- The private equity-owned chain is spending £10m on its Travelodge Plus format
- It will be rolled out in Brighton, Edinburgh, Gatwick Airport and London
- The rooms will have blackout blinds and each hotel will have a chic bar
Discount hotel chain Travelodge is to launch a new ‘budget chic’ brand tomorrow.
The private equity-owned chain – which has 564 hotels and 19 million customers a year – is spending £10 million on its Travelodge Plus format.
It will be rolled out in Brighton, Edinburgh, Gatwick Airport, London Waterloo and its new 395-room City of London flagship which will open later this summer.
Rethink: Discount hotel chain Travelodge is spending £10 million on its Travelodge Plus format
Travelodge Plus hotel rooms will be given a style makeover, described by the company as ‘tranquillity Zen’, with a taupe and beige colour scheme, blackout curtains and artwork. Each hotel will also have a new-look bar.
The company has recently spent £100 million on modernising its hotels, including last year’s launch of its new premium economy SuperRoom concept.
Each room has a Lavazza coffee machine and a luxury shower, along with a larger desk and a bigger bed.
Travelodge UK chief executive Peter Gowers said: ‘Budget hotels – like budget airlines – have gone from being a niche product to mass market.’