Travelodge has launched a new budget hotel format called Travelodge Plus, offering "more style and choice".
Travelodge Plus hotels will feature both the group's new premium SuperRooms concept and "budget chic" Travelodge Plus-specific rooms, which will cost £5-10 more than rooms in the standard properties. The properties will also offer a new bar-café concept with counter seating with USB points, intimate booths and dining benches.
The new format will be rolled out initially through an investment of more than £10m at the group's Brighton Seafront, Edinburgh Central, London Gatwick Airport, London Waterloo and York Micklegate hotels, and at the group's largest new build hotel, the 395-bedroom London City hotel, which is due to open in two weeks. The move marks the next step in the group's ongoing programme to upgrade its offer.
Peter Gowers, Travelodge chief executive, said: "The launch of Travelodge Plus helps us offer that little bit more choice for those who want it, while staying true to our mission to be the favourite hotel for value.
"After investing more than £100m to upgrade our hotels across the UK, bringing in our ‘premium economy' SuperRooms and now launching Travelodge Plus, we are now well placed to match the needs of today's travellers."
Founded in 1985, Travelodge operates 564 hotels in the UK, Spain and Ireland. The company expressed a cautious outlook in its most recently set of financial results where pressures hit profit, which saw profit fall to £44.5m. However, it credited a 6.6% increase in revenue to the launch of its SuperRooms concept last year and plans to open 20 hotels this year.