An Analysis of Travelodge's Marketing Plan: Strategies and Essentials

This assignment presents an in-depth analysis of the Travelodge hotel's marketing plan. It begins with an introduction to marketing essentials, emphasizing the creation, promotion, and delivery of goods and services. The essay then provides an executive summary of Travelodge, outlining its vision, mission, and goals, followed by a detailed STP (Segmentation, Targeting, and Positioning) analysis, focusing on demographic segmentation and targeting business and corporate clients. The strengths, weaknesses, opportunities, and threats (SWOT) of Travelodge are examined, followed by an estimated marketing budget for the first five years. The marketing mix and strategies are discussed, including tactics for market share capture, profitability enhancement, and customer service improvement. The essay concludes with a monitoring and evaluation section, highlighting the importance of customer feedback and price strategy. The assignment provides a holistic view of Travelodge's marketing approach, addressing key aspects of hospitality marketing.

HOSPITALITY MARKETING ESSENTIALS
INTRODUCTION
Marketing can be defined as number of actions related promoting products and services of
an organisation which helps in enhancing productivity and profitability of a company.
Away with this, marketing essentials means creating, promoting, and delivering goods and
services to consumer.
MARKETING PLAN FOR TRAVELODGE
Marketing plan consider as an important part of business as it helps in attaining set
objectives in appropriate time frame. Mainly, it is a document which provide guidelines to
marketing manager of the company to enhance their productivity level market place.
Mainly it directly contributes in reaching to the target market in order to attain higher
success. Executive Summary:
Travel-lodge hotel is famous hotel which operate their business in UK and serve
their quality services in various countries. It is private company and also second largest
hotel in UK.
Vision of hotel:
The main vision of this hotel is to provide quality services and premium rooms to
visitors to retain them for longer period of time.
Mission of hotel:
Mission of this hotel is to capture larger market share from its rivals to established
their competitive image.
Goals and objectives:
The main objective of this company is to deliver quality services to its customers as per
their needs and wants.
 To enhance overall sales by 11% in upcoming 2 years
 To increase market, share from 20% by 2020.
STP OF TRAVELODGE
STP of Travel-lodge hotel:
It is more important for business organization to serve their products on the basis
of market segmentation. Which may help in enhancing overall performance of the
company at market place.
• Segmentation: Travel-lodge hotel segment market demographically which may
help in enhancing their profitability level (Ng, Fang and Lien, 2016). This segment is
based on customer’s income level.
• Targeting: Mainly company target number of people like business class people,
corporate people to offer their services.
• Positioning: Travel-lodge provide their services in UK and wants to position itself
as a quality based hotel. For this it offers high quality and luxurious services to its clients.
Further it provides personalisation of services to every customers as per their specific need
and requirements.
Strengths Weaknesses
Positive brand image in market is major
strength of the company.
Hotel serve high quality products to its
target customers.
The main weakness of Travel-lodge is that
it does not implement advanced
technologies within their business.
Travel-lodge has strong brand image but
its share its quite limited in market place.
Opportunities Threats
Company can expand their business in
various countries to attain success.
Hotel can use new and innovative
technologies for making their services
effective.
High competition in market place is major
threat for hotel like Howard Johnson,
Wingate.
Political instability is also a threat for
Travel-lodge in market.

HOSPITALITY MARKETING ESSENTIALS
Particulars 1st
year
2nd
year
3rd
year
4th
year
5th
year
Initial
money
8000 6000 1000 13000 11350
Investment 12000 12000 20000 11000 11500
Total 4000 18000 21000 24000 22850
Marketing
outlay
Promotion 7500 5200 3300 3200 4250
Sales
publicity
3200 3100 5300 3200 2000
Direct
selling
3200 1500 4000 1000 3650
Total 13900 9800 12600 6500 9900
Business Objective Marketing Mix & Strategy Tactics Monitoring & Evaluation
Capture and enhance
market share
For attaining success at
market place Travel-lodge
company needs to set their
prices affordable so that they
can easily invite large number
of customers over there.
Travelodge use price
per segment strategy
with the aim of
enhancing their market
share.
In this monitoring and
evaluation of strategies are also
helps in analysing the customers
response towards the company
services.
Enhance overall
profitability level
For this company required to
hire skilled and capable
worker so that they can easily
analysis customers’ needs and
wants towards its products.
In this strategies used
by travel-lodge help in
enhancing overall
profitability level.
Under this, monitoring can be
done by the taking feedback
from customers to analyse their
issues and problems that arise
towards its offerings.
Provide better
services to its
customers
In this, company needs to set
affordable cost of its services.
For this they offer quality
room services to its customers
at affordable cost which may
help in enhancing satisfaction
level.
Price strategy may help
in reducing the cost of
the products which
may help in making
profitability higher.
By analysing customers
response towards the new
services can helps in monitoring
the strategies in effective
manner
Marketing Budget (Estimated) STP OF TRAVELODGE