Red Roof Brand Enhancement

Red Roof Rolls Out Red Roof PLUS+

Red Roof PLUS+ is a brand enhancement that competes with the midscale sector and is the natural next step to building business

Red Roof 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 benefiting. 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+.

Red Roof PLUS+ LogoIn 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 a 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. The Red Roof 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, hair dryer, mini-fridge 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.

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“At Red Roof we continually listen to our customers and our franchisees in order to evolve the brand,” says Andrew Alexander, President, Red Roof. “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. This is a consumer and business 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 the Red Roof 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 31 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 360 convenient locations. 



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