Red Roof launches first soft brand collection

Friday, 27 Sep, 2017 0

Red Roof has joined the soft brand revolution with a new collection of independent hotels.

It unveiled the Red Collection, comprising upscale economy and midscale hotels.

The first Red Collection property will be the St. Clair Hotel in Chicago which is scheduled to open in the first quarter of 2018.

"Soft brands allow companies to enter new channels, expand business models and meet specific demands of the new traveler," says Andrew Alexander, president of Red Roof.

"The Red Collection will give our existing guests unique, more upscale value options."

Red Roof says its research found that most guests in the upscale economy segment are happy to pay a premium of up to $50 per stay for enhanced amenities and added loyalty incentives.

It found the three most important drivers are affordable rates, convenient location and free Wi-Fi.

"Our research was eye-opening and instructional," said Marina MacDonald, Red Roof chief marketing officer.

"Listening to guest feedback and translating those thoughts, ideas and expression into real world action is already a hallmark of Red Roof. We did the same with this research; it allowed us to parlay traveler responses into the introduction of The Red Collection.

Red Roof Collection hotels will have a pet-friendly policy at no additional cost and participate in RediCard.

Other locations being looked at for the Red Collection properties include New York, Las Vegas, Charlotte and Austin.

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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.

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