Background
In January 2016, Joaquín "El Chapo" Guzmán, the infamous Mexican drug cartel leader, was recaptured by authorities after an intense eight-month manhunt following his daring prison escape. However, a less dramatic but equally noteworthy event took place that same month: Alison Brittain, a seasoned banking executive, stepped into her new role as CEO of Whitbread, the global hospitality giant behind iconic brands like Costa Coffee and the UK-based Premier Inn mid-scale hotels. This story begins with Premier Inn but ultimately leads to my recent experiences with the newly revamped and significantly improved Travelodge brand.
A little bit about Premier Inn..
Premier Inn kicked off its journey back in 1987, originally going by the name Travel Inn. It was set up by Whitbread, a big name in British hospitality, to go head-to-head with Travelodge UK, bringing affordable places to stay all over the UK.
Fast forward to 2004, Whitbread bought out Premier Lodge and mashed it together with Travel Inn, creating Premier Travel Inn. By 2007, they decided to keep things simple and rebranded it as Premier Inn, which is the name we all know today.
A little bit about Travelodge..
Travelodge got its start way back in 1939 in Southern California, USA, thanks to Scott King. It was actually one of the first motel chains in the country! The very first Travelodge opened its doors in San Diego in 1940, giving travelers a comfy, budget-friendly place to stay.
Over in the UK, Travelodge made history as the country’s first budget hotel chain when it kicked off in 1985. Its very first hotel popped up in Barton-under-Needwood. Fast forward to today, and there are now over 600 hotels across the UK, Ireland, and Spain!
Great..but why do I need to know this?
Until recently, if you wanted a bit more comfort and didn’t mind paying extra, you’d choose Premier Inn. In 2024, the average night at Premier Inn cost £79, compared to £52 at Travelodge.
But here's the catch..
My recent experiences with Premier Inn haven’t been as smooth as I’d hoped. Back in 2016, when Alison Brittain took over, Premier Inn was known for offering great value for money, backed by a satisfaction guarantee. They even ran a long-running ad campaign with Lenny Henry, promoting how reliable and customer-friendly the brand was.
Travelodge, on the other hand, had a reputation for being a bit outdated, with hotels often in random locations. Looking for a romantic night at a roadside hotel just off the A38 near Derby? Travelodge had you covered – and for just £34.99. Up until recently, my stays at Travelodge usually meant dealing with questionable stains in the rooms and uncomfortable, lumpy beds.
Things are changing though..
The Premier Inn Winchester - Yuk!
There's a saying: "Whatever can go wrong, will go wrong." Unfortunately, that perfectly describes my recent experience at the Premier Inn Winchester. It was a glaring example of the growing dissatisfaction with both the customer service and the condition of rooms at certain Premier Inn locations. This reflects my increasing disappointment with the direction the chain has taken since Alison Brittain departed Whitbread in 2023.
Checking in was chaotic, to say the least. The reception desk was unattended, and the self-service check-in machines were out of order due to a lack of door key cards. It left guests with no option but to wait.
Eventually, a visibly tired and irritable staff member arrived and checked us in with little more than a grunt. Unfortunately, the experience only went downhill from there.
One of the hallmarks of staying at a Premier Inn used to be its attached restaurant. Whitbread had strategically acquired brands like Beefeater, integrating them seamlessly into local markets while supporting the Premier Inn experience. However, at Winchester, we were turned away from the restaurant because we hadn’t prepaid for our meal. So much for warm hospitality! Guests should also be aware that under Premier Inn's new strategy, nearly 250 of its attached restaurants will either be sold off or converted into additional hotel rooms.
The room itself was another let down—worn, poorly maintained, and lacking the basic upkeep you'd expect. As for the advertised air conditioning? It was broken and seemed to have been out of action for quite some time.
You might think this was just an isolated experience, but sadly, it wasn’t. Prices for Premier Inn rooms have skyrocketed, while service and maintenance standards have plummeted. From my recent stays, it’s become clear the brand is sacrificing quality and guest satisfaction in pursuit of short-term profits. Judging by the growing volume of negative feedback, customers are starting to look elsewhere—and Travelodge, with its refreshed and forward-thinking approach, seems ready to capitalise on this shift.
As for the Premier Inn satisfaction guarantee? Let’s just say: good luck trying to make use of it!
The Travelodge Boston - Surprising!
As a seasoned traveller, I thought I'd seen it all—good, bad, and downright bizarre. From unexpected encounters with pest control teams to carpets that told more stories than they should, it takes a lot to surprise me these days. But every now and then, something truly stands out. Enter the Travelodge Boston, nestled in the heart of Lincolnshire, England. This isn't your typical budget stay; it's part of Travelodge's new generation of hotels, where affordability meets a touch of sophistication.
At the time of my visit, the Travelodge Boston was just three years old, though its pristine condition could have fooled me into thinking it was brand new.
The room I stayed in (pictured) was immaculate, featuring high-quality fixtures and fittings. The blackout curtains ensured perfect darkness, while the air conditioning system was impressively efficient, cooling the room in no time. The highlight, however, was the large, supremely comfortable bed, which made for one of the best night’s sleeps I’ve had in a hotel at this price point.
While not all Travelodge locations feature dining facilities, the brand has been rolling out its "85 Bar Café" concept across select hotels. As of mid-2025, 18 Travelodges are equipped with this exciting addition, with more locations planned for the future.
The 85 Bar Café offers:
- All-day dining options, covering breakfast, lunch, and dinner.
- A great-value £14 Meal Deal, allowing guests to mix and match two courses.
- A selection of vegan, gluten-free, and low-calorie dishes to cater to diverse dietary needs.
- A stylish statement bar with separate zones for dining and relaxation.
- Retro-inspired 1980s décor, a nod to Travelodge’s founding year, 1985 (and the origin of the ‘85’ name).
Although the Travelodge Boston doesn’t yet have the 85 Bar Café, it's slated to arrive in 2026. Early feedback suggests this dining concept has been a hit at other locations, and I’m sure it will be a welcome addition here too.
It’s clear that Travelodge is evolving, aiming to attract not just budget-conscious travelers but also those seeking a more premium experience without the premium price tag. With this new direction, they’ve undoubtedly positioned themselves as a serious contender for disillusioned Premier Inn guests. Based on my stay, I can confidently say I’d choose one of Travelodge’s new-style hotels over Premier Inn any day.
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