Commercial Transformation

“DWG enabled a rapid maturity of our digital capabilities in product, insight, marketing and organisation.”

Sales & Marketing Director, Travelodge

As the UK’s leading hotel group for value, Travelodge is an outstanding business success story, with revenue growth of almost one thousand per cent since 2012. Critical to this success, has been the importance of its digital marketing channels which deliver over 70% of all bookings.

While the existing digital experience and team had enabled this growth, in mid-2015 the senior team realised that action was quickly needed to transform and mature Travelodge’s digital set-up and capabilities, given an increasingly sophisticated ‘digital customer’ and significant competitor investment in digital.

With rapid change required, DWG built and executed a clear five step digital maturity plan:

  • Restructuring the digital team and enabling rapid talent growth suitable to Travelodge’s needs and investment strength.

  • Laying out a clear transformational digital roadmap for 2016 and beyond, focused on customer-facing assets.

  • DWG then worked with the senior team to formulate a budget and take into account opportunity cost factors

  • Enhancing the breadth and performance of Travelodge’s digital marketing approaches, through all parts of the acquisition and retention cycle.

  • Developing and maturing the digital analytics and insight function.

  • Working with other adjacent teams to mature internal working practices, including the move from ‘waterfall’ to hybrid/agile.

Within five months, DWG successfully delivered on all aspects of the plan, providing clarity and foundations next stage success.

For example, delivering a hiring approach that grew the commercial digital team from eight to nineteen, including new skills in digital product management.

DWG continued to support Travelodge and be part of the next chapter in this extraordinary business success story.

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“DWG has helped us strengthen our foundations for ongoing success.”

Sales & Marketing Director, Travelodge


Business Transformation


Strategy, Leadership & Innovation