Travelodge was the first budget hotel chain in the UK, but Premier Inn had successfully captured a leadership position for brand preference. Travelodge wanted to reclaim this crown and required an investigation of the business from top to bottom.
Research designed to revitalise the brand and put consumer needs at the heart of future planning. We developed an integrated and innovative set of qualitative, quantitative and usability methodologies.
A nationwide refurbishment programme and heavy investment in advertising resulted in a significant improvement in trading performance: Room Rate +11.4% Revenue +17.9%