U.S. hotel chain Red Roof is taking an honest approach to Wi-Fi.
The chain, which is one of several to offer free Wi-Fi to its guests, recently announced that it has entered the test phase of a program that will reward its Red Roof Inn and Red Roof Plus+ properties that offer high-speed Internet service.
Morse Technologies will test Wi-Fi speeds at various hotels and properties that excel will receive a "Verified Wi-Fi" logo on the Red Roof website as well as their billboard.
"Many of our customers view that as such an important amenity," Red Roof President Andrew Alexander told USA Today. "And realizing that no two Wi-Fi systems are created equally, we want to be able to tell our customers to know where exactly they can get the best and fastest Wi-Fi to meet their needs."
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While Red Roof manages fewer than one-third of its 447 hotels, the hope is that the Verified Wi-Fi initiative will motivate franchise owners to boost the service.
"It's not a penalty," added Alexander. "It's a bit of a carrot, and if you're willing to do your best, we're going to promote you just like when you renovate, we'll promote you as having new rooms."
The unique initiative comes amid a banner year of growth for Red Roof.
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Earlier this month the chain announced it saw a 22 percent rise in new franchises in 2015 and is on pace to have more than 500 Red Roof Inn properties by the end of the year.
While more and more hotels are beginning to offer guests complimentary Wi-Fi service, some still charge guests a fee for faster speeds.
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