Travelodge is Benefiting from a GBP 223 Million Brand Investment This Year

Travelodge is Benefiting from a GBP 223 Million Brand Investment This Year 
LONDON, UNITED KINGDOM -- (Marketwire) -- 01/28/13 --  
In 2013 Travelodge will: 

--  Open 14 new hotels - which includes two properties in Spain 
--  Create 420 new jobs 
--  Launch a new room concept which has been designed by its customers
--  Introduce truckle beds
--  Rollout out a GBP 57m refurbishment programme across its estate 

Grant Hearn, Travelodge CEO said: "Now that we have a solid financial
foundation in place, this year, the Travelodge brand will benefit
from a GBP 223 million investment. This capital expenditure will help
us to grow our business, strengthen our product offering and make
Travelodge the best value hotel chain in the UK.  
"As part of this year's investment we have worked with our customers
to create a new Travelodge room which offers more comfort, quality
and style. The hero of our new room is a luxurious bed that is
normally found in high end hotels. This enhanced product offering
combined with our new cutting edge revenue management system that
offers economy pricing, will ensure we are the smart choice for
leisure and business travellers."  
Today one of the UK's leading hotel brands, Travelodge has announced
it is benefitting from a GBP 223 million investment this year to help
further grow its business. This cash investment will help fuel
growth, strengthen the Company's brand offering and ensure consumers
obtain the best value in the marketplace. 
In 2013, Travelodge will open 14 hotels (1,742 rooms) at an
investment of GBP 141.5m. Twelve of these openings will be in the UK
and two in Spain.  
The UK locations include four hotels in London (Bethnal Green,
Hounslow, Vauxhall and Walthamstow), hotels in Liverpool, Cambridge,
Aylesbury, Southport, Kings Lynn, Sittingbourne, Manchester and
The two Spanish hotel openings will double Travelodge's room stock to
700 and boost the number of hotels in Spain to six which includes
three hotels in Madrid, two in Barcelona and one in Valencia. The
first hotel is scheduled to open in spring and is located in the
fashionable beach area Poblenou in Barcelona. The new Madrid hotel is
scheduled to open in the summer and is located in the famous Julian
Camarillo commercial district. 
Grant Hearn, Travelodge CEO said: "In today's world, Britons are
looking for great value when making a hotel booking. The UK at less
than 20% remains a growing market for branded budget accommodation,
as it is still well behind matured markets such as the USA and
France. In response to this growing opportunity, our growth strategy
remains in the forefront of our new business plan."  
During 2013, Travelodge will also create 420 new jobs with 371 of the
new positions being generated via the 14 new hotel openings. The
remaining new opportunities will be created via the Company's
successful management apprenticeship programme (JuMP) which will
create 30 new apprenticeship placements and the remaining 19 roles
are head office based. 
As part of today's announcement, the hotel chain is also unveiling
its new room design which has been created by Travelodge customers.
The new room concept has taken 12 months to complete from initial
research to implementation and has been overseen by Travelodge's
dedicated in-house Interior Designer - Frances Whitley.  
Feedback from Travelodge customers stated they wanted an inviting,
functional, warm, relaxing environment, with the main focus of the
room being an extremely comfortable bed. To ensure Travelodge met
this brief, they worked in cooperation with their customers so that
they were involved in every decision and that the new room design met
with their expectation and delivered on quality and service.  
The new Travelodge room includes the following new features:  
An upgraded new luxury king size bed which is deemed in the industry
as the 'Rolls Royce' of beds and used predominately by luxury hotels
worldwide. The bed is produced by royal warrant holders Sleepeeze Ltd
who are renowned internationally for their experience and
craftsmanship in producing the most luxurious beds that money can
buy. The company established 80 years ago uses cutting edge
technology to create state-of-the-art pocket spring mattresses that
help attain a good quality night's sleep.  
The new Travelodge bed boasts an 800 pocket sprung mattress and each
individual spring is designed to follow the natural contour of an
individual's body in order to provide the correct amount of support
and comfort to ensure they receive a good quality night's sleep. The
pocket sprung mattress is also very beneficial for couples sharing a
bed as it ensures that each individual is much less affected by the
movement of their partner. 
