Travelodge, the budget hotel chain, has parted company with marketing director Daniel Heale less than six months after he joined the business. It is not thought he has a job to go to.
The chain has scrapped the marketing director role with Guy Parson, chief operating officer, taking back responsibility for the division. He handled marketing before Heale’s arrival.
A Travelodge spokeswoman says: “We have decided to revert back to the approach we had six months ago. Both parties decided that the proposed structure could not accommodate a marketing director.”
The hotel chain’s brand and product development manager Sarah Martin, and senior marketing manager Stephen Welham now both report to Parsons.
In September, Travelodge appointed 26London to its £1.2m lead strategic and creative digital account, as part of plans to develop its business in the run-up to the 2012 Olympic Games in London.
It also developed an online retail strategy and extended its brand with the launch of travel insurance products (MW September 20, 2007).
Heale, a former Camelot marketer, also made clear his aim to take the business further online – announcing that he wanted all bookings to be made via the Web.
Travelodge says it will continue to develop its Web presence and work with Doner Cardwell Hawkins, Media-edge and 26London.