Red Roof launches first soft brand collection
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.
TravelMole Editorial Team
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.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
TAP Air Portugal to operate 29 flights due to strike on December 11
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Airbnb eyes a loyalty program but details remain under wraps