Travelodge hotel Essay Example

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TRAVELODGE HOTEL 6

Travelodge hotel

Travelodge hotel

Introduction

Travelodge hotel in Garden city, Brisbane, Queensland is a modern hotel for the current generation. The design and outlook of the hotel matches the current market requirements. The hotel is owned by Goldentree Asset Management, Avenue Capital, and Godman Sachs. The hotel targets holiday tours and other interested parties such as institutions that might be looking for conferencing halls etc. With the increasing levels of globalization resulting from liberalization of markets, efficient flow of information, and integration of markets, the level of competition in the hotel sector has increased tremendously (Shanker, 2002). This has resulted from entry of multinational companies which have huge financial base to enable them to position their products strategically and segment the market (Travelodge, 2014). This aspect has reduced the profit margin of the Travelodge hotel. The major competitors include Emporium Hotel, Punthill Brisbane, Spicers Balfour Hotel, etc. The hotel offers accommodation, conference rooms, wedding reception, hotel services etc.

Branding and Target Market

The hotel in Queensland is one of the branches of Travelodge hotels in the world. The branding of the hotel is done by the hotel headquarters which manage a chain of hotels. A single brand for all hotels has been important in helping the hotel during the expansion program. This is because of the global image created by the marketers. The brand promise of the company has improved customer loyalty towards the hotel’s services. In addition, the company has benefited from referrals that have formed an integral part of the hotel success (Travelodge, 2014).

The target market is travellers especially those working in various institutions. Currently, people have become mobile. The institutions keep on sending their subordinates in various parts of the world in order to learn new skills and strategies of dealing with various challenges in the market. These people require accommodation. As a result, the hotels get in to close this gap through providing adequate and high standard services. This aspect has improved the brand reputation, thereby, increasing the number of visitors visiting the facility. Another target market is the families. With the increasing stress associated with work, many families are looking for places where they can spend their time (Travelodge, 2014). Travelodge provides the necessary environment for such visitors. This has been achieved through installing various facilities that are family friendly.

Situation Analysis

The current marketing situation of the hotel is wanting. I noticed that the hotel rarely advertises its services in outside market. Despite the new technology that is helping other hotels attract more customers, Travelodge rarely use these tools and instead it relies on referrals. In addition, the marketing department is poorly funded because it is clear that they do not have the necessary financial power to reach the vast market. This has been affecting the performance of the facility because the number of the visitors continues to dwindle.

Despite the effort by the management to gain international recognition, the facility is yet to reach the levels of the competitors. For instance, I noticed that the reception workers are not that welcoming. Many of the guests were waiting for a long time before they could be catered for. In addition, despite being our first time to visit the hotel, we were given no escort to direct us to our room and carry an orientation of the facility. Moreover, there were no guidelines on how to undertake activities in the hotel. I noticed that all these aspect were as a result of poor motivation of the employees. The supervisors intervened and informed us that many employees were absent but the situation will be resolved as soon as possible. Although the rooms were well designed but remarkably clean, one could easily notice some defects in their organization. The bed was not made properly while the floor has some dust, an aspect that indicated that several days have passed without thorough cleaning.

In many hotels where they try to minimize the number of employees required to direct the visitors, they have installed various signs. This is not the case with this hotel. The visitors are left to direct themselves. Even in risky areas, the management has not put the necessary precaution. For instance, one of my friends fell on the floor after stepping on a slippery floor. After an analysis, I noticed that the there were no signs to warn people to watch their steps. Such a small accident can have a major impact on the success of the hotel. With the increasing levels of competition in the market safety has become a priority for people looking for hotels.

The image of the hotel is not appealing. The front gardens have been left unattended. The front part plays a significant role in encouraging the visitors towards the facilities. There was some trash that was yet to be collected. Such kind of negligence put off the visitors, an aspect that prevents them from visiting the hotel again.

Recommendations

The current level of competition requires a strong marketing team that is conversant with the current trends in the marketing (O’Fallon, 2011). As a result, the management should set aside a huge percentage of the profit towards the marketing of the hotel. This move will enable the department to use different media channels to reach the customers. For instance, it might use audio, visual, and print media. In addition, the management should encourage the use of social media in order to attract a large number of customers (Burstein, 2001). On the other hand, the company should create a platform that would help the business to interact with the customers (Hsu & Powers, 2002). This would enable the hotel to understand the concerns by customer therefore, improve their service delivery.

The hotel should improve its service delivery by encouraging the employees to be friendlier. This can be achieved through introducing performance appraisal (Hudson, 2008). In addition, the manager should introduce a reward system. This would reward the most hardworking employees, an aspect that would participate effectively in motivating the subordinates (Jagpradeep, 2008).

Cleanliness is an important aspect that improves the reputation of the hotels. As a result, the management should focus on improving the level of hygiene in the hotel. This is through constant reshuffle of employee in order to reduce the level of monotony (Kaser & Freeman, 2002).

In conclusion, the success of the hotel depends on its reputation in the market. Therefore, the management should set up a strategy that aims at attracting more customers towards the hotel. This is through effective management of the employees and the hotel’s resources.

References

Burstein, H. (2001). Hotel & motel loss prevention: A management perspective. Upper Saddle River, N.J: Prentice Hall.

Hsu, C. H., & Powers, T. F. (2002). Marketing hospitality. New York: J. Wiley.

Hudson, S. (2008). Tourism and hospitality marketing: A global perspective. Los Angeles: SAGE.

Jagpradeep (2008). Hotel management. New Delhi: Murari Lal & Sons.

Kaser, K., & Freeman, J. T. (2002). Hospitality marketing. Mason, OH: South-Western.

O’Fallon, M. J. (2011). Hotel management and operations. Hoboken, NJ: Wiley.

Shanker, R. (2002). Services marketing: The Indian perspective : text and readings. New Delhi: Excel Books.

Travelodge (2014). Official site for Travelodge Hotels in Australia and New Zealand — Book online for our best rates guaranteed and NO booking fees!! Retrieved April 25, 2014, from http://www.travelodge.com.au