Red Roof will open 50 properties—new-builds and conversions—this year, representing 60% year-on-year growth. The company attributes this strong growth to continued demand for the brand.
“Our model works, and we are seeing the outstanding results in our business,” said George Limbert, president, Red Roof. “Demand for the Red Roof brand is fueling growth as we continue to listen and evolve, improving the value proposition for guests as well as hotel owners and operators.”
Of the new properties, 10% will be Red Roof PLUS+ hotels, in cities including Brooklyn, NY; Jamaica, NY; Virginia Beach, VA; San Antonio, TX; and Belleville, MI. Five additional locations are expected to open in 2024.
“We are repolishing the Red Roof PLUS+ brand in our portfolio, as there is high demand for this offering of increased amenities at an affordable price point, especially in this uncertain environment,” said Marina MacDonald, chief marketing officer, Red Roof. “New quality standards and added amenities will be implemented, including upgraded vending and coffee and enhanced exterior lighting.”
In the last two years, Red Roof has moved aggressively in the extended-stay category, opening 11 HomeTowne Studios properties, with 10 additional openings expected in 2023. As the Red Roof brand draws closer to 700 properties systemwide, the company is also launching a new dual-branded prototype, which offers franchisees Red Roof Inn and HomeTowne Studios on the same property.
“The dual-branded prototype, featuring 150 rooms, a centralized reservation system and shared labor provides operational efficiencies and positions the properties well for profitable growth,” said Matthew Hostetler, chief development officer, Red Roof.