Look for the sign of the sleepwalking bear! As the Wikipedia page says:

Targeting families with children, Travelodge is best known for its mascot Sleepy Bear, a half awake teddy bear wearing a sleeping cap with his name, a robe with the Travelodge logo, and slippers. Some time ago, Travelodge would give a free toy plush bear to any child staying in the Sleepy Bear Den room, of which every Travelodge used to have at least one.

Not any more. Cost too much, and I suspect the demographic shifted away from traveling families. Dad didn't look for the sign of the bear anymore.