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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