Travelodge targets £2bn budget hotel market with new brand

Alessandro Carrara Monday, 2 July 2018, 11:56Last Updated: Monday, 2 July 2018, 11:56

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Budget hotel chain Travelodge has launched Travelodge Plus, a new brand “designed around the needs of the budget traveller”.

The new properties will be rolled out initially through an investment of more than £10m at locations in Brighton, Edinburgh, Gatwick Airport, London and York.

Following the conclusion of its hotel modernisation programme in 2016 and the launch of SuperRooms in 2017, Travelodge said this “marks the next step” in the group’s ongoing programme to upgrade its offer.

CEO Peter Gowers, said: “The launch of Travelodge Plus helps us offer that little bit more choice for those who want it, while staying true to our mission to be the favourite hotel for value. The hotel market is following the same path as airlines and retail.

“Budget hotels launched as niche offers but now dominate the market, with a wider customer base than ever. After investing more than £100m to upgrade our hotels across the UK, bringing in our ‘premium economy’ SuperRooms and now launching Travelodge Plus, we are now well placed to match the needs of today’s travellers.”