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.