Travelodge: Marketing Plan, TOWS Analysis, and Objectives

This report provides a comprehensive analysis of Travelodge's marketing plan, focusing on its strategies within the budget hotel industry, particularly in the wake of the COVID-19 pandemic. It begins with an introduction to the company and its objectives, followed by a marketing audit and a TOWS ana...Read More

Travelodge

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ................................................................................................................................1
Background of Travelodge..........................................................................................................2
Marketing Audit..........................................................................................................................2
TOWS Analysis..........................................................................................................................2
Marketing objectives...................................................................................................................4
Marketing objectives for Travelodge..........................................................................................5
Marketing Mix............................................................................................................................5
Customer Service........................................................................................................................7
Recommendations for improvement of customer service for Travelodge.................................7
CONCLUSION ...............................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

·INTRODUCTION
Marketing plan is termed as a formative document that duly include all-encompassing
marketing strategies and activities, these are being formulated by organisation with an aim to
accomplish their business objectives in a stipulated period of time. In terms with marketing
strategies they mainly emphasize upon activities that aim towards fulfilling particular set of
goals and objectives (Dandage, Mantha and Rane, 2019). While if it is talked about marketing
plan, it include organisation numerous form of elements like entity promotions ans marketing
goals, company current marketing positing in respective industrial sector, timelines along with
key performance indicators in order to effectively evaluate organisation marketing objectives
effectiveness. Present report has been conducted on Travelodge, company operate their business
operations in hotels and hospitality industry and is United Kingdom largest independent hotel
brand. It has been analysed that in the wake of coronavirus( Covid-19) marketing plan of
respective entity is being prepared by focusing upon entity vision " Enabling a leading brand"
within budget hotel industry post Covid-19. Marketing plan include wide range of elements that
facilitate organisation to accomplish their laid down marketing objectives with great efficiency.
In this report first segment is based upon Travelodge TOWS matrix which is based upon entity
internal strength, weaknesses in addition with threats and opportunities along with evaluation
and marketing audit. In order to undertake TOWS matrix effectiveness of brand promotions and
marketing strategy of company is being duly determined in this present report. Further this
report include three distinguish marketing objectives for Travelodge. These objectives has been
set by focusing upon organisation marketing objective. Report also include marketing plan, that
facilitate respective organisation to effectively fulfil their laid down objectives in a well defined
and effective manner. Marketing mix plan include elements like price, place, promotion and
place that aid entity to accomplish their marketing objectives while focusing upon each and
every aspects. Lastly, this report include number of suggestions or recommendations for
Traveldoge management by considering of which entity can lead towards offering qualitative
services to their customers comparatively to rivals.
·MAIN BODY
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l壱Background of Travelodge
Charles Forte, in the 1980's bought the brand US travelodge with an hope to establish it
in the provinces of Britain. In order to accomplish this objectives Forte, contacted and associated
to many roadside little chef restaurants and titled them little chef lodges. In the year 1985,
Charles rebranded and it lead Travelodge to emerged as Britain first value hotel brand.
Respective organisation is having its headquarters in Thames, England, United Kingdom and
have more than 11,000 employees those who are significantly contributing their contribution in
accomplishing organisation goals and objectives (James, 2019). It has been evaluated that,
Travelodge is operating their business activities in hospitality industry with having approximate
number of 500 hotels in United Kingdom provinces, 5 hotels in Spain and 11 hotels in Ireland.
This entity always engaged themselves in offering high quality facilitates and services to
customers that enhanced their brand image in hospitality industrial sector.
l壱Marketing Audit
Marketing audit is defined as an comprehensive measure that allow business organisation
to effectively review their marketing objectives, plan, current activities and strategies, in order to
identify area for improvements. With the assistance of this entity can effectively engage in the
process of detailed evaluation of their marketing activities as to fulfil their actual objectives and
goals. In terms with Travelodge, entity can undertake marketing auditing with the help of
options like internal team and third-party agency. This will aid entity to have a benchmark to
monitor effectively monitor activities and review business strategies as to make significant
improvement in their performance and efficiency.
