Around 20% of sites bought by Marston’s are capable of lodges, chief executive Ralph Findlay told the Numis Travel & Leisure Conference.
Marston’s opened its first new build lodge, the Two Rivers at Chepstow, in November 2012 and a second, the Starling Cloud at Aberystwyth. Findlay said two sites have also been bought from Travelodge.
“They are actually performing really well in terms of occupancy and room rates,” he said.
Findlay said Marston’s planned to operate lodges by itself “for the time being” rather than in partnership with Premier Inn or another hotel brand.
Meanwhile, he indicated that Marston’s planned to introduce “more brand disciplines” into Milestone and Two For One, its newbuild pub formats.
A dedicated marketing director was appointed last year to oversee branding for the concepts.
Findlay said they are “becoming more branded” and the company would look at developing the brand over the next six months or so.
“So many our customers tell us these are brands, even if we don’t see them as brands,” he said.