A comparison of Travelodge and Raffles hotel

Introduction

The marketing techniques of Hilton Hotels and Travelodge are compared in this research so that
their respective methods may be better understood. Through this examination, we hope to gain a
better understanding of the hotels' original marketing decisions and subsequent strategies, as well
as their current market position and marketing strategies, their thoughts on the role of
sustainability in business operations and marketing, their current positioning in the wake of the
Covid-19 pandemic, and their messages to potential guests.

Travelodge marketing strategy

Travelodge is the largest independent hotel brand in the United Kingdom. The company was
created in 1985, and it now has more than 590 hotels located across the United Kingdom,
Ireland, and Spain. Even though it is a more affordable option, the rooms are designed to give the
highest possible level of comfort in accordance with the objective of the company, which is to
make travel available to everyone. The hotel was chosen because it is a native UK brand that has
a radically different marketing strategy and guest demographic from that of Raffles. This was
one of the factors that led to its selection.

Although the corporation has always done some advertising, it wasn't until a £100 million
modernization programme and a £26 million marketing effort in 2015 that it became well known
in the United Kingdom. The campaign ran on commercial television, commercial radio, the
Internet, newspapers, and billboards until the end of 2016  to inform potential guests that the
hotel's standards of quality and service had been enhanced. The company began shifting its focus
from conventional marketing to digital marketing in 2016, working with RedEye to automate its
email marketing campaigns and making use of a variety of channels to communicate with its
clients. As a consequence, income generated through emails increased by 40% year over year,
email-generated website traffic increased by 86%, and money generated per email by 370%.

Because Travelodge markets itself as an affordable hotel that provides excellent service, the bulk
of the company's target market comprises of people with lower incomes. People in their twenties
to their forties who, like couples and families, are looking for quieter and more traditional
accommodations make up the company's target audience. Common types of advertising include
internet marketing, temporary price reductions, and special offers that are only available for a
short period. Travelodge has opted to outsource its social media and content management in
2022 after having handled their own marketing for the previous couple of years. This decision
comes after having handled their own marketing for the previous couple of years. At the
moment, they have close to a hundred thousand people following them on Facebook, over ten
thousand people following them on Instagram, close to three thousand people subscribing to
them on YouTube, and close to fifty thousand people following them on Twitter.

Travelodge Business is a marketing project that was introduced during the pandemic that is the
result of significant cooperation between the corporation and a range of other enterprises in order
to develop a whole new offering. This programme is designed to assist businesses in lowering
hotel expenses by providing services, including customised booking, elevated administration,
extended payment methods, account assistance, and deeper savings. Lighting, smart metres,
thermostats, ving cards, rain water, switching on/off, biomass boilers, ground-source heat pumps,
central heating plant system, photovoltaics, green roofing, and aerating showerheads and faucets
are only a few examples of energy-saving technologies. and modular buildings are all examples
of green technology that are included in the Travelodge Green Programme, This programme is a
component of the larger sustainability initiative that the company is undertaking. The new
marketing strategy for Travelodge's budget-luxury brand includes a number of environmentally
friendly features, low-energy lighting, motion-sensing controls, aerated showers and taps, and
recycled fishing nets and plastic bottles for carpets are just a few examples. , and recycled fishing
nets and bottles for carpeting. There are now sixty hotels in the United Kingdom that are taking
part in the development of the project.
Raffles Marketing Strategy

In 1989, Raffles Hotels & Resorts was established with the express purpose of renovating,
redeveloping, and operating the legendary Raffles Hotel in Singapore. The Raffles Hotel, a
Singaporean icon, can be found at No.1 Beach Road. The colonial-style hotel was opened in
1887 and has won several awards for its historic significance, elegant design, and excellent
service. Both the Singapore Sling drink, invented at the hotel in 1915, and the hotel's famed
Tiffin Room buffet are well-known local and international favourites. The Raffles Hotel was
initially designated a national monument in 1987, and it was re-designated in 1995. The business
also took on the reorganisation and administration of the Raffles City development, providing the
groundwork for Raffles Hotels & Resorts to transition into the hotel management industry.

