LSC UoS BA Business: Travelodge Marketing Campaign Plan

This report presents a comprehensive marketing plan for Travelodge, a major UK hotel brand. It begins with an introduction outlining the importance of marketing plans and provides a background of Travelodge. Task 1 conducts a marketing audit, explaining its significance and utilizing TWOS analysis to identify Travelodge's strengths, weaknesses, opportunities, and threats. Task 2 focuses on setting marketing objectives, emphasizing the SMART principle, and establishing specific objectives for Travelodge. Task 3 examines the marketing mix, detailing the 7Ps and their application to Travelodge. Task 4 explores customer service, offering recommendations for improvement. The report concludes with a summary of the key findings and recommendations, supported by references.

Travelodge Hotel

TABLE OF CONTENTS
1.0 INTRODUCTION.....................................................................................................................3
1.1 Background of Travelodge....................................................................................................3
2.0 TASK 1......................................................................................................................................3
2.1 Marketing audit of Travelodge..............................................................................................3
2.2 TWOS Analysis.....................................................................................................................4
2.2.1 TWOS Analysis for Travelodge.........................................................................................4
3.0 TASK 2......................................................................................................................................6
3.1 Marketing objectives.............................................................................................................6
3.2 Marketing objectives for Travelodge.....................................................................................7
4.0 TASK 3......................................................................................................................................8
4.1 Marketing mix of Travelodge................................................................................................8
5.0 TASK 4....................................................................................................................................10
5.1 Customer services................................................................................................................10
5.2 Recommendation or suggestion for improvement of customer’s services..........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

1.0 INTRODUCTION
Marketing plan is prepared by organisation in order to plan various strategies in advances to
cope up with future available opportunities and challenges so that organisation can grow and
expand its business in competitive market. Marketing plan effective analysis current situation
and capabilities of firm so that future objectives of company can be set. It also specific different
types of tangible and tactical strategies that are used by enterprise to influence maximum number
of individual and accomplish specific objectives. This report discuss about future marketing plan
of Travelodge by conducting marketing audit, setting specific objectives that need to be achieved
in year. It have also evaluates and analysis future marketing mix strategies that can be used by
Travelodge to meet requirements of number of customers. It has also discussed about various
methods that can be used by company to improve customer’s satisfaction for becoming leading
brand in tourism and hospitality industry.
1.1 Background of Travelodge
Travelodge is one of the largest independent hotel brand in UK that operate in tourism
and hospitality industry with 570 hotel across UK, Ireland and Spain. Hotels render qualitative
services to large number of customers thus able to enjoy competitive market share and high
profit margin in tourism sector. It is private limited company which was established in 1985 in
Thame, England, UK and it have more than 11000 employees that are ready to delivered best
services to customers.
2.0 TASK 1
2.1 Marketing audit of Travelodge
Marketing audit is critical analysis and evaluation of various marketing strategies, task or
activities and objectives that are set by firm to attract individual to select services of one
company as compared to another. It helps organisation to refocus on its marketing strategies by
review various action, plan and objectives so that customers requirement can be fulfilled in best
possible manner (Casey, 2019). Thus, marketing audit helps in finding associated challenges,
issue or opportunities for various activities or plan of marketing. It is important for Travelodge
manager to conduct marketing audit to formulate effective marketing plan for organisation so
that it can grow and sustain its business in competitive market condition. Marketing audit helps
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in meeting objectives of organisation as manager can easily evaluates various activities and
action are taken place as per set objectives or not. So, it has finds effective solution,
recommendation to improve keys areas so that maximum benefits can be gained by enterprise.
Therefore it helps in minimising amount of risk associated with marketing plan of Travelodge
and contributes in effective operation of firm in tourism and hospitality industry.
2.2 TWOS Analysis
TWOS is a model that is used to analysis marketing activities or helps in conducting market
audit so that effective plan can be prepared for Travelodge. Therefore Twos of Travelodge are as
follows:
2.2.1 TWOS Analysis for Travelodge
Strength Weakness
Opportunities  Travelodge provides room
at affordable rates and
qualitative services to
customers thus company
can use its strength to
expand its market in
different countries rather
than UK and Ireland
(Maslova, Bozhuk and
Smirnova, 2019). Thus it
will provide opportunities to
firm to meet need of diverse
individual other than people
residing in UK.
