Hospitality Marketing Essentials: Travelodge's New Product Launch Plan

This essay provides a comprehensive marketing plan analysis for Travelodge, focusing on the launch of its new 'Super Rooms' product. The analysis includes an overview of the marketing mix, customer segmentation based on demographic, psychographic, and behavioral aspects, and the target market. It also covers Travelodge's marketing budget, promotional tools, and CSR activities. The essay details the business objectives, marketing strategies, and tactics employed, such as pricing, CRM practices, and social media campaigns. It also assesses the importance of employee training and search engine optimization (SEO) to improve customer experience. The report concludes by highlighting the role of marketing in achieving goals and objectives within the hospitality sector, emphasizing the interlinkage with other business functions and the influence of the marketing mix on planning and decision-making processes.

HOSPITALITY MARKETING ESSENTIALS
INTRODUCTION LAUNCHING NEW PRODUCT
Marketing plays a very important role in an organisation. A good market strategy has a power to
make the company or break it. It can be defined as activities which are associated with buying and
selling of the products along with other activities such as advertisement, distribution of the products
and so many.
MARKETING PLAN FOR TRAVELODGE
Marketing needs an effective plan that helps in conducting and organising its activities and functions
effectively. It is essential for Travelodge to prepare plan to achieve its objectives and goals through
leading towards a specific direction. Marketing plan for Travelodge carries:
Marketing plan carries various activities that are necessary to fulfil and to achieve objective and
goals of Travelodge and represents internal strength of it that leads to success of the Travelodge
group. This marketing plan will reduce existing issues and bring new techniques that provide growth
to Travelodge.
Travelodge has segmented their customer's on the basis of demographic, psycho-graphic and
behavioural aspects. They have their services divided according to age, income, culture, usage,
behaviour, lifestyle etc. Their Target market considers major city centres, town and holiday
destinations which have potential worth for profit. The company participates in CSR activities and
uses different promotional tools to create an attractive image in customer's perception.
While launching their new “Super Rooms”, Travelodge analysed its existing market conditions,
which helps in determining impacts of internal and external markets on its business. The internal
strength of Travelodge is that it is available at very affordable prices for family and double rooms
with special deals in booking on occasions. It is best way to attract customers according to the
budget hotel, deals and promotions.
Where its weakness is that Travelodge customers are not provided range of facilities in their
products and services. Travellers implement policy in overbooking and facing risk arrived after
paying deposits. That causes discomfort for many customers. In recent years’ ecotourism has
become a new trend in market. Hotels has received positive feedback and reputable sustainability
programs. It can turn as an opportunity by helping in expanding market, reputation and gaining
profits. Travelodge is a competitive hotel where customers are offered services ranging from one to
five star hotels and limited at international level.
Marketing Budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial
money
6000 8500 12000 14500 18350
Investment 14500 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing
outlay
Promotion 6500 3200 4300 3300 3250
Sales
publicity
2200 2100 3300 2200 2000
Direct
selling
4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900

HOSPITALITY MARKETING ESSENTIALS
MARKETING PLAN FOR TRAVELODGE
Business Objective Marketing Mix & Strategy Tactics Monitoring & Evaluation
To introduce new
services in market
by making changes
in its cost.
Travelodge has modified its
marketing-mix to launch its
new services “Super Rooms”
by adding its service portfolio
with its new product and its
attractive features. To
successfully launch its new
product it has used attractive
and neutral pricing to pull
customers towards it.
By implementing
CRM practices.
By Monitoring customer's
perceptions.
To launching new
services on different
locations.
Travelodge has launched this
service in five different
locations and planning to bring
this throughout UK. The
promotions are made through
different marketing
campaigns and WOM spread
by users of this services.
By implementing
social media
practices
On the basis of services user's
requirement and need.
Provide training to
employees for the
betterment of
business process
Management of Travelodge
needs to conduct training
sessions in them to enhance
skills and working abilities of
their employees. Through this
employee can provide quality
services to their customers by
improving business
procedures.
With the
implementation of
automation
By monitoring employee's
performances.
To provide quality
services
Travelodge needs to enhance
each and every feature at
Travelodge Super Rooms has
been designed by analysing
customer's mind.
By implementing
Search engine
optimization (SEO).
By analysing customer's
experiences and repeat usage.
MARKETING MIX
CONCLUSION
This report concludes that marketing plays significant role in achieving goals
and objectives at service industries and it is highly interlinked with all other
functions and operations performed in hospitality firm. Apart from this, it
shows that marketing-mix of services offered by hotel industries deeply
influences its planning processes and marketing decisions.