Sample Report On Travelodge Market Plan

Introduction

Travelodge was created in 1985 at Barton under Needwood in UK is now a leading brand in the field of budget accommodation. Today it has more than 200 properties in the UK and Ireland and is present in most of major towns and cities. It has strategically entered in to a very competitive sector in the UK that budget accommodation, and Travelodge was the first to recognise the need for budget accommodation in the UK. The Travelodge targets two prime segments in the hotel accommodation business that is the families and the business customers . It was the biggest hotels operator during 2012 Olympics in London. Around eight million people stay in Travelodge every year and bookings are made online at the company’s website . The positioning of Travelodge is such that it captures revenue from all the segments in the market and economic conditions .
The company has just the right marketing mix that is the right product, at the right place and at the right price. The hotels provide all the possible facilities to its customers and value for money. It is the first budget hotel brand to appear on television commercials which created huge brand awareness . By centralising its inventory it developed a competitive edge over its competitors.

E-Commerce and Travelodge

In 1996 Travelodge entered in to the world of internet, and it was just to provide information to the world wide audiences, through online brochures. The development of its website was the most crucial step in this platform. The site provides online availability and booking facilities to the customers and offers various packages nationwide. It also offers personalised information to corporate and family clients to make promotional offers. The users can select from the drop down list to which area or town to choose, the illustration of the facilities and room layout is also available which makes selection more convenient for the customers .

Travelodge Market Segmentation

Segmentation of market is based on the grouping of customers with similar kinds of needs by a number of varied variables, and then determined segments are being targeted based on the marketing strategies. The Travelodge market segment is divided in to four sections of customers based on the company’s goals, competition and types of customers which are as follows :
Business Travellers: These travellers mostly demand for lodging in market areas, visiting place mainly for business purposes. It is mainly for commercial purposes where people are travelling for recruitments, trainings or meetings.
Leisure Travellers: These travellers generally visit any location during vacations, visiting family or friends, attending any event or shopping. The demand of leisure rooms is generally seasonal during vacations, weekends or summers.
Group Meetings: The Travelodge market segment involves both leisure and business travellers but based on the size of gathering this segment is created. Leisure groups may include tour groups, school groups, event travellers etc. Whereas, business groups may involve board meetings, training programs, seminars and conferences, trade shows etc.
Others: Various travellers such as truckers, utility crews, construction workers etc. could neither be included in leisure nor in business travellers and so are included in others segment.

Travelodge Niagara Falls vs North Bay

In this section two of the Travelodge hotels are being compared to understand the local or global marketing strategy of Travelodge. As per the Travelodge website the check in and check out timings or the hotel is same for both locations that is check in after 2 pm and check out before 11 am. In Travelodge Niagara falls they provide free shuttle service to local casinos and Niagara Falls . In case of Travelodge North Bay the amenities and facilities are more as compared to Niagara Falls hotel. The dining and restaurant facilities are better in North Bay Travelodge. In North Bay hotel they have a business centre, high speed internet accessibility and meeting facilities . This difference in the amount of facilities provided is mainly because of type and number of customers visiting the location every year.

Psychographic segmentation in Travelodge

The Psychographic segmentation involves personality profiles and lifestyle profiles of the customers. This segment is sometimes used as a supplement to demographics and geographic if they do not provide sufficient outlook of the customer behaviour. The psychographic segment is based on the attitude, values, lifestyles, interests and opinions of the customers .

Demographic segmentation for Travelodge

The demographic segmentation divide the customer segment based on their age, income, occupation, gender, nationality, religion, education etc. The variables of demographic segmentation are easy to measure. The demographic profiles of customers of Travelodge London are between the age group of 18-70 years, involving from medium income group to high income group .

References

Business Case Studies LLP, 2015. Improving a leading brand: A Travel Lodge Case Study. [Online] Available at: http://businesscasestudies.co.uk/travelodge/improving-a-leading-brand/conclusion.html#axzz3L1NIenLW[Accessed 8 March 2015].
Ideas, A. S. C., 2012. Client Success Story. [Online] Available at: http://www.ideas.com/files/client-success-stories/Travelodge_IDeaS_Client_Success_Story.pdf[Accessed 11 March 2015].
Larsen, N., 2010. Market Segmentation: A framework for determining the right target customers, s.l.: Aarhus School of Business.
Pereira, Y., 2012. Travelodge. [Online] Available at: http://www.studymode.com/essays/Travelodge-1533856.html[Accessed 11 March 2015].
Rodrigo, 2012. Hospitality and Tourism marketing Strategies. [Online] Available at: http://writepass.com/journal/2012/11/hospitality-and-tourism-marketing-strategies/[Accessed 11 March 2015].
Travelodge hotels, 2014. Travelodge Airport North Bay. [Online] Available at: http://www.travelodge.com/hotels/ontario/north-bay/travelodge-airport-north-bay/hotel-overview[Accessed 11 March 2015].
Travelodge Hotels, 2014. Travelodge Niagara Falls. [Online] Available at: http://www.travelodge.com/hotels/new-york/niagara-falls/travelodge-niagara-falls/hotel-overview[Accessed 11 March 2015].