 With growth and
development of sustainable
and responsible tourism
Travelodge manager have
 Company deals in limited
services, facilities whereas
other budget hotel offers
wide varieties of services to
customers so that there need
can be fulfilled in best
possible manner. So
marketing manager has
decided to expand its existing
services and facilities for
optimum utilisation of
opportunities and satisfaction
of need in best possible
manner.
 Concentrated operation is
another weakness of
Travelodge therefore
it have opportunities to enter
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make crucial plans to make
effective utilisation of
resource, reduce amount of
wastage and pollution in
order to protect
environmental resources.
Therefore it is strategy for
company to meet need of
people by ensuring
minimum wastage so that
no harm can be caused to
local communities and
tourism can be promoted on
large scales.
into new market where
customers want budget hotel
for spending their leisure
time and money.
Threat  Tourism and hospitality
industry is growing at rapid
rates so most of the
organisations are offering
best services to customers in
order to earn more
profitability. Company can
use its strong brand image
as one of the leading
company to competitive
with other and attract
diverse individual to select
Travelodge.
 Changes in customers
preference, taste, culture
 Limited product portfolio or
services is a weakness of
Travelodge that create threat
to its growth and
sustainability in tourism and
hospitality industry (Kamps
and Schetter, 2018).
Therefore marketing
manager of Travelodge have
planned to remove its
weakness and threats by
adding new services such as
Free WIFI facilities, Spa for
different range of customers.
 Limited presence in online
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and tradition or government
policies such as Brexit have
impacted overall sales
volume and profitability of
firm (Ballings, McCullough
and Bharadwaj, 2018).
Therefore marketing
manager of Travelodge have
planned to use its strength to
offer services at reasonable
rates to attract large number
of customers and remove
threat of changing policies,
customers preference for
long term growth and
sustainability of
organisation.
sites is another weakness that
may act as threat as large
number of organisation in
tourism and hospitality
making use of digital media
to maintain strong
relationship with customers
so that it can enjoy profit for
long period of time.
Therefore manager have
planned to use of digital
technology to enter into new
market and meet needs of
diverse individual.
Therefore it can be stated from above market audit that firm can make effective
utilisation of its strength to take advantages of opportunities and remove threat of business so
that it can grow rapidly in future years. One of the weaknesses of Travelodge is limited services
range such as limited number of room and other facilities so not suitable for large families.
Manager in order to remove its weakness and make effectively utilisation of opportunities have
formulate strategies to increase its facilities so that number of people can have affordable room
to spend their holiday and vacation at different destination (Pappas, 2016). So, it can be stated
that TOWS helps in better understanding of marketing activities, keys areas on which manager
need to works so that it can protect company from threat and take advantages from available
opportunities.
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3.0 TASK 2
3.1 Marketing objectives
Marketing manager needs to set marketing objectives or goals of organisation so that
various strategies, plans or task that needs to be performed by various individual can be planned
for achievement of specific benchmark. It is important for business to set marketing objectives so
that optimum utilisation of individual capabilities and skills can be made for growth and success
of enterprise. At the same time it helps in identifying errors, mistake and keys areas in which
company lack so that corrective action can be taken within limited time period. SMART
objective are termed as objective that are set for specific purpose that can be measured in term of
qualitative or quantitative, should be real and achieved in specific time limited by firm
(Chintagunta, Hanssens and Hauser, 2016). Therefore various principles of SMART objectives
that need to be followed by marketing manager of Travelodge while setting objectives are it
should be made for specific purpose such as to enhance market share, sales volume or launch of
new products and services. It should be measurable so that various weakness or error in
marketing plan can be find out for ineffective achievement of objectives. Marketing manager
need to set goals that can be achieved in reality and within specific time limited so that enterprise
can grow and expand business on continuous basis.
3.2 Marketing objectives for Travelodge
Therefore, marketing objective of Travelodge can be illustrated as follows:
 To increase sales volume of Travelodge by 10% till 31 may 2021.
 To increase in number of services and facilities in order to enhance customers
satisfaction by 5% by 31 Jan 2021.
