Travelodge looks to digital donation box in charity push

Travelodge, the hotel chain, is to encourage people making online bookings to round up their bill to the nearest pound for charity.

The hotle chain has partnered with charity organisation The Pennies Foundation, which will put a digital donations box on from 20 January 2011.

The donations will be split between the two organisations, with 75% of the money going to charities nominated by Travelodge, such as Cancer Research UK and KidsOut, and 25% going to UK charities specified by The Pennies Foundation.

Travelodge is the second UK brand to partner with The Pennies Foundation and hopes to raise more than £200,000 for charity through the donation box and additional fundraising activities.

Domino's Pizza's charity box went live last month and has recorded 50,000 customers donating through the online system in its first month.

Guy Parsons, chief executive, Travelodge, said: "At present our 460 hotel teams and head office departments are currently planning their fundraising activities and it looks like we could hold over 1,000 charity events next year."

"As we are an e-retailer of sleep and over 87% of our bookings are conducted via the web it made perfect sense to adopt an online donation service.

"Now our customers have the option to round up their room purchase to the nearest pound and the pennies contributed will make a big difference to our nominated charities."

Travelodge launched a £10m campaign earlier this year, including its first TV ads in two decades. It was created by Mother and put the stress on linking the brand with a good night's sleep.


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