Red Roof Sets Growth Plan for Brands and Direct Booking

Red Roof outlined initiatives for its brands, loyalty program and digital channels at its Ignite Brand Conference in Hollywood, Florida. More than 1,000 attendees heard plans for changes to Red Roof PLUS+, RediRewards and exterior lighting across the portfolio. RediRewards has more than 6 million members, while app-generated revenue has grown 44 percent year over year. The company is also developing in Canada and expanding HomeTowne Studios by Red Roof.

Red Roof PLUS+ Updates

Red Roof plans to add hot breakfast in upgraded breakfast areas and introduce more consistency in guest rooms, including bathroom lighting and terry, at Red Roof PLUS+ properties. Properties will have interior corridors, lobby marketplaces and, depending on location, optional fitness facilities and swimming pools.

The company also announced Red Roof Lightscape, requiring all Red Roof properties to upgrade exterior lighting to commercial-grade, high-efficiency LED systems. The work will cover parking lots and pedestrian walkways, with architectural enhancements in some cases.

Zack Gharib, President at Red Roof, said:

“These strategic initiatives are led by a significant evolution of Red Roof PLUS+® and the next generation of RediRewards®.”

Loyalty and Digital Investment

RediRewards is being updated through Red Roof’s HotelKey technology partnership. Planned features include new loyalty tiers, flexible redemption options, dynamic points promotions, enhanced account security and benefits for business travelers.

Red Roof is also working with Milestone on an AI-native digital platform intended to improve discovery through traditional and AI-powered search, personalize the guest journey, increase direct bookings and improve property visibility. The company is using AI in marketing optimization, traveler insights, customer-service translation and hotel-team learning, with concierge capabilities under development.

Zack Gharib, President at Red Roof, said:

“Together, our investments represent a sharper focus on building a stronger demand for guests to choose Red Roof, to book directly, and to stay within our family of brands, which is of clear benefit to our franchise community.”

Canadian Growth Plans

The opening of a Red Roof PLUS+ at Vancouver Airport is part of the company’s plans for Canadian development. Red Roof has established dedicated development resources for the market while continuing to grow HomeTowne Studios by Red Roof in the extended-stay segment.

Zack Gharib, President at Red Roof, said:

“The opening of a Red Roof PLUS+ at Vancouver Airport marks a new beginning of what we see as a broader opportunity for international expansion.”

Support for Hotel Owners

Red Roof’s plan combines property consistency, targeted market expansion, direct guest relationships and extended-stay development. The company also cited its work on human trafficking and missing-child recovery, including AMBER Alert integration in HotelKey systems and involvement with the American Hotel & Lodging Association’s No Room for Trafficking initiative.

Zack Gharib, President at Red Roof, said:

“Red Roof is committed to continuing to strengthen the guest experience and deepening the relationships that bring guests back. As the franchisees' franchisor, we are giving owners the support they need to compete and grow intentionally and profitably.”