Web customers will be able to personalise their own Travelodge homepage and perform actions such as reserve cots or pre-pay for breakfast. Customers will also be able to buy tickets for events and attractions as the programme develops.
The technology will allow online retailers to partner with the hotel chain to sell products for customers during their stay.
Travelodge's web offer will be driven by a price strategy similar to the budget airline model, with the best rates available online and in advance.
Guy Parsons, Travelodge's chief operating officer, said: "The development of an online retailing channel provides us with more opportunities to drive revenue prior to customers' stay. This technology could enable us to retail anything from overnight cosmetics to bestseller books.
"The My Travelodge page offers customers a more personalised shopping experience while providing us with important customer data."
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