Thursday, 13 March 2014

Underwired redesigns Travelodge website


Travelodge has re-launched its website, designed by Underwired the specialist eCRM and customer engagement agency and delivered by the brand’s in-house IT team. The new website provides customers with significantly improved functionality and ease of use. The project is part of Travelodge’s £223 million brand investment programme which is being rolled out this year. 

The new look complements Travelodge’s new room design which launched earlier this year.  

The website delivers improved functionality to ensure customers are able to find and book what they need quickly, whether directly or via the company’s mobile site. Travelodge’s website receives 1.2 million customer visits every week and sees up to 1,500 bookings made every hour at peak times. By simplifying and clarifying the home page, the new website ensures that customers get a quick and straightforward experience – all designed to make the Travelodge journey easier, increase sales and reduce drop-outs.

Jason Holland, Creative Director, Underwired, said “Travelodge is one of the most iconic hotel brands in the UK and we are thrilled to have been able to work together on this exciting website redesign. The website makeover is part of a significant, nationwide brand investment programme for Travelodge and so it was vital that we really got under the skin of what the new website needed to offer customers.

“The journey involved in taking the brand through its website redesign, which is integral to Travelodge's business, has been fantastic and is a major step towards making the customer journey much simpler, clearer and leaves the user with a positive and memorable brand experience.

Catriona Kempston, Travelodge Sales & Marketing Director, said: “The Underwired teams’ eCRM expertise and track record made them an obvious partner for us as we continue to roll-out our £223 million brand investment programme. The refreshed website offers customers a whole host of new functionality at their fingertips, as well as a fast and easy booking journey with lots of great visual content.”

The new website communicates some of the latest changes to the Travelodge proposition, including the company’s food and beverage offering, as well as the new bed - the Travelodge Dreamer - which is being rolled out across the company’s hotels.

The new site also features an enhanced corporate section for business customers, following the company’s three-fold growth in corporate business custom. The new features include a dashboard, which allows business customers to rebook frequently used hotels and add a corporate rate to their search results.

Travelodge pioneered the art of selling budget hotel rooms online when it became the first UK hotel chain to do so in 2001.