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Travelodge link to Aldi is ‘bizarre'

23 October 2008 by

A new development alliance between budget hotel group Travelodge and low-cost supermarket operator Aldi has been branded "bizarre".

To capitalise on opportunities created by the poor economy, the companies are developing joint premises in Middlesbrough and Newquay, each with a hotel above an Aldi store.

Travelodge has invested £2m at the Middlesbrough site, to open at the end of November, and £2.9m in Newquay, which will launch next autumn. Aldi has the freehold of both sites.

Paul Harvey, managing director for development at Travelodge, said: "The credit crunch is freeing sites for development that previously would not have been viable for either of us. I am sure we will continue to work closely together over the forthcoming years."

Hotel marketing consultant Pamela Carvell questioned the long-term benefits of the pairing. She said: "I find this partnership a bit bizarre. I don't know if Travelodge's business traveller would welcome staying next to a supermarket - it's not quite the same as a Premier Inn being next to a Beefeater."

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By Gemma Sharkey

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