l壱TOWS Analysis
Tows is a variable of effective business tool, SWOT that facilitate to evaluate factors that
are prevailing in internal as well as external environment. With the help of this threats,
weaknesses, opportunities and strength can be duly identified that further aid in formulating
strategies, measures and policies for long term growth and development (Kumar, Shankar and
Aljohani, 2019). Mentioned below TOWS analysis of Travelodge is being defined through
which entity can effectively identify positive as well as negative impact of factors in internal and
external environment that will aid them to undertake efficient measure to accomplish their laid
down business goal:
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TOWS analysis of Travelodge
StrengthsWeaknessOpportunitiesS-O StrategyW-O StrategyThreatsS-T StrategyW-T
StrategyS-O Strategy
W-O Strategy
S-T Strategy
W-T Strategy
TOWS Analysis of Travelodge
Opportunities Threats
Strength
SO
Travelodge internationally placed itself by offering very affordable services and facilities to
customers with frequent special deals. ST
As different types of services and facilities has been provided by Travelodge in affordable price
range to customers that enhances their satisfaction but is somehow impact upon entity growth
and development.Weakness
WO
Travelodge is not having wide range of products as well as services for their customers such as
concierge services, room services or porter service (Lim, Jee and De Run, 2020).
Company is having significant capability to associate with other entities in order to enhance
efficiency of their business operations.
Travelodge posses an ability to expand their services and facilitates range as to maximise their
overall revenue and profitability generation ratio.
WT
Hospitality sector is having aggressive competition due to the presence of leading entities, it can
have number of impacts upon Travelodge's future growth and development.
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Many leading entities are collaborating their business ventures with others, this can maximise
competition for Travelodge and further acts as a major threatening factor for entity.
Regular changes in laws, regulations, legal obligations enhancing threat for Travelodge profit
generation capability.
l壱
l壱Marketing objectives
Marketing objectives are termed targets and goals that are being duly underline by
organisations in order to accomplish their goals and objectives with best possible end outcomes.
All the objectives are required to be development with estimated ratio and time period, as this
will further help entity to measure their growth time to time to facilitate more growth. In
addition to this, it has been evaluated that entity is required to have proper and clear set of goals
and objectives with accurate time schedule. In addition to this, marketing team of organisation is
also required to provide formative support to each and every employee those who are
contributing their roles in objective as this will further facilitate entity to accomplish their
objectives with great efficiency.
SMART objectives are defined as a form of business objectives through which organisation can
effectively able to fulfil their short as well as long term goals. It mainly include significant
aspects like Specific, Measurable, Achievable, Realistic and Timely. This will allow
organisation to lay down their objectives with clear and accurate time period and cost. In terms
with Travelodge it is essential for company to formulate SMART objectives as with the help of
this they can not only allow themselves to accomplish their respective goals but also facilitate
them to increase chances of success, as these objectives are having significant tenancy that
further allow entity to measure their each and every objectives step by step and undertake
measure accordingly. In context to this, mentioned below SMART objectives of Travelodge, is
being laid down by entity management, this mainly aim towards increasing satisfaction level of
customers as to enhance overall competitiveness of company in respective industrial sector in a
well defined and effective manner.
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l壱Marketing objectives for Travelodge
Marketing objectives are defined as organisation defined goals that duly outlines
organisation marketing team intention (Arthur, Asmara and Simanjuntak, 2019). These
objectives provide a well defined structure through which accomplishment of entity goals can be
assured in a feasible manner.
·In order to enhance their brand persistence post Covid-19 Travelodge, is looking forward to
take efficient use digital technology. For this hotel is having objective to maximise their number
of followers on Instagram and Facebook page by 14% in next 5 months with the assistance of
digital marketing tools such as paid advertisements, blogs and articles.
·Travelodge, is also having objective to maximise their lead-conversion ratio by 16% in next 8
months with the assistance of technology integration, sales promotion techniques as to maximise
their efficiency of registration and booking experience.
·To increase efficiency of long-term relationship management as well as organisation repetitive
sales by providing customers with high quality of services and facilities. In this hotel is having
objective to attain satisfaction ratio of consumers by 70% in next 11 months.
