Travelodge re-submits its planning application for new Shrewsbury hotel

Proposed CGI of Shrewsbury Central Travelodge

Travelodge has announced it has resubmitted plans for a new 83-room hotel in Shrewsbury town centre. This hotel would be the group’s third hotel in the area and new CGIs of the proposed Shrewsbury Central Travelodge hotel can be viewed here

The proposed hotel will be located in the centre of Shrewsbury town centre, on part of the current car park on the corner of Barker Street and Claremont Street, ideally located for business and leisure travellers visiting the area.

The proposed exterior facade and elevations have been designed through detailed consultation with the Local Planning Authority, to complement and integrate with the local street scene. The interior of the hotel will be developed to Travelodge’s new budget-luxe premium look and feel design. This is the group’s most radical transformation to date and this new format has been created on the success of the group’s budget chic hotel format, TravelodgePLUS, with feedback from the company’s largest consumer study – which surveyed around 5,000 UK business and leisure travellers to find the psychographics of the modern budget traveller. Key findings revealed that modern travellers crave style, choice and little homely touches to make it easier to work, rest and relax both inside and outside of the room. 

Proposed CGI of Shrewsbury Central Travelodge

Tony O’Brien, UK Development Director, Travelodge, said: “Shrewsbury is a growing town, with very limited, good quality, affordable hotel accommodation in the town centre, so there is a strong need for a new Travelodge to help fulfil growing demand from visiting business and leisure travellers. 

“Travelodge and Morris Property have worked collaboratively and closely with the Local Planning Authority and taken account of all of the feedback that we received about the proposed development of this site for a new Travelodge hotel, to produce what we think is a fantastic design proposal, showcased by the new CGI’s that have been submitted to support the new planning application. 

“Travelodge will be making a long-term commitment to Shrewsbury town centre and the new hotel will result in thousands of new overnight visitors each year, who will spend hundreds of thousands of pounds in the local shops, restaurants, bars and attractions, providing a long-term, multi-million pound boost to the local economy.  

“The proposed new Shrewsbury Travelodge will be developed to our new, premium   budget-luxe design. This is our biggest brand transformation to date and has been created in response to ever-increasing expectations from customers. Britain is now a nation of budget travellers, with more of us choosing to stay in budget hotels than any other hotel type, so thoughtful, stylish design and homely touches really matter in today’s world when staying away for business or leisure.”

Elizabeth Lowe, Head of Developments at Morris Property, comments: “Following the withdrawal of the previous planning application for a new Travelodge fronting Barker Street in Shrewsbury, we have been working closely with both the planning and conservation officers at Shropshire Council. This has seen us address concerns raised about the initial application, with particular attention paid to comments received from both the Town Council and Civic Society.

“The new application has been designed to complement the ambitions of the Big Town plan in not only providing a use deemed suitable for this location, which will greatly assist the tourist economy of the town, but also to help create public realm space around Rowley’s House and Mansion. This will hopefully assist the Council in identifying a potential occupier to look closely at the functionality of the building in light of a hotel next door.

“There will be some parking retained to the rear of the scheme and the intention is to look at EV charging for some of these spaces. If the infrastructure is available, this will be a welcome progression for the town, as currently there is a complete absence of EV charging available.”

Shrewsbury Central Travelodge will be the third Travelodge hotel in the town. The group operates two hotels in the area; Travelodge’s Shrewsbury Battlefield and Shrewsbury Bayston Hill.

London Kingston-upon-Thames Travelodge is upgraded to the new budget-luxe premium look & feel design

Budget-Luxe Bedroom

Travelodge, the pioneers of the UK budget hotel sector are delighted to announce that London Kingston-upon-Thames is one of the group’s hotels to be upgraded to the brand’s new budget-luxe design, with completion this week.    

In April this year, Travelodge, announced that it was evolving its core brand product to a new budget-luxe premium look and feel design. This is the company’s biggest brand transformation to date, and in 2022, Travelodge is investing in a multi-million pound programme to upgrade 60 UK hotels in popular business and staycation destinations to its budget-luxe design.

London Kingston-upon-Thames Travelodge, a 72-room hotel, is one of the hotels in the first phase of the group’s selected 60 hotels to receive its budget-luxe make-over. To date, 46 hotels have been completed.

