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Course
Unit 2 rationale for marketing campaing

Institution
PEARSON (PEARSON)

Report 1 - Introduction -Summarise the business !-Explain what you’ve been asked to do in order to achieve the company’s aim!-Explain which of the two options you’re choosing to and for what reason!-Explain the chosen marketing message and how it’ll beneﬁt the company!-‘For this activit...

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Uploaded on January 13, 2024
Number of pages 2
Written in 2023/2024
Type Class notes
Professor(s) Mr o'donoghue
Contains All classes

marketing

Study Level
BTEC
Examinator
PEARSON (PEARSON)
Subject
Btec business
Unit
Unit 2 rationale for marketing campaing

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Part A – Rationale

Introduction Best Rest Hotels – owns and operates several budget hotels in the UK
- Business owners want to increase market share
Marketing Aims & How are business owners going to increase market share:
Objectives (3) - Increase social media followings by 75% in set time – using TikTok and Instagram ads
- They can introduce a loyalty programme and have 1000 customers sign up to it – may
increase sales
Market Research

Size & Structure  In 2023, UK hotel market is worth around £19.8 billion and budget hotels make up
59% of this market.
 Budget hotel market is forecast to grow by 17% in the next 5 years
 Mass market
 Monopoly
Target Market  Business and leisure travellers
 Couples and families
 Tourists
 Primary research aimed at 18-42-year olds
Primary & Primary Secondary
Secondary  The largest age group was 28-32  Data collected from Travelodge
Research  Most people stay in hotels for shows that people said style,
Considerations choice and quality were priorities
leisure reasons
when booking
 73.4% of people have stayed in a  “Going Green” – McKinsey
hotel in the last 12 months reported that 76% of customers
 29.3% of people expect to pay £75- are requiring more
89 per night in a budget hotel environmentally friendly
 The 3 main factors people think are accommodation
important in budget hotels are  Customers are more likely to pay
higher nightly rates for
price, cleanliness and wi-fi access
environmentally friendly hotels
 Travelodge uses recycled and
sustainable materials and Holiday
Inn Express launched its “Green
Engage System”
Competition  The market leader is Premier Inn known as the largest hotel brand in the UK
 They focus on a wide target market – including individuals, couples, families and
business customers
 Relied on television marketing
 Launched a campaign to broaden its customer base and improve its market share
 Used 60-second television adverts with social media, print and radio advertising

 Travelodge operates 590 hotels across the UK and is the second largest hotel brand in
the country
 They advertise using social media, pop-up adverts and video advertising
Trends  Consumer trends have changed from corporate and business to focussing on leisure
for customers
 The cost of hotel rooms has increased and so cheaper options are in higher demand
 This change has led to more bookings for budget hotels in rural locations, reducing
the demand for city centre accommodation
Justification of the Campaign

SWOT S- The budget hotel market is forecast to grow by 17% in the next 5 years

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