The new position incorporates the marketing and IT functions and it has been created as the web is “the core” of the Travelodge business model.
Herbert has worked with Travelodge as an consultant since March and has previous experience in e-commerce brand management, marketing and sales strategy. He has worked with brands including the AA, British Gas and Natwest.
He will now lead a team of 30 people, and report directly to managing director Guy Parsons.
In February, Travelodge announced it was scrapping its marketing director role and incumbent Daniel Heale left without a job to go to. He is now with the Vue cinema chain.
As part of the restructure two new roles have been created within the e-commerce team and have been filled internally. Senior marketing manager Stephen Welham now becomes head of marketing and trading systems manager Neil Milner becomes head of e-commerce development.
Parsons says: “Herbert’s collective experiences in the field of e-commerce, IT and marketing will be vital in supporting our aggressive growth strategy. With the web being the core of our low cost model, it’s fundamental that Travelodge is in the forefront as a best in class e-tailer.”
Travelodge operates in an extremely competitive market with rival low cost chains including Whitbread’s Premier Inn brand, Intercontinental’s Express by Holiday Inn and easyHotel.
Premier Inn recently launched a new series of television ads featuring comedian Lenny Henry.