MORE THAN 1,000 Red Roof franchisees and others attended the company’s brand conference, in Hollywood, Florida, Oct. 1 to 3 to hear about the new initiatives it is implementing. They include upgrades to its Red Roof PLUS+ brand and RediRewards loyalty program, a new lighting schematic and new technology driven by artificial intelligence.
The theme of the conference was “Ignite,” and the focus was on maintain quality growth.
“Together, our investments represent a sharper focus on building a stronger demand for guests to choose Red Roof, to book directly, and to stay within our family of brands, which is of clear benefit to our franchise community,” Red Roof President Zack Gharib told the crowd.
New plans for Red Roof PLUS+ and illumination
The changes to Red Roof PLUS+ are meant to strengthen its position within the midscale lodging segment. Planned enhancements include upgraded breakfast areas. In an effort to provide more consistency across the guest room experience, Red Roof is changing bathroom lighting and towels.
Also, PLUS+ properties will feature interior-corridor design, lobby marketplaces and optional fitness facilities and swimming pools based on location.
“The strategy is designed to give travelers a more recognizable and elevated PLUS+ experience while creating opportunities for owners to strengthen property performance,” Red Roof said.
At the same time, the company is rolling out Red Roof Lightscape, a brandwide exterior lighting enhancement that requires all Red Roof properties to upgrade to more efficient, commercial-grade LED lighting. Parking lot and pedestrian walkways also will be better lit to provide a safer arrival for guests. In some cases, there will be architectural specific enhancements.
Loyalty program gets an overhaul
Red Roof’s RediRewards program will undergo several updates supported by HotelKey. The aim is to provide greater recognition, flexibility and personalization. New loyalty tiers will better recognize Red Roof's most valuable guests, provide more flexible redemption options and better points promotions and account security. The program will also add additional benefits for business travelers.
“Together, the Red Roof PLUS+ and RediRewards initiatives connect two critical parts of the travel experience: what guests experience when they arrive and how the brand keeps them connected after they depart,” the company said.
Gharib said the changes to RediRewards provide clarity for guests and owners, as well as consistency of the guest experience.
“Consistency is extremely important to drive loyalty,” he said. “Loyalty has become a huge thing in our industry. That's why you see all the big brands doubling down on loyalty offerings. Loyalty is a revenue driver, and loyalty matters in this business.”
Red Roof expands to the Great White North
In May, Red Roof opened its first property in Vancouver, British Columbia, Canada. Richmond Airport Enterprises Ltd. converted a Travelodge into the 160-room Red Roof PLUS+ Vancouver Airport, which opened in July.
“The opening of a Red Roof PLUS+ at Vancouver Airport marks a new beginning of what we see as a broader opportunity for international expansion,” Gharib said at the Ignite conference.
The company expects to convert more properties in Canada over the next several years.
“At the same time, the company continues to expand HomeTowne Studios by Red Roof, which elevates the extended-stay experience for guests while leveraging its operations-centric prototype to create an ideal franchise lodging business for owners,” Red Roof said. “The emphasis reflects a deliberate approach to growth: strengthening Red Roof's existing portfolio, which remains focused on four core brands – Red Roof Inn, Red Roof PLUS+, HomeTowne Studios by Red Roof and The Red Collection – while targeting markets and geographies where the company can create meaningful long-term value.”
Opening the ‘digital front door’
During the conference, Red Roof also announced it is developing an AI-native digital platform, along with software provider Milestone. It is designed to improve the company’s visibility traditional and AI-powered search, personalize the guest journey, increase direct bookings and strengthen property visibility.
“The investment comes as Red Roof is seeing significant momentum across its digital channels. There has been 44 percent year-over-year growth in app-generated revenue,” Red Roof said. “Artificial intelligence also is being deployed across multiple areas of the business, including marketing optimization and traveler insights, customer-service translation, hotel-team learning and future franchisee support. Additional AI concierge capabilities are also under development.”
AHLA, AAHOA stop by
On the final day of the conference, representatives from AAHOA and the American Hotel and Lodging Association sat with Gharib for discussions. AHLA President and CEO Rosanna Maietta gave an update on the association’s advocacy efforts.
“We've seen costs outpacing revenue for the last four years, so it truly has been a tough time for owners, and we're doing everything that we can at the federal and state and local level,” Maietta said. “On the federal side, of course, tariffs has been such a major issue this year, both in terms of the product we need to build and develop new hotels and all the things that we used to stock our hotels. So, we have worked really hard to delay some tariffs that are specific to FF&E.”
AAHOA Chairman Rahul Patel and Vice Chairman Pinal Patel offered their perspective.
“When I came to the U.S. and bought my first hotel. I was learning everything. I was learning on the go,” Rahul said. “The biggest lesson that I learned was realizing that I do not know everything. Just when I thought I knew everything, I had everything planned for. I did not know everything. I had to learn. I had to learn to run the business from ground up. I had to learn operations, numbers, employee management, and franchise relationships.”
Gharib asked Pinal what separates hotel owners who just survive from owners who thrive, grow and expand.
“The biggest difference is the willingness to adapt,” Pinal said. “The hotel business is not the same as it was 10 years ago, 20 years ago. You can't keep doing the same things over and over. Owners who grow and pay attention, they know their business, and they're willing to make changes when something isn't working. They also know when to ask for help.”
