Red Roof has launched its first-ever soft brand, The Red Collection.
The collection will comprise unique upscale economy and midscale properties that aim to reflect the locales where they exist.
The launch comes in the wake of research conducted by the chain that found guests are often willing to pay $10 to $50 extra per hotel stay for enhanced amenities and loyalty incentives.
Red Roof also discovered that guests typically prioritize affordable rates, proximity to local activities and attractions and free Wi-Fi when shopping for a hotel room.
The St. Clair Hotel in Downtown Chicago will be the first Red Collection property when it opens in 2018.
Located one block from Chicago's Magnificent Mile, The St. Clair Hotel will feature modern decor, spa-inspired bathrooms, a fine dining lobby restaurant and complimentary Seattle's Best Coffee. It will also offer free high-speed Wi-Fi and a pet-friendly policy at no extra cost.
"There is already core equity in Red Roof. Building on our strong brand base, this is a perfect time to grow our portfolio with our first soft brand, The Red Collection," said Red Roof President Andrew Alexander, in a statement.
"In today's environment, soft brands allow companies to enter new channels, expand business models and meet specific demands of the new traveler. The Red Collection will give our existing guests unique, more upscale value options while enticing new guests to experience our brand in a new way in the hearts of cities they love."
Red Roof's chief marketing officer, Marina MacDonald, called the company's research "eye-opening and instructional."
"It allowed us to parlay traveler responses into the introduction of The Red Collection," MacDonald said in a statement. "We have created a new city center hotel experience, one that is notably different from the traditional Red Roof location but still offers the value that consumers demand."
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Red Roof's chief development officer, Phil Hugh, said The Red Collection will also appeal to franchisees as well by providing them an "opportunity to diversify and invest in unique city hotels with the support of a strong, respected brand and management team."
Beyond Chicago, the collection is eyeing potential properties in New York, Las Vegas, Charlotte and Austin.
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