First Look: Red Roof Unveils New-Build Prototype

COLUMBUS, OH—Red Roof has unveiled the first prototype of the new-build concept of its sub-brand, HomeTowne Studios by Red Roof.

This new prototype design is based on the number one request from consumers, according to the company: more functional storage in room, but not at the expense of good design. The new build upgraded specifications for exterior, lobbies and rooms provide guests with everything they need for an elevated extended-stay experience and provides franchisees with a cost-effective solution to drive performance. Developed as a home away from home; a comfortable, convenient and relaxing environment that marries form and functionality, the new prototype includes expanded lobby space and a welcoming exterior.

Extended stay properties currently make up more than a quarter of all hotel development projects in the U.S. pipeline according to Lodging Econometrics. This growth was one of the many reasons that Red Roof entered the market in 2018.

“As we developed the evolution of HomeTowne Studios by Red Roof, meeting the needs of consumers with value engineering drove the concept of this prototype,” says Phil Hugh, chief development officer with the company. “Aesthetically pleasing properties underpinned by cost-effective construction and material that will be economically sourced allows us to deliver modern, functional hotels that will serve guests above and beyond all they expect from an extended stay property.”

Attractive, contemporary curb appeal will greet guests as they approach the exterior of the new builds. Inside, lobbies are designed as an open concept with retractable pocket walls for added usable space. The new builds incorporate a color palette of blues and greens that will make lobbies and rooms feel fresh and clean. Rooms will provide expanded storage for guests, a priority for extended stay customers, and effectively utilize the vertical and horizontal spaces. Smart storage solutions include redesigned tiered coat racks that provide space for luggage, folded and hanging clothes. Behind room doors, wall clips will be installed for guests to hang coats, jackets, backpacks and purses. Bed heights will allow for additional luggage storage underneath. Wood-like flooring and drape-less window treatments keeps a clean look to the rooms adding visual interest and texture, while reducing the amount of odor absorbed by room fabrics. Honeycomb shelving units in bathrooms are placed vertically, efficiently utilizing the small space while being loyal to the design aesthetic.

The new HTS prototype can be adapted to current HTS properties and can be easily used to enhance existing hotels. Hugh adds, “The new design of HomeTowne Studios will evolve based on continuous feedback.”