The trademark rights and franchise system were acquired for $39 million by HFS Inc., owner of other hotel brands such as Days Inn and Ramada.

The logo was created in 1954 by Robert Hale, while employed by Dan Lawrence Advertising agency of San Diego.

The Sleepy Bear mascot has largely been retired, but can still be seen on some older Travelodge signs and is still used on some advertising.

The company, owned by Singapore-listed ICP, has expanded in other Asian countries including Thailand, Singapore, Malaysia, South Korea and Japan.

Travelodge Canada Corp. is owned by Superior Lodging Development TL Corporation based in Calgary, Alberta.

[citation needed] Travelodge has been running in the UK since the first hotel opened at Burton Upon Trent in 1985.