TRAVELODGE MARKETING STRATEGY FEATURES BULL RIDING, RACING, FISHING
ORLANDO, Fla. 04-17-2007 —Travelodge® marketing efforts this year focus on auto racing, bass fishing and professional bull riding enthusiasts, franchisees attending the brand's conference here learned today.
The brand has sponsored the National Guard race car for the third year in a row and expects to reach more than 40 million bass fishing fans by sponsoring professional angler Mark Tyler, who is widely known for catching the largest bass in competition.
Additionally, the Travelodge brand is zeroing in on the fast-growing spectator sport of professional bull riding by sponsoring professional bull rider Ross Coleman.
"Through our sports associations and our targeted marketing campaign, we are introducing the Travelodge brand as the chain that is as passionate about our guests' lifestyles as they are," said Andy Maguire, Travelodge Hotels senior director of marketing.
In addition to focusing on lifestyle marketing, the brand's strategic plan calls for system growth, improved property performance, an enhanced guest experience and further leveraging of Wyndham Hotel Group's resources including its Global Sales team, TripRewards® loyalty program and School of Hospitality Operations.
"Our strategic plan will enable us to continue providing the value our franchisees and guests are looking for," said Rui Barros, Travelodge Hotels senior vice president. "We've made significant strides during the past two years and this plan will help us ensure future success."
The brand will work more closely with Wyndham Hotel Group's franchise sales team to grow the Travelodge system and help owners improve property performance through dedicated resources including an enhanced field team, free regional meetings focused on bottom-line results and a focused property management plan that offers improvement suggestions for areas including marketing and sales, guest service and housekeeping.
To deliver a more positive guest experience at Travelodge hotels, the chain will enhance its bath standard. Beginning Jan. 1, 2008, all Travelodge locations will feature curved shower rods, hook-less shower curtains and multi-function shower heads. Also, the brand passed a standard to ban smoking in all public spaces at Travelodge locations effective Nov. 1.
To recognize Travelodge property owners and their staffs, the brand launched the Heroes of Hospitality awards program. Awards will be issued quarterly and annually. Winners will be evaluated using performance and customer service indicators including quality assurance and customer services scores.
"Our Heroes of Hospitality program celebrates the hospitality professionals who dedicate themselves to providing outstanding service through hard work, attention to detail and sheer enthusiasm," said Barros. "The fun-loving, caring spirit of the Travelodge brand is a testament to these individuals and I am honored to be able to salute their efforts through this new awards program."
Barros was appointed as the brand leader for the Travelodge brand following former brand president Ken Greene's appointment to group president of the Travelodge, Howard Johnson® and Days Inn® brands. In his new role, Barros reports to Greene and is responsible for setting the brand's strategic direction, managing brand finances and operations, leading the franchise advisory board and interfacing with franchise sales.
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