Travelodge is a leading chain of budget hotels in the UK, owned by GoldenTree Asset Management.
It acquires a high percentage (75%+) of its bookings through its website and mobile application, with visitors to the site attracted by compelling digital (SEO & PPC) and above-the-line marketing investment. A direct-to-customer strategy that is protective of margins versus client-acquisition via online travel agents (OTAs).
In late 2015 a commercial transformation began with an objective to deliver stronger revenues, better conversion, faster delivery, and greater return-on-investment (ROI). Ensuring Travelodge was well-positioned for a transaction from its owner GoldenTree Asset Management.