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Travelodge

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Michelle Cranston

Sector

Travel

Tell us something that publishers might not know about your programme?

Our average basket value – we are not just about £19 rooms anymore, we actually have an average basket value of £93(YTD). Furthermore, with prices in London hotels reaching almost £200 a night there is valuable commission up for grabs for our affiliates.

Which months are most important for your brand? When are your key sales periods?

We are not as seasonal as you might think but I would say there is a pick-up in visits around the Spring Bank holiday, both for bookings in that period and the public’s minds switch to summer plans.

What do you think is the next big thing for performance marketing?

I think multi-platform is really taking off and the expectations of the online shopper will continue to push innovation in this area. As a customer we expect to be able to get the experience we want on mobile, tablets and even Smart TV – so in this space the ‘app approach’ just won’t cut it. Business need to consider the customer journey and utilize technology to deliver the best experience seamlessly.

Which methods have you found most effectively to motivate your publishers?

I think relationship building is important, I like to meet our affiliates and I always treat them as a partner as we both stand to benefit form good results. We host regular meetings with our affiliates at AWIN and I like to get out to AWIN events to meet the network.

What technological innovation would you like to see in performance marketing?

I really hope that we continue to see mobile help us to improve personalization. This is a device that many people will have a just few feet away form them 24 hours a day, all the data that a mobile can capture, from GPS tracking to browser history must be able to inspire some really clever improvements in this space…without being too big brother!

If you could change one aspect of the industry, what would it be and why?

Less acronyms – the industry seems to have developed so many over time and there is no sign of that stopping. As digital marketer I worry that it makes our industry scary to other business stakeholders, we need to reduce this barrier to ensure that senior management become comfortable with the discipline not fear it.

Which one thing would we always find in your refrigerator?

Nandos Piri piri hot sauce – works on everything and much more interesting than ketchup.

Do you have any new/big plans for the next few months that publishers should know about?

Our website will be getting a makeover to bring it in line with some of our updated branding, we are really pleased with the new look and hope customers like it too!

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