The company launched a new unlimited breakfast menu into 148 of its hotels last year with new branded items, such as Yeo Valley yoghurts and Lavazza coffee, and vegetarian and vegan options featuring.
In a trading statement for the year ending 31 December 2015 Travelodge chief executive Peter Gowers said strong breakfast sales formed part of 'record year' for the 526-strong hotel group.
In the 12 months to 31 December 2015 revpar rose 11.7 per cent to £38.44 while occupancy rose 1 per cent to 76.6 per cent.
Other growth areas for the hotel chain, which completed its three year £100m modernisation campaign in 2015, included a 12 per cent growth in web sales driven by its That's Travelodgical advertising campaign and mobile app launch and 45 per cent growth in direct business customer sales.
Gowers said: "Our investment in the customer experience is delivering excellent results and our new-look rooms are driving substantial improvements in guest satisfaction. We are seeing significant growth from business customers and like for like sales growth was again substantially ahead of the UK hotel market. With record customer numbers and further growth from our new hotels, our final reported EBITDA for the full year will exceed £100m for the first time in Travelodge’s 30 year history.”
Travelodge, which opened 12 new hotels and extended one in 2015, said it was expecting to open 19 hotels this year, including new sites in London at Finchley, Finsbury Park and Raynes Park and in key regional locations including Glasgow and Bristol.
“There continues to be strong underlying growth potential for value hotels," said Gowers. "Travelodge has continued to outperform its market segment in the first weeks of 2016 and we have 19 new hotels scheduled to open this year.
"We have identified 250 further potential UK locations for new hotels and with our strong brand, direct distribution model and growing development pipeline, the board believes the company is well positioned to continue to deliver substantial further growth in the years ahead.”