LSC UoS BA Business: Travelodge Marketing Report and Analysis

This report provides a comprehensive analysis of Travelodge's marketing strategies, covering key areas such as marketing audits, TOWS analysis, marketing objectives, and the marketing mix (7Ps). It begins with an introduction to marketing plans and the hospitality industry, followed by an examination of Travelodge's background. Task 1 focuses on the marketing audit and its importance, along with a TOWS analysis identifying strengths, weaknesses, opportunities, and threats. Task 2 delves into marketing objectives, emphasizing the SMART principles and their application to Travelodge. Task 3 explores the marketing mix and its components. Finally, Task 4 analyzes customer service, providing recommendations for improvement. The report concludes with a summary of findings and references.

TRAVELODGE HOTEL
Contents

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Marketing audit and its importance for business.........................................................................4
TOWS Analysis and its use.........................................................................................................5
TOWS Analysis for Travelodge..................................................................................................5
TASK 2............................................................................................................................................6
Marketing objective.....................................................................................................................6
Marketing objectives for Travelodge...........................................................................................7
TASK 3............................................................................................................................................8
What is marketing mix? Why is marketing mix used in a business? Mention 7Ps of marketing
mix...............................................................................................................................................8
TASK 4..........................................................................................................................................10
Customer service and its importance.........................................................................................10
Recommendations......................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

ABSTRACT
This report will highlight all the details about how the company assesses its strategies of
marketing and what methods they undertake in order to complete the task in an efficient manner.
The company has a lot of scope to improve their customer service with the help of advancement
of technology so that no customer will leave the hotel unsatisfied. This report also includes the
marketing mix of the company which describes the strategies undertaken by them.
INTRODUCTION
Marketing plan helps to assess the strategy of marketing for the time set by the company. there
are many elements included under this aspect such as goals of advertising, business of marketing
and to improve the current position of business. It undertakes different activities which concerns
the business that is research in market so that decisions of pricings can be supported and decision
for entering into new markets can be taken. Use messages that are tailored so that targets that are
based on demographic and geographic areas can be achieved. It also helps the company to select
the best and effective use of platform such as digital aspects or radio, internet, magazines etc.
also metrics are assessed in this aspect which helps to measure the results of marketing and the
efforts they put in so that business can take steps according to the timeline. The hospitality
industry is a broad category of fields within the service industry that includes lodging, food and
drink service, event planning, theme parks, and transportation. It includes hotels, restaurants and
bars. This report gives a brief analysis on the audit of marketing and its importance for business.
TOWS analysis and its use in business. Marketing objectives and its importance for business
with the application of SMART principles. Marketing mix of the company with all of the 7 P’s
covered under it. With that the analysis of customer service has been done with its importance
for business and recommendations in order to improve the customer service (Hotel and Gallery,
2016).
Background of the company
Travelodge Hotels Limited is a private company operating in the hotels and hospitality
industry throughout the United Kingdom, Ireland and Spain. Known simply as Travelodge, it is
the UK's largest independent hotel brand with over 570 hotels across the UK. Company was

founded in 1985 and now they have extended their base of operations in countries such as Ireland
and Spain. Travelodge has employed more than 11,000 people across their base of operations.
TASK 1
Marketing audit and its importance for business
Audit of marketing is considered as a systematic way of assessing the environment,
objectives, strategies and activities of business. This helps the business to take out issues and
problems that affect the business and work on the opportunities. It helps the company to analyze
the internal results so that its operating results can be examined. With the help of this aspect they
are able to take out the figures of their sales, share in market and profitability. Issues that are
strategic are also analyzed so that suitability of the objectives, area of segmentation and
strategies of positioning of Travelodge can also be assessed on the basis of changes that have
happened in the market. The portfolio of the company is determined so that they can assess the
objectives which help Travelodge to grow in future. Each element of the marketing mix of the
company is on the basis of needs of consumers that are changing and the activity of competitors.
It is necessary to audit the system of marketing so that it can be assessed that the strategies
implemented by the company will help them achieve future goals or not. It is important that
Travelodge makes sure that audit of marketing is a continuous activity and it will not help to
revive the business in any case (Pieracci and et.al., 2016).
TOWS Analysis and its use
This tool is considered as useful for the company as it helps them to generate options that
are strategic. It is done after the analysis of threats, opportunities, weakness and strength. It helps
companies such as Travelodge to analyze the external environment and gain the advantage of
having strategy over their competitors. This way they will be able to identify different strategies
that are suitable to their nature of business. This aspect also helps the company to add value into
their offering and work on their strategies so that they can achieve their future goals (Chandu and
Darian Smith, 2017).
TOWS Analysis for Travelodge
S-O strategy-

