Brands over time

Travelodge
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

263 of Travelodge's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 77 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other hotel and holiday brands, and what it sounds like in its own words.

Pages measured
263
Years covered
2015–26
Archived before ChatGPT
77
Blog · press
182 · 81

01 · Homepage

One capture a year

Travelodge's homepage from 2000 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026travelodge.co.uk30 Jun 2026
Travelodge homepage, 30 Jun 2026

Screenshot of Travelodge’s homepage (travelodge.co.uk) as archived by the Internet Archive on 30 Jun 2026. © Travelodge or its licensors. Shown for comparison and review; not endorsed by Travelodge.

Homepage

2026

“How safe is your password?”

Page title

Travelodge | Great value hotels throughout the UK, Ireland & Spain

Open on the Internet Archive
  1. 2005Find a hotel
  2. 20092 million at £29 or less
  3. 2012Rooms from £19
  4. 2015Book a hotel
  5. 2016Where would you like to go?
  6. 2026How safe is your password?

18 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
6
12
18
Stays avg 13.0
14.3
15.5
15.8
13.6
16.0
14.0
13.7
14.1
13.7
12.0
11.7
12.0
ChatGPT · Nov 2022
201520 pp
201622 pp
201730 pp
201812 pp
201927 pp
202011 pp
202116 pp
202224 pp
202325 pp
202421 pp
202513 pp
202614 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201514.320
201615.522
201715.830
201813.612
201916.027
202014.011
202113.716
202214.124
202313.725
202412.021
202511.713
202612.014

Years with pages: 2015 (20), 2016 (22), 2017 (30), 2018 (12), 2019 (27), 2020 (11), 2021 (16), 2022 (24), 2023 (25), 2024 (21), 2025 (13), 2026 (14). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 77 pages from before ChatGPT launched and 48 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

2019 to Nov 2022 · 77 pp2024 to 2026 · 48 pp

Sentence length down 18%

words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Sentence length down 18%. words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Sentence length14.511.9−2.6

Sentence rhythm up 2%

How much sentence length varies (standard deviation over mean). Higher reads less even.

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Sentence rhythm up 2%. How much sentence length varies (standard deviation over mean). Higher reads less even. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Sentence rhythm0.810.83+0.01

Contractions up 40%

per 1,000 words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Contractions up 40%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Contractions17.924.9+7.1

"You" up 9 pts

share of I/we/you

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

"You" up 9 pts. share of I/we/you. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
"You"70%79%+9%

"We" down 8 pts

share of I/we/you

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

"We" down 8 pts. share of I/we/you. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
"We"28%20%−8%

Questions up 44%

per 1,000 words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Questions up 44%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Questions1.82.6+0.8

Exclamations up 115%

per 1,000 words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Exclamations up 115%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Exclamations3.527.56+4.04

Long words up 2 pts

share of words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Long words up 2 pts. share of words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Long words22%24%+2%

Em dashes up 242%

per 1,000 words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Em dashes up 242%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Em dashes1.595.43+3.84

AI-associated words up 274%

per 1,000 words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

AI-associated words up 274%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
AI-associated words0.441.66+1.21

AI-era marketing words up 253%

per 1,000 words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

AI-era marketing words up 253%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
AI-era marketing words0.280.97+0.70

Quieter LLM-favoured words down 37%

per 1,000 words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Quieter LLM-favoured words down 37%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Quieter LLM-favoured words0.280.17−0.10

AI-associated sentence shapes down 52%

per 1,000 words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

AI-associated sentence shapes down 52%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
AI-associated sentence shapes0.450.22−0.24

Page length up 52%

words

  • 2019 to Nov 2022 · 77 pp
  • 2024 to 2026 · 48 pp

Source: SGR-011

Page length up 52%. words. Source: SGR-011
m2019 to Nov 2022 · 77 pp2024 to 2026 · 48 ppChange
Page length8851,343+457

Every chart is centred on its before value and shares one relative scale, so a longer bar means a bigger percentage change; the values themselves are in different units and do not compare. Before = 2019 to Nov 2022 (77 pages); after = 2024 to 2026 (48 pages). Method: SGR-011.

04 · Against its sector

Travelodge among hotel and holiday brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    39% more than its sector

    3.17 against a sector average of 2.28; 4th highest of 10.

  2. "We"

    34% less than its sector

    29% against a sector average of 44%; 2nd lowest of 10.

  3. "You"

    33% more than its sector

    68% against a sector average of 51%; highest of 10.

Sentence length3rd highest of 10
Travelodge 14.3
9.515.5
Contractions2nd highest of 10
Travelodge 20.5
5.530.3
"You"Highest of 10
Travelodge 68%
33%68%
"We"2nd lowest of 10
Travelodge 29%
28%60%
Questions3rd lowest of 10
Travelodge 2.3
1.54.4
Long words3rd lowest of 10
Travelodge 23%
22%33%
Em dashes4th highest of 10
Travelodge 3.17
0.574.39
AI-associated words3rd lowest of 10
Travelodge 0.71
0.412.64
Exclamations3rd highest of 10
Travelodge 3.84
1.1111.16
Page lengthMid-table, 6th of 10
Travelodge 920
58110,276

Pages measured: Premier Inn 115 · Travelodge 263 · Village Hotels 135 · Center Parcs 95 · Butlin's 168 · Haven 191 · Warner Hotels 152 · YHA 137 · Sykes Cottages 22 · Hoseasons 119. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.

05 · Vocabulary

Words Travelodge uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

london68.9 vs 10.0
nearby50.8 vs 4.8
deals38.8 vs 4.3
festival32.4 vs 2.5
city47.9 vs 12.6
street20.0 vs 2.0
stay60.7 vs 19.6
central17.5 vs 2.2
shopping13.7 vs 1.1
art15.4 vs 1.9
music17.6 vs 2.6
hotels105.2 vs 49.6
festivals9.7 vs 0.5
sleep15.7 vs 2.7
oxford9.7 vs 0.8
edinburgh17.2 vs 3.7
bath10.8 vs 1.5
TravelodgeSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 263 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

201417 Jan · Press
““Our 2013 left behind register also reveals how much smart technology has become a part of our everyday lives, as we have had nearly 10,000 tablets and smartphones left behind in our hotels in the last 12 months. This is a significant increase from previous years.”
2014 Travelodge List of Bizarre Left Behinds
20155 Feb · Blog
“The capital doesn’t have a monopoly on British Michelin-starred destinations. From mindblowing puddings to classic seafood, there’s plenty of award-winning food outside of London. Book into a nearby Travelodge and you’ll leave yourself even more wallet space for these must-visit restaurants.”
Are These Four the Best Restaurants Outside London?
201913 Mar · PressArchived copy
“It’s well documented that the quality of your sleep can have a big impact on your mood and wellbeing. With plenty of shut eye you’ll feel more energised and ready to take on the day. However, poor quality sleep will leave you struggling to focus properly, with a short temper and low mood.”
World Sleep Day - The importance of getting a good night's sleep

07 · Every page

All 280 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 263 count towards the measures; the rest were not measured (1 pdf report (annual report, info pack), 8 mostly short lines (lists, tables, link pages) rather than prose, 7 under 150 words of text, 1 same text as an earlier page from this brand). Pages with no reliable date count in the overall numbers but in no year.

202614 pages
202513 pages
202421 pages
202325 pages
202224 pages
202116 pages
202011 pages
201927 pages
201812 pages
201730 pages
201622 pages
201520 pages
In the overall numbers, no year28 pages
Not measured17 pages

08 · Method

How this was measured

The pages

Travelodge's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.