Travelodge Marketing Strategies: TOWS, Objectives, and Marketing Mix

This report provides a comprehensive marketing analysis of Travelodge, a private company operating in the UK's hotels and hospitality industry. It begins with an introduction to marketing management and then delves into a TOWS analysis (Threats, Opportunities, Weaknesses, and Strengths) to identify areas for development and strategic planning. The report outlines Travelodge's marketing objectives, focusing on increasing market value, enhancing customer service, and achieving growth. It then details the company's marketing mix, examining the 7Ps: Product, Place, Price, Promotion, People, Physical Evidence, and Process. The report also explores ways to improve customer service, a critical factor in the hospitality sector. The report concludes by summarizing the key findings and recommendations for Travelodge's marketing strategies, offering valuable insights into brand management, customer satisfaction, and market competitiveness within the hospitality industry.

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Marketing tows for Travelodge...............................................................................................3
2. Marketing objective in Enabling leading brand:-...................................................................5
3. Marketing Mix of Travelodge:-...............................................................................................6
4. Ways to improve the level of customer service:.....................................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Management is the process of doing things in an organized and systematic way.
Marketing management helps in smoothing the process of selling goods and services from the
seller to buyer. The Travelodge is the private company, which is operating in the hotels and
hospitality industries in the UK. This report includes the Tows analysis, marketing objectives,
marketing mix plan and area of development due to the crisis of corona virus.
1. Marketing tows for Travelodge
The acronym of Tows is threats, opportunity, weakness, and strength. It is the expansion
of the swot analysis. Tows help company in identifying the external threats and opportunity and
also compare it with the strengths and weaknesses (Alnawas, 2019). The marketing tow for
travelodge is as follows:
STRENGTH
Affordable price
Runs attractive programs
Services to customers
Expert managers
WEAKNESS
Plain-looking
Unsatisfied customers
Equity is negative
Press is bad
OPPORTUNITY
Green environment
Ecotourism
Trainings to managers
Raise cheap funds
Company can invest more in
the green environment, which
attracts more customers.
Mangers can run attractive
programs for the customers.
Reinvestment in the finance of
company results in
improvement of debt and
equity ratio. For the customer
satisfaction more services are
to be provided.
THREATS
Limited international presence
Terrorist attacks
Substitutional threats
Switch to low cost
Introduce new guests service
program and also promote
business more on international
level.
Improvement in different
reward programs for the less
switching. Introduce new
attractive program.

SO: Travelodge offers the services at very affordable price, It also provides the special deals on
pre booking or booking for some special occasion. The best way to attract the customers are
deals and promotions. Travelodge is providing different programs for their premium customers
like Business account card. These programs help in making difference from the other
competitors in the market. Though, it is a popular practice done by almost every company.
Travelodge has expanded itself in the UK and its presence is also remarkable, which makes trust
on the customers for long term (Goryushkina, 2016). Company can also invest the amount on the
environment practice which are more useful in earning profit as well as positive reputation
among the public, as nowadays people are more concern about the environment. Hotels can use
natural products for the services like spas, bathing, cleaning etc. which laid a remarkable
impression on the guests. Hotels can also reduce the use of poly bags and disposals, instead the
can use papers. With the profit earning the hotel should also lay emphasis on the environment,
and make the environment of the hotel eco-friendly. All these environmental practices helps the
hotel in leaving the good impression on the guests.
WO: according to the other budgeted hotels, Travelodge is not providing good range of services
to their customers. Travelodge do not provide room services and perter service etc., Which
results in plain looking and sometimes boring. This is considered as the loss or disadvantages for
the Travelodge as other hotels are providing these services. It will also affect the image of the
hotels outside. People already experienced many hotels and have many choices and gets
disappointed if the services are nor proper. This results in the loss of sales as the main aim for the
hotel should be the customers' satisfaction. Travelodge also disappoint customers by the policy
of over booking, as customers have already booked the place and when they arrive place gets
full. This cause major discomfort and frustration in the customers. Company can also reinvest the
finance which helps in increasing the debt and equity ratio.
ST: Hospitality is the most competitive sectors, which includes large number of participants.
This starts with 1 star hotel to 5 star hotels. Due to the declining rate of income of the people,
they prefer cheaper hotels instead of spending large number of amount in the hotels like
Travelodge. It has very less presence at the international level (Farrington, 2018). It mostly
focusses on the markets of UK and Ireland. Thus, the tourists from the foreign countries don't
know about these hotels, and they choose the hotels which has its brand name and also popular in
their own home town. Due to the terrorist attacks in UK, the tension and pressure among the

