Travelodge Case Study: Analyzing Operations, Goals, and Future Plans

This case study provides an overview of Travelodge, a prominent hotel company in the UK, detailing its past, present, and future operations. Established in the 1970s, Travelodge has evolved through various phases, including rebranding and controversies related to overbooking and advertising. The company's present operations focus on sustainable growth, revenue management through systems like IDeas, and corporate social responsibility initiatives. Looking ahead, Travelodge aims to become a leading global tourism company by adapting to post-COVID-19 market changes, focusing on customer safety, and leveraging innovation. The company's vision includes maintaining high-quality services at reasonable prices and fostering a culture that encourages travel and business development. The analysis also references various academic sources to support its findings and strategic outlook.

Overview of company
•The Travelodge hotel company is the operating the tourism hotels and hospitality industry and it is
known as Travelodge and UK largest independent hotel brand with the various services across the
United Kingdom. Travelodge company is located at Thame, UK. The company are expanded their
brand in 14 Travelodge PLUS hotels as well as more than 200 hotels with the bar and cafe
restaurants. The Travelodge company is located in the city centre as well as road side stops and
seaside location which attract the customers with the more than 40000 guest rooms and 590 hotels
(Hay, 2021). The visitors can make the Travelodge is ideal base when they are travelling because
company also provide the facilities such as coffee shops and restaurants.
• Travelodge also provide and offer the suit for the modern business traveller as well as super
rooms with the hair dyer, iron, TV and perfect choice comfort. In the Travelodge PLUS hotel has
been designed for the business and leisure traveller with the super rooms, halls and bar cafe.
Travelodge company is health conscious for their customers or care about the people and customers
as well as ensure that customers must be happy. It is a great place to stay and work.
Vision
• It accommodates the adventure for all the ages. The vision of the Travelodge company is to
become the favourite hotel for unbeatable value in the business travel and leisure. Their vision is
to be innovative, creative, and leaders in the concepts of tourism hotel as well as positioning their
company in the market. The company want to become the best tourism company the United
Kingdom. The Travelodge company wants to be recognized their high quality products and
professionalism as well as their vision to create a world where customers are encouraged to
travel. The company want to encourage the corporate customers and management tools to
improve by the travelling cost as well as wants to manage and expand the every type of travels
and services facilities to the visitors. Their vision is to maintain the high class tourism and
services at reasonable price for the customers through consist the growth, leadership and better
commitment with the travellers and visitors. The company wants to become a leader executive in
the tourism sector as well as recognize the quality of services which are they delivered. The
company vision is provided better events and travel by the creativity for the event's solution
which helps in attract the customers and support the clients objectives as well as enhance the
market position for development and growth.
References list
•Hay, B., 2021. Reflections on the future visions of UK tourism outlined in Burkart and Medlik's
1974 book: tourism: past, present, and future. Journal of Tourism Futures.
•
•Haynes, N. and Egan, D., 2020. The perceptions of frontline employees towards hotel
overbooking practices: exploring ethical challenges. Journal of Revenue and Pricing
Management.19(2). pp.119-128.
•
•Terence, B., 2022. UK Economic Strategy Presents Opportunity for Businesses, Including
Hotels, To'Level Up'.
•
•Filimonau, V. and Magklaropoulou, A., 2020. Exploring the viability of a new ‘pay-as-you-
use’energy management model in budget hotels. International Journal of Hospitality
Management.89.p.102538.
•López-Andreu, M., Papadopolous, O. and Jamalian, M., 2019. How has the UK hotels sector
been affected by the fissuring of the worker–employer relationship in the last 10 years?.
•Jones, P. and Comfort, D., 2021. Modern Slavery Statements and Leading UK Hotel
Companies. Athens Journal of Tourism. 8(3). pp.147-162.
•Bas, T. and Sivaprasad, S., 2021. COVID-19 and Implications for Future Trends in the UK
Travel and Tourism Sector. Available at SSRN 3623404.
Future Operations
•Future operation of the travelogue company is looking forward statement which are on
the basis of past and present information that involves the uncertainties and risk of the
company which can be faced in the future. This statement is the based on the Historical
fact of the company included no limitation, the future operation regarding the financial
position of company in the future, uncertainties and risk which can be faced by the
business in the future,capital structure of the Travelodge, company strategy, its projects
cost and objectives and plans of the Travelodge company in the future that all are may be
considered in the forward-looking statements (Filimonau and Magklaropoulou, 2020). The
company look for the forward statements identify on the same words such as, assume, pan,
will, should, estimate, risk,believe, anticipate, may. Travelodge is not assumed for any
obligation for update any forward-looking statements and it can be result as future events,
information and any other aspects.
