Travelodge overhauls brand to lure “adventurers”

Travelodge overhauls brand to lure “adventurers”
By Anne Majumdar


A brand refresh has seen Travelodge’s 17 properties across Australia and New Zealand updated with a new look and feel.

Speaking at the launch of the Refreshingly Simple brand proposition in Sydney this morning, TFE Hotels Group director of marketing Emma Fraser highlighted upgrades to lobby areas and guest rooms, designed to play on the hotels’ “excellent” locations.

“They’re very centrally located so it allows the guests to explore the local area,” she said.

That will appeal to Travelodge’s target market of “adventurers” which are aged between 25 and 60, according to Fraser.

“It’s a very wide demographic, which is why we want to make sure it’s a simple approach – less of what you don’t want and more of what you do want,” she explained.

Artworks have been used to reflect the local area, and an emphasis has been placed on “friendly” service, reflected in the casual uniforms designed to make staff appear approachable.

“Travelodge is a brand that’s really all around being fresh, smart, reliable and trustworthy,” Fraser said. “We want to make sure we deliver that to our guests when they stay with us.”

The new approach is also demonstrated by the breakfast menu, she continued.

“There are no kale smoothies, no quinoa on the menu at Travelodge – it’s just simple, hearty and healthy food.”

Humour is also part of the new brand, with quirky messages around the hotel and the next phase of its marketing campaign to enlist the talents of comedic influencers.

“We’re using an approach of ‘lie-down comedy’,” Fraser revealed.

 

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