Travelodge is rolling out a chain of cafÃ© bars in its city centre locations, as part of a multi-million pound expansion programme.
The budget hotel group, part of the Compass Group, has invested £17m on four Travelodges opening this month in York, Newcastle, Lymm (Cheshire) and Bradford. It plans to open 20 this year and is searching for suitable locations.
While most of its roadside properties incorporate Little Chef restaurants, the Travelodge Bar CafÃ©s aim to provide a “contemporary” eating and drinking venue, serving breakfast, light lunches and dinners.
The Bar CafÃ©s are being tested in ten Travelodges, but will be rolled out nationally this year.
While Travelodges were initially positioned at motorway service stations and A roads, the company has changed its strategy and is focusing on increasing its presence in large towns and city centres.
“By providing visitors with more than they expect we are winning business from both the midand traditional markets,” says Travelodge sales and marketing director Peter Hasley.