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Article: LETTER: Travelodge at risk of alienating customers.(Letter to the editor)
- Article from:
- Marketing Week
- Article date:
- March 19, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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I read your article "Sparking a hotel price war" (MW last week) with interest but I think it is important to consider whether Travelodge can actually deliver on its price promise.
The challenge with such an advertising campaign is that if the cheap rooms are always in locations that aren't that popular, and customers cannot find a room in the town they want to stay in, then customers will regard the advertising message as just a means to draw them in. If customers repeatedly find they are unable to secure a cheap room, they will reach the point when they simply won't bother looking anymore.
Travelodge will end up finding itself having to revisit ...