Hotel Management Network

Daily Newsletter

07 August 2023

Daily Newsletter

Cheltenham Travelodge, a 106-room hotel located off the A40 and near the M5 at Gloucestershire in UK, has been upgraded just in time to cater to the busy summer season, reported GloucestershireLive.

It is claimed to be the first Travelodge in Gloucestershire to get the new premium look and feel Budget-Luxe design.

This 'staycation' hotel with access to the Cotswolds is located off the Arle Court roundabout and is one of 55 Travelodges in the UK to undergo an upgrade.

Cheltenham Travelodge’ renovation has been taking place over last few months.

Two other large hotels on the Travelodge estate - the 463-key London Central Covent Garden Travelodge and 408-key London Kings Cross Royal Scot Travelodge - have also been renovated.

Cheltenham Travelodge now features next generation rooms that offer a multi-dimensional space by leveraging the new luxurious signature Travelodge navy blue colour, several sustainable initiatives, including carpet made from recycled fishing nets and plastic bottles, low energy lighting with motion sensing controls and aerated showers and taps in the en-suite bathrooms.

Cheltenham Travelodge hotel manager Georgina Szuluk said: “We are delighted that our hotel has received its Budget-Luxe upgrade in time for our busy staycation trading period. This upgrade is our most radical transformation to date and is a complete overhaul of our existing design. It certainly has the wow factor and will be a lovely surprise for our customers who are staying and holidaying in the surrounding area this summer.

“Our new budget-luxe design has been created in response to ever increasing expectations from customers. Britain is now a nation of budget travellers, with more of us choosing to stay in budget hotels than any other hotel type and thoughtful, stylish design and homely touches really matter in today’s world when staying away for business or leisure.”

The hotel also teamed up with the psychologist Corrine Sweet for creating the new budget-luxe hotel design.

Its rooms feature the king-size Travelodge Dreamer bed with white bed linen while its en-suite bathroom comes with a white complementary design and décor.

Demand for upscale and luxurious products has been rising steadily in the travel and tourism sector

The theme of premiumization, and the upscale and luxury markets, now have the opportunity to thrive in an industry that has had to rapidly change to meet new changes in traveler demands. The increased need for privacy, a greater focus on health and wellbeing, a desire to tick off ‘bucket list’ experiences, unintentional saving of money, the tendency to take longer trips, the focus on eco-tourism, and an increase in millionaires means the theme of premiumization will continue to grow in importance. The travel industry will experience a surge in demand for higher-end and customized offerings as experiential consumption keeps growing. For many, ‘premium’ means a variety of things. However, it refers to first-rate service, extreme comfort, and one-of-a-kind experiences in travel and tourism. Premiumization is closely linked to luxury travel. While premiumization attracts only a small number of global travelers, it is important for companies as it is a valuable revenue stream that is unlikely to be impacted by external factors like economic downturns. Personalization is key in premium offerings, the shift from focusing solely on premium products to an emphasis on delivering exclusive and personalized offerings is apparent. Therefore, smart destinations can help to create hyper-personalized services and products. Leveraging the Internet of Things, destinations can curate offerings based on gathering real-time data on guest preferences and behaviors. This enables the industry to transcend typical offerings and remain competitive.