HB ON THE SCENE: Travelodge Sharpens Lifestyle Marketing Strategy

ORLANDO– At its brand conference here, Travelodge today unveiled plans to step up its marketing to three target audiences: fans of NASCAR, bass fishing, and professional rodeo riding. “The brands performance has improved significantly in the past three years and we want to keep that momentum building. Aligning with these audiences should help us achieve that goal,” brand senior vp Rui Barros told the franchisees and general managers assembled at the Disney Coronado Springs Hotel & Resort. Barros assumed responsibility for the economy brand, which is part of Wyndham Hotels Group, this year. “Were positioning Travelodge as a lifestyle brand,” noted senior director of marketing Andrew Maguire. “Consumer research tells us our core audience is families traveling on vacation. Theyre solidly middle class–typically adults in their 40s with teenage children–with a strong price/value orientation. Whats more, we learned they have highly active lifestyles and are drawn to outdoor activities.” NASCAR, bass angling, and rodeo riding each attract legions of loyal fans nationwide who travel to pursue these interests. An estimated 70 million people count themselves as avid NASCAR fans, while 40 million follow bass angling, and 20 million attend professional rodeos. “Through these partnerships, were positioning Travelodge to be as passionate about their lifestyle as they are,” Maguire said. “The three constitute our dream team.” Barros pinpoints the start of Travelodges turnaround to 2003, when quality assurance standards were tightened and a substantial number of properties left the system. “They were substandard and harming the brands reputation as a whole,” he said. “Ironically, a number of new properties have joined the system since, so our distribution overall hasnt really changed.” Noting that theres “nothing more silent than yesterdays applause,” Barros said Travelodge was gradually implementing a number of new brand standards to keep pace with customers rising expectations. Like its sister brand, Howard Johnson, these upgrades focus on the breakfast, the sleep experience, and the bathroom. Going forward, Travelodge will also make a greater effort to “leverage the power of its Wyndham parent,” especially in three ways: it will take advantage of Wyndhams global sales force, its Trip Rewards frequency program, and its internal training courses.