The prices charges by the company are very reasonable which covers rooms for family,
double rooms with deals that are specially made such as for people who books their rooms very
early. It is also an opportunity for the company to attract people as consumers prefer things that
are less expensive as compared to things that are expensive. Company also has the opportunity to
introduce new programs for their premium and regular customers. If they introduce their own
program then they will be able to beat their competitors (Williams, 2019).
W-O strategy-
Travelodge deals in hospitality industry that provides budgeted offers. Due to this they
cut the schemes and range of services. For instance room service will not be provided by them or
service of concierge etc. even the themes of the hotels are boring. In order to beat this they have
initiated a program for the betterment of the environment and this claim made by the company
has helped them to grasp a new opportunity that is to gain positive image of the brand.
S-T
Though Travelodge has established their base of market, company faces an immense
amount of competition as many companies are dealing in hospitality sector. The strength that the
company has is only liable in UK but in other countries people are not aware of the services of
the brand. The consumers that are loyal to the company are only in UK so it is necessary that
company implements different strategies so that they increase their reach in the outer market and
remove this threat (Erbakanova, 2016).
W-T
There are many weaknesses present in the portfolio of Travelodge which is increasing
threats for the company. In order to cut their prices they take away many necessary and regular
services which are offered in the industry of hospitality such as room service. These issues leads
to disadvantages for the company as consumers assesses the available alternatives to the
company so that they can compare the services offered between Travelodge and their
competitors. In order to reduce the threats company needs to improve their offerings and
strategies to deal with the consumers (TACHAVIMOL and PANGKESORN, 2019).

TASK 2
Marketing objective
Objectives of marketing are defined as the goals of the brand. They helps to describe the
intention of the team of marketing, guide the path for the members of the team and share the
information so that executives of the company can review it and support the decision taken by
the members of the team. Objectives of marketing are a primary aspect of strategy of marketing.
It is important for the business irrespective of their nature to set the objectives for it. The
reason behind this is that this way company will be able to keep a eye on their performance and
the progress they are making at each step. This way company is able to see their operations in an
unbiased manner. Also with the help of these procedure performance and attitude towards work
of employees is also assessed. This aspect will notice which of the department are successful in
meeting their goals. These way employees of Travelodge will also remain motivated. Objectives
of marketing helps the company to achieve growth quickly in the market, increase the returns on
the basis of financial aspects, make the strategies that will help them to leave the competition
behind.
SMART principle
Specific-
It is necessary that Travelodge make objectives that are clear and specific so that
members of the company can follow it and work with motivation so that the efforts contributed
by them are in the right path. This aspect highlights the area of the goal, its importance,
involvement and requirement of measures (Hawkins, 2017).
Measurable-
Travelodge needs to keep in mind that the goals set by them can be easily measured so
that company can monitor their performance and remain motivated. The more the members of
the company make progress more they will focus on achieving the goals of the company before
the due date (Haynes and Egan, 2020).
Achievable-

