“The continuing evolution of the Red Roof brand has fueled our growth and propelled us to these impressive development milestones,” says Andrew Alexander, President, Red Roof. “With the strong customer response to our service enhancements and hotel innovations, franchisees have tremendous confidence in our strategy and direction, and their demand for the brand is very high.” In the first seven months of 2014, Red Roof executed thirty-nine agreements to open new hotels, most with franchisees new to the Red Roof system. Twenty-six of these properties have opened already and the brand anticipates a total of fifty new openings by yearend.
“We have an exceptionally strong development pipeline that will see the Red Roof brand expand to more than 400 properties by year end,” says Phil Hugh, Chief Development Officer. “Demand for the brand is high. With Red Roof’s recently launched and very successful brand extension, and the brand’s outstanding financial results, we are projecting continued growth next year and for the foreseeable future.”
Red Roof has reinvented the economy lodging sector by listening to customers and providing an enhanced experience at a value price. With innovations like its successful NextGen® renovation program and the Red Roof PLUS+® brand extension attracting repeat visitations, Red Roof has seen unprecedented growth in occupancy and revenue, creating a new category, upscale economy. Alexander is obsessed with gaining insight from customers, pouring over reviews to understand evolving guest wants and needs. Learning from those reviews led directly to many of the NextGen and PLUS+ improvements.
This consumer-centric strategy has produced superior results for Red Roof, as demonstrated by strong summer occupancy and double digit year on year growth.
“Our vision has been to unleash the value and power of the brand by providing guests with a premium experience at a value price.” adds Alexander, “The investments in additional properties are a testimony to the progress we’ve made and signal a bright and sustainable future.”
The newly added franchise properties are located in various markets throughout the Unites States including Texas, Georgia, Pennsylvania, Kentucky, Illinois and North Dakota. The additional franchise properties will reflect the brand mix of both Red Roof and Red Roof PLUS+.
About Red Roof®
Red Roof is a leader in the economy lodging industry with franchised, corporate-managed, and corporate-owned properties, serving millions of guests each year. With coast-to-coast locations, Red Roof has over 360 properties in the U.S. The primary goal at Red Roof is to provide customers a savings without sacrificing comfort. The brand recently completed a $200 million investment to renovate and upgrade hotels nationwide with sleek and modern NextGen® redesign elements. The Red Roof NextGen hotels feature updated, stylish and home-like interior and exterior designs that demonstrate the Red Roof dedication to providing customers with an affordable stay in a clean, comfortable and modern room. The company is rolling out Red Roof PLUS+®, an enhanced offering at a value price, committed to “Adding More Wow to Your Stay!™”. Nice Place. Nice Price® is what every consumer can expect when they stay at any Red Roof location; and because the company has a single brand in their portfolio, Red Roof also offers franchisees One Brand. One Focus™. The Red Roof loyalty program, RediCard®, is the richest in the industry rewarding members with free nights with only 6,000 points, advance notice of special offers, and complimentary bottled water each day of their stay. Traveling with your pet? Don’t forget that at Red Roof ‘you stay happy, pets stay free’ as one well-behaved pet is welcome per room, nationwide. The Columbus, Ohio based company has more than 4,500 employees. For more information or reservations, call 800.RED.ROOF (800.733.7663) or visit www.redroof.com.
Hill + Knowlton Strategies