Direct distribution channels now account for more than 85% of sales at Travelodge, the budget chain revealed while issuing annual financial results for last year.
The company’s mobile app has been downloaded by more than 180,000 customers since being introduced last April.
The app has an average booking conversion rate almost twice that of the Travelodge website as a whole. The new initiatives contributed to web sales up 12% on 2014.
Travelodge confirmed that total revenues in 2015 were up 13% to £558 million, with strong growth in both London and the UK regions.
Business travellers remained one of the principal drivers of the improved performance, with direct business sales up 45% on the prior year.