Sample Report On Segmentation Of Travel Lodge
Segmentation of Travel Lodge
A segment outline is a detailed explanation of the market division across a range of features and actions, designed to offer the organization with a good thoughtful of consumers within each section for contrast and strategy purposes. Travelodge is reputed to be the first to open a budget hotel in UK back in 1985. It still holds a leading position in budget hotel chains in UK, the second largest hotel brand in the UK. Premier Inn leads in the ratings of branded largest hotels in UK. Both Travelodge and Premier inn together operate at around 70% of the supply in the UK budget hotel sector. It is expanding by 10% p.a; it is by far the fastest growing sector of the hotel industry. Growth is monopolized by Travelodge and Premier Inn that operates over 80% of all new bedrooms developed during the last years. It currently operates over 500 hotels in the UK, Ireland and Spain and strategies to increase its collection even further. This emphasis of progress will be in London, South East, and the Home Counties. Earlier this year, the Travelodge benefited from a £223 million venture that will help Travelodge to mature its business, and reinforce its commodity. Central to this income optimization strategy has been Travelodge's application of revenue administration and its long-term trust with Ideas Revenue Solutions (Page & Connel, 2007).
Travelodge is the keen choice for vacation and corporate travelers, reliably offering them abundant value guesthouses in convenient locations (Coleman & Schumacher, 2005). Most are located in main city centers, townships and common holiday hotspots. It owns a range of hotel schemes including purpose hotels, rating ll listed structures, offices, purchases of prevailing hotels and co-partnerships with prominent pub corporations, superstores, and vendors.
Travelodge provides hotel accommodation for two major market segments families and business customers (Jakle, Sculle & Rogers, 1996). For families, short stay opportunities, a combination of good facilities and excellent value for money. Travelodge is located nationwide on highways near tourist fascinations and parts of natural splendor (American Hotel Association Directory Corporation, & American Hotel & Lodging Association, 2002).They provide en-suite housings and household rooms holding four people, two adults, and two children. Housings include cable television with animation, sports and film networks (Dibb & Simkin, 1999). Each room contains tea and coffee making amenities, extravagance beds and provision of a newspaper. There exists a welcoming environment and an easy checking in and out process to ease for people with busy schedules (Dibb & Simkin, 2003). The big spenders are in the age group of 35-65 years of age. The number is still growing as years pass on. The age group of 18-35 years is amid-spender in this tourism and hotel industry while those less than 18 years of age being small spenders. For business people, Travelodge deals full in-room amenities and access to a telephone and fax appliance in addition to comfy beds. This means that the corporate client can arise up relaxed and set, equipped to face the day (Singh, 2008). Visitors pay on entrance and can leave the key at the reception desk on departure. Travelodge offers conference areas for business meetings purposes and to extend the product range. According to a thorough market exploration, Travelodge are positioned at significant business settings, creating an easier chance to access from all regions of the state (Cochran & Frommer, 2009). Travelodge has also ensured their hotels include good cafeteria amenities that are at a closer range to first-class cafeterias. Travelodge has of late adopted a policy to send direct mail to its huge customer base as a means of targeting specific loyal customers with exclusive offers (Moliterni, 2008).Travelodge has a booking transactions centre that hires almost 300 workers, receives over 3 million telephone calls annually and gets over 2 million housings yearly. Corporate people and relatives may merely pull over at a Travelodge hotel for a stop-over on a trip. Frequently clienteles will organize fast and book lodging earlier for outings, conferences among others. Bearing this in mind, Travelodge has planned the classiest booking system in the market (Jones, 2002). The online preference is highly embraced by the age group of 18-35 years. It is mostly done through personal computers, mobile phones or tablets. Customers between 35-65 years of age also use the online preference but to a lower proportion as compared to people in the younger generation. Travel lodge has attractive offers which save 15% off the best accessible rate and 500 Wyndham rewards extra points on booking 7 days in advance. Ones AAA or CAA Membership nominate one for a maximum of further 10% off the affordable rate. Auto club members are entitled to receive up to 10% off the best accessible rate at branches in the United States and Canada. Checking in on Friday or Saturday as a Wyndham rewards member earns one a 1000 Wyndham Rewards Bonus Points.
In conclusion, the most significant growth in this area has been Travelodge’s development of a refined Internet site and website that has all its products and services online (Brimer & Smith, 2007). Travelodge first made an appearance on the internet in 1996 and has continuously made outstanding advancement (Morris & Goldsworthy, 2008). The break- through to the web was precisely for providing statistics to a new global audience (Smith, 2010). In previous years, this was realized through the establishment of an on-line brochure. Travelodge nonstop proceeded to move the site on to new stages in an effort to maximize the prospects available in all the markets especially the global one (Brimer & Smith, 2004).
American Hotel Association Directory Corporation, & American Hotel & Lodging Association. 2002. Directory of hotel & lodging companies. Washington, DC, American Hotel Association Directory Corp.
Brimer, J. A., & Smith-Porter, L. 2004. Annual franchise and distribution law developments, 2004. Chicago, Ill, ABA Forum on Franchising.
Brimer, J. A., & Smith-Porter, L. 2007. Annual franchise and distribution law developments, 2004. Chicago, Ill, ABA Forum on Franchising.
Cochran, J., & Frommer, P. 2009. Pauline Frommer's London spend less, see more. Hoboken, N.J., Wiley Pub. http://www.123library.org/book_details/?id=22118.
Coleman, R. T., Jr, & Schumacher, J. 2005. Annual franchise and distribution law developments 2005. Chicago, Ill, American Bar Association.
Dibb, S., & Simkin, L. 1999. The marketing casebook: cases and concepts. London, International Thomson Business Press.
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Jakle, J. A., Sculle, K. A., & Rogers, J. S. 1996. The motel in America. Baltimore, Md., London, Johns Hopkins University Press.
Jones, P. 2002. Introduction to hospitality operations: an indispensable guide to the industry. New York, Continuum.
Moliterni, R. 2008. Proceedings of the 11th Toulon-Verona international conference on quality in services: higher education, health care, local government, tourism, banking: University of Florence, Dipartimento di scienze aziendali, 4-5 September 2008. Firenze, Firenze University Press.
Morris, T., & Goldsworthy, S. 2008. PR - a persuasive industry? spin, public relations, and the shaping of the modern media. Basingstoke [England], Palgrave Macmillan. http://public.eblib.com/choice/publicfullrecord.aspx?p=433522.
Page, S., & Connell, J. 2007. Tourism: a modern synthesis. London [u.a.], Thomson.
Singh, L. K. 2008. Foreign exchange management and air ticketing. Delhi, Isha Books.
Smith, R. E. 2010. Prefab architecture a guide to modular design and construction. Hoboken, N.J., John Wiley & Sons.
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