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Travelodge, the UK’s first budget hotel brand has enlisted the services of insight specialist Datalytics, to build a value based customer segmentation of its existing customer base. The project, which will take place over autumn, is timed to coincide with a number of marketing initiatives that Travelodge will be undertaking this year.
Stuart Hopwood, Managing Partner at Datalytics states; "We are delighted to be working with Travelodge on such an important project. The insight we will be able to provide will enable Travelodge to gain a better understanding of its customers. This will lay the foundations for improved future customer communications."
Stephen Welham, Interactive Marketing Manager for Travelodge adds; "This is a key analytical project for us. We currently have 279 locations throughout the UK and 6 million customers a year so the need to understand our customers is vital. Datalytics demonstrated an excellent approach to data segmentation that we could translate across in all areas of our business."
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