DALLAS— Travelodge Hotels “Brand New Adventure” conference kicked off here May 6 with an introduction from the brand’s new President/CEO John Valletta and a special appearance from the brand’s mascot Sleepy Bear. Having only been at his new post for two months now, Valletta has already visited 45 Travelodge franchisees and has plans to continue his tour of brand’s properties. During his opening remarks, he promised franchisees they can expect leadership, honesty, returned phone calls, and accountability from their new president. In return, Valletta said he expects improved quality assurance scores from the brand’s members with a goal of raising the Travelodge’s average Q&A score from 416 points to 430 points by 2003. Valletta went on to conduct an on-stage interview with Joe Kane, group president/CEO of Cendant Hotel Division, asking how Cendant’s executive restructuring would service the Travelodge brand? Kane responded that the company’s previous structure restricted communication between franchisees and Cendant headquarters. “The restructuring is geared towards accountability,” said Kane, adding that previously communication “was too slow to allow franchisees to make a quick decision. Now franchisees can get the quick responses they need.” Meanwhile, Nancy Poor, group vp/marketing for Travelodge, took the stage with a presentation of some of the marketing world’s most recognizable brand mascots— the Pillsbury Dough Boy, the Jolly Green Giant, and the Energizer Bunny— promising that one day Travelodge’s Sleepy Bear would be amidst the ranks. Brand mascots create a sense of “trust and dependability,” said Poor. “We want to turn this bear into true brand equity, the kind you can take to the bank.” To give Sleepy more recognition, Travelodge is launching a series of new television, print, Internet and radio advertisements this June, including TV spots on the Today’s show and ESPN. In addition, the brand has become the official hotel of the Professional Women’s Bowling Association, and Sleep the mascot has been seen supporting several national charities including the Ronald McDonald House. —Diana Rodriguez
