Travelodge plans more hotels for Birmingham

Hotel News - 16/05/2011

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Travelodge, Birmingham’s biggest hotelier, will continue to add more hotels as part of an on-going strategy of major expansion in the Midlands city. The strategy aims to take market share away from both hotel competitors and B&Bs.

The hotel operator just launched a new hotel on Upper Dean Street. Boasting 210 rooms, the hotel near the Bull Ring is the latest component in Travelodge’s national expansion strategy.

Travelodge is planning to have 100,000 rooms across 1,100 hotels in Britain by 2025. The hotelier is also eyeing other sites in the West Midlands region.

The latest Travelodge is the firm’s 18th hotel in Birmingham. The company is launching two more in the city this year, one at Birmingham Airport and another in Carrs Lane. The new hotels are creating some 100 jobs for locals.

Guy Parsons, the CEO at Travelodge, thinks Birmingham can support approximately two dozen hotels. A hotel in Bournville could serve Solihull and Cadbury World.

Elsewhere in the West Midlands, Travelodge is also investigating the potential for hotels in areas like the Black Country, The Potteries and Coventry. Mr Parsons says Travelodge has a long-standing strategy to expand the number of hotel rooms in Birmingham, which he says is both the second-biggest city in the UK and the nation’s most important, after London.

In the last 12 months, several new hotels have been announced for Birmingham. The ‘budget boutique’ Block hotel is to open in the Jewellery Quarter. A Doubletree by Hilton offering 200 guest rooms is to open at Edgbaston Mill.

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