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.
While the existing website performed well in terms of conversion, a historical lack of investment had begun to compromise the quality of the customer experience. Travelodge started to shed market share, compared to more digitally advanced competition.
The website was serviced by old technology, leading to difficulties in updating and eroding the organisation’s ability to adapt to changing marketing needs quickly. This situation was further impacted because of the poor mobile application – just as visitor preference began to dictate the importance of mobile.
As well as the suboptimal digital assets, the size of the small in-house digital team – supported by a fragmented agency portfolio – was leading to impacts on the effectiveness of the digital marketing investment and its return-on-investment (ROI).
Finally, organisational issues persisted between the commercial function and technology, compounded by the reliance on a Waterfall delivery approach and an unclear delivery roadmap across the organisation.
The requirement was to make rapid improvements in all areas to positively boost the commercial performance of the function and grow the digital maturity of the business within 12 months.
With rapid change required, DWG built and executed a five-step digital maturity plan:Successfully delivered in 12 months.
“DWG has helped us strengthen our foundations for ongoing success.”
Sales & Marketing Director, Travelodge
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