Travelodge Marketing: STP, Objectives, Strategies, & Budget Plan

This essay provides a comprehensive marketing plan for Travelodge, focusing on the STP (Segmentation, Targeting, and Positioning) model to attract and retain customers. It details Travelodge's segmentation process, dividing customers by travel purpose and booking method. The plan outlines targeting strategies based on demographics and spending patterns, highlighting the introduction of moderately priced 'Super Rooms.' It also assesses Travelodge's market position, emphasizing promotional efforts to increase market share and revenue. The essay includes an overview of Travelodge's history, vision, mission, and objectives, such as introducing new Super Rooms and business services. Furthermore, it covers marketing essentials like budget allocation, marketing mix strategies, and monitoring and evaluation methods, including CRM tools, social media marketing, staff training, and service quality improvements. The marketing budget estimates are provided across five years, detailing initial investments, marketing outlays, and promotional activities.

HOSPITALITY MARKETING ESSENTIALS
INTRODUCTION
Marketing is one of the key principle of a company. Marketing can be described as
activities of an organisation which deals in buying, selling, distribution of products and
advertisement. A well build market strategy can help a business to grow in a rapid pace.
Marketing is also an important part in hospitality sector.
MARKETING PLAN FOR TRAVELODGE
Marketing plan is a complete document which is consist of all the business and marketing
activities and advertising plans for the upcoming year. Specific marketing activities are
mentioned in the blueprint that needs to be accomplished with in the given period of time.
Overview – Travelodge was founded in 1985. The hotel company lease, franchise
and own approx. 540 hotels and more than 40,000 rooms all through UK, Ireland and
Spain. Travelodge operates various eye-catching midscale hotel and is well known for its
low cost operations, modern guest rooms and affordable pricing.
Vision - The vision of Travelodge is to best hotel company throughout the world.
Mission- To provide exceptional experience to customers in all the hotels of the
company and have a positive influence on the community.
Objective -
 To introduce new range of Super rooms within 2 months on a moderate cost.
 To introduce business services on different locations within 3 months in enhance
business growth approx. 20% more.
STP OF TRAVELODGE
The STP model is widely used in Travelodge to attract and maintain more customers. It is
highly practised because of its effectiveness and accuracy. The three elements of STP
model are segmentation, targeting and positioning.
Travelodge goes through the segmentation process in order to identify their most
profitable service users. It is sub divided into 2 elements i.e. business segmentation and
channel segmentation. The business segmenting helps Travelodge marketing division to
categorise and analyse guests by their travel propose whereas, the channel segmenting
concentrates on the customer's booking method for the respective hotel.
Targeting helps the hotel company to concentrate on the segmented customers
with the help of demographic and spending patterns in order to select the right approach of
promotions and room prices. Hence, the hotel organisation offers moderate price range of
the super rooms that are newly launched by Travelodge.
The positioning elements helps studying the market position of Travelodge in
order to be available and represent as the best choice of accommodation among other hotel
properties. The company is promoting their new range of services and rooms in order to
attain maximum market share and high revenue.

HOSPITALITY MARKETING ESSENTIALS
Particulars 1st
year
2nd
year
3rd
year
4th
year
5th
year
Initial
money
6000 8500 12000 14500 18350
Investment 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing
outlay
Promotion 6500 3200 4300 3300 3250
Sales
publicity
2200 2100 3300 2200 2000
Direct
selling
4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
Business Objective Marketing Mix & Strategy Tactics Monitoring & Evaluation
To introduce new
range of Super
rooms
Travelodge has upgraded its
Market-mix strategy to
introduce new product by the
name of “Super Rooms” in
order to attain more market
share.
By applying CRM tool. With the help of customer's
perceptual experience.
Launching New
hotel properties in
different locations.
The hotel organisation has
launched their services in 5
different locations. The
promotions are conducted
through various marketing
methods.
By practising Social
media marketing
method.
On the basis of customer's
requirements.
Providing staff
training.
The employees of the hotel
are providing various training
sessions in order to enhance
their working skills and
maintain work quality of
Travelodge.
Implementing
Automation.
Evaluating employee's
performances.
Providing Service
quality
Travelodge is improving work
quality by updating its rooms
to super room and enhancing
various services such as hair
dryer, iron services, 3 jet
shower and many more.
Practising Search
engine optimization
(SEO).
By monitoring customer's
experience and repetitive usage.
Marketing Budget (Estimated) STP OF TRAVELODGE