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Travelodge Turnaround Understanding how CX can become a competitive
advantage
Travelodge
• 500+ hotels
• 35,000 rooms
UK Hotel Market
• Lots of competition
• Structural move from unbranded to branded
• Mid-range value brands account for most new capacity
2008 - Customers had lots of choice but brands were relatively similar
Differentiated
Cu
sto
mers
Competitor CX
Trapped
Parity
Free
£ €
Which would you choose?
1 2
On receiving end of CX improvement
YouGov Brand Index 2009-2013
2009
Gap: -27
2013
Gap: -70
0
20
40
60
80
100
120
De
c-0
9
Jan-1
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-10
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r-1
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v-1
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c-1
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-11
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r-1
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y-1
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-13
Travelodge - Brand Index Premier Inn - Brand Index
Bra
nd
In
de
x P
oin
ts
Present: Customer experience differentiation has changed markedly
Differentiated
Cu
sto
mers
Competitor CX
Trapped
Parity
Free
£ €
Travelodge – Simple strategy
Update and improve the product
Re-launch the brand
Regain market share and RevPAR
Focus on the customer
Continue to build new hotels
Our CX strategy – reduce the differential
1 2
Understand what matters most to experience
Net Promoter
Comfortable Stay
No Problems
Rooms Great Value for Money
Hotels Located Where I Need
To Be
Hotel Clean and
Maintained
I Feel Cared For
CX programme founding principles
Always start with “Customers tell us…”
Keep the cost base intact
Make it easy for hotel teams to do
• Pillow Talk is primary source • Decisions made in the room
• No addition without customer or life cycle cost benefit
• Simplify process – complexity in centre • Support behaviour change – Make it fun
Let the team shine
Customers told us our staff were our greatest asset
Delivering what customers want from the inside out
One Team Clean
Behaviour change disguised as a cleaning programme
Customer & employee Net Promoter scores have moved together
0
5
10
15
20
25
30
35
40
2012-13 2013-14 2014-15
Net
Pro
mo
ter
Sco
re
NPS
E-NPS
Our customers are spreading the word for us
0
50
100
150
200
250
300
350
400
2013 2014 2015
Number of Hotels with 4+ TripAdvisor Rating
156
301
380
That’s Travelodgical…
Form a vanguard
Meet customers on the shop floor
Fail fast, fail productively
Lessons learnt from last 5 years
Thank You
Andrew Archibald | Director of Customer Experience
@archie3001
