Caterersearch.com 100: Guy Parsons

Overall ranking: 16

Hotelier ranking: 5

Guy Parsons - Snapshot

Guy Parsons is the chief executive of Travelodge, having been promoted from managing director in July 2010. Parsons, who has also held the sales and marketing director and chief operating officer roles at the budget hotel group, oversees a company that plans to add another 40,000 rooms to its existing 28,000 bedrooms in 390 hotels over the next 10 years. By 2020 the company aims to have 1,000 hotels and a total of 70,000 rooms.

Guy Parsons - Career guide

Parsons joined Travelodge as sales and marketing director in October 2004 from TGI Friday's, where he was managing director. Previous positions include sales and marketing director at Whitbread Hotel Company, marketing director at Travel Inn (now Premier Inn) and director of operations for sales and marketing at Accor.

Guy Parsons - What we think

Stepping into the considerable shoes of Grant Hearn will be no easy task, but Guy Parsons is well equipped to do it. The veteran hotel marketer's branding experience will stand him in good stead to continue Travelodge's price war with Premier Inn, while his operational skills will come in handy as the group continues its rapid growth.

Parsons immediately made his mark as chief executive by withdrawing Travelodge from the **British Hospitality Association **Caterer  blog in 2007 - said Travelodge has a better opportunity to transform the hotel industry as an individual company, rather than lobbying via the BHA, which he describes as a "traditional body which represents the full hospitality sector from B&Bs to large corporate organisations”.

The split with the BHA highlighted Parsons’s intention to carry on the good work Hearn did in raising the profile of the hospitality industry in political circles.

Expect Parsons to continue driving Travelodge forward in an aggressive manner, but without losing the sense of fun that has become the company’s trademark.

Guy Parsons â€" Further information
Travelodge to quit BHA as Guy Parsons takes over >>

Guy Parsons promoted to UK chief executive of Travelodge >>
BHAÂ fails to recognise importance of budget hotels, says Travelodge exec >>

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