The selected agency will be reviewing the design, architecture and functionality of travelodge.co.uk and cross-platform opportunities, working alongside Travelodge’s long-standing technical partner, Sense. Newly-appointed sales and marketing director Daniel Heale, previously marketing director at Camelot, will oversee the review and develop the brand’s marketing strategy. An agency will be appointed by September 2007.
The hotel chain plans to ramp up e-commerce, allowing customers to book products they may need in advance of their stay online. Travelodge is currently in talks with a number of retailers about online partnerships.
Currently 85 per cent of the company’s bookings are made online. Recent advancements include allowing customers to pay for breakfast when booking a room.
Travelodge has pledged to build more than 200 hotels, amounting to 20,000 rooms by 2012. Each new, contemporary-designed room will offer wifi connection and a flat screen television with 18 digital channels.
Heale said: “Annually we drive more than five million reservations through our web site and attract more than half a million users each week. In order to lead web services within the leisure sector and to stay ahead of the competition it’s essential that we have the best agency resource available to us.”
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