Room In Your Heart

Diverse teams generate more innovative solutions and create a sense of belonging for all team members.

• 66% of Red Roof’s senior leadership team is part of a minority group.
• 40% of Red Roof’s leaders (director and above) are women.
• 58% of Red Roof brand team members are female.
• 21% of Red Roof’s brand team members are part of a minority ethnic group.

Red Roof’s DEI&B committee continued its commitment to creating and maintaining a culture of diversity, equity, inclusion and belonging that continuously fosters growth and opportunity for all. In 2025, the committee published 11 internal newsletters to raise awareness and acceptance of all people Red Roof serves.

In 2025, 30 brand team members participated in an in-person cultural competency training designed to increase understanding between brand team members and Red Roof’s franchise community. Meanwhile, over 640 owners, operators, brand and property team members participated in a two-part e-learning course, “Growing Business Through Understanding Cultures,” explicitly designed for Red Roof — this marks a 210% increase over last year’s course participation.

“Red Roof is a perfect example of a company that is authentic and ready to ride the cultural competency journey with a team inspired to learn more about their colleagues, franchisees, vendors, and guests of diverse backgrounds.”

– Seema Jain, founder and CEO, Seva Global

RIDE with Red Roof, the brand’s initiative to grow and support its population of underserved entrepreneurs, and Red Roof’s women in leadership program, SHE, inspired by Red Roof, continued to position Red Roof as a brand recognized for uplifting people.

RIDE with Red Roof – Road to Inclusivity and Diversity in Entrepreneurship

RIDE with Red Roof connects underserved hoteliers with lenders and reduces barriers for those seeking funding. The program equips owners and operators with the resources they need to build success throughout their ownership journey. RIDE helps forge relationships with vendors and other partners, creating a network of entrepreneurs and experts.

In 2025, RIDE with Red Roof:

• Introduced a partnership with Bridge, a digital financing platform built to simplify, accelerate and increase access to capital for today’s hotel owners and developers. The partnership underscores Red Roof’s commitment to providing hotel owners not just with brand support, but with the tools and financial access required to grow in today’s economic environment.
• Organized 17 impactful and educational events to spotlight RIDE’s strategic efforts to advance women and underrepresented demographics.
• Was showcased through participation in panels at five notable industry events.
• Doubled its total presence at industry events YOY, highlighting our commitment to platforms that help increase visibility and momentum for minority ownership. Some of these programs include the FORWARD Conference in Atlanta, AAHOA’s HerOwnership, Hunter Conference’s The Table, and the SHaD Deal Pitch event in Washington, D.C.
• Welcomed six new “Riders” to the program — potential owners from underrepresented markets navigating various phases of hotel ownership. With the help of RIDE with Red Roof, these individuals, and 12 more just like them, are learning the fundamentals of hotel ownership, understanding and applying for loans, exploring building and conversion processes, and are on the path to becoming future hotel owners.
• Continued to grow Red Roof’s community of owners from underserved markets and network of minority-owned business vendors.

SHE, inspired by Red Roof

In 2025, SHE, inspired by Red Roof’s dedicated website she-leads.com published six original articles featuring best practices and resources for women in the hospitality industry and beyond. The articles have been viewed 1,726 times in 2025 — a 119% increase in reach YOY.

Where SHE intends to motivate with resources to inspire personal and professional development, RIDE intends to activate by providing franchisees in underserved markets with access to capital, educational resources, and connections to build a strong network of industry partners. Together, RIDE with Red Roof and SHE, inspired by Red Roof are motivating and activating owners and leaders, resulting in the addition of over 40 women or representatives of underserved markets to the Red Roof ownership community since July 2023.

Through Room In Your Heart’s purpose-driven promotions, Red Roof allows guests to do good while traveling. Room In Your Heart supports a range of organizations that benefit children, active military and veterans, working families and pets.

Room In Your Heart generated nearly $77,000 in donations across three purpose-driven promotions and employee donation campaigns in 2025, benefitting Canine Companions®, No Kid Hungry® and St. Jude Children’s Research Hospital®. These promotions demonstrated significant engagement, highlighting the continued success and impact of our cause marketing efforts.

This year, Red Roof introduced a property team member activation campaign as a companion to its Room In Your Heart promotion, benefiting St. Jude Children’s Research Hospital®, called “Be a St. Jude MVP”. Through this campaign, property team members were encouraged to donate to show their support for St. Jude’s life-saving mission. Participating team members were allowed to swap their Red Roof uniform for their favorite sports team apparel.

“St. Jude Children’s Research Hospital is grateful for this partnership with Red Roof and the meaningful opportunity it provides for travelers to make a difference through the Room In Your Heart campaign. It’s through the generosity and compassion of partners like Red Roof that St. Jude is able to continue advancing lifesaving research and treatment for the estimated 400,000 children around the world who develop cancer each year.”

- Lyles Eddins, Senior Vice President, Relational Advancement, for ALSAC, the fundraising and awareness organization for St. Jude Children’s Research Hospital