportunities
Travelodge also can also expand their operations within other European Nations. It will also able
increasing profit and sales as well as attracting consumers. Travelodge managers provide more
services to the consumers that includes room services ,porter and many more. It will creates a
positive competitive advantage. Travelodge also increases with sales as well as profits. Hotels

can also some other partnership with various other hotel. It will also aids within expansion within
global market (Usunier. and Shaner, 2017).
Weaknesses
Travelodge unable to provides all types of services and products within an budget oriented
amount. So Hotel is not so attractive interior and decoration design. Hotel is also not suitable for
large family functions as well as parties as hotel has lack of space within it (Reinecke. and
Donaghe, 2015). They also unable to provide full fledged services such as concierge services,
room and porter services. Here there is also guest face down as Travelodge runs on the policy
regarding overbooking. It creates also lack of trust between them.
Strengths
Travelodge offers rooms at affordable prize as compared to several other hotel within United
Kingdom. Firms has also having their own business card that makes easy for the consumers for
booking. The firm is also highly committed regarding maintaining sustainability. It also adds
various value within industry as well as provides a competitive advantage ( Chekired, Khoukhi.
and Mouftah, 2018). Hotel has more than 500 facilities as it is easy for the consumers to find out
hotel within more budgeted price.
Justify 3 marketing objectives for campaign
It is vital to do effective marketing as it is vital to set some objectives. It gives a direction
to the firm regarding what they have to do as well as defining several purposes regarding
marketing campaign. So Travelodge managers are more capable of taking several decisions. In
addition to this if the objectives are set properly than also make efforts within completing them.
Information and data is also collected regarding goals. Thus, Furthermore, marketing plan can be
developed while taking consideration of such objectives. After doing TOWS firms has also set
three main objectives that can be mention below
Generate Awareness- It is a kind of the main objectives that is set through Hotel as they need
to create awareness to the services that can be offered to them. There are some services includes
such as more safety to the consumers as well as relied on the technology called contact less
technology. Besides that it also creates some sort of the awareness that is used to attract
consumers of them middle class and completed their desires. Furthermore, it will reflect that
Travelodge also take care about the safety by offering them unique services. So they also creates
a positive image within the minds of the guest as well.

Increase market share- It is considered as an objective of Travelodge focuses on the enhancing
market share upto 14 % within United Kingdom in 2.5 years. It can be done accompanied by the
marketing campaign as here the firm also generate profits within industry. Therefore, it is vital to
enhance the costumer base and also converting new consumers. Therefore, market share can be
gained and also development of strong brand image.
Emphasising on middle class consumers- Here Travelodge mostly attracts the middle class
consumers as it will done by the help of segregating them. So, the firm goal is to enhance the
consumer base up to 7-8 % of the middle class consumers. Along with that, it is an opportunity
for hotel as after covid people are more likely to save the money as unable to go to the premium
hotels. This also leads to enhance present consumer base of the hotel.
Marketing mix plan for 12 months
It is vital for firms to develop an effective and proper marketing plan. Here the plan is also
based on various objectives of the marketing that are needs to be set. It also has various other
elements for example budget, marketing mix and STP and many more. Marketing plan is also
termed as several strategies that are being implemented within future to attain various
objectives. It is also determining about different marketing positioning of the hotel. It also gives
various insights regarding what are the activities of the market to be undertaken so that it can
achieve goals. While it is also provides various strategies of the marketing that can be done, how
and when. Thus, plan also gives a strategic direction to the firm. It also focuses on various
elements that can developed on the basis of marketing plan. That is mention below.
Executive summary- Within this plan it has been described about some marketing campaign s it
is also discussed abut the SWOT and STP of the firm. Such as marketing mix has been also
described. In addition to this planning budget require evaluation and monitoring that has been
described as under.
Background of firm- The firm also operates within hotel industry basically within United
Kingdom as its headquarter is in London United Kingdom and was founded within 1985. The
firms has around 470 hotels within the entire nation. Firm is not operating at global level. It is
also consider that Travelodge is UK's largest independent brand of hotel.

