Travelodge
Situation Analysis: Travelodge is a hotel that offers lodging and accommodations at economical prices. Travelodge is targeting the travel market with a focus on business travelers. They currently have a travel program for their frequent guests where they can receive a free night of accommodations after 10 qualified stays. Due to a shift in the travel market they are currently designing a new rewards program that will hopefully attract more business for Travelodge.Environmental Scanning: The recent belt-tightening recession has resulted in less pleasure traveling. Many companies that are trying to cut back on spending have more rigid limitations in what their employees are allowed to spend on travel expenses while on business trips. As a result of these stricter spending polices, many corporate business travelers have begun staying at budget hotels and inns. The U.S. tourist industry has also lost a lot of revenue due to international economic issues. The UK is currently facing problems with their livestock industry, which has cost them millions of dollars. UK tourists, in many cases, no longer have the funds to spend on international vac
So there is a real market for international hotels. , so many hotels have to implement new strategies to increase current business and attract new business. Travelodge could just stick with their old rewards program, which is not very effective, and just focus their resources on providing rooms at low costs. Most business travelers choose to fly first class or stay in the Ritz Carlton to impress colleges and to portray the self-image of being important and powerful. The Travelodge is seen as a lower class hotel or even a motel that is comparable to Econolodge or the Days Inn. They have a great website that offers online booking, pictures of each location both inside and out, and photos of the hotels amenities. While budget hotels like the Days Inn has already entered into the international scene, Travelodge is only in North America. This allows frequent guests to choose their reward instead of limiting them to an eleventh night free hotel stay. Selecting a strategic Alternative: I would suggest alternatives 1, 2, and 3. Travelodge could get a lot of business from U. By doing this they could still keep their present market and reach a new market of people that will travel frequently and be able to get the most out of this guest rewards program. Travelodge hasn't keep up with the competition's growth. This allows people to earn rewards on a daily basis, instead of just when they are vacationing once a year. The common person can rack up points on everyday purchases instead of just being able to earn points through Travelodge.
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