Asserting Travelodge as a great British institution

Although Travelodge was the founder of the value hotel sector in the UK, they recognised the maturity of the sector as competition increased through existing and new entrants. They needed to reposition with a more engaging approach.

Our Business to People insight helped identify the real reasons why customers use budget hotels. More than a bed for the night, customers needed a service that enabled them to get on with their lives. Travelodge meant ‘convenience’, acting as an enabler and a base for work or play activities. They needed a fresher, more open and engaging way of connecting with their customers.

We developed a confident and engaging voice and attitude that asserted Travelodge as a great British institution. As a result Travelodge has become a springboard for convenience, enabling people to live their lives. They have been able to embrace digital channels and partner with local businesses, strengthening their offer of even greater convenience.