Travelodge Marketing Plan: Situation Analysis, Strategies, UK

This essay presents a comprehensive marketing plan for Travelodge, focusing on its strategic move to launch a boutique hotel concept with premium economy rooms called "SuperRooms." The analysis includes an overview of the company, its internal strengths and weaknesses, and external opportunities and threats, considering political, economic, social, and technological factors. The plan outlines specific marketing strategies, including psychographic segmentation, concentrated targeting, and a unique selling proposition. It addresses the impact of external factors such as terrorism and economic instability on the tourism industry and emphasizes the need for Travelodge to adapt to evolving consumer preferences and technological advancements. The plan aims to attract a larger customer base through targeted marketing efforts and enhanced service offerings, leveraging Travelodge's existing strengths and addressing potential challenges.

Basic marketing plan for Travelodge to meet marketing
objectivesExecutive summary
 This section depicts a marketing plan of Travelodge where it being a
budget hotel is now planning to launch a boutique hotel, consisting of
premium economy rooms, also entitled as “SuperRooms” for its clients
and users.
 Below is a detailed description of its newly launched services that has
also encompassed its targeted set of market and some strategies to
attract them in greater numbers.
Company overview
 Travelodge is basically a privately- owned company which
operates all over the UK.
 With a foundation of near around 33 years, it is now positioned as
the 2nd largest budget hotel in UK and the 3rd largest chain of
hotels in terms of bedrooms in its hotels that are more than 32,
600.
Marketing situation analysis
Internal analysis
Strength Weaknesses
 It has a strong networking chain that assists
in building a strong share in the market.
 It’s too much dependency on seasonality
sometimes affect its earning that often
declines at this time.
Opportunities Threats
 Being a budget hotel, it can try expanding
in the developing nations of the globe.
 Political instability is referred to be yet
another concerning aspect for the quoted
enterprise where it should become
adaptable towards the change.

Marketing situation analysis
External Analysis
Political Economical
 Such changes leading to several
terrorism attacks discourage the tourists
to visit the places and creates a sense of
fear and distress in them by affecting
the entire tour business.
 Such economic instability also creates a
negative influence on the company by
deterring the consumers to approach
them.
Social Technological
 Considering these changes, Travelodge
is required to be active in meeting the
fluctuating choices of its users and act
accordingly.
 Certain technical changes has in turn
led to modify the analytical approach of
many tourers and travellers where
Travelodge is hereby required to cope
up with such progressive measures and
undertake the same.
REFERENCES
Bowie, D. and et. al., 2016. Hospitality marketing. Routledge.
Jones, P., Hillier, D. and Comfort, D., 2016. Sustainability in the hospitality industry: Some personal reflections on corporate challenges and
research agendas. International Journal of Contemporary Hospitality Management. 28(1). pp.36-67.
Kim, M., Vogt, C.A. and Knutson, B.J., 2015. Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal
of Hospitality & Tourism Research. 39(2). pp.170-197.
Marketing Strategies
 Segmentation- Psychographic
segmentation.
 Targeting- Concentrated
targeting method.
 Positioning- Unique selling
proposition (USP)