A CONTROVERSIAL project to build a new Travelodge in Highbridge has come under fire after it was revealed the hotel will be named Travelodge Burnham-on-Sea.

At a planning committee meeting on June 11 Burnham and Highbridge town councillors expressed concerns about the name and said the new hotel to the east of Bennett Road at Isleport Business Park should be called ‘Travelodge Highbridge’.

Councillor John Parkes said: “A 75 bed hotel next to an emerging Aldi ought to be identified as in Highbridge.

“I would hope it helps support the town’s regeneration and local economy whether that be via jobs, trade or business.”

But a spokesman for Travelodge said: “We are delighted to be opening a new hotel in Highbridge, which will be the town’s first branded budget hotel.

“We are on schedule to open towards the end of this year.

“To help attract new business and leisure customers to the area, we are naming this hotel Highbridge Burnham-on-Sea Travelodge.

“This name will help to widen the search for online customers.”