Objectives- To enhance the traffic up to 14% on firm's websites.
To enhance market share up to 10 % within the market of UK in around 2 years.
To increase consumer base up to 12% of the middle class consumers.
SWOT Analysis
Strengths
 Travelodge offers rooms at affordable prize as compared to several other hotel
 Firms has also having their own business card that makes easy for the consumers for
booking. The firm is also highly committed regarding maintaining sustainability.
 Hotel has more than 500 facilities as it is easy for the consumers to find out hotel within
more budgeted price.
Weaknesses
 Travelodge unable to provides all types of services and products within an budget
oriented amount.
 Hotel is also not suitable for large family functions as well as parties as hotel has lack of
space within it.
 They also unable to provide full fledged services such as concierge services, room and
porter services.
Opportunities
 Travelodge also can also expand their operations within other European Nations. It will
also able increasing profit and sales as well as attracting consumers.
 Hotels can also some other partnership with various other hotel. It will also aids within
expansion within global market.
Threats
 Customers require more hygiene and for that they are looking for high budget hotels so
Travelodge might opt for the safest services as well as high quality of food services.
 It is also noticed that Travel Lodge doesn't have any plans regarding expansion so
Foreign tourist are also not familiar with hotel as they prefers the well known established
firms who knows for their quality and standard such as Marriott, Hilton and many more.
 There might be rise in competition in hotel industry with new concepts such as Airbnb. It
can be a threat to Travelodge growth in future

STP
Segmentation- it focuses on the segmentation of the population on the basis of various criteria
for example such as geographic, demographic and psycho-graphic and many more. There are
various characteristics of audiences that can be considered here. As Travelodge will also segment
it several basis of demographic criteria that will also focus on income level.
Targeting- Within this point people are selected on the various basis of demographic criteria, as
it helps to easily recognizes as well as target them. So Travelodge also focuses to target middle
class people.
Positioning- It also focuses on various positioning of services within market within a such a way
that the consumers to it. Thus, Travelodge will position it by the help of the platform of the
social media on the hotel building. This will also focuses on creating a brand new image of the
hotel.
Marketing mix
Marketing mix is actually consider a set of the of several actions that can take place that the
firm develop and implement within order to promote their products as well as services to the
target peoples. Mention below is
Products of Travelodge
Travelodge provides not only provides rooms with advanced amenities and modern diligence.
The exotic drinks and food on the hotel are considered as one of the best hospitality delights for
their guests. It includes access to good and dietary requirements, comfortable sleep, Free Wi-Fi.
It also provides its guest members to exclusive discounts membership.
Place- Travelodge provides the several varieties services of Travelodge all over the world. It
has provides the deluxe experiences of giving luxurious services (Som. and Blanckaert, 2015).
The presence of the hotel focuses majorly on traveller's delight as well as business destination.
Along with that there are several spots of the vacation that spots Travelodge and also Resorts are
near to the airports that is much more easily accessible for business people and travellers.
Travelodge pick up their surrounding well that aids delightful experience to the consumers. Such
as calmness, Beach sides, peace that makes desirable landing for their guests. It has around 240
hotel all over the United Kingdom.
Price

Travelodge hotels chooses the strategy called low-cost price strategy. As Travelodge is a Budget
Hotel chain focuses on new price structure where the rooms are available at low cost or cheaper.
In marketing campaign of Travelodge it will focuses on several services hat can be offered to he
several people. Furthermore ,it focuses in terms of Budgeted Hotel (Ben-Shau. and Reichel,
2018).
Promotion- There are several sources where Travelodge promote their services such as social
media, Newspapers, internet and many more. It also enables within marketing of goods and
many more. It mainly focuses to promote their services with the help of the social media such as
Twitter, Facebook and many more. It also attract people by the help of the email, thus marketing
of campaign will also promoted on the platform of the social media.
budget
In order to execute marketing campaign there is budget required in it. so, it is as below:

Monitoring and evaluation
It is vital to analysis and evaluate marketing campaign so that the objectives are achieved. Within
this campaign analysis is done
KPI- There will be several KPI that will utilised to analysis plan. It will also enables within
measuring results along with goals. Within this way monitoring can be done.
How Travelodge can improve customer service
In order to gain consumers for long term it is necessary to provide high quality customers
services. this is because it enables in gaining satisfaction of them and converting them into loyal
ones. Furthermore, it is found that in company there are many issues regarding customers
Particulars
Janu
ary
Febru
ary
Mar
ch April May June July
Augu
st
Septem
ber
Octo
ber
Novem
ber
Decem
ber
Cash inflows
Opening cash
inflow 7000 8300
1068
2
13145
.88
15691
.45
18318
.43
21026
.48
23815
.16
26683.
94
29632
.19
32659.
19
35764.
11
Sales revenue
1000
0 10200
1040
4 10612 10824 11041
11261
.62
11486
.86 11717 11951 12190 12434
Other income 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000
Total cash
inflows
1900
0 20500
2308
6
25757
.96
28515
.77
31359
.24
34288
.11
37302
.02
40400.
53
43583
.12
46849.
14
50197.
85
Cash outflows
Material 2500 1530
1560
.6
1591.
812
1623.
648
1656.
121
1689.
244
1723.
029
1757.4
89
1792.
639
1828.4
92
1865.0
61
Labour 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000
Other expenses 2200 2288 2380 2475 2574 2677
2783.
702 2895 3011 3131 3257 3387
Administration
expenses 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000 4000
Total cash
outflows
1070
0 9818
9940
.12
10066
.51
10197
.34
10332
.76
10472
.95
10618
.08
10768.
34
10923
.92
11085.
03
11251.
86
Cash deficit /
surplus or
closing cash
balance 8300 10682
1314
6 15691 18318 21026
23815
.16 26684 29632 32659 35764 38946

