LHI-VIP-v2
recommended baglioni beaufort-hotel italian-talks hilton-hotels Gold Key Media enquire

The hotel group which pays you to help it grow.

by Rajul on August 21, 2009

Travelodge is paying a generous "finder's fee" for new London hotel sites

Travelodge is paying a generous "finder's fee" for new London hotel sites

An announcement from Travelodge – already featured on this blog for their aggressively-priced “sales” – recently caught my eye.  They’re now planning to spend a further £84 million to buy up and convert hotels in London.

The company is even offering you a finder’s fee to help them find suitable sites and has set up a special development website for the purpose.

Travelodge aims to become London’s biggest hotel brand by 2012 and talks about an “unassailable” 1000 room lead on their nearest rival.

This sort of talk is particularly impressive in the current economic climate.

The main rival to Travelodge, Premier Inn (owned by Whitbread) is also undergoing expansion.

Check the best rate for Travelodge in London from 30+ hotel booking sites

Travelodge wants to be as ubiquitous in London as McDonald's and Starbucks

Travelodge aims to be as ubiquitous in London as Starbucks

Why then this big rush of new investment in London hotels?  It seems that London’s 2012 Olympics is one of the key factors.

As the Chief Executive of Travelodge, Grant Hearn, said recently: “The Olympics is a once in a lifetime opportunity for the tourism industry and we intend to take it with both hands.”

Long term, there seems to be an increasing trend towards budget hotels, with the sector projected to treble by 2027.

Is this a good thing for hotel visitors?  An increase in London’s hotel capacity should in theory increase competition and bring prices down.

The so-called “value hotels” are also executing their model in a consumer-friendly way.

This blog has already highlighted the merits of Travelodge hotels in London as well as a central Premier Inn (County Hall) which is great for families.

Check the best rate for Premier Inn County Hall from 30+ hotel booking sites

Both groups sometimes provide larger rooms (since they often convert office blocks), a rarity in London.  Rooms have efficient – if sometimes slightly cold and minimalist – functionality.

Travelodge offers clean, functional "budget" rooms

Travelodge offers clean, functional "budget" rooms

London’s budget hotels are also spawning a new “luxury budget” sector led by innovators like YOTEL and Base2stay as already commented on.

Check the best rate for Base2stay from 30+ hotel booking sites

To the extent that they increase choice and competition in the market, the growth of value hotel chains is no bad thing.

And there will always be room for people seeking premium service and luxury, as offered by London’s contemporary classics like One Aldwych or traditional ultra-deluxe gems like the Lanesborough.

Check the best rate for The Lanesborough from 30+ hotel booking sites

Beautiful One Aldwych is a great choice for those who definitely do not want a budget hotel!

Beautiful One Aldwych is a great choice for those who definitely do not want to stay in a budget hotel!

Check the best rate for One Aldwych from 30+ hotel booking sites

What’s more probable is that they will raise the standard at the bottom end of the market, thereby helping you avoid some of the potential hotel “nightmares” that unwary visitors might face.

It’s not a good prospect for London’s few mediocre hotels which are unclean, expensive and provide poor service.

The budget hotel groups are therefore raising the standard at the bottom of the market as well as increasing the pressure to add value further up.

Get the best-value London hotel deal from 30+ booking sites in 1 click

Photo credits: Travelodge, One Aldwych.

Be Sociable, Share!

Previous post:

Next post: