Travelodge has combined its marketing and IT teams to create a new e-commerce division headed by Charlie Herbert, who has spent the past six months as a consultant to the budget hotel chain.
Herbert and his team of 30 will be responsible for developing an “evolving technologies” strategy.
Travelodge UK managing director Guy Parsons said: “With the web at the core of our low-cost model, it’s fundamental Travelodge is in the forefront as a best-in-class e-retailer.”
Herbert has previously worked with the AA, British Gas and NatWest. He said: “With more than 85% of Travelodge bookings online, the challenge is to maintain a fresh approach to customer-engaging initiatives as well as a competitive advantage via evolving technologies.”
Internal promotions see Stephen Welham take the role of head of marketing and Neil Milner head of development within the e-commerce team.