All the above mentioned laid down objectives can be accomplished by Travelodge in a
well defined and effective manner with the help of efficient tools and techniques. This has been
evaluated that hotel main objective is to undertake marketing marketing campaign for ‘Enabling
a leading brand’ in the budget hospitality industry. In this digital technology will significantly
assist entity to maximise their probability to fulfil their objectives while assuring successful
outcomes. Along with this, AI, Virtual reality maximise opportunities for hotel to increase their
overall selling ratio. Thus, it becomes essential for company marketing manager to evaluate all
the possible aspects to undertake advantage of measures to ensure maximum growth and
development.
l壱Marketing Mix
Marketing mix is defined as set of tactics and actions that are being duly undertaken by
organisation as to undertake their promotion activities to offer organisational services and
products to customers in a attractive manner. It mainly include different elements like product,
place, physical evidence, people and process. With the assistance of this respective tool
respective organisation can effectively able to accomplish their goals and objectives. In addition
to this, it has been evaluated that marketing mix aid company to enhance their overall sales and
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well as profitability in a well defined and effective manner. Mentioned below all the elements of
marketing mix and their implication upon Travelodge is being defined:
Product:
Travelodge is basically providing affordable accommodation and lodging services to the
all of its clientele. The main motive of the company is to satisfy all of its customers with the
comfortable stay along with the high quality of supportive services (Nasution and Naufal, 2020).
In order to attain the respective objectives, management of Travelodge emphasises on bringing
maximum number of alternation in their accommodation facilities with the motive of providing
high quality of services to the customers’ in order to satisfy them at extensive level. This could
be considered as the best strategy for the company that maximises its profitability in rightful
manner.
Price:
Travelodge basically makes use of economic or value price strategy with motive of
making of its services worthy for the customers. Affordable prices for the accommodation
services directly influences interest of the customers belonging to every economic status. This
also contributes in maintaining interest of the customers towards them as their all time favourite
accommodation facilities.
Place:
It has been evaluated that Travelodge started offering their hospitality services in United
Kingdom but due to need of more competitive advantages and growth company duly expanded
their business operations worldwide with an aim to increase their overall customer base, this will
further lead company to maximise their overall rate of profitability as well as productivity in a
well defined and effective manner (Adams, Freitas and Fontana, 2019). In order to fulfil
organisation present goal to increase their growth post Covid-19 entity is duly required to firstly
analyse health and safety preventions undertaken by the particular geographical location. This
will allow company to gain maximum number of customers.
Promotion:
Organisation is required to assure that they effectively provide customers with the
awareness regarding to all of their products as well services in order to influence their
purchasing behaviour (MZ and Saliluddin, 2019). In context to this, it has been evaluated that
Travelodge, undertake use of different types of promotional techniques and tool of both online
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and offline range. In terms with offline mode company take use of T.V, vouchers, news, print
media, advertisement, coupons and more. While if it is talked about online measure, respective
hotel effectively take advantage of online website, social media, bloggers, Vloggers and more.
These promotional tool and techniques facilitate hotel to enhance their overall growth and
profitability at great extent.
People:
Travelodge, consider their employees as their one of the most important revenue
generation sources, this makes hotel management executives to focus upon offering maximum
support and guidance to their employees, as this will further lead them to increase workplace
efficiency of their employees through which increase in customers satisfaction can automatically
assured. In order to fulfil their present objective, Travelodge is offer different type of training
secessions to their employees in which entity is required to mainly focus upon digital training
measures as to enhance satisfaction level of customers.
l壱Customer Service
Customers get served before, during and after purchase by organisation. Consumers are
king of market and have maximum capability to increase or decrease overall profitability and
growth of organisation (AZAM, 2020). Thus, it is essential for organisation to offer maximum
support to customers, as it will enhance organisation ability to hold their customers for long
period of time that enhances organisation continuous profit generation capability. Customer
service is one of the most important aspect for hospitality industry, due to the presence of large
number of entities within this industry, it is essential for Travelodge to offer wide range of
products, services and facilities to customers with high quality and in affordable price range.
