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400 Travelodge hotels to rebrand as Ibis

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Last month we ran a long piece about the troubles at Travelodge.

You can read our story about the Travelodge rebranding and financial crisis here.  To summarise, the (hedge fund) owners of Travelodge had put the business through a Company Voluntary Arrangement to allow it to restructure its debts.  The complex way that CVAs are structured meant that the landlords of the hotels could not block it even though their rent was being cut without their consent.

The landlords did, however, force a break clause into their lease contracts.  The owners of 400 hotels formed the Travelodge Owners Action Group in an attempt to negotiate a bulk move to a new group.

400 travelodge hotels may rebrand as ibis

According to The Caterer, Accor has been selected as their preferred partner going forward.  If a deal can be finalised, the 400 hotels will rebrand under Accor’s budget Ibis brand.  Accor will pay the costs of rebranding, whilst a new operating company – jointly owned by the hotel owners – will take over the hotel leases.  Landlords will be guaranteed, at a minimum, the rent they were receiving from Travelodge prior to the CVA taking place, as well as a share of the profits.  Other non-Travelodge hotel owners will be able to become part of the operating company if they wish.

Separately, The Times reported that the owners of 80 Travelodge hotels who are not part of the Travelodge Owners Action Group are planning to start a new brand called Goodnight Hotels.

If both of these moves comes to fruition, Travelodge will be left with under 100 UK hotels.  The owners may decide to throw in the towel at this stage, potentially pushing the rump into receivership.

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Comments (65)

  • Colin says:

    I’ve never been to Newquay but my friend who worked on the beach for a few years in the summer selling spades etc said it was full of fat scousers wanting to fight each other. Can anyone confirm or refute that as that was just one person’s experience.

    • Rob says:

      It does have that image. However, you need to remember that the airport is south of the town and not very far from lots of other places, even those on the south coast such as St Mawes.

    • Anna says:

      Anglesey has been the new Newquay for the past few years!

      • Anna says:

        I’ve been going there all my life but since Wills did his posting at RAF Valley we have noticed a distinct increase in visitors in Range Rovers and Hunter wellies, and also a Waitrose opened!

    • Secret Squirrel says:

      Newquay as a town is not so nice, however it has an amazing beach.
      Other very nice towns are within a short drive from NQY such as Padstow etc.
      Hire car stand at the airport in departures and an infrequent bus route.

      • Steve says:

        I presume the best idea is fly into Newquay but don’t visit the Newquay beach or town, and instead hire a car and explore other (quieter) beaches?

        If that was to be the plan…. What beaches / towns would people recommended, off the beaten path etc?
        (the irony of asking this on a public forum is not lost on me!)

        • Rob says:

          We’re going down to St Mawes over the Bank Holiday, which just got voted best seaside resort in Britain – https://www.theguardian.com/business/2020/jul/18/st-mawes-named-uks-top-seaside-resort-in-which-poll

          Modest drive from Newquay, potentially under 50 minutes out of hours despite being on the south coast.

          • Michael C says:

            Was there 2 weeks ago, Rob – fabulous.
            Also did mandatory trip to Hidden Hut up the road.

            Staying in Mousehole was a highlight: Cormorant Cruising fab cheap/easy boat-trip with kids if you fancy followed by great food at Fore Street.

        • Navara says:

          Try Carbis Bay stay at Whitesails apartment, nice walk or train into St Ives or a drive to Porthleven and a 5 mile walk on the beach to the Halzefron Inn at Gunwalloe then a Taxi back.

          • Paul Pogba says:

            That’s quite the walk. The Covid menu at the Hazelphron isn’t great at the moment, feels a bit microwaved.

          • Navara says:

            @Paul Pogba It is quite a walk that’s why I get a taxi back.I usually have the ploughman’s so hopefully that won’t be microwaved.

        • Steve says:

          Great ideas all, sounds like an itinerary is building!

        • Michael C says:

          As SS says, Newquay town is not lovely, but actually a good base as so near so many places.
          A good half dozen very good beaches, especially Tolcarne (dog-free, for those interested!).
          Best food found at Fistral Fish House – gorgeous setting, v reasonable prices, but DO book: even in July they were booked solid for next 13 days.

  • Nate1309 says:

    I dispute all derogatory comments about Newquay. It’s my home town and it has really cleaned up it’s act the last few years.

    However I can here to say typing NQY into the BA search returns “sorry we do not recognise newquay cornwall airport”

  • Lady London says:

    @Shoestring will be delighted if he’s still flying

    • LB says:

      I’m guessing the pussycat virus has had an impact on Shoestring’s life…

      • Josh says:

        He’s probably still holed up in that villa he purchased off a tv personality? With bags of lockdown rice.

  • Tfinch28 says:

    Hello, OT here.

    Had BA return flights booked Gatwick – Malta in Sep. With the move of short haul to LHR, I have had an update to my booking. Inbound has switched to LHR, but my outbound has just been cancelled and not replaced with anything. Is this something standard or am I missing a step? I don’t want to agree to the change incase I then need to book and pay for another outbound despite no mention of a refund for the completely cancelled outbound leg. Our aim is still to travel. Any advice appreciated. I imagine it’s just an error that will need a phone call? Wanted to ask here before sitting in the queues! Cheers.

  • Mark says:

    Looking at the Accor brand information it seems that a breakfast room (plus vending machine) is the minimum catering required for any of the brands including Ibis Budget.

    A lot of Travelodges do not have any sit in catering, nor do they have an easy way to add it without extensive construction work and the loss of rooms.

    Will Accor be willing to add confusion to the Ibis Budget offering by adding hotels without catering. The Ibis brand is already confusing with its 3 sub-brands with different included amenities and loyalty scheme membership.

    https://group.accor.com/en/hotel-development/brands/our-brands-portfolio

    • Rob says:

      The landlords will end up funding capital works I reckon, although Accor seems to be covering soft costs like new beds.

    • Roy says:

      A couple of people on FT suggesting that maybe Accor should create a new Ibis subbrand below Ibis Budget 🙂