Fast-developing organisations have a range of business objectives that provide a direction for their actions and drive them forward, particularly in markets that are prone to change and innovation. In recent years few market areas have changed quite as much as that of hotels, where there has been a general recognition that consumer groups have different and changing requirements. This case study outlines how Travelodge quickly established itself as the leading brand in the budget hotel market and how it is now consolidating this position…

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