Columbus, Ohio – January 18, 2011 – Andrew Alexander has been formally named president of the Red Roof Inn® chain of hotels. Leading the company since April 2009, Alexander has increased the portfolio and size of the Red Roof brand significantly, enhancing its overall profitability by maintaining a premium of 14 percent revenue per available room (RevPAR) over the competitive set in the economy lodging segment. Under Alexander’s leadership in 2010, Red Roof earned the highest customer satisfaction score in the economy segment, based on more than 50,000 TripAdvisor online reviews, according to the Market Metrix Global Satisfaction Index.
"In this new position and in the coming year, the focus of our management team will be three-fold: robust financial performance, growth of the franchise business, and a consistent, quality consumer experience," says Alexander.
"Travelers will see a new Red Roof best-in-class business model in the coming year, illustrating that the company is one brand, with one focus. We will continue to leverage on our core competency as an owner-operator hotel company, as we shift our emphasis to a franchise-centric growth model. As we steer the Red Roof brand back to basics, we plan to expand into new geographies, forge partnerships with other recognizable brands and develop new channels of trade."
Having recently implemented a new organizational structure for the company, Alexander confirms that Red Roof will continue to provide the best in basics for consumers across the country. For the past 38 years, Red Roof has been known for its warm and welcoming spirit, while offering higher-end amenities at an affordable price.
Most recently, under Alexander’s direction, Red Roof launched the highly-anticipated Nicest Price advanced purchase option. The Nicest Price rewards guests who reserve and pay for their room 10 to 20 days in advance. By booking and paying 20 days in advance, guests will save up to 20 percent per night with limited availability at participating Red Roof properties across the U.S. Guests who book 10 days in advance will save up to 15 percent.
"My goal is for our guests to see Red Roof as an affordable means to their business travel and much-deserved vacation, offering them a nice place, at a nice price, while they travel," Alexander continues.
Central to Alexander’s strategic plan for 2011 is enhancing growth, by shifting the business focus to franchise expansion, while optimizing performance of both company-owned and franchise properties.
"Red Roof delivers premium performance to our franchisees. Our one brand, one focus strategy translates into personalized support and guidance to our franchisees. The RevPAR premium the brand holds over the competition makes us the right choice for lodging owners looking to increase revenue," notes Alexander.
Prior to joining Red Roof as senior vice president and general counsel in 2007, Alexander was senior vice president and general counsel of Boykin Lodging Company for ten years. Alexander was also a member of the company's executive and investment committees. From 1995–1997, Alexander was vice president-corporate counsel of Renaissance Hotel Group, N.V., a publicly traded international hotel company, where he served as legal counsel for the company's initial public offering and eventual sale to Marriott International. Alexander has practiced law for more than 22 years and has more than 18 years of experience in the hospitality industry.