This has been evaluated that COVID – 19 enhances customers expectations from organisations
in hospitality industry as they seeks for more safety and precautionary measures from from
entities. This makes Travelodge to formulate strategies and measures by emphasizing upon
COVID – 19 scenario, as to offer their customers with high quality safe and healthy services and
facilities.
l壱Recommendations for improvement of customer service for Travelodge
In order to significantly improve customer service experience post Covid-19 there are
number of variables that are required to be introduced by Travelodge in order to increase their
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business demand in respective industrial sector (Rangkuti, 2019). In this, hotel is required to
mainly consider upon health and safety. In order to fulfil their objectives there are some
recommendations with the help of which respective entity can undertake significant
improvement of their customer service.
All employees and staff members are essentially required to wear surgical masks and gloves as it
will give guest with a sense of safe and healthy environment.
·Self-service are required to be encouraged as far as possible in order to significantly reduce
human contact.
·Travelodge by showcasing their customers with their contributions to coronavirus cause can
enhance individuals trust. In this it is essential for entity to ensure communication with their
customer. For this social media and digital marketing measures can proves to be effective for
company.
·In order to strength their financial aspects Travelodge finance management is recommended to
have better payment plan and effectively enforce rigid cost-control in energy consumptions and
take advantage of government moratorium of enhance efficiency of GST, EMIs, PF, bank
guarantees, excise and more.
·Covid-19 has increased consideration to undertake maximum advantage of technology, in this
Travelodge management is being recommended to undertake use of AI and other essential
technology to facilitate self-check-in with codes, digital payment, self-monitoring gadgets,
robots for cleaning and more.
· Travelodge is recommended to provide training session to employees in order to train them to
offer services and facilities while having proper concern on their as well as customers health and
safety.
By having effective consideration of all these recommendations Travelodge can
effectively allow themselves to offer effective customers services, all the above mentioned
practices facilitate respective hotel to make improvement in their customer service. This will
further allow entity to ensure their continuous growth and growth in a well defined and effective
manner.
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·CONCLUSION
As per the above defined report, this has been concluded that hospitality industrial sector
is a leading and fastest growing segment in which number of organisations are offering their
business services and facilities. This industry is having maximum extent of competition, this
make organisation to review their marketing strategies, measures, goals and objectives to
enhance their market growth. However this has been evaluated that due to COVID- 19
organisations are forced to make significant modifications in their business objectives as to offer
safe and healthy facilitates and services to customers. In this, entity is required to undertake use
of TOWS analysis in order to identify different factors prevailing to develop strategies against
them as to gain more competitive advantages. It will significantly allow to assure satisfaction of
maximum number of customers through which organisation can enhance their profitability and
productivity at great extent.
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·REFERENCES
Books and Journals
James, K., 2019. 11 Hotel History. The Future Past of Tourism: Historical Perspectives and
Future Evolutions, p.133.
Dandage, R.V., Mantha, S.S. and Rane, S.B., 2019. Strategy development using TOWS matrix
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Rangkuti, F., 2019. Teknik Membedah Kasus Bisnis Analisis SWOT: Cara Perhitungan Bobot,
Rating dan OCAI.
AZAM, A.S.I.B., 2020. SWOT AND TOWS MATRIX ANALYSIS TOWARDS LIFE RAFT
SERVICE STATION: A CASE STUDY ON DYZARA SDN BHD. UniKL MIMET.
MZ, Z.H., SA, M.A. and Saliluddin, M.S., 2019. TOWS MATRIX OF ENVIRONMENTAL
HEALTH MANAGEMENT FOR FLOOD DISASTER IN MALAYSIA. International
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Nasution, A.H. and Naufal, M.I., 2020, April. Strategy Business Based on Analytical Hierarchy
Process and Tows Matrix: Case from Customer Preference in Wedding Photography.
In 3rd Asia Pacific International Conference of Management and Business Science
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Kumar, A., Shankar, R. and Aljohani, N.R., 2019. A big data driven framework for demand-
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Setiono, B.A., 2019. The Effect Of Marketing Mix, Quality Of Service And Orientation Of
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Arthur, K.M., Asmara, A. and Simanjuntak, M., 2019. The Effect Of Marketing Mix On “Kpr
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