October 05, 2017 // Franchising.com // Columbus, OH - Expanding its brand portfolio and positioning for long term growth, Red Roof has launched The Red Collection, the first soft brand in the company’s 44-year history. Drawing upon market research to shape the company’s brand strategy, Red Roof will enter a new sector with The Red Collection: city center properties that continue to re-define the upscale economy segment the company created with Red Roof PLUS+®. These upscale economy to midscale hotels will be unique and reflect the local vibe and culture of the city centers in which they are located and will offer new franchising opportunities.
“The launch of The Red Collection, a new soft brand will provide access to new markets and audiences and further brand exposure in the economy sector alongside Red Roof PLUS+,” says Andrew Alexander, President, Red Roof. “This new offering will broaden, diversify and elevate our brand and attract new and existing franchisees to invest in a sound brand, with some of the lowest fees in the industry, with a solid track record and a stellar management team, the ingredients that drive success.”
Red Roof created the upscale economy segment in 2014 with the launch of Red Roof PLUS+, a successful brand extension that gives guests upgraded amenities at an economic rate just slightly above those at Red Roof Inn properties. Red Roof’s research found that there is an opportunity with urban lifestyle travelers who specifically want city center locations for more of a value price, including upgraded décor and accessible locations in the hearts of cities they love. Red Roof is perfectly poised to extend its footprint and enter this segment to fill the gap in the market with our new Red Collection.
“The Red Collection gives existing and new franchisees an opportunity to diversify and invest in unique city-center hotels,” says Phil Hugh, Chief Development Officer, Red Roof. “Our new soft brand provides the opportunity for franchisees to gain new customers, while simultaneously drawing some of our existing audience to a new hotel experience in new locations, yet still at affordable price points, creating additional demand for the brand.”
The first property under The Red Collection will be The St. Clair Hotel™ in Downtown Chicago, other cities under consideration for The Red Collection include New York, Las Vegas, Charlotte and Austin.
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 500 properties in the U.S. Red Roof is also expanding internationally to Brazil, Canada, Thailand and Japan. The primary goal at Red Roof is to provide customers a savings without sacrificing comfort. The brand has been investing significantly 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 Upscale Economy® 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. Red Roof also offers franchisees Genuine Relationships. Real Results.™.The Red Roof loyalty program, RediCard®, is the richest in the industry rewarding members with free nights with only 7,000 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. For more information or reservations, call 800.RED.ROOF (800.733.7663) or visit www.redroof.com.
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SOURCE Red Roof®