Red Roof has revealed its latest fully woman-owned franchise since launching its RIDE with Red Roof initiative. The HomeTowne Studios Madison, AL, formerly known as the Rocket City Suites, is the latest of two Red Roof hotels owned by Jaya Desai. Desai joins the growing number of Red Roof properties owned or partially owned by women, bolstered by the organization’s RIDE (Road to Inclusivity and Diversity in Entrepreneurship) program. Desai currently owns an additional Red Roof branded property, also located in Madison, AL.
“Hospitality is close to my heart…we raised our children in the first hotel we owned and the hospitality industry has served as a gateway to the business world, as well as both financial and personal independence,” Desai told Hotel Business. “Every step of the way has been hard work, and we have relied on the advice of family and friends to help us make the right decisions, but I feel that the hospitality industry has made these things possible. There is a future for women entrepreneurs in our industry, and it’s our job as professionals to continue connecting with them.”
Coupled with its sister program SHE, inspired by Red Roof, an all-encompassing program to Support, Help and Elevate women, Red Roof is propelling towards its goal of 40% of properties owned or partially owned by women, according to the company.
When Desai graduated from college and began working as an accountant in Chicago in 1995, she never thought she would enter the hotel industry. However, after briefly living at a family member’s motel for a year and helping them on property, she fell in love with the business. A short time later, Desai and her family came across a 30-room independent hotel in Huntsville, AL. Despite knowing little about the industry, Desai and her family ran the property for 18 years.
“That property meant a lot to me, it’s where my children grew up,” Desai said. “After we sold that hotel, we bought another 80-room independent hotel and went to work on it. During renovations, we heard from friends and family that Red Roof was the best economy brand to work with, so we decided to pursue them.”
Once renovations were completed, Desai reopened the hotel as the Red Roof PLUS+ & Suites Huntsville – Madison. Her positive experience led her to renovate another hotel, an aging 40-unit motor lodge called the Rocket City Suites. According to Desai, the hotel was equipped with apartment-sized rooms but was located outside of residential zoning, so she decided to rework the rooms into suites. One pandemic delay later, the 40-suite HomeTowne Studios Madison is preparing to open.
The property offers numerous amenities, with each suite providing a living room, full kitchen with a refrigerator, a dishwasher, a full stove, an oven, a microwave, a casual dining table with four chairs and a washer and dryer. All rooms also have 40-in. TVs, cable and free WiFi access. The HomeTowne Studios Madison is also located near attractions such as The University of Alabama in Huntsville, Madison Station Antiques, Huntsville Botanical Garden and Huntsville International Airport (HSV).
“Jaya Desai is a fantastic hotelier and an inspirational woman, and we couldn’t be happier to have her as a member of the Red Roof family,” said Lina Patel, director, strategic franchise initiatives, Red Roof. “She has done so much for her family and the communities of both Huntsville and Madison as a business owner.”
“I am excited to open my second hotel with Red Roof and am thrilled to continue deepening my relationship with this group and their wonderful team,” Desai said. “Red Roof’s RIDE program, and especially Lina Patel, assisted me with the conversion process every step of the way. In my 25 years in the hotel industry, Lina was the first person to encourage me the way she did. The insight and understanding Red Roof provided has been invaluable.”
“The HomeTowne Studios Madison is a fantastic property in a stunning location, and with Jaya Desai as its owner, it is in good hands,” said Matthew Hostetler, chief development officer, Red Roof. “We are overjoyed to work with Jaya to further her hospitality ambitions and are committed to supporting her ongoing success in these and future endeavors. Thanks to Lina and other fantastic Red Roof team members, including Jennifer Burcham, franchise development director, RIDE with Red Roof continues to elevate aspirational women and minority hotel owners in their growth throughout the industry.”
