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
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
