travelodge turnaround - engage cx marketing · andrew.archibald@travelodge.co.uk @archie3001 ....

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

0

Feb

-10

Ma

r-1

0

Apr-

10

Ma

y-1

0

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0

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0

Aug-1

0

Sep-1

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Oct-

10

No

v-1

0

De

c-1

0

Jan-1

1

Feb

-11

Ma

r-1

1

Apr-

11

Ma

y-1

1

Jun-1

1

Jul-1

1

Aug-1

1

Sep-1

1

Oct-

11

No

v-1

1

De

c-1

1

Jan-1

2

Feb

-12

Ma

r-1

2

Apr-

12

Ma

y-1

2

Jun-1

2

Jul-1

2

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2

Sep-1

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No

v-1

2

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c-1

2

Jan-1

3

Feb

-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

andrew.archibald@travelodge.co.uk

@archie3001