Travelodge UK Board Approves Rollout of IDeaS

  IDeaS, the leading provider of hospitality revenue optimization solutions
and one of America’s fastest growing technology companies, announced today
an agreement with Travelodge UK to rollout IDeaS Revenue Optimization
Solution to their entire estate currently numbering at 240 lodges with
over 14,000 guestrooms. The immediate rollout of IDeaS V5 to the
Travelodge estate was approved by Travelodge’s Board of Directors, Friday,
January 23, 2004. A team of corporate revenue managers will oversee the
estate’s revenue optimization program centrally from Travelodge’s
headquarters. The rollout is expected to be complete in the next 100 days.
The proof-of-concept pilot program conducted by Travelodge UK incorporated
a rigorous and systematic evaluation process. According to Grant Hearn,
Travelodge CEO, “We started this project to understand whether or not a
large budget sector group like ourselves could successfully and
economically adopt automated revenue management. The pilot project
conclusively demonstrated that IDeaS works in the Travelodge environment
and delivers results. We also confirmed that IDeaS has the track record,
technology and commitment to listen and respond creatively to our needs.
This makes IDeaS an ideal long term partner.”

“The spirit of IDeaS as a business partner was visible from the start,”
Simon Gregory, Sales & Marketing Director, Travelodge UK. “IDeaS worked
closely with our central reservation system provider, Pegasus Solutions,
to easily and rapidly deliver a seamless, fully-automated two-way
integration. We were also impressed that IDeaS actively sought our input
on usability, features and functionality and they were able to respond to
our needs and deliver product enhancements during the course of the pilot.
We have gained an enthusiastic partner and a world-class product to
enhance our corporate and hotel revenue objectives.”

Ed Booth, CEO of IDeaS Revenue Optimization, added, “It has been great
working with the Travelodge team and partnering with Pegasus Solutions.
This program demonstrates conclusively that automated revenue optimization
is a powerful and cost effective business tool for the budget sector. We
are extremely proud to be the first to demonstrate this new reality using
our web services based Version 5 product suite.” 

Travelodge is the leading brand within the lodge sector in the UK and
Ireland with over 240 lodges nationwide, accounting for more than 14,000
guestrooms. In February 2003, Travelodge was acquired by Permira
Investment Fund, which has ambitious plans for Travelodge. 

Integrated Decisions and Systems, Inc. (IDeaS) is the leading provider of
pricing and revenue optimization solutions that deliver measurable revenue
increases. IDeaS enterprise software solutions create compelling value:
Guaranteed revenue increases, increased profit margins and enhanced asset


IDeaS primary market focus is the global hospitality industry. The
Company’s clients include some of the most-prestigious companies in the
world, including InterContinental Hotels Group, Hyatt International,
Hilton International, Mandarin Oriental Hotel Group, Shangri-La, Kempinski
Hotels & Resorts, Conrad Hotels, Universal Orlando, The Venetian Resort
Hotel Casino, Vail Resorts and Gaylord Entertainment properties, such as
Gaylord Opryland.

Headquartered in Minneapolis, Minnesota, IDeaS maintains global
technology, support and sales offices in North America, the United
Kingdom, Europe, Australia and Asia. For more information, visit or call +1 952 698 4200.