travelodge

Organisational Development

“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. However, with increasing pressure from competition a commercial transformation began with an objective to deliver stronger revenues, better conversion, faster delivery, and greater return-on-investment (ROI).

  • With increasing direct competition from the likes of Premier Inn and growing indirect competition from the online travel agencies, Travelodge looked to enhance its direct-to-customer model.

  • DWG was appointed to accelerate the maturity of the organisation’s digital go-to-market capabilities.

  • While strengthening the organisation’s ability to adapt to changing customer and market needs quickly.

  • And improving alignment between the commercial and technology departments to accelerate execution and innovation.

As part of the overall commercial transformation, a structure and skills gap analysis was conducted, using the ideal target operating state as the measure. From the insights produced, the following actions and deliverables where selected and executed:

  • A restructuring plan and rapid implementation of the growth of the commercial digital team. Moving from 6 to 20 people. Improving capabilities in digital go-to-market (PPC/SEO), product delivery and analytics.

  • Educating and mentoring the marketing team on digital marketing best practice to improve customer acquisition, conversion and retention.

  • Education and coaching on digital analytics and insights to accelerate innovation and optimisation with the new digital product function.

  • The refactoring of a fragmented agency network to several core relationships. Leading to improved advertising performance and ROI.

  • Working with the technology department and other adjacent teams, the rapid move from a Waterfall to an Agile approach to improve speed and agility. Which significantly helped the successful delivery of a new web and mobile environment, which sat at the heart of Travelodge’s improved success.

Our assistance ultimately helped Travelodge to strategically grow its digital maturity in its direct-to-customer strategy.

Improving commercial performance in sales, return-on-investment, responsiveness and agility.

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

Sales & Marketing Director, Travelodge

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Business Transformation

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Strategy, Leadership & Innovation

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