Travelodge's new look is being shown off with the help of the company's biggest ever advertising spend.
The brand has just given word that a £25 million campaign has been launched.
It has not aired a TV advert for four years, but has now burst back onto screens.
An extended advert was shown during Saturday's edition of Britain's Got Talent on May 10th.
The TV ad includes shots of various parts of Britain and highlights the revamped look that the brand is delivering via its hotel modernisation scheme (which is costing some £57 million).
As well as a television advert, Travelodge's new campaign features outdoor, digital and print marketing.
Meanwhile, the brand is planning to put Travelodge Dreamer beds into every one of its UK locations by September this year.
It also gave close to 9,000 people in hospitality jobs at its hotels refreshed customer service training during the early part of 2014. And it has cut its Wi Fi prices for guests, too.
All this, along with its hotel revamp project, is part of a strategy to position its hotels as customers' favourites for value.
"Our new advertising campaign is the latest milestone on our journey to build a new Travelodge and become the favourite hotel for value," chief executive Peter Gowers has said.
"We have expanded from our traditional roadside locations and now have more than 500 hotels. We have been investing a million pounds a week in modernising our hotels and we’re installing more than 37,000 new Travelodge Dreamer beds."
He added that customers have fed back saying they love the brand's new look.
As such, the time is right for the brand to return to TV, he said.
Travelodge recently opened a Southport location for the first time in the brand's history. Some 15 hospitality jobs were created as a result of the venue, which is in a grade II listed building.
It's one of a range of new hotels the company is opening this year.
Berkeley Scott is a leading London hotel recruitment agency.