Travelodge budget-luxe has been created on the success of the group’s budget chic hotel format, TravelodgePLUS with feedback from the company’s largest consumer study – which surveyed around 5,000 UK business and leisure travellers to find the psychographics of the modern budget traveller. Key findings revealed that modern travellers crave style, choice and little homely touches to make it easier to work, rest and relax both inside and outside of the room. 

In response to this consumer insight, the Travelodge interiors team have remodelled their core product with a new budget-luxe design that includes all the low cost efficiencies you would expect from Travelodge but with the added benefit of thoughtful, stylish design and homely touches throughout its interiors.

This is underpinned by the introduction of a new signature rich navy blue brand colour which pays homage to the first iconic Travelodge blue brand colour- chosen for its calming and uplifting qualities. In essence all the key essentials that matter to modern business and leisure travellers.

The new budget-luxe design includes a timeless classic, elegant style reception which is the hub of the hotel. A next generation room which has been smartly devised to create a multi-dimensional space by utilising the new luxurious signature Travelodge navy blue colour for the R&R (resting and relaxing) section of the room and a serene colour palette for the functional and energising side of the room to work and get ready.

The budget-luxe design also includes a number of sustainable initiatives. This includes the new carpet being made from recycled fishing nets which are part of a project supporting clean ocean initiatives, tackling over 640k tonnes of discarded fishing nets currently impacting marine life. The carpet backing is also made of old plastic bottles. Every ten of these bottles which are recycled rather than being sent to landfill saves enough energy to power a laptop for 25 hours.  The other features include low energy lighting, motion sensing controls and aerated showers and taps.

The refurbishment completed on 04/03/2023.

Jahmarlie Lawrence, Hotel Manager, London Kingston-upon-Thames Travelodge, said: “My team and I are delighted that our hotel is one of the first Travelodge’s to be upgraded to the new budget-luxe premium look and feel design. This is our most radical brand transformation to date and the budget-luxe design certainly has the wow factor for our customers.”    

“The Travelodge budget-luxe design has been created in response to ever increasing expectations from customers. Britain is now a nation of budget travellers, with more of us choosing to stay in budget hotels than any other hotel type and thoughtful, stylish design and homely touches really matter in today’s world when staying away for business or leisure.”

Psychologist Corinne Sweet said: Recent psychological research shows people’s tastes are changing and incorporating homely touches into décor and design are becoming essential to create a calming environment for wellbeing.  The new Travelodge budget-luxe design fits the bill as the premium look and feel is a good mixture of high functionality, comfort and calmness which helps guests feel psychologically refreshed.”

The new Travelodge budget-luxe design features 

A new hub of the hotel – a redesigned elegant reception

The new reception area has been designed in a warm timeless classic style featuring a decorative panel design, soft low LED lighting, stylish leather bench seating and wooden style flooring. The new colour palette includes the new warm Travelodge signature navy blue shade complemented against a palette of fresh tranquil neutral shades – creating a big warm welcome from Travelodge.

The next generation multi-dimensional Travelodge room 

The new chic Travelodge room offers everything a business or leisure guest needs for a comfortable, relaxing stay and most importantly a good night’s sleep. The room has been smartly decorated to create a multi-dimensional space by utilising the new luxurious signature Travelodge navy blue colour for the R&R (Resting and Relaxing) section of the room and a serene colour palette for the functional and energising side of the room where you need to work and get ready.

The bespoke luxurious king-size Travelodge Dreamer bed remains the king of the room and is dressed with crisp white bed linen which includes a cosy 10.5 tog duvet and comfy pillows. The bed sits within a light box bed frame that emanates a soft, warm glow to aid relaxation and features bedside reading lights and USB charging points.  Located above the bed is a bespoke piece of artwork commissioned by Travelodge which has been inspired by classic lullabies, with clever use of playful and discoverable elements to help you drift off to sleep.  

The en-suite bathroom also features a new brilliant white complementary design and décor with complimentary hand, hair and body wash.

Other key features of the new room include:

  • A spacious desk and a stylish desk chair
  • A cosy statement armchair where you can kick back and curl up to read your book or watch TV 
  • Blackout curtains to create a dark space for a good night’s sleep
  • Complimentary tea & coffee making facilities
  • A TV with Freeview
  • LED lighting in the room and bathroom

●  Complimentary WIFI for 30 mins £3 for 24 hours