It is necessary that the management of Travelodge sets goals that are practically possible
and realistic so that it can be a success for the company. It is necessary that they set goals on the
basis of past performance so that improvement can be made and they use resources on the basis
of that.
Relevant-
This step is concerned with stating the fact that at what extent goals of the company
matters to them so that it can be linked up with other goals. It is necessary that the company has
support of their team so that they can easily achieve them.
Time bound-
Every objective set by the company needs to have a deadline so that appropriate amount
of focus is put by the employees of Travelodge. This aspect mostly focuses on the goals that are
on the list of priority and those that are the long term goals of the company.
It is necessary to have the objectives according to the SMART principles because
objectives that are specific and measurable help to assess the initiative taken by the company. If
the goals set by the company are realistic and achievable then employees of the company will get
motivated. Also this aspect helps the company to set their objectives according to the
management system of performance (James, 2019).
Marketing objectives for Travelodge
Specific-
It is necessary that the goals set by Travelodge must be specific so that employees are
able to clearly understand it. This will help them to work on the methods that are appropriate
according to the specific set goal. If the goals are clear then the employees of the company can
work together on them as a team. As a team objectives can be easily achieved (Anna, 2019).
Measurable-
It is necessary that Travelodge keeps an eye on its employees as well as resources which
is required to complete the goal, by measuring the performance continuously they will be able to
take out errors they are committing in the work which will help them to meet the set objectives.

Timed-
This aspect will help to keep them vigilant towards work and their focus will only be on
completing the task so that they can meet the goals before the deadline. Many employees take
the deadline seriously and they put more efforts in the business through which they can complete
the task and reach their objectives.
 To achieve 20 per cent of the share in market by the end of 2021.
 To maintain 50 per cent of the customers that are already existing and those that are
acquired so that they can get repeated business by them by May 2021.
 To increase the sales of the company by 30 per cent till May 2021.
TASK 3
What is marketing mix? Why is marketing mix used in a business? Mention 7Ps of marketing
mix.
Marketing mix has different elements under it and it was founded for the different aspects
of the business. Mostly this aspect is centered on product, price, place and promotion and apart
from this three more elements have been added to it that is people, process and physical evidence
and company has to work under all of these measures. This aspect is used in business because it
has the ability to help a business to assess the suitability of service or a product they offer for a
base of target. It is also used to assess the price and attributes of the product or service and
promote it.
Product-
Travelodge provides services that are related to accommodation and for their guests. The
products that they offer are family room, double room with a range of services that are limited.
For instance Wi-Fi, room service, reception. The hotels made by Travelodge are budget hotels
which is why they invest less in the infrastructure of the hotels and keep it as standard and
appropriate for short amount of stay. Travelodge needs to provide services and facilities that
complies with the common needs of people.
Price-

Travelodge is considered as one of those businesses who provide services at the cheapest
rates possible. Company targets those people who maintains a low lifestyle due to their low level
of income and travelers who visit casually. The company also runs programs and promotional
activities in order to remain with the competition in the market and this way they include offers
in their portfolio for those guests who book early. The factor of pricing strategy of the company
always helps them to keep their demand high in the market.
Promotion-
In order to increase the appeal of the brand in the market that is new, company considers
the strategy of advertising as it is suitable and appropriate for every market. It is important to
notice that whenever hospitality industry wants to increase their business then they will keep
discounts and offers that helps them to attract tourists. This always works for Travelodge as it is
a budget hotel and the audience they target takes an action on this basis. Other than this they
have another aspect which can help them to promote their brand that is the technology of digital
marketing. This channel is considered as one of the most effective ones and it has the power to
reach globally.
Place-
This aspect is concerned with the availability and access to locations. Hotels which are in
the luxury range they take place in those locations which are expensive and have more
accessibility but hotels that are budgeted such as Travelodge have limited access to locations.
They provide their facilities either at the starting point of the city or at the exit point whichever
fits more to the condition (Bay and et.al., 2019).
Process-
This aspect is concerned with those measures which will help Travelodge to take over
their objectives. The process that will be implemented by the company will help them to gain
more exposure in market. This can be done through networking patterns, their own website. Also
they need to look after the duties that are required after the booking has been made by a
consumer and maintain the relationship with the consumers when the process is completed. This
way they will be able to get repeated sales in the market.

