Travel Inn, the Whitbread-owned budget accommodation group, is
seeking an ad agency to raise its profile to support ambitious expansion
plans and fight off increased competition.
The chain will spend over pounds 2m on advertising to build its market
share, representing an increase in current spend through incumbent
agency Holder Henry Pearce and Bailey.
In October, Whitbread announced that it was ploughing pounds 300m into
doubling the number of Travel Inn hotels to 400.
Travel Inn is close to making an appointment for the advertising
campaign, which is likely to begin next spring.
Key competitors in the budget market include Granada’s Travel Lodge and
new entrants from overseas such as Novotel’s Formula One brand.
Pub chain JD Wetherspoon recently announced that it was moving into the
market by developing two budget hotels called Wetherlodges.
Travel Inn opened its first hotel in 1987 and is focusing expansion
plans on city centres. Its hotels are situated alongside Whitbread
restaurants, such as the Beefeater and TGI Friday’s chains, to offer
guests meal options.
Rival Travel Lodge has also announced plans to open 35 hotels in 1999.