Red Roof launches extended stay brand to accommodate growing demand

Convenient, cost-effective and comfortable: the basic essentials of extended stay accommodations, a hospitality sector that has grown immensely in the past few years with extended stay builds currently making 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 is entering this market with their newest sub-brand, HomeTowne Studios by Red Roof, it announced on August 15. The brand will undergo a phased launch of over 30 properties across more than twenty markets with nearly 4,000 rooms. The brand also has a pipeline of more than a dozen properties scheduled to open over the next twelve months. The addition of HomeTowne Studios by Red Roof and HomeTowne Studios and Suites by Red Roof to the expanding Red Roof portfolio continues Red Roof’s tradition of offering consumers clean, comfortable and safe places to stay with an unmatched value proposition that puts their guests first.

“The extended stay category continues to grow as consumer preferences continue to evolve,” says Andrew Alexander, president, Red Roof. “The launch of HomeTowne Studios by Red Roof is a natural progression, and key milestone, as we extend our portfolio for a range of guests, leveraging our solid industry reputation for knowing what guests want and fulfilling those needs with a full fleet of offerings, now including extended stay.”

Red Roof expects rapid growth based on guest demand for its new sub-brand through strong franchisee partnerships. Phil Hugh, chief development officer, Red Roof, says, “HomeTowne Studios by Red Roof offers franchisees opportunities to invest in one of the most rapidly growing segments of the hospitality industry. This new sub-brand will create additional brand awareness, giving our franchisees access to a new customer base while still benefitting from the strong brand equity, attributes, benefits and proven support system of Red Roof.”

Red Roof launches extended stay brand

Following over $50 million in renovations, HomeTowne Studios by Red Roof will provide accommodations, free high-speed Wi-Fi, flat screen HD TVs featuring premium cable with HBO, on-site laundry and free U.S. phone service. As local residents comprise 60 percent of extended stay occupancy, extended stay is an all-inclusive alternative to hefty upfront rental and security deposits, expensive monthly rents, gas bills, water bills, cable bills, electric bills and often, parking fees. Extended stays are also attractive to those in project-based job industries—such as construction and healthcare—and those who are part of the gig economy, which sees more Americans than ever moving frequently from job to job. Businessmen and women who are frequently on the road, families with patients in nearby hospitals and professionals who are relocating are also frequent guests in this sector.

Live-in studios and suites feature all the conveniences of home, including a kitchenette with full-size refrigerator, microwave, sink, kitchen table and chairs.

HomeTowne Studios by Red Roof will offer a kitchen kit for a low additional charge that includes a full dish and silverware set that guests can keep after their stay. Additionally, all guests will be eligible to participate in RediCard, Red Roof’s popular loyalty program.

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Source: Red Roof