For further comfort, the bed is dressed with a quilted mattress
topper and bounce back duvet and pillows. A new addition to the
bedding is a stylish swoosh stripes runner to help create a gift wrap
feel to the bed.  
The bed also features a unique benefit of housing two space saving
comfy truckle beds within its base. When the beds are in use the base
can be used for storing luggage, providing extra space in the room.
The truckle beds have been designed to replace the traditional sofa
bed and provide an enhanced service for families staying in the room. 
To help create a warm and cosy ambiance in the new room so that its
customers obtain a good quality night's sleep, Travelodge worked with
a chromotherapy expert and has introduced a sleep inducing colour
palette to the room's decor.  
The new Travelodge room feature wall has been painted a tranquil
blue, as research shows our body clock is programmed to relate the
colour blue to the hours of darkness. So when we look at the colour
blue, our metabolism slows down, making us feel relaxed and sleepy.  
The colour also has the effect of making a room look larger and more
light and airy. The remaining walls have been painted a calming cream
colour as this shade embodies the quality of gentle morning sunlight
that helps you to wake up feeling refreshed and alert. 
To complement the colour scheme swoosh stripes in the colours of red,
grey and blue have been incorporated into the room decor via the
curtains and bed runner. Vertical stripes have been chosen due to
their illusion of making a room look taller and to create a more
restful and contemporary atmosphere.  
Other additions to the new room include a stylish white contemporary
en-suite bathroom with a power shower, stain & water resistant carpet
in a dark shade of blue, a larger desk area, new reading lights and a
phone charging socket built into the bed frame. The room also
includes artwork above the bed. This is an abstract design featuring
relaxing sparkles and shades of blue, which customers found very
pleasing to the eye and restful. 
All new hotels being opened this year will incorporate this new room
design. In addition phase one of the GBP 57 million refurbishment
programme which starts in spring this year will include a refit
project to transform Travelodge's flagship and most popular city
centre hotel rooms with the new design. By autumn 2014, over eighty
per cent of Travelodge's estate will incorporate the new room design. 
To help attract new customers, Travelodge is also investing over GBP
12 million in digital and online marketing this year. As well as over
a million pounds in a website refresh later this year.  
Frances Whitley, Travelodge In-house Interior Designer said: "It has
been great working with our customers to design a purpose built room
for them. Interestingly a key learning we learnt were customers now
want a high level of coordination between colours, shades, patterns
and features. They are no longer happy with everything being the same
colour. Tastes are also moving away from dark shades, today hotel
users want a clean, fresh and bright colour scheme which they find
uplifting and energising upon walking up from a good night's sleep.
The number one requirement from our customers was a good quality
luxurious bed. Interestingly customers fed back that the addition of
a coordinated runner on the bed lent a sense of freshness and
suggested that the bed had been carefully prepared and wrapped for
Travelodge is also currently working with its customers to redesign
its restaurants and public areas. 
Notes to editors:  

The breakdown of the GBP 223 million is listed below:                       
New openings investment: GBP 141.5m                                         
Refurbishment programme: GBP 57m                                            
Marketing investment GBP 12m                                                
IDeaS(i) & website refresh: GBP 2.5m                                        
Maintenance GBP 10m                                                         
Total = 223m                                                                

(i)IDeaS is a cutting edge revenue management system. The unique
optimising software monitors room rates 24 hours a day, 365 days a
year to ensure customers the best value room rates at all times. 
About Travelodge:  
The first budget hotel brand to launch in the UK in 1985, Travelodge
now operates over 500 hotels and over 35,400 rooms across the UK,
Ireland (11) and Spain (4). Travelodge plans to grow its estate to
1,100 hotels and 100,000 rooms by 2025. Over 13 million people stayed
with Travelodge last year and 90% of reservations are currently made
online at, where room rates start at GBP 19 per
night. The chain employs over 6,000 staff.
Travelodge Press Office
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