Red Roof upgrades to robust loyalty program

COLUMBUS, OH—Since the 1980s, Red Roof offered its loyal guests the RediCard program, which featured one main perk: points per stay that could be redeemed for future visits. RediCard members also received things like newspapers and bottled water in their rooms, but the primary benefit was points.

But Red Roof customers wanted more, so the company has turned RediCard into RediRewards, a multifaceted loyalty program where members can use their points for more than just rooms, and can access other discounts as well. It consists of RediAccess,
RediShop, RediSave and RediPoints.

“We are obsessed with listening to our customers and loyalty members. Our members were looking for more unique offers,” said Marina MacDonald, Red Roof’s CMO. “They were asking for more of a catalog of things, and we wanted to upgrade the program to give them what they were looking for. They wanted free nights, of course, and they also wanted the ability to use points plus a cash discount for a room, which we call RediSave. It’s a combination of points plus a 30% discount on the rest of the cost. Another big ask was other ways to use the point currency, turning it into gift cards or experiences.”

Red Roof considers RediAccess the centerpiece of the program. It provides members with thousands of offers, many exclusive, across many consumer categories. Members log in to their RediRewards account and then click on RediAccess to find discounts on such things as theme park, movie and theater tickets; rental cars; child care; and even groceries.

“RediAccess is, to us, the most interesting and unique [aspect of the loyalty program] because it really speaks about experiences locally and nationally,” said MacDonald. “That is one thing that guests wanted, and we delivered. We are so surprised as to how much they’re accessing it and what they’re accessing it for: discounts on amusement parks, movies and rental cars.”

RediAccess is available through a collaboration with LifeMart, which “provides a selection of exclusive, money-saving offers that can be integrated into any loyalty program to promote member engagement and enhance program value,” said Dustin Kershaw, director, LifeMart business development. “Our customizable platform features deep discounts from thousands of national and local merchants, all in one white-label consumer experience.”

The collaboration works, he noted, because “Red Roof wanted to partner with a single provider for a comprehensive suite of valuable, money-saving offers relevant to a hotel loyalty program. LifeMart brings thousands of dollars in savings for thousands of discounts that resonate extremely well with the Red Roof member base.”

RediShop has been another popular section of the loyalty program, according to MacDonald. RediRewards members can use the points they have accumulated for merchandise or gift cards. For example, it costs 18,147 points for an Amazon Echo Dot, 7,720 for a pair of New York Mets socks and 4,900 for a Harry Potter DVD. MacDonald pointed out that digital gift cards from stores like Amazon, Target and Wal-Mart for various point and dollar amounts are the most popular purchases made.

RediCard points have been rebranded RediPoints. Members earn 10 points per dollar at Red Roof Inn, Red Roof Plus and The Red Collection hotels; and five points per dollar at HomeTowne Studios by Red Roof properties. With the aforementioned RediSave, members are able to redeem points per night for a 30% discount: 3,500 points at Red Roof Inn and Red Roof Plus properties; 3,000 points at HomeTowne Studios by Red Roof; and 7,000 points at The Red Collection properties.

“Here’s what’s different about our program from all the others: For them, the amount of points for a room is variable. It could be 14,000 one day and 45,000 another day,” noted MacDonald. “Ours does not change. It is the richest program for our members and is cheapest for franchisees.”

Other perks available to the RediRewards members include an advance-purchase rate, a further $2 discount on premium rooms at Plus properties and complimentary bottled water at check-in at the property.

A couple of months after RediRewards was launched, Red Roof revealed RediPromise, a price-match guarantee. “If a customer is looking to book a room, we guarantee that we have the best price on and at our call center,” said MacDonald. “If a guest finds a cheaper rate—there’s qualifications like same room type, same type of bed, same date—within 24 hours of booking, we will match the rate and give them a free night with RediRewards points.”

Additionally, Red Roof will gift guests 7,000 RediPoints, good for one night during a future stay at a Red Roof Inn or Red Roof Plus hotel, or 14,000 points for a Red Collection property for rooms that are price-matched. HB