Research Planning of the Travel Lodge Hotel in the UK Assignment

Research Planning of the Travel Lodge Hotel in the UK - Assignment Example However, in the present scenario, the hotel chain is under private ownership and do not have merged operations with the Travelodge located in the United States. The company was founded in the year1985 by Lord Forte who had bought the brand of Travelodge that was in the United States and established it in the United Kingdom. From 1985 to the present scenario the company has been able to sustain in the market because of its good quality bedrooms and dining facilities and the cost-effective approach that it incorporates in the business operations. Â  There is a great need for the company to conduct the research so as to know the exact reasons behind the low performance in relation to other competitors in the industry. The research would even reveal as to what are the measures in term of digital communication and social media that needs to be considered by the company so that it is able to interact more effectively with its existing customer base. The research to be conducted in this field is also very essential as it would help the company to survive the competition and even know the areas the customers feel that the company should improve upon in terms of digital communication and social media so that a more effective communication platform is established between the customers and the organization. Â  The research criteria of the company are based on understanding how it can improve the usage of social media so that there is more of interaction with the existing customers. The goal of the research is to compare the social media and digital communication platform that is used by other players in the hotel industry with that of Travel Lodge Hotel of UK (Armstrong, Kotler, Harker and Brennan, 2009).