DCH has won the work following a pitch that also involved Sledge, Mustoes and RPM3. Incumbent Euro RSCG, which lost the account following the departure of UK chairman Ben Langdon in September, did not repitch.
Although still light on details, Travelodge has confirmed the prime aim is to boost online reservations across a number of media.
Guy Parsons, Travelodge sales and marketing director, said: "We will be looking at all media channels as part of this campaign but a major thrust will be building our online reservations."
Travelodge currently takes 65% of its bookings via the internet but hopes to increase that to 80%.
Andrew Hawkins, DCH managing director, said: "It's great to be working with a brand that has a real point of difference and is an ambitious client that has a clear vision of how to revolutionise the hotel business."
The campaign will start in January and follows a Christmas campaign, already under way with the strapline "Tennertastic", offering around 135,000 of its rooms for 拢10 a night over the festive period.
Travelodge, which formed in 1985, is in the throes of an ambitious expansion plan, involving increasing its 277 sites to 400 by 2011 at a rate of 2,500 new rooms each year.
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