 To enter into new market segment for expansion and growth of business and increase in
profitability and market share by 15% at year end may 2021.
Justification of each Marketing objectives that are set by Travelodge
There is continuous growth in tourism and hospitality industry as lot of people wants to
spend their time in different destination in order to have fun, enjoyment and entertainment. UK is
best destination that offers different facilities, services, tasty and delicious food to customers or
tourist. Therefore increasing number of tourist visit in recent years have provided opportunity to
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Travelodge to enhance its sales volume and meet need of different individual in order to increase
overall sales volume of organisation.
Travelodge have limited facilities and services so it has opportunities to expand its
business and enhance customer’s satisfaction by adding more values or services for achievement
of firm objectives (Bojanic and Reid, 2017). Company by adding or making modification in its
services can attract existing as well as new customers to make purchase so that overall marketing
objectives can be achieved.
Company have concentrated or limited operation within UK and Ireland so it has
opportunities to enter into new countries to add more and more customers to firm. Travelodge
offer qualitative services at affordable services thus it can easily meet requirement of different
customers and expand its business. Company by entering into new market segments can add
new customers to firm and contributed in enhance of profitability.
4.0 TASK 3
4.1 Marketing mix of Travelodge
Marketing mix is a technique that is used by marketing manager to induce large number of
people to make purchased so that it can grow and expand its share of profitability. There are
seven elements of marketing mix such as products, price, place, promotion, physical distribution,
process and people (Serrat, 2017). This technique is used by marketing manager to add more
customers to firm so that it can gain competitive advantages. Therefore 7 p’s of marketing mix
that can be used by Travelodge to retain customers loyalty are illustrated as follows:
Products/ services: Travelodge deals in limited services or facilities so marketing manager have
planned to increase services for fulfilment of need of diverse individual. Company have strong
brand image in UK as it always offer better services to customers in order to grow and sustain in
competitive market situation for longer run. Therefore better services have contributed in
effective growth and success of enterprise.
Prices: Marketing manager have set affordable price for its services so that people ranging from
middle and higher class can make purchase and contributed in achievement of organisation goals
(Cortez and Johnston, 2017). Effective pricing policies adopted by Travelodge manager
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influence individual to select Travelodge hotel as compared to other companies for enjoying
leisure time and money.
Place: It is one of the most important elements of marketing mix that provide ease and comfort
to customers to take decision regarding selection of services of hotels, restaurants. Travelodge
hotel till now operate in UK and Ireland with hotel approximately 572 so it have planned to enter
into different countries in order to earn more profitability and sales volume. Advancement in
digital technology have provided opportunities to marketing manager of Travelodge to offer
online booking so that customers without wasting their more time and energy can get services. It
can provide various detail of service, its operation on its official website so that customers can
quick make decision to book Travelodge hotel for spending their vacation.
Promotion: There are different methods which have been used by marketing manager of
Travelodge to promote its products and services to customers. It can make use of digital media as
most of the young people make use of various search engine, apps in order to get information
about hotels and destination. So, marketing manager by promotion through social media such as
facebook, Twitter and instragram have contributed in developing strong brand image and
marketing of services within limited time and cost (Sterne, 2017). Company strong brand image,
customers loyalty have contributed to mouth to mouth publicity of firm in UK and Ireland so it
have planned to use same to influence target customers of organisation in future circumstance.
Thus, it can be stated that effective promotional strategies of Travelodge can
helps in growth of firm in new market segments.
Physical distribution: Company have planned to enhance its market share so that people can get
accommodation facilities at reasonable rates at different destination. Marketing manager of
travelogue have also decided that by rendering services as per expectancy of customers it can
gain strong brand image and maximum market share, profitability in new market segments.
People: Travelodge marketing manager for entering into new market and adding new services
have planned to hired, select and recruit individual that have enough knowledge, capabilities to
render best services to customers (David, David and David, 2017). Marketing manager have
planned to provided better training and development programs, guidance to new employees so
that they can understand needs of customers and work effective for better satisfaction of their
requirements. Travelodge have strong brand image so most of the capable, highly knowledge
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people wants to be a part of enterprise so it helps firm in gaining competitive advantages in
present as well as future.
