Travelodge has got Talent

Travelodge see the value in Location, Location Location

18 June 2014
Travelodge’s 513 hotel group is going to start making some noise about its hotels and their locations. New Chief Executive, Peter Gowers, has taken six months in the role to implement an upcoming, 4-month “Get Up and Go” campaign which is set to be launched during ITV’s Britain’s Got Talent this year.

Corporate travel co-ordinators should look out for the television, digital and print campaign which will be seen by an estimated 14.5 million UK adults. Business travellers in your company who give you the task of booking hotels may be less wary of the budget hotel group once they learn again about what it has to offer.
With everyone having an eye on the travel purse strings, Travelodge has based its new campaign on the location of its hotels and the value they offer; proof of this is that 70% of its rooms sell for less than £50. For travellers using their hotels, it’s not about spending time in the hotel room, it’s about being in the heart of a major city where there is so much more to see. Growers has stated on their main competitor “Premier Inn is no longer such a value offer – there is currently a gap of around 20% between their rates…guests who don’t want the extra things offered by Premier Inn, Travelodge is a better value stay.”

With this boost of awareness set to coincide with an opening of 15 new Travelodge hotels and a £57m refurbishment programme, it will be interesting to see the uptake by corporate travellers and whether the ripples of this campaign makes in the market will be enough for a response from other hotel chains.
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