Travelodge U.K. Upgrades to “Budget-Luxe”

Modeled on its TravelodgePLUS format, Travelodge U.K. announced this week that it is evolving its core brand into a “budget-luxe” premium product.

In a statement, Travelodge CEO Craig Bonnar said the upgrade represented the company’s “most radical” brand transformation, citing “ever increasing expectations from customers” even in the budget segment. The new format will feature a restaurant concept called Bar Café, which offers work, relaxation and social spaces.

Travelodge intends to upgrade 60 hotels across the U.K. this year, with five locations in London completed this month.

Terri Hardin  www.businesstravelnews.com