complaints which is rising. it has led to decline in percentage of customer retention. moreover,
there is decrease in sales and profits as well (Wijethilake, Munir. and Appuhami, 2018). So, it is
necessary for Travelodge to retain their customers by improving customer service process. it will
result in maintaining customers base. besides, with this marketing campaign will be effectively
implemented as well. thus, there are several ways by which service can be improved. this is as
follows:
Use of CRM- this is most appropriate way of improving customer services. in this Travelodge
can install and use CRM system. through that, the data and info of customers can be stored. so,
by analysing data services can be offered to them. It will be useful in fulfilling their needs and
building strong relation with them. in addition, use of CRM will be beneficial in maintaining
records of customers so that in future they do not face any such issue. also, the issues are solved
within time and customer satisfaction is gained. however, CRM will help in finding out touch
points of customer so that communication can be done effectively. also, automated e mails can
be sent to them regarding their issues. hence, their satisfaction and trust is gained through it. A
report is obtained from CRM on KPI and response given by employees to them (Swoboda,
Weindel and Hälsig, 2018).
Maintain multi channel service
It is a way through which customer service can be improved. in this, Travelodge can
emphasis on maintaining multi channel services. through that, brand reputation in built up and
created. However, there are different methods and practices which can be implied in it. For
instance- use of mobile, laptop, tablet, etc. can be useful in providing 24*7 customer support
services from anywhere and anytime. It will be useful in solving their complaints and meeting
their requirements. Besides, social media can be used for this purpose as well where on hand
services are provided to them. By this way, the gap which exists in services can be reduced by
providing solutions to customer problems (Ben-Shau. and Reichel, 2018).
Customer's feedback= Here while taking the consumer feedback it is very easy to fond out
regarding issues such as they are facing problems regarding slow internet and many more. Thus,
Hotel 's staff tries to solve such issues. Thus, by taking feedback by survey measures ,mails as
well as several strategies were developed. There are also several measures that how consumers
must satisfy as well s company values (Pentina, Guilloux. and Micu, 2018). Thus, by solving
several issues they can build the trust towards guests and guests are become more loyal towards

them. Travelodge also get various changes within their desires as well as trends. According to
various desires as well as trends firm can offered services according to guests.
Increase consumer service- In order to increase the consumer delivering service
Travelodge hired more experienced and skilled people who are able to offers high quality
consumer services (Som. and Blanckaert, 2015). In addition to this team also deals with
several complaints of the consumers so that they can provides them creative way or an
effective way to solve them. For that they will prepare separate teams that are able to
manage and handle all costumer regarding problems. Within this way consumer
satisfaction is increased and also trust can be increased.
CONCLUSION
Above Report concluded that Travelodge offers rooms at affordable prize. It can also expand
their operations within other European Nations. Firm require more hygiene after Covid 19 there
may be change within trends. It also focused on on the segmentation of the population on the
basis of income level. It can target middle class people. It will also focuses on creating a brand
new image of the hotel. Travelodge can improve customer service to provide high quality
customers services. Maintain multi channel service, Use of CRM, Customer's feedback and
many more. It also focused on Marketing mix Travelodge provides not only provides rooms
with advanced amenities and modern diligence. Travelodge hotels chooses the strategy called
low-cost price strategy. It promote their services such as social media, Newspapers, internet and
many more.

REFERENCES
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Pentina, I., Guilloux, V. and Micu, A.C., 2018. Exploring social media engagement behaviors in
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Reinecke, J. and Donaghey, J., 2015. The ‘Accord for Fire and Building Safety in Bangladesh’in
response to the Rana Plaza disaster. In Global Governance of Labour Rights. Edward Elgar
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Som, A. and Blanckaert, C., 2015. The road to luxury: The evolution, markets, and strategies of
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Swoboda, B., Weindel, J. and Hälsig, F., 2016. Predictors and effects of retail brand equity–A
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Wijethilake, C., Munir, R. and Appuhami, R., 2018. Environmental innovation strategy and
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