Page 6: Conclusion
In the dynamic modern business world, no organisation can afford to rest on its laurels. Becoming a brand leader involves painstaking efforts including detailed market research, to give a leading edge over competitors. Once the organisation is in front it must press ahead with embracing the sort of change that will help to keep it there. For Travelodge, this means constant innovation.
This case study provides a practical example of how Travelodge became the brand leader and how it has since gone on to develop new value-added services to keep it ahead of the competition. Travelodge is developing a sophisticated Internet service which, among other innovations, will help it to consolidate and build on its lead.