customers increased, customers are worried about the natural calamities. Therefore, people are
now less interested in the hotels. The arrivals of foreign customers also decreases and the
demands for the hotel services also decrease accordingly.
WT: The protection movement of the environment achieved the momentum, the new trend is
green and ecotourism. The policies and regulations related to the environment are mandatory for
the hotels to follow. The hotel following these environment practices increased in their
reputation and sustainability. Hotels maintaining these practices gets the positive feedback from
the guests and maintain the positive image among the public. Travelodge can also decide to go
global, expands its market in foreign and gain more profit and reputation. Travelodge can also
introduce the programs for the reward which decreases in the switching of guests to the other
hotels.
Therefore, above mentioned are the TOWS analysis of the Travelodge, which helps in
identifying the area of development.
2. Marketing objective in Enabling leading brand:-
Marketing objective of Travelodge by strategy “Enabling A Leading Brand” are:-
1. Travelodge to increase the market value by 20% within next 12 months.
To increase the best of the customer services and provide the customer better services
from the competitor and make them rely on your services. Profitability increased by the
strategies of marketing in the process to achieve objective by providing the services to the
customer with quality not in quantity. Travelodge required people who can help the company in
achieve the objective and help the company in better performance so that more of the customer
attracts to the hotel service and it increases in the profitability of the company.
2. Travelodge include the strategies by which the company can achieve its objective and it helps
in company's growth rate. Travelodge focused on 17% growth rate in the market with objective
to company growth and growth in goodwill in market.
Travelodge focusing on financial growth rate and as well as market goodwill as it help
the company in getting more customer and increase market value. Growth rate increase when the
company gets more of the customer and by that company gets more earning and increase its
income and utilize in the growth rate. When company reaches right customer and by that
increasing in sales and services cause increase in finance and it further increases in the growth

rate. Providing better services helps the company to grow and company need to use new
technologies to increase their market and focus on growth.
3. Travelodge is focusing on providing the increase in its customer service by 19% in next 12
months.
Customer service helps the company in retaining the customer and retaining the client,
Travelodge decided to increase its customer service ration by 19% which can help the
organization in its market values and providing better service increase the leading in the sector as
better services attracts the clients and regular clients helps in cash flows. Customer service will
be increase by providing the quality in services and mentioning the feedbacks of the clients and
use them to overcome the issue a company is facing.
All the objective of the company focus on utilizing the strategies to increase the market
of the Travelodge and for that they need to focus on providing better services which can help the
organization in better income and regular clients and it increases the growth rate and profitability
with the focus in their marketing Campaign.
3. Marketing Mix of Travelodge:-
Marketing Mix is tool which is used by the business man and marketers so that they can
determine product and brands offering. The model of marketing mix is divided in 7Ps:-
Product:- Product and services of Travelodge core product as it mean the basic form of product
and it explains customers reason to buy a product or service, in hospitality the customer stays in
a room of hotel for a specific period. The facility product it offers as the customer services, bar,
pool side, online reservation and other facilities which a customer gets in service. After that the
supporting product includes and in this Travelodge the additional product and services that are
offered to obtain advantages in increasing the values of core products, like supporting the room
services, newspapers free, and magazines of travellers and travellers suits. Augmented product
are the benefits of the services by the company to their customer in form of membership, relaxed
hotel atmospheres, gym deals etc.
Place:- The main strategies of a hospitality business is place. It includes the specified places
where it is convenient for both the customer and owner (Wu, 2018). Place also include the space
as how much big the hotel is being made and for how many customers and how many rooms are
to be made. It totally depends on the strength of the rooms and targeted customers, Hospitality in
UK is a competition market and for that the owner need to find a place which can easily attract

more of the customer and can make sure that the place is easy to find and have facilities of
proper transportation. Transportation ways are important as it is important for the customer to
travel to the hotel easily and have proper roads and transportation facilities.
Price:- Pricing strategies used by the business divided into 4 parts as economy, penetration,
skimming and premium. Economy pricing involves selling the product and services of only basic
features and few characteristics to consumer and in low budget (Kotler, 2017). In penetration
strategy of pricing it includes high prices' product in low budget and it focuses on increase of
market share. Skimming pricing is opposite to penetration pricing as it offer higher prices from
its competition. It is rational as the choices of pricing strategies include the desire to associate
product and services with high quality (Abril,2016). Premium pricing strategies involves high
prices for their product and service and give excellent quality and features in their product and
service. It also include the technologies they use as new technologies include high pricing. Price
of the products should be accordingly, customers can pay little more if the product is good.
Pricing is the important factor of the company.
Promotion:- Promotion is a way in which a company communicate to its customers about what
the company does and what company offers to its customer, the activities as branding, public
relations, corporates identity and special offers. Promotions objective need to meet the appealing,
the reason why customer should choose your product rather than your competitor. A good
communication strategies embrace the dialogue between the audience and company. Travelodge
communicate the strategies of their product to customer by different ways in advertisement,
prospectuses etc. Promotion can be done by the social media as social media is playing an
important role in promoting the products. Social media is the basic tool for communicating with
customers. Nowadays people are using social media in wide range.
People:- In hospitality and hotels people play an important role as it creates impressions that can
effect outstanding in either the positive and negative to the company. The value and goodwill og
the company are in the hands of its customers and people, customer feedback can effect the
company in both positive and negative (Išoraitė, 2016). Company people include the process in
which the company should choose the right people at right job and also train them on regular
basis so that it can help the company in their goodwill and respect.
Physical evidence:- Physical evidences are the proof of the quality and services provide by the
company to its customer and it is the evidence which can help the new customers to look for on

