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Travelodge

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Macroeconomic Environment

Macroeconomic environment are external factors which have influences over decision making within organisations. These factors can be the political Environment, economic state of the country in which the organisation are based in, social condition and trends as well as technological and environmental factors which impact the way the business is run.

Political Environment

Political environment has a big impact on business practices as government make and pass legislations which organisations must adhere to. The political environment can also have a big impact on organisations as countries can go to War with each other as well as economic sanctions can be imposed and countries may be banned from trading with one and another. (Micheal Solomon, 2008)

Travelodge may be effected by the poltical enviroment as David Cameron the current prime minster of the United Kingdom would call a referdum on staying in Europe if he wins the general election.(Sabin, 2015)

If a referendum occurs and the public vote to exit the EU this will impact travelodge as they have hotels in Europe and may need to change legistation and trading term which they currently use. This may also mean a reduction in tourists, which is one of hoteliers target audience. An exit from the EU states will stop free movement for other members into the UK and travelodge may therefor see a decline in revenue.

Social and Cultural Enviroment

Social and cultural enviroments looks at the factors which influence consumer behaviour when spending. Organisations will have to think about this when making decisions on what product to put out or the best way to market their products. Organistion will anaylse patterns such as when in the year is demand is at its highest point as well as demograpic trends such as rising age population and a change in family life. (Dennis Adcock, 1998)

Travelodge can be effected by the social and cultural enviorment as there as been an increase in domestic holiday and city breaks within the UK. In 2014 there was an increase in package holidys within the UK which was up to 24%. If package holidays within the UK continue to increase travel lodge may see an increase in demand and will have to ensure supply meets demands or may lose potential revenue. (ABTA, 2014)

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