Red Roof Inn launches new Red Roof Plus+ tiered properties

ORLANDO, FLA. -- At this year’s Red Roof Brand Conference in Orlando, Fla., Andrew Alexander, president of Red Roof Inn, announced a new addition to the brand’s ongoing $150-million ‘NextGen’ hotel renovation program. Now, hotels in full compliance with N

ORLANDO, FLA. -- At this year’s Red Roof Brand Conference in Orlando, Fla., Andrew Alexander, president of Red Roof Inn, announced a new addition to the brand’s ongoing $150-million ‘NextGen’ hotel renovation program. Now, hotels in full compliance with NextGen requirements are given to opportunity to upgrade to a Red Roof Plus+ property, bringing with it a new premium room type and additional design enhancements. 

Properties that have completed a full upgrade in compliance with Red Roof’s NextGen program, including upgraded guestroom interiors, casegoods, flooring and bedding, have the option to become a Plus property. Along with a new premium room type, Plus properties are identified by exterior decoration including LED lighting, landscaping at the hotel entrance and a lighted canopy to attract attention to the property. 

Alexander stressed that Red Roof Plus is not a new brand, but a higher-tier property under the existing Red Roof brand. The decision to go ahead with this tiered upgrade strategy stems from the high number of existing Red Roof properties currently under renovation. 

Virtual Event

HOTEL OPTIMIZATION PART 2 | SEPTEMBER 10 & 24, 2020

Survival in these times is highly dependent on a hotel's ability to quickly adapt and pivot their business to meet the current needs of travelers and the surrounding community. Join us for Optimization Part 2 – a FREE virtual event – as we bring together top players in the industry to discuss alternative uses when occupancy is down, ways to boost F&B revenue, how to help your staff adjust to new challenges and more, in a series of panels focused on how you can regain profitability during this crisis.


“We can’t change the style of our buildings,” Alexander said. “Many of our hotels are 40 years old. Sixty-five percent of our business still comes from walk-in guests, so we needed to find a way to make the outside of our building attractive, showing that there is something new and exciting with the property as a result of our interior renovations.”

Surveys from Market Metrics prove merit behind the project, with test runs done on 29 corporate-managed Red Roof Plus properties that have completed NextGen renovations. These enhancements resulted in an increase of $12 in average daily rate over other tiers in the Red Roof catalogue, bringing ADR to $70.77 per night, raising occupancy an average of 70 percent and raising RevPAR to $49.52. 

Additionally, Red Roof is requiring its Plus properties to be completely smoke free. “We have the data from Market Metrics, and the surveys and reviews tell us customers are more likely to stay more often in a smoke-free hotel,” Alexander said. 

Due to the investment involved in upgrading a property to comply with Red Roof’s NextGen standards – thereby being eligible to become a Plus property – Alexander expects approximately 8 percent of the brand’s hotels to make the push for Plus. “It isn’t for every operator in every market,” Alexander said. “The costs make it difficult, but there are markets where it can work and we are giving guests and franchisees the choice on whether or not to go through with it.”

Thirty more Red Roof Properties will be completing the upgrade to Red Roof Plus properties by Q1 2014.

Read more on

Suggested Articles

During a conference call hosted by advocacy organization Economic Innovation Group, industry leaders emphasized the need for immediate fiscal help.

Many hotel owners will find themselves in the uncomfortable and unfamiliar position of deciding on a course of action for negotiating with their lende

The company intends to raise $100 million from investors to source mezzanine loan and preferred equity transactions in the hospitality sector.