Red Roof has expanded its brand portfolio to the extended stay market.
It unveiled new sub-brand HomeTowne Studios by Red Roof which will have a phased launch of more than 30 properties in 20 markets.
It will comprise nearly 4,000 rooms, with several hotels to open within the next 12 months.
"HomeTowne Studios by Red Roof offers franchisees opportunities to invest in one of the most rapidly growing segments of the hospitality industry," said Phil Hugh, chief development officer, Red Roof.
"This new sub-brand will create additional brand awareness, giving our franchisees access to a new customer base while still benefitting from the strong brand equity.
The roll out will begin after a $50 million renovation program with properties featuring in-room free Wi-Fi, flat-screen HD TVs, an on-site laundry and free U.S. phone service.
Studios and suites include a fully equipped kitchenette and dining area.
"With HomeTowne Studios by Red Roof, we’re providing all the well-known and well-regarded components that Red Roof always has: value, comfort and friendly service," said Marina MacDonald, chief marketing officer of Red Roof.
The sub-brand will be part of Red Roof’s loyalty program RediCard.
