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We hear you loud and clear! Red Roof® rolls out $90 million dollar Next Gen® redesign

12/05/2011


WE HEAR YOU LOUD AND CLEAR! RED ROOF® ROLLS OUT $90 MILLION DOLLAR NEXTGEN® REDESIGN

New design driven by consumer demand for enhanced technology, electronics and comforts of home

COLUMBUS, Ohio – December 5, 2011 – There’s no place like home...until now! Red Roof®, the leader in economy lodging, asked travelers to describe wish list elements of their ideal lodging experience. Their top responses formed the basis for Red Roof’s new NextGen® redesigned interior and exterior prototype, debuting December 2011. The Red Roof Miami Airport property will be the first of Red Roof’s nearly 350 properties nationwide to showcase the new contemporary interiors and exteriors.

Travelers spoke and Red Roof listened! The new NextGen room satisfies travelers’ desires, mimicking many traditional comforts of home, including enhanced technology and electronics amenities.

The number one request on travelers’ wish lists? More electrical outlets! Every NextGen room will feature extra power outlets to charge a smart phone, e-reader or laptop. A close second was the request for flatscreen TVs, like at home, so Red Roof is installing new 32- or 37-inch flat screen TVs in all properties nationwide by the end of 2012.

What consumers want are hardwood floors, over carpet. Red Roof answered with new wood-like flooring and area rug-style carpeting under the beds to provide warmth. Even such touches as enhanced showerheads, soft goods and lighting, and more bathroom counter space were brought in to complete the experience.

“NextGen represents our commitment to meeting the needs and wants of our owners’ and guests’, delivering midscale quality and comfort at an affordable price, made possible through smart design and value-engineering,” said Red Roof President Andrew Alexander. “When someone is traveling, they want to feel at home, or better. With NextGen, we’re giving them that experience at a value.”

The overarching look of NextGen is stylish, contemporary, residential and welcoming. The new interiors, including public spaces and rooms, convey a warm, home-like feel to travelers through the use of neutral tones and materials. New features include updated wood-like flooring, new area carpeting, window treatments, and paint, including a signature red accent wall, as well as updated duvet and bed skirts. The design also features new bathroom vessels and sinks, seating, artwork, 32-inch flat screen Panasonic® televisions in standard rooms and 37-inch flat screen Panasonic® televisions in Superior King rooms, as well as Superior Rest Suite Beds by Serta®.

To learn more about Red Roof or to sign up to become a member of RediCard®, Red Roof’s loyalty program, visit www.redroof.com. RediCard members receive 48 hours advance notice of promotions and exclusive offers available at Red Roof.

About Red Roof®
Red Roof® is a leader in the economy hotel segment with both franchised and corporate-owned properties, serving millions of guests each year. The company and hotels are known for a warm and welcoming spirit, along with their Smart-by-Design®, value-added amenities that are simple, yet economical, and meet the needs of every guest. With coast-to-coast locations, Red Roof has nearly 350 properties in the U.S. The primary goal at Red Roof is to provide customers a savings without sacrificing comfort, most recently the brand has announced a multi-million dollar investment to renovate and upgrade hotels nationwide with sleek and modern NextGen® redesign elements. Red Roof’s new NextGen hotels will feature updated stylish and home-like interior and exterior designs that demonstrate Red Roof’s dedication to providing customers with an affordable stay in a clean, comfortable, and now, modern room. Red Roof guests consistently see the brand excelling in expectation and quality in both product and price. Nice Place. Nice Price.® is what every consumer can expect when they stay at any one of our hotel locations; and because our company has a single brand in our portfolio, Red Roof also offers franchisees One Brand. One Focus.™ Most recently, Red Roof launched its Nicest Price® advance purchase option, which rewards guests who reserve and pay for their room in advance. 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 redroof.com.


Contacts

Paulina Garcia
Hill + Knowlton Strategies
alicia.rainbolt@hillandknowlton.com
212.885.0300

Caroline Davis
Hill + Knowlton Strategies
caroline.davis@hillandknowlton.com
212.885.0300