LONDON — Budget chain Travelodge is testing how far travelers in London and the wider United Kingdom are willing to embrace a hotel stay that involves virtually no human interaction, and the early signals suggest the answer is “quite far.”
The new face of the Travelodge lobby: kiosks and smartphones
In June, the company quietly opened a 395-room “StaySmart” hotel near the City of London’s Square Mile. Guests who download the brand’s mobile app can check in, generate a digital key and head straight to their room without stopping at reception. Those who prefer a more traditional welcome will still find a staffed front desk, but Travelodge’s chief executive, Jo Boydell, told the Mirror that the majority are opting to go touch-free. “On average, more than two-thirds of guests are using it,” Boydell said in comments cited by the newspaper last week.
The technology-first approach debuted earlier this year in St Albans, Hertfordshire, where Travelodge opened its first fully contactless hotel. The St Albans property dispensed entirely with a front-of-house team; even amenities such as extra towels or ironing boards are collected from clearly labeled storage zones that open with a phone-generated code.
Why Travelodge likes the numbers
While the convenience factor is pitched squarely at guests, the financial upside for Travelodge is equally clear. The group’s half-year earnings fell sharply, dropping to £47.3 million from £82.1 million a year earlier. At the same time, costs surged by roughly £20 million, partly because of April’s increases in National Insurance contributions and the U.K. minimum wage. In a competitive set where midscale and budget rivals are also investing in automation, removing reception desks—or at least shrinking them—offers a direct path to savings.
Revenue trends add another layer of urgency. Turnover for the six months to June slipped to £471.3 million from £486.7 million, a decline the company blamed on the absence of blockbuster events like last year’s Taylor Swift tour. Although concerts by Ozzy Osbourne, Oasis and Coldplay propped up summer numbers, Travelodge is actively seeking ways to protect margins during softer demand cycles.
Expansion plans—if business rates cooperate
Digital check-in is only one element of what Travelodge calls its “most ambitious growth plan in more than a decade.” The chain opened 11 new hotels in the first half of the year and has confirmed “at least” nine more by the end of 2025. Beyond that, further projects are under review, but Boydell warned that proposals to overhaul U.K. business rates could raise property costs. “We are definitely concerned about the impact of business rates,” she said in the same interview cited by the Mirror.
Key features travelers will notice
- Mobile-first journey: Guests download the Travelodge app, complete ID verification and payment, then receive a digital key that activates automatically on arrival.
- Self-service kiosks: Backup kiosks in the lobby print keycards within 30 seconds for anyone without smartphone access.
- Pick-up points: Ironing boards, pillows and extra towels sit in coded lockers on each floor—scan the app, grab what you need, go.
- Hybrid staffing: At StaySmart London, a lean customer-care team remains on site to resolve technical glitches or handle accessibility needs.
- 24/7 security: Public areas are monitored through CCTV and a roaming night manager carries a tablet that can re-issue mobile keys instantly.
Why the trend matters for travelers
Contactless stays are no longer a pandemic novelty. Airlines, supermarkets and even fast-food outlets have conditioned consumers to tap, scan and walk away. Hotels, especially at the lower-priced end of the spectrum, see an opening: remove transactional conversations and reinvest savings in room upgrades or lower rates.
For guests, the upside is speed. A typical front-desk queue during check-in peaks can push wait times beyond 10 minutes, according to travel analytics firm STR. By contrast, a kiosk-based arrival usually takes under two minutes, and phone-based digital keys eliminate that step entirely.
The downside? Less face-time means fewer chances to resolve issues on the spot and a potential loss of local insight traditionally provided by reception teams. Travelers who prefer a personal touch should look for the “hybrid” designation in booking engines. Those hotels retain a smaller—but still visible—staff presence, at least for now.
Tips for Travelers
- Download before you go: The Travelodge app requires account setup and a verified credit or debit card. Doing this on hotel Wi-Fi may delay entry.
- Check battery life: No battery, no digital key. Kiosks are available, but you’ll have to wait in line.
- Look for signs: Storage lockers and towel stations are clearly marked but often tucked behind corridor corners.
- Mind late arrivals: The St Albans hotel doors lock overnight. Your phone becomes both key and call-button for security.
- Ask anyway: Hybrid sites keep at least one staff member on duty 24/7. If you need local dining tips or extra tea bags, they’re still there—just less visible.
Broader industry context: Automation arms race
Travelodge’s experiment echoes moves by U.S. giants such as Hilton and Marriott, both of which report double-digit adoption rates for digital keys. In Japan, Henn-na Hotels famously replaced check-in agents with multilingual robots back in 2015. European peers are following suit, albeit more cautiously because of stricter labor regulations.
The U.K. specifically is primed for acceleration. Contactless taxi rides, supermarket self-checkouts and widespread public familiarity with QR codes after COVID-19 have removed many of the cultural hurdles. Budget operators—where margins are thin and brand loyalty is built around price and convenience rather than elaborate service—may be first to tip fully into the app-centric model.
What’s next for Travelodge
Boydell has not disclosed which cities might receive the next wave of StaySmart openings, although major transport hubs such as Manchester Piccadilly, Birmingham New Street and London King’s Cross fit the profile: high transient footfall and limited land for sprawling lobbies.
Meanwhile, the company is testing a “Buy Now, Pay Later” platform that allows guests to split payments into interest-free installments. Early uptake is described as “encouraging,” suggesting digital convenience may soon extend from check-in to checkout.
With more than 600 properties in its existing network, Travelodge has plenty of scope to retrofit older hotels as well. The challenge will be balancing cost savings with customer confidence—especially for solo travelers and families who value a reassuring human presence after dark.
FAQ
Will room rates drop because of fewer staff?
Travelodge has not announced any pricing changes. Savings may instead fund renovations or technology upgrades.
What if my phone dies?
Kiosks can produce a traditional keycard. Staff at hybrid sites can also help.
Can I still pay cash?
Not at fully contactless properties. Hybrid hotels accept cash at reception during limited hours.
Are loyalty points affected?
No. Logging in through the app automatically credits points to your account.
For now, the StaySmart roll-out remains an experiment—but an experiment guests are embracing in large numbers. Whether you love chatting to front-desk staff or prefer to sprint straight to your room, the shape of the lobby is changing, and Travelodge is betting travelers will adapt as quickly as they did at the supermarket self-checkout.