the websites about the company and see the reviews of the old customers and take decision
accordingly. Evidence shows the structure and working of the company, in hospitality evidence
refer to the cleaning, facilities, decorations and tidiness. But it's not possible for the customer to
experience the services without purchasing, so in that case they need to come to the hotel but
reviews and website gives a brief of the scenario.
Process:- The process of working is very important as it shows how responsible a company is
and how they can work fast in the process, Waiting in the lobby is not acceptable by the
customer every single times and for that they need to provide better services and fast working.
Customers call and the services should be fast working and should take minimum to minimum
time. Even Travelodge can adopt the social networking for its working as it can help the process
in working versatile ways. Networking helps in improving the working of the company (Bowie,
2016). Online booking and the process of online registration need to be available in the company
so that customer can fill the process by their own in their registrations.
4. Ways to improve the level of customer service:
The top priority of the hotels should be the customer's satisfaction as the competition in
the hotels are increasing day by day. So, the ways to improve the level of the customers services
are as follows:
Customer's satisfaction: the main aim of the hotels should be satisfying the customers. And
mangers should identify the satisfaction of the customer (Chandiok, 2017). For evaluating the
customer's satisfaction , managers can take feedbacks form them, it helps them in identifying the
loop and holes of the travelodge. The feedback can be taken through different ways like,surveys
and social media is playing an important role in the marketing. The mangers should regular
monitors the people thought about their companies.
Make your hotel different from competitors: Manager of the Travelodge should identify the
competitors in the market and also their facilities. Travelodge can provide the facilities which are
not provided by the other hotels and are fully unique in the term of hotels. Managers can provide
facilities like free Wi-Fi, different food etc.
Identify the base of customers: managers can identify the base of the customers by target
market. Hotels should be aware of the types of customers. Manager can change the services and
facilities according to the base of the customers. Through the target market, hotels can seek
emotional experiences which lay a positive impact of the hotels.

The Best problem solver: The hotels should be aware of the problems facing by the customers
and also comes up with the better and fast solution. As social media is the basic tool for the
marketing, customer can post their experiences and problems, which should be monitored by the
hotels and also response wisely (Yeoman, 2016). Travelodge can learn the art of changing their
happy customers into their own brand ambassadors.
Listen to guests and change their attitudes: hotel have to keep the thought that customers are
the precious part of the hotels. They work as the food for the body. If they are happy and
satisfied it may consider positive for the hotel. And of they are not happy and satisfies it may
lead to the problem for the hotel. Accordingly, an unhappy customer can reach to thousands of
people through the social networking sites (Blagoev, 2019). So before their post it the
responsibility of the mangers to listen them and their mentality and their attitude towards the
hotels.
Staff's relationship: With the importance of the customers, manager should also understand that
the staff is also important part of the hotels. As they deliver services and products to the guests.
Managers cannot maintain the relationship with the guests regularly, so they have to train the
staff and make a good relationship with them. A strong bond between the staff and managers can
be helpful to the hotel. The staff should get the equal importance with the customers.
Leave long-lasting impression: If a hotel wants their customers to remember them forever.
They can offer the personal touch that remains in their mind forever. Hotels can greet the guests
with their names and the attitude towards the guest should be soft and calm. Staff should not talk
to the customers rudely or in loud voice (Nikolskaya, 2018). These helps in leaving a long-
lasting impression.
Fulfilling the expectation: The expectation of the guest should be fulfilled and making them
satisfied is the important part of the hotels. If a guest decides to stay in your hotel, that means
they are trusting you, then is the responsibility of the hotel to keep them happy and care for them.
Hotels should exceed their expectation, in result they will provide you reward and loyalty, also
they make positive mouth publicity through their network.
Easy your operational processes: Nowadays customers are expecting the speed and efficiency.
In this process, hotels can make it more easier and efficient by providing them self-serve kiosks,
that saves the time during check ins. They can also provide online booking service, so that guests
can digitally view the place and selects the room according to their wish and demands.

Therefore, there are many ways to improve the level of customers service.
Implementation of the above mentioned ways can lead to a successful hotel.
CONCLUSION
This report explains the TOWS of marketing for Travelodge and its marketing audits as
the process of audits in the marketing. Report provide data in improvement of customer services
level by the part of their Campaign. Marketing management includes many strategies and in this
report it is discussed the strategies which help in improvement of Travelodge growth and
profitability and the relation of marketing mix as it can improve the company's strategies to
achieve the objective. This report further explain about the time specific goals of the company
within 12 months as what need to achieve. In this the customer service shows that its so
important for an organization or company to have a customer service as it can solve many issues
of both customer and company.

REFERENCES
Books and journals
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investigating the role of high-order marketing capabilities. International Journal of
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Blagoev and et.al., 2019. THE HOSPITALITY INDUSTRY: Understanding Hotel Business.
Varna University of Management.
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Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
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and tourism. International Journal of Contemporary Hospitality Management.
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services. International Review of Management and Marketing. 6(6S).
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6), pp.25-37.
Kotler, P., and et.al., 2017. Marketing for hospitality and tourism.
Nikolskaya and et.al., 2018. Innovative quality improvements in hotel services.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
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management.
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