Travelodge chain getting more aggressive
The Travelodge brand is stepping up its marketing efforts, according to Andy Maguire, senior director of marketing.
The effort will begin with an online marketing campaign encompassing a paid search on Google and Overture, as well as banner advertising sites that include Mapquest.com and Yahoo!
Mr Maguire promised the launch of a “competitively superior” web site later this year.
The brand will also implement a new photo standard to improve its online curb appeal.
At the property level, the brand will offer two premium room types by early 2006: a Hibernation Den Room, focusing on a “great night’s sleep after a hard day of playing,” and the Work Den Room, which will cater to business travelers. Franchisees can choose the appropriate number of rooms.
A stepped up marketing campaign will also include various promotions.
The first Travelodge Hotel was introduced in 1939. Today, the franchise system has 519 properties representing 39,207 rooms in the US, Canada and Mexico.
Report by David Wilkening
David
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