Since acquiring Swissôtel from SAirGroup in April 2001 for 268 million euros, Raffles Holdings
has been able to increase its room inventory by 139% to 13,500 units across 17 countries. Colony
Capital paid S$1 billion to acquire Raffles Holdings from the Singaporean government in 2005.
In 2006, Fairmont Hotels merged with the Raffles Hotel Group and the Swissôtel Hotel Group to
become FRHI Hotels & Resorts. Accor announced the purchase of FRHI Hotels & Resorts in
December 2015, which included the acquisition of the Fairmont, Raffles, and Swissotel hotel
brands. In July of 2016, the $2.7 billion agreement was concluded.

The firm has established its present market position on the back of premium pricing, with the
majority of its customers being business travellers from the middle and upper classes.

Luxury, lifestyle, full service, focused service, all suites, and holiday ownership are just a few of
the services it provides, and the brand is based on three primary pillars: product innovation,
marketing inventiveness, and customer connection. Providing both an enterprise strategy for all
of their brands and separate brand marketing strategies for each company in the portfolio, the
company's chief marketing officer claims that Successful marketing relies on three main
strategies: setting design goals for the consumer, establishing a unique brand position, and
building a coherent brand architecture. Raffles has traditionally set the standards for exquisite
and personal hospitality. An exquisite and beautiful home away from home, a sanctuary
delivering customised individualised experiences and intuitive service that is flawless. A location
where you visit as guests, leave as friends and return as family. Raffles delivers delight and joy,
via magnificent beauty, inspirational surprises, and handmade detail. capturing the destination's
cultural history and spirit in an authentic way. As of this writing, they have about 16,8087
Facebook likes, almost 60k Instagram followers, approximately 3,000 YouTube subscribers, and
almost 43,124 Twitter followers.

A campaign that was introduced during the pandemic, integrated Ultraviolet-C sanitation into the
hotel's HVAC system to eliminate microbial DNA and improve safety and cleanliness. The
whole hotel, from rooms to public spaces like restaurants, bars, the spa, event halls, and even the
kitchen, may benefit from the system's ability to circulate only 100% fresh and clean air.

To satisfy the needs of today's guests, the hotel has adopted additional safety measures and
enhanced the intensity of their cleaning procedures. The washing temperature of linens and terry
items in guest rooms has been raised to more than 60°C as an added safety measure. When they
valued visitors check out, they immediately begin a thorough airborne disinfection utilising a
hospital-grade equipment called an Aerosept Ultra 150, which disinfects every surface in the
guest rooms using a newly patented disinfection method. In order to eliminate the possibility of
contamination, this cutting-edge technology is used in every room.

Please be aware that in order to maintain a safe and comfortable environment for all of guests,
they have placed thermal cameras at each of the hotel's entrances and will be checking body
temperature upon guest arrival and on a regular basis during stay. The health club and spa are
both safe spaces. All orders and requests may be handled contactlessly using the in-room I-pad,
which offers the Private Dining Menu and information about other hotel services and is also
available through QR code from mobile devices. To create social distance, they reduced seats at
all our venues.
Conclusion
In conclusion, it is difficult to draw any firm conclusions about the marketing strategies of these
two multinational corporations in such a brief report. However, the following are some of the
most salient points: The firms cater to extremely varied clientele, from high rollers to
backpackers. consequently, their marketing budgets are also very different. While Travelodge is
working hard to keep their prices low so they can provide their clients excellent service at
competitive rates, Raffles Hotels is busy creating more technology innovation inside its hotels
and marketing efforts. Despite their shared path from conventional to digital marketing, Raffles
Hotels were able to join and expand the market more quickly because to their larger budget and
global reach, while Travelodge is focusing on the local market. Based on their goals and budgets,
both tactics are appropriate, and consumers are anticipating the introduction of exciting new
Emerging technologies such as augmented reality, robots, and virtual reality, and more.