Travelodge marketing director departs

Travelodge sales and marketing director Simon Gregory has left the low-cost hotel chain after less than a year.

Gregory, a former long-serving bmi marketer, says that the decision is his own and he has accomplished what he set out to do with the brand. No one from Travelodge was available to comment.

It is believed Travelodge is looking for a new marketing director and the marketing team is being overseen by other department chiefs until an appointment is made.

Gregory joined Travelodge last year, taking up the position in July (MW July 3, 2003). He left his position as marketing director at bmi in February following a restructure (MW February 6, 2003).

While at bmi he steered the airline through a rebranding from British Midland and oversaw an agency review, appointing Euro RSCG, then called Partners BDDH, to the account. He arrived at Travelodge mid-pitch and appointed Partners BDDH to the business.

Travelodge launched a branding campaign last September under the strapline “Welcome to Travelodgic” supported by a promotional price offer of &£25 a night. The campaign targeted “new pragmatists” – those affluent consumers who are aware of the hidden costs in hotel room rates and are willing to forego the extras in order to pay less, according to Gregory.

The low-cost hotel sector is fiercely competitive and the number three chain, Premier Lodge, is up for sale. Market leader Travel Inn is still in the frame to buy the chain, but Travelodge has walked away from the sale.

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