The story of Travelodge follows the pattern of the classical myths. David against Goliath. The Trials of Hercules. Sisyphus rolling the rock up the mountain. A group of owners who have banded together to fight the big guys, take on the struggle. The brands who want them cut from the same cloth - or so they would have you believe.
At the core of the tale are owners feeling they have been consummately done over and now have a chance to do back. Whether or not Travelodge has maligned its owners is