Furlong joins from Travelhorizon Group, the European mountain holidays company, where he was chief marketing officer.
He will report to Ken McCall, managing director of Europcar UK Group.
Furlong replaces Kempston, who moved to Travelodge six months ago for an interim period. This week she was confirmed by the brand as the new sales and marketing director.
At Europcar, Kempston built a consumer marketing department and led the brand's relaunch last year, following the company's merger with National and Alamo. Prior to this, Kempston was head of brand marketing at Premier Inn for three years.
At Travelodge, Kempston will report to chief executive Grant Hearn, and is tasked with developing the brand while growing revenue through sales and marketing channels.
Travelodge has had an unsettling year so far – from its financial restructure to its chief executive checking out, the budget hotel brand will need new measures to ensure the business stays competitive in the price-led market.Follow @loullamae_es