People-
It is necessary that hotels such as Travelodge keep the needs of people in mind and work
according to that. It is just as important as serving the proper and quality food to the quality of
service provided to the hotels. In order to satisfy people it is necessary that employees of
Travelodge are trained with the roles and duties of providing best quality service. On the basis of
the quality of service provided to them their behavior is judged.
Physical Evidence-
Travelodge has more than 800 hotels in UK and over thousand to a total in other
countries they serve in. They have established their base of operations in UK. The aspect of
physical evidence can be assessed by companies so that assertions of consumers can be
confirmed. If the hotels maintains their services, keep it decorated and tidy then they will be able
to gain the aspect of positive word of mouth and people who have had the experience of
Travelodge will recommend it to others. This way they will be able to achieve their objectives.
TASK 4
Customer service and its importance
Customer service is that aspect which involves the service that is provided to customers
before or after a purchase. This aspect is concerned with providing the best quality service as
their priority and keep it upgraded, bring innovation and pricing in the sense. If this aspect is
maintained in a proper manner needs to invest more in the area of training and development.
Also they need to collect feedback from the customers in order to improve it (Parsons and
Travelodge Hotel, 2019).
Importance of customer service
Provides value-
It helps to treat customers in a better way and goes way ahead of their expectations which
helps them to maintain strong relationship with them.
Retains customers-

If consumers are retained then it will incur less cost as compared to generating new
consumers. If the consumers are satisfied with the service of buyers then they will be devotees of
the business and they will keep on purchasing new things.
Recommendations
In order to improve the quality of customer service provided Travelodge needs to treat their
every customer equally so that they can provide them a experience that will remembered as
positive in their books. It is necessary that company trains their staff and make them more
attentive towards their duties so that they can make their consumers loyal. It is necessary that the
employees of Travelodge offers service that is personalized so that they feel special. Their
preferences must be remembered so that they get satisfied with the service. These aspects needs
to be implemented in the program of training so that they get personalized with customers. Also
it is necessary that management assess the profile of guests so that they can obtain as much
knowledge they want about them and work on the basis of their needs and wants. This will leave
a long and lasting impressions in the mind of consumers. It is necessary that they measure the
performance of the employees as it will tell them that if or not they were able to meet the
expectations of the customers. Overall it is necessary to implement these measures if they want
to achieve their goals and objectives.
CONCLUSION
From the above studies it has been concluded that Travelodge needs to implement new strategies
in order to achieve the objectives they have set for the company. It is necessary that the company
works according to the analysis of marketing mix that has been highlighted in the report so that
they can achieve their objectives. Also company needs to focus on the aspects of marketing with
upgraded tools such as digital marketing as it has no end and the reach of it is all over the world
which is beneficial for the company.

REFERENCES
Books and Journal
Parsons, G. and Travelodge Hotel, R., 2019. What is a Pollinator Biosecurity Specialist
Anyway?!.
Bay, C.C.B., and et.al., 2019. EVENT PROGRAM.
Anna, A., 2019. Aktivitas Kerja Praktek Sebagai Food and Beverage Admin di Hotel Travelodge
Batam (Doctoral dissertation, Universitas Internasional Batam).
Haynes, N. and Egan, D., 2020. The perceptions of frontline employees towards hotel
overbooking practices: exploring ethical challenges. Journal of Revenue and Pricing
Management, pp.1-10.
Hawkins, D., 2017. Failure to Accommodate-ADA. Wisconsin Law Journal.
TACHAVIMOL, M. and PANGKESORN, A., 2019. Renovate and Legalize a Small Hotel in
Thailand According to Ministerial Regulations BE 2559 (2016) (Doctoral dissertation,
Silpakorn University).
Williams, S.M., 2019, October. Modern Central European Hotels and Spas in Cultural Criticism:
Grand Hotel Nostalgia: An Introduction. In Forum for Modern Language Studies (Vol. 55,
No. 4, pp. 415-425). Oxford University Press.
Hotel, H. and Gallery, C.U.B.E., 2016. I rwell.
Pieracci, E.G., and et.al., 2016. Archive for May, 2016. Notes, 500.
Chandu, A. and Darian Smith, K., 2017. Melbourne’s Tullamarine Airport and the modern jet
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Erbakanova, I., 2016. Hotel chains and higher education institutions. The Routledge Handbook of
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