At the launch of the recent opening of the £10million London Clapham Junction Travelodge hotel, the hotelier announced that it is seeking to open a further three hotels within the Wandsworth area, in response to the ‘Nappy Valley’ effect.
The term applies to a specific area of Battersea, between Clapham Common and Wandsworth Common, South London with a "cafe culture" of middle-class, affluent families.
During the last 12 months, Travelodge hotels located in the South West district of London which includes Fulham and Battersea have experienced a new trend of consumers coming through their doors. In the past, the hotels were full of business travellers and tourists but now local residents are taking advantage of the low cost rooms and booking-in visiting grandparents and family members due to lack of space at home.
The company's UK development director Tony O’Brien said: “Our Fulham and Battersea hotels enjoy enormous success right throughout the year, and the assumption was that this was primarily due to business customers as well as tourists.
“However, our hotel staff are now saying that over a third of customers tell them they are actually in London to visit their children and grandchildren. With so many young people in London, especially in Nappy Valley, starting their families whilst living in small flats and houses, the only option for Granny and Granddad to come and visit is to stay in a nearby hotel. It is a remarkable trend, but one that we are poised to capitalise on as part of our wider growth story in London.”
The company is now on the look out for at least another three further locations within the Wandsworth area; Battersea Old Town, Clapham Common and Clapham Old Town/Lavender Hill.