Travelodge launches price comparison campaign
The Travelodge will launch a new price check campaign to position itself as the cheapest hotel chain against other hotel chain rivals.
The campaign focuses on savings customers can make if they book a room at least seven days in advance of their stay.
The campaign, organised and ran by the Travelodge’s agency, DCH is currently being run across national press titles including, The Times, The Guardian, The Telegraph and The Sun and as online banners.
The basis of the campaign uses a Union Jack pillow-case as an emblem, highlighting the ‘Travelodge Price Check’ printed across the flag and featuring the strapline ‘we price check our competitors so you don’t have to.’
One of the ads from the campaign features room rates for leading rivals, Premier Inn, Express for Holiday Inn and Hilton Hotels, comparing them to room rates at Travelodge at £38 per night when customers book at least seven days in advance.
Travelodge teamed up with an independent price monitoring company to check more than 1,300 hotel rates every day.
The chain is currently making lots of price cuts this year, with the aim of selling 2.5 million rooms at less than £30.
This is the second campaign led by DCH who took over the marketing of Travelodge in 2006 with the successful ‘Hotel Revolution Campaign’ to promote the relaunch of the hotel chain.
Travelodge’s managing director Guy Parsons said that the hotel chain had worked hard on reshaping the brand to enable them to steal share with a competitive price offer.
Travelodge UK managing director Guy Parsons said: “Consumers are now in a daily battle to manage their finances and maintain their lifestyle.
“We are all now being uncompromising on value and rightly so. This new approach will ensure that Travelodge is the undisputed leader on price and customers will feel that with us, they have secured the best possible deal.”
He added, “It cannot be right that mid market hotels such as Hilton and Marriott can charge up to £70 more for the same location on the same night.
“Our price checking shows that even fellow budget operator; Premier Inn is charging up to £20 more a night for the same night’s sleep.
“Offering shower caps, trousers presses and fluffy bedspreads does not justify hiking prices beyond consumers’ reach. Customers must be able to access maximum value when they stay away in this country.”
The campaign is currently running alongside Premier Inn’s press ads promoting itself as winner of the most improved hotel brand in the BDRC British Hotel Survey.
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