Process: Activities that need to be performed by each individual have been clearly decided by
manager so that no confusion and conflict can be created and best services can be delivered to
end users (Kumar, 2018). Standard process that needs to be followed by employees will reduce
chances of wastage of time and money thus contributed in effective achievement of company
future goals. Thus, well defined process helps in better coordination and cooperation of
individual efforts towards organisational goals.
5.0 TASK 4
5.1 Customer services
Customers are most important for any organisation as it able to earn more and more
profit by fulfilling requirements of various individual. So, customers service department of
Travelodge plays an important role in ensuring that needs of respective individual are meet in
order to retain their satisfaction and loyalty within firm. It resolve various issue, problem that are
faced by customers from making booking of rooms to last delivery of services so that they can be
happy and satisfied and motivated to make always select Travelodge for satisfaction of their
needs (Liu and et.al., 2018). It can be stated that customer services department is important for
firm as it helps in increasing overall sales volume, customer’s satisfaction and profitability. At
the same time it contributed in long term growth and survival of enterprise by meeting
expectancy of diverse tourist guest that spend their holiday in Travelodge. It also contributed in
building strong brand image of enterprise as customers are mostly happy and satisfied with firm
they give priority in optimum satisfaction of their respective requirements.
5.2 Recommendation or suggestion for improvement of customer’s services
There are few suggestions which Travelodge can used in order to improve or enhance
customer satisfaction so that firm can earn more profitability and market share in tourism and
hospitality industry.
Use of digital media: It can be stated that most of the organisation in tourism and hospitality
due to rapid changes in technology have planned to use advance technology so that requirements
of customers can be fulfilled in best possible manner. At the same time it have been noticed that
94% of traveller use smart phone, computer to search information related to hotels, destination
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and restaurant in order to spend their holidays. Therefore Travelodge by increasing its presence
in online platform can create awareness among huge customers and expand business within
minimum time and cost.
Optimise of websites: It is another method that can be used to improve customers satisfaction
that is optimise of websites that means most of the people uses voice search in order to get
knowledge about hotels of destination (Gupta and et.al., 2016). Therefore Travelodge manager
need to create websites that have information about most searched by people such as best or
affordable hotels in UK and Ireland.
Use of images and videos: Some of the firms in tourism and hospitality industry have started
posting video and image on social sites so customers can know about facilities, infrastructure of
room or hotels in order to take decision for selecting particular hotel. Marketing manager need to
provide 360 degree and clear images of room, restaurant, park and public areas or parking
facilities of Travelodge so that they can be happy and satisfied with services render by firm.
Unlock keyless entry: It is another service that have can be used by Travelodge manager to
retain customers satisfaction as there are few individual that want services quickly without
welcome touch (Cortez and Johnston, 2017). Hyatt and Hilton are some of the organisation that
already provides such services to customers for satisfaction of their requirements beyond their
expectancy. Cashless payment system can also used by Travelodge in order to enhance
customer’s satisfaction.
Hotel mobile app: It is best method to provide extreme services to customers as most of the
younger generation wants to book and check out using Hotel mobile app. It can be stated that
hotel mobile app saves their time, energy in standing in queue for various option for services
within hotel such as check in and out. Travelodge by offering such services can provide ease to
customer to book room, dinner or restaurant or check out as per their conveniences.
Promote sustainable tourism: Most of the people as well as government of countries have
become aware of harmful impact of increasing tourism to environment and natural resources. So
they have forced company to take CSR activities and reduce wastages by guiding tourist to
respect and preserve resources for local communities. Therefore Travelodge manager by
promoting sustainable tourism can contributed in longer success of organisation and effective
achievement of objectives (Kamps and Schetter, 2018). It can make use of more green
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technology and making optimum utilisation of resources so that products and services can
available for existing as well as future generation.
CONCLUSION
From the above report it can be concluded that marketing plan of Travelodge will helps it to
grow and sustain in tourism and hospitality for longer period of time by meeting customers
expectancy in best possible manner. Effective marketing mix strategy of Travelodge has
contributed in retention of customer’s loyalty and growth of firm. At last it can use various
suggestion for smooth operation of business in future circumstances in order to earn maximum
amount of profitability.
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REFERENCES
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