Red Roof is breaking into the extended stay sector with the launch of HomeTowne Studios by Red Roof.
Announced Wednesday, the chain's newest sub-brand will undergo a phased launch of over 30 properties across more than 20 markets with nearly 4,000 rooms. It currently boasts a pipeline of more than a dozen properties scheduled to open over the next year.
Targeted metropolitan areas for HomeTowne Studios by Red Roof include Bentonville, Arkansas; Phoenix; Fresno; Sacramento; Colorado Springs; Fort Lauderdale; Orlando; Atlanta; Covington, Georgia; Baton Rouge; Sulphur, Louisiana; Livonia, Michigan; St. Louis; Charlotte; Columbus; Philadelphia; Austin; Dallas/Fort Worth; Houston; Salt Lake City; Seattle and Spokane, Washington.
The move makes a lot of sense for Red Roof as the extended stay market has seen tremendous grown in recent years. According to Lodging Econometrics, extended stay builds currently account for more than a quarter of all hotel development projects in the U.S. pipeline.
"The extended stay category continues to grow as consumer preferences continue to evolve," said Red Roof President Andrew Alexander in a statement. "The launch of HomeTowne Studios by Red Roof is a natural progression, and key milestone, as we extend our portfolio for a range of guests, leveraging our solid industry reputation for knowing what guests want and fulfilling those needs with a full fleet of offerings, now including extended stay."
In addition to a convenient kitchenette equipped with a full-size refrigerator, microwave, sink, table and chairs, amenities will include free high-speed Wi-Fi, flat screen HD TVs featuring premium cable with HBO, on-site laundry and free U.S. phone service following more than $50 million in renovations. HomeTowne Studios by Red Roof will also offer a kitchen kit complete with a full dish and silverware set for a low additional charge.
"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. Now, they're available with the basic essentials of an extended stay, at one of the best-value price points in the hotel industry," added Red Roof's Chief Marketing Officer, Marina MacDonald.
"All of this is what truly differentiates HomeTowne Studios by Red Roof from the other extended stay choices in the market."
Wednesday's announcement comes just months after Red Roof began developing its first soft brand, The Red Collection, a portfolio of unique upscale economy to midscale hotels focusing on hyper-local design and offerings.
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