Red Roof Launches The Red Collection

A recent travel trends report from Deloitte predicts 2018 will see more of the midscale experience.

Calling it an area of strategic opportunity for the hospitality industry, one that has been somewhat neglected in recent years, the report suggests hoteliers will begin refocusing on the value of midscale accommodations over the coming 12 months.

Though we're only one month into the new year, one hotel company is already well underway with its plans to do just that.

For the first time in its 44-year history, Red Roof is developing a soft brand. The Red Collection is a portfolio of unique, midscale hotels. The exciting new properties will be upscale economy to midscale hotels that focus heavily on hyper-local design and offerings, drawing inspiration from a host city’s vibe and culture.

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During an interview with TravelPulse, Red Roof executives said the decision to launch the collection was based in many ways on research regarding today’s upscale economy Red Roof guest. The research indicated these travelers are looking for modern, accessible and affordable properties with enhanced amenities.

Though this same group of travelers wants to stay at hotels located in the heart of the cities they love, they don’t want properties that are identified as trendy or hip, which they equate with expensive or fleeting.

“Our research also found that Wi-Fi trumps breakfast,” said Red Roof’s Chief Marketing Officer Marina MacDonald. “Today people are bringing multiple devices and they want fast, free, verified Wi-Fi.”

The Red Collection will have free Wi-Fi, MacDonald confirmed. The new properties will also continue the Red Roof tradition of being pet-friendly, a core brand feature.

The first property in the new collection will appear in downtown Chicago, where the company will open The St. Clair Hotel later this year.

Located on the corner of St. Claire and Ontario, The St. Clair Hotel will be the collection’s first attempt to blend the hyper-local, authentic experience travelers are clamoring for; with the modern décor and amenities travelers have come to expect and the affordable nightly rate Red Roof is known for.

Striving to meet all those goals, the Chicago property will include a lobby decorated with plush high tops, outlets for multiple devices and network connectivity. Guestrooms meanwhile will have silky, upgraded bedding, spa-inspired bathrooms with multi-flow showerheads and complimentary Seattle’s Best Coffee.

READ MORE: Red Roof Launches First Hotel Collection

While prices for Red Collection hotels will vary based on location, the Chicago property is expected to run in the $130 per night range, while others will be around $100 per night.

“The Red Collection really separates itself from our other two brand opportunities and creates a new source of customers, downtown boutique customers,” Red Roof President Andrew Alexander told TravelPulse. “I think both our customers and our franchisees will applaud the fact that this is a different concept in a different location. It gives customers a new place to go and the franchisees a new guest to market to.”

Alexander said one of the most exciting elements of the new hotels will be their focus on conforming to the local environment in which they exist. If a property is in the Windy City, it should exude the city’s vibe from the lobby to the guest rooms, he said. Properties in other cities should take on the character of where they’re located as well.

To further capitalize on the local theme, premium rooms in the new brand will include amenity boxes featuring treats and surprises that are unique to the city.

“There are lessons to be learned from everything. Airbnb has taught everyone a bit of a lesson: If you can be local, there is a segment of the population that wants to immerse itself in the local environment,” Alexander continued. “We are encouraging all of the potential hotels in this group to do that.”

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Red Roof, he added, has always been an affordable, consistent brand that featured comfort and quality.

The Red Roof Collection, however, takes the consistency part of that equation and replaces it with a drive to make each property one that vibrantly represents its host community.

As for 2018 travel industry trends and analyst predictions, there will be a shift in attention from upper-ended properties to the midscale experience, Alexander agreed. He was quick to point out, however, that Red Roof is well ahead of that trend, having developed its first upscale economy properties way back in 2011.

“We are already in that space, and The Red Collection is going to give our guests yet another option in that space, we are experts in that space,” he said.