HOLLYWOOD, Fla. (Oct. 17, 2003) – Calling on owners and operators to help “rekindle a passion for our business,” Travelodge President Nancy Poor today announced a three-pronged approach to re-establish the brand’s guest value proposition.
Addressing the general session of the Travelodge franchisee conference here today, Poor said her plan aims to improve overall quality, equip owners and general managers with “tools and knowledge” and grow the chain by attracting new franchisees whose core values and goals are consistent with that of the Travelodge brand.
Quality-specific improvements include eliminating inferior properties, providing hands-on education during quality assurance inspections, enforcing continental breakfast standards to ensure consistency and value and introducing a service evaluation.
“The fighting spirit our brand was built on will enable us to propel Travelodge to the winner’s circle,” Poor said. “Three strategic imperatives outline a simple, yet powerful game plan to compete effectively and deliver a superior guest experience at every Travelodge, every day.”
The conference recognized the significance of the brand’s beloved goodwill ambassador, Sleepy Bear. Poor revealed that Sleepy Bear soon will receive a “fresh look with a new energized attitude” that will connect with today’s travelers.
Senior Marketing Director Andy Maguire unveiled major new marketing initiatives including plans to capitalize on Internet marketing, noting the brand’s 40 percent increase in Internet bookings versus a year ago.
Travelodge also will sponsor the NASCAR National Guard car with national television, radio and print advertising exposure planned.
Maguire said the brand’s newly energized Sleepy Bear mascot will be “the centerpiece of our freshly minted advertising campaign,” with slogans including “Nothing warms up a cold night like a cute little Teddy” and “an animal in bed.”
The first Travelodge hotel was introduced in 1939 in response to travelers’ needs for roadside accommodations. Today, Travelodge Hotels is a growing franchise system with 539 upper-economy Travelodge and budget Thriftlodge® properties representing 41,786 guest rooms throughout the United States, Canada and Mexico. Reservations and further information are available by visiting www.travelodge.com or calling the toll-free Travelodge number, (800) 578-7878, or the Thriftlodge number, (800) 525-9055. Travelodge Hotels is a subsidiary of Cendant Corporation (NYSE: CD).
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