Travelodge has announced the refurbishment of its Wincanton hotel in Somerset will be completed this week. It is one of a number of the budget hotel chain's UK venues being upgraded to a new so-called 'budget-luxe' design.
In April, the group announced it would be investing in a multi-million-pound programme to revamp some 60 hotels in popular business and leisure locations - the company's biggest brand transformation to date. The 57-room Wincanton Travelodge is one of the hotels in the first phase of the scheme to receive a make-over, with 46 hotels having been upgraded so far.
Travelodge said its budget-luxe programme was created following the success of its 'budget chic hotel' format - known as TravelodgePLUS - and after receiving feedback from the company’s largest consumer study, which surveyed around 5,000 UK business and leisure travellers to find the psychographics of the modern budget traveller.
The refurb includes a new navy blue brand colour, which Travelodge said paid "homage" to its very first blue branding. The budget-luxe design also includes a number of sustainable initiatives including:
- a new carpet made from recycled fishing nets, the backing of which is made from old plastic bottles;
- low-energy lighting;
- motion sensing controls;
- and aerated showers and taps.
Melanie Baker, hotel manager at Wincanton Travelodge, said the new design had been created in response to "ever-increasing expectations" from customers.
"Britain is now a nation of budget travellers, with more of us choosing to stay in budget hotels than any other hotel type and thoughtful, stylish design and homely touches really matter in today’s world when staying away for business or leisure," she said.
“My team and I are delighted our hotel is one of the first Travelodges to be upgraded to the new budget-luxe premium look and feel design. This is our most radical brand transformation to date and the budget-luxe design certainly has the wow factor for our customers.”
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