Travelodge Brand Seeks To Create 'Ultimate Value Equatio
LAS VEGAS (Wednesday, May 25, 2005) - Travelodge President Ken Greene told franchisees attending their national conference here today that the brand seeks to create the "ultimate value equation" for consumers by providing them with the product, services and rewards they want.
Key to fulfilling that objective is a training initiative called the Strategic Training for Exceptional Performance, which features an improved version of the brand's general manager orientation and an online assessment for creating a personalized training agenda. The Travelodge team is holding classes throughout the country.
The program, which began earlier this year, covers a wide range of topics, from yield management to ensuring the quality of lodging products and services. Franchisees are asked to complete the online assessment questionnaire prior to enrolling. The results of the questionnaire determine the appropriate course track.
The program also offers professional certification from the Educational Institute of the American Hotel and Lodging Association.
Working in cooperation with the Educational Institute, the brand will introduce packaged training programs for franchisees through two resources, CyberCinema and CourseLine, which offer hundreds of courses and videos that can be used to create training programs for hotel employees. The programs are available to Travelodge franchisees at no cost for the first year.
According to Greene, CourseLine offers an interactive and inexpensive way of taking lodging hospitality courses. The program features a hospitality management course, quizzes and a chat room for students and instructors.
CyberCinema, designed for line-level staff, offers more than 100 videos on nine hospitality topics in 10 different languages.
In addition, the brand is providing an interactive property management system training course, which provides instruction on how to load rates and inventory, to all franchisees at no cost, beginning June 1.
Greene said the Travelodge brand just relaunched its Intranet portal, named MyPortal, to help franchisees "find exactly what they are looking for at the moment they need it" as well as to distribute time-sensitive announcements to the entire system. MyPortal provides on-demand access to information from the brand and Cendant Hotel Group.
"Franchisees will be able to find information more readily, and the information provided is based on their needs," said Greene. "Also, every owner, general manager and site principal now has a free e-mail address that can be made available to multiple employees."
In addition to its training and Intranet portal initiatives, the brand also is working to improve the product's "look and feel," he said. To that end the Travelodge team has further defined its breakfast standards to create "great value" and "uniformity" across the entire system.
The Travelodge staff distributed photos of the newly named Bear Bites breakfast program and the revised standards to encourage uniformity in presentation and types of food offered. Franchisees were encouraged to "tap into discount pricing, rebate opportunities and the potential for free equipment" by working with Cendant's Preferred AllianceSM group.
In another move to encourage a consistent product presentation, the Travelodge brand will adopt, on Dec. 31, 2006, a new standard for staff uniforms to ensure a "consistent" and "professional image" at all properties. According to the new rule, hotel front-line staff must wear business casual attire and a nametag with the Travelodge logo.
"Uniforms have proven to be a great motivational factor for employees," said Greene. "In addition, the positive impression a guest receives from the appearance of new, crisp uniforms goes a long way in establishing a professional image and making them feel comfortable."
The first Travelodge hotel was introduced in 1939 in response to travelers' needs for roadside accommodations. Today, Travelodge Hotels is a growing franchise system with 519 upper-economy Travelodge and budget Thriftlodge® properties representing 39,207 guest rooms throughout the United States, Canada and Mexico. Reservations and further information are available by visiting www.travelodge.com or calling the toll-free Travelodge number, (800) 578-7878, or the Thriftlodge number, (800) 525-9055. Travelodge Hotels is a subsidiary of Cendant Corporation (NYSE: CD).
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