Opportunity: As Travelodge Hotels Asia pursued an ambitious regional expansion strategy, it needed a shared purpose that could unite its growing portfolio and deliver a consistent guest experience across markets. The opportunity was to define a clear proposition that leadership and employees could confidently translate into the brand’s services, communications and hotel environments.
Insights: Tangible developed and evaluated positioning options alongside their practical implications for the business. The research identified comfort, convenience and connectivity as the foundations of the guest experience. This informed the promise “We’ve Got You Covered” and an Informal and Engaging personality that could guide both service delivery and design.
Results: Tangible translated the strategy into service principles, six customer focus areas, marketing communications and interior design guidelines, creating a consistent framework for existing and future properties. Travelodge Hotels Asia now operates 19 hotels with more than 4,000 rooms across six Asian markets, providing a broader regional platform for the brand.
Tangible created a suite of marketing and communication materials for Travelodge based on the brand positioning and personality. We borrowed from the rich visual vocabulary of street signage and bold graphics to create an informal and engaging visual language Travelodge can own.
Tangible developed services principles for Travelodge staff based on the three core values of comfort, convenience and connectivity. We also developed the communication for head office employees to build the culture of the Travelodge Group.
Together with the Travelodge team, Tangible ideated a series of product & service implications. The preferred ideas shaped the brand values and six customer focus area to deliver the brand.
Tangible developed a briefing pack for Interior Design partners to ensure as new properties were renovated they were inspired by the same DNA, no matter where the property was or who the Interior Designer was. Tangible also created a ‘welcome wall’ and temporary reception / lounge while renovations were taking place.
Visit: Travelodge Asia
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Tangible Pte Ltd.
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#02-08,
Singapore 188584
+65 6338 6320
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