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Red Roof® Reinvents Economy Lodging by "Adding More Wow to Your Stay!™"

10/15/2013


MEDIA CONTACT:                                                                                

Lindsey Norris

Hill+Knowlton Strategies

305.443.5454

lindsey.norris@hkstrategies.com

 

Red Roof® Reinvents Economy Lodging by

“Adding More Wow to Your Stay!

Company Rolls Out Red Roof PLUS+®: Enhanced Offering Promises Guests More for Less

 

Columbus, Ohio – October 8, 2013 – Red Roof Inn® is reinventing the economy lodging sector by listening to customers who continue to say they want an enhanced experience at a value price. The brand is improving upon its successful NextGen® renovation program (NextGen® properties are experiencing double digit sales growth year over year) with Red Roof PLUS+®, an upgraded offering promising guests the brand is “Adding More Wow To Your Stay!”. Understanding that today’s travelers desire more for less, Red Roof® has perfected the formula and the brand's bookings are benefitting. A CEO who is obsessed with listening and responding to customer feedback, coupled with committed follow through and execution at the hotel level, has catapulted Red Roof® to another realm of guest satisfaction, culminating in the launch of Red Roof PLUS+®.

 

In addition to their 100% NextGen® renovation requirement, (which includes modern furniture, flat screen TVs, 36 HD channels, vessel sinks, wood-like floors, additional electrical outlets, a 100% smoke-free designation, rest suite beds by Serta®, high-end bedding, in-room red accent wall and renovated lobby featuring stone accent wall) Red Roof PLUS+® properties will be further enhanced. Red Roof Plus+® includes a new Premium room type, welcoming red canopies at select properties that project the brand’s signature color, enhanced LED lighting, attractive landscaping and outside signage that say it’s a Red Roof PLUS+® property. Red Roof’s® new Premium room includes all the modern and sleek amenities of the NextGen® renovation and will also include a complimentary welcome snack box which contains bottled water, popcorn, orange juice, trail mix and two Nature Valley® granola bars as well as in-room coffee/tea, an iron and ironing board, refrigerator and microwave. Guests will also enjoy enhanced in-room communication and an additional pillow for improved guest comfort.

 

A premium experience at a value price, it’s a combination Red Roof® knows will attract new customers and please franchisees. Red Roof® franchisees have been integral to the brand’s year over year growth and the new Red Roof PLUS+® program offers enhancements proven to drive business. Whether it is an entrepreneur interested in investing in a first Red Roof® or current franchisees upgrading their properties, Red Roof PLUS+® is a brand enhancement that competes with the midscale sector and is the natural next step to building business.

 

“At Red Roof® we continually listen to our customers and our franchisees in order to evolve the brand. Red Roof PLUS+® is a game changer for Red Roof®, giving current customers new reasons to revisit and remain loyal; new customers reason to foster trial, and offers our franchisees new avenues of expansion as the brand embraces a whole new look and feel,” says Andrew Alexander, President, Red Roof®. “This is a business and consumer win-win. We are reinventing the economy lodging experience with Red Roof PLUS+®.” 

Red Roof® has found that NextGen® renovated properties encourage repeat visitation with guests awarding upgraded properties the highest scores “Very Likely to Recommend” and “Very Likely to Return” of all Red Roof® hotels. Repeat guests, judicious and discerning, come with expectations set from their previous stays with the brand. Research shows that first time guests are “WOWED” by their experience at Red Roof’s NextGen® properties, and want to share their “new find” with friends, family and others on social media, and fosters “Repeat Guest Validation.”

When checking into a Red Roof PLUS+® property, travelers will know they are immersed in a 360-degree Red Roof PLUS+® experience with no stone left unturned, no exterior or interior left untouched.  All Red Roof® properties will continue to offer guests a high quality, clean, and comfortable experience, while consistent standards allow Red Roof PLUS+® properties to deliver the highest level of comfort, style and service to guests. Red Roof PLUS+® will also offer guests a designated customer resolution hotline, called NextLine™, to address customer feedback.

The brand will roll out approximately 30 Red Roof PLUS
+® properties in early 2014, making travel easy with upgraded amenities both inside and out. Additionally, the pet-friendly hotel chain boasts deals and discounts at over 350 convenient locations. For more information on Red Roof PLUS+® and Red Roof Inns® please visit www.redroof.com.

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About Red Roof®

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 350 properties in the U.S. The primary goal at Red Roof is to provide customers a savings without sacrificing comfort. The brand recently completed a $150 million investment to renovate and upgrade hotels nationwide with sleek and modern NextGen® redesign elements. Red Roof’s NextGen hotels 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 modern room. The company is rolling out Red Roof PLUS+® enhanced offering that promises guests an enhanced experience at a value 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™. Red Roof’s loyalty program, RediCard®, is the richest in the industry rewarding members with free nights with only 6,000 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 welcomed per room, nationwide. 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 www.redroof.com.


Contacts

Lindsey Norris
Hill & Knowlton
lindsey.norris@hkstrategies.com
(305) 443-5454