Summary:
- Red Roof adopted Sojern’s AI Concierge to support operations.
- The solution automates guest interactions and eases front-line workload.
- It follows the 2024 adoption of Sojern’s guest feedback platform across 700+ properties.
RED ROOF ADOPTED Sojern’s AI Concierge to improve guest engagement, support operations and boost commercial performance. The solution automates guest interactions, reducing pressure on front-line teams.
The initiative is being implemented across Red Roof properties, the companies said in a statement. It follows Red Roof’s 2024 adoption of Sojern’s Reputation Manager across more than 700 properties to track guest feedback and guide improvements.
“The expansion marks the next chapter in Red Roof’s innovation roadmap, connecting marketing, operations and guest experience through an AI-driven approach while providing franchisees with scalable tools to support consistent service,” said Steve Woodward, Red Roof’s vice president of innovation, learning and development.
Red Roof reported a 6.64 percent improvement in internal quality metrics in the fourth quarter of 2025 and a 3.14 percent increase in social scores, the statement said. The New Albany, Ohio-based company is led by President Zack Gharib.
Sojern, a Dallas-based AI marketing platform acquired by Mumbai’s RateGain in November 2025, is led by CEO Mark Rabe.
Baskar Manivannan, Sojern’s vice president of guest engagement platform, said the AI Concierge combines conversational AI, insights and recommendations to help franchisees provide support, improve guest satisfaction and drive revenue while reducing pressure on front-line teams.
In June, Gharib told Asian Hospitality at AAHOA’s 2025 Convention and Trade Show that the company is investing in people and technology to advance the brand.
