Emmanuel Magwere

Production-It's a service industry the product of a hotel is providing accommodation and hospitality services to guests offering comfortable
and clean rooms, amenities such as dining options, room service, and recreational facilities, as well as customer service to ensure a
pleasant stay for guests. Customers are individuals or groups who purchase goods or services from other hotels or providers. This
can include guests who book a room, order food and drinks or use hotel services such as the spa or fitness center. USP your hotel
has an outdoor pool where your customers can spend their days relaxing in the sunshine. budget hotels are designed to provide a
safe, clean place to stay, with compact rooms that have a bed, clean sheets, bathroom, and basic furniture like a table and a clothes
hanger. Extras like toiletries are sometimes provided as well.

Best Rest hotels

Competitors market share and USP

Premier Inn 12%- consistency and quality, Travelodge 27%-priorities bookings of hotels that use recycled materials or green energy, Holiday inn
–15%-very relaxed environment

How much is the whole market worth

Travelodge is worth about 1.2bn with about 12,000 staff and employees who compete against their main rivals premier Inn. The majority of the
income they make is benefitted by holidaymakers. Premier inn is worth up to about 1,3bn to their main competitors. Easy hotel is worth about
140 million

What is the market size

Travelodge- operates over 590 hotels across the Uk and Ireland and is the second largest hotel in the country however the brand did close 38 of
their hotels between 2020 and 2021 due to low occupancy. Premier Inn- Largest hotel brand in the UK. It has more than 77000 thousand rooms
available in over 841 hotels.

Target Market-

Who is the target market (age, gender, income) is a mid- market category that caters to other tourists searching for reasonably priced, cozy
lodging that offers a restful night's sleep. With features like free wi-fi air conditioning and cozy beds. The business focuses on individuals,
couples' families and business customers, either boy or girl doesn't matter about the gender.

Trends

What are the current market trends strong demand for events and short staycation breaks that last throughout the year as well as for essential
business travel,

Market trend- utilization of google hotel ads to reach new customers and capture high quality traffic while increasing direct bookings on its
websites. Hotel ads appear wherever people are shopping for hotels on desktop, tablet and mobile devices

-budget hotel trading in the first three months of 2023 has been strong but then it now expects to benefit from customers downtrading
throughout the whole year

Has the market seen growth or decline

Increased occupancy, an expansion of the business and a 54 percent increase in average revenue.

Pestle Analysis

Political

The political aspect focuses on how government policy and or changes in legislation affect the economy the specific industry and organization in
the question. Hotel owners can enjoy tax reform, which in which they already pay lower in terms of taxes, could improve the industry.

Economic

Economic factors vary on an economy's performance which can have a huge impact on whether it can directly impact a company and have long
term effects. Importance of economic cycling- It goes through economic cycles first and comes out first. Either it comes out successfully
depends on few primary factors e.g. unemployment rates, job growth and travel spent

Sociological

Consider the changes in greater social environment such as social justice movements or other social trends like shifting populations and
demographics. Advertising on TikTok and leaflets
Emmanuel Magwere

Technological factors refer to innovations in technology may affect operations of the industry and the market Automation, Security, Online
promotion

Legal- A government's rules and regulations-its laws which will impact the success of any business. Labour lawn, Trade laws

Environmental- could it affect a business performance either opportunity or threat. Consume health, Climate change, Available of energy

Media selection

Leaflets/Posters Leaflets- A5 premium sided premium glossy 1000- 30.51, 5000-65.62, Posters-A3 premium glossy 1000-109.45 pro advantage
of leaflets is that they can be distributed in large numbers at a low cost, making them a cost-effective advertising option. Cons that they can
easily be discarded or ignored, leading to low conversation rates.

Newspapers and Magazines

Pros-provide awareness information knowledge of the business to alert people about the business Con-Expensive newspapers advertisement
space may be expensive prohibits people from advertising newspaper. Travel magazines- full page colour advertisement from £250 TikTok ads-
Average cost £50 pound der minimum spends 500 per campaign

SWOT

Strength-price is the main strength as setting a low price will allow people to purchase it is easily accessible in terms of the location The
weaknesses market is quite saturated, so the business won't make as much they are quite limited in terms of the room types as they don't offer
as many options. Compact room sizes and basic facilities might not satisfy guest for longer stays and maybe a lack in terms of poor online
reviews Opportunities- marketing opportunities like celebrity collaborations to gain more media exposure. Improving the food menu as there
not a lot of variety of foods in the Uk e.g. English breakfast. Threat- high taxes, high inflation and interest rates. Post covid allowed lots of
homeless people in to sleep and asylums which means that they think that the hospitals are dirty

Marketing mix

Price 15-70 pounds amount of money the consumer pays

Place- different places in the Uk London, Manchester

Promotion- Tv adverts, billboards, tv newspapers

Packaging- How safe the product is and how it is presented

People- The people who are important to the business

Processes- how it goes from being manufactured to being put on the marketing

Physical product- what the customer sees of your product it shows what it would be like to use it

Price skimming-Price skimming involves setting a high initial price for a new product to recoup costs When a firm releases a new product, it
often charges a high price targeting a segment of the market known as ‘early adopters 'These are customers who must have the product as
soon as it is launched and are prepared to pay high prices to get it reduces price afterwards
Price penetration involves setting a low initial price for a new product to get a foothold in the market and gain market share May be a suitable pricing strategy for a product in a mass market-

Costs Marketing activities used by the business loyalty programs, email marketing, videos and direct booking promotions

A Business Loyalty scheme may cost about 100 pounds for a small card to tens and thousands of dollars going on costs. Email marketing- a mid-
size business may have to spend around 9-1000per month if they manage their campaigns themselves depending on the platform or if they
work with an agency, it would cost 300 to 500 pounds per month.

Videos - the average cost of video production today is between 500-3000 depending on length and quality. If the shortest video is one minute
this video can cost up to 500 pounds

How much does direct mail marketing cost in the UK? Factors Influencing the Cost of Direct Mail
Typically, the cost can range from £500 to £1000 per 1000 mailers, equating to about 50p-£1 per piece. Postage, as expected, often forms the
largest chunk of the cost, usually around £300–£600 per 1000, or 30–60p each, depending on weight, volume, and destination.

External influences- Factors beyond a company's control that affect operations and success-E. G include government regulations, economic
recessions, population demographics and technology.
Emmanuel Magwere