• The world are recovered from the COVID-19 and their position in the market are
repeat changes due to the pandemic so the future operator of the company is become top
tourism company in the industry at global level as well as target the customers and regain
the retention customers through the offers and health facilities which can become happy
and safe to the customers. By the governmental regulations, long-lasting terms and health
awarenesses are effected by the global pandemic so, Travelodge companies need to
change their polices and regulation in the future and changes with the help of business may
operate. The company need to come with the creativity, innovation as well as travellers
being more willing to pay to reduce their COVID-19 exposure (Bas and Sivaprasad,
2021). At the time of Pandemic, tourism industry are not able to survive better and their
profitability is getting low, but they should operate in the future for the growth and
development. The company have opportunities to become top tourism in the market
industry and the company need to sustain in the market for surviving in the competitive
market. In the future they need to focus on the place that are recovered with the controlled
the coronavirus and may ensure that it will be safe for the travellers. The future operation
of the company is forward-looking for the business development and growth in Revenue
generation management which helps in makes company global operative as well as attract
the customers and visitor who are travelling in the country. The company wants to become
a word of mouth of every customer and visitor. They will control the revenue management
and establish the new technologies.
Goals
The goal of Travelodge company is become to lower cost choice for the business travel and
leisure travel. The traveller is getting attracted to the company and become a retention customers
Travelodge. Their goals are provided the right place for the traveller at night and as well as they
start their morning with the right foot (Jones and Comfort, 2021). Travelodge have aims to grow
their business customers by 100 percent. They focus on the travel expenses and control the
expenses exercise and their aims to develop a booking Travelodge rooms for corporate customers
who can book real time when they access with the help of online account management system
through the issued card by the company.
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Past Operations
The company travelogue is established in the 1970 by the Charles Forte and in 1988 it was rebranded as Forte
Travelodge. This company were little chef lodges and attached with the little chef restaurant and then the company is
renamed by the name Forte Travelodge. The company have various operations such as overbooking, Plymouth
advertising and work on the eviction of homeless families. The controversies of the company was the BBC British
broadcasting corporation programme and highlighted the watchdog, the Watchdog is the British consumer journalism
programme which is broadcast on the BBC (Haynes and Egan, 2020). It highlights the Travelodge policy of overselling
or overbooking and the guest are turn back because they are booked against the credit card. In the hospitality industry
the overselling is common and company face the overbooking at that aspects some people was cancelled their
bookings.
In the Plymouth adverting the Travelodge in 2004 ran a poster campaign. The Plymouth is referred as the port
city. The company using the phrase with the poster is other hotels in Plymouth is fake and cheated and the company
Travelodge is the quilt and that report are not receive to the other hotels in the areas which was reported to the
Advertising standards authority in the United Kingdom. The company is developed slowly in the competitive market
and then decided to open their company Travelodge outside and roadside and it transferred in the hospitality sector
(López-Andreu and Papadopolous, 2019). In addition, The company was announced to tie up with the waitroes and
partners supermarket of British to develop their three joint sites in the UK.
In the past operation of the company Travelodge, the company prove the home to the home fewer families in
the pandemic. The government gave order to company for shut companies and the company shut the 360 hotels in the
UK. The Travelodge company was operate the 11 hotels in the Ireland and 5 hotels in the Spain.
Present Operations
In the present operation of the company is the cultures which helps in support the sustainable
growth. The Travelodge company is sustain in the market through the right behaviour through the
management team. The management team a helps in generate the revenue for the company and
sustain in the market because it recognized by the professional behaviour of the team and their
training and development for maintain a successful profitable management culture in the
competitive market at Travelodge (Terence, 2022). The company achieve the sustainable growth
in the market with the Ideas in the RevPAR and RGI stand for revenue generation index that are
increase the significantly. The company create the IDeas Revenues management system for the
data driven decision-making environment which are essential for the systematic revenues
optimizations. The company adopting the new environment for the enhancement in the
hospitality industry as well as enhance the revenue's performance of the business that are great
opportunity for the Travelodge company. The company also increase their productivity and
efficiency in the current operation.
The company also take responsibilities CSR activities for the environmental actions, and
they involve the charities as well as the company manage the personal data, website security and
hotel safety. The company operate the policies to protect the customers and their personal details.
The company are doing charity initiative on the cancer research because the corporate
responsibilities are important at the Travelodge because they want to mark quite and fund-raising
task for the charity through the cycling form London to Paris.
Example: train the new employees through the Ideas RMS trainer certificate programme
provided the Travelodge company trainers with the sills and knowledge to independently manage
the train revenue. The best training are provided to their staff for the excitements and motivation
and it also helps in enhance the staff retention.
Foundation year research project poster