- Red Roof contracted Milestone to modernize its digital ecosystem.
- It aims to boost discoverability, personalize bookings and grow revenue.
- Rollout will occur in phases starting late 2026.
RED ROOF CONTRACTED Milestone Inc., an AI-native digital experience and search technology provider, to modernize its digital ecosystem. The goal is to improve discoverability across search engines and AI platforms, personalize the guest journey, optimize direct distribution and drive revenue growth for franchisees.
The company will deploy Milestone’s AI-first Digital Experience Platform to power redroof.com and future digital touchpoints, Red Roof said in a statement. The platform employs engagement and conversion technologies.
“Red Roof continues to invest in technology that delivers measurable impact for our franchisees and guests,” said Zack Gharib, Red Roof’s president. “Partnering with Milestone lets us implement an AI-first digital platform that increases visibility wherever travelers begin their journey, personalizes the booking experience and drives more direct revenue to our hotels.”
Red Roof will roll out the platform in phases starting late 2026.
Milestone is led by CEO Anil Aggarwal, who said AI is reshaping hospitality discovery.
“This partnership with Red Roof is about more than launching a new website — it is about building an AI-native digital foundation that enhances visibility across search and AI engines, delivers personalized experiences in real time and maximizes conversion and direct revenue,” he said. “We are excited to help Red Roof lead into the AI-driven future of travel.”
The new platform aims to strengthen Red Roof’s direct distribution by increasing visibility at the top of the funnel, reducing friction in the booking process and supporting data-driven decision making. For franchise owners, it will support higher direct bookings and stronger digital performance.
In January, Red Roof adopted Sojern’s AI Concierge to improve guest engagement, support operations and boost commercial performance. The solution automates guest interactions, reducing load on front-line teams.
