Red Roof ups Wi-Fi game plan due to survey results

The results of a survey released by Red Roof Inn show that guests believe in-room Wi-Fi and its quality persists in its importance to guests, even beyond previous expectations.

In fact, survey respondents said in-room Wi-Fi is more important to them than a hotel’s location, parking and even complimentary breakfast. The survey, conducted by Research+Data Insights, found that complimentary Wi-Fi came in second only to cost when considering booking a hotel stay.

In response, Red Roof Inn is testing its Wi-Fi service at their hotels across the U.S., with an emphasis on providing guests the option to stream music and video during their stay. As part of the process, properties in Statesville, N.C., Washington D.C., Manassas and Syracuse, N.Y., have been audited, verified and qualified for certification based on their audit results.

“Fast. Free. Verified. That’s our goal for Red Roof WiFi across the country,” Andrew Alexander, president, Red Roof, said in a statement. “We have listened to our guests and have responded to their immediate needs when choosing where to stay. Whether it’s a business traveler who needs WiFi to stay connected on the road or a millennial who wants to stream music or play video games, high speed WiFi is integral to today’s traveler no matter who they are.”

Red Roof's Verified Wi-Fi initiative has already begun, but is currently in a test phase. Red Roof has already upgraded at some properties and will start communicating that to travelers with advertising on properties that have billboards with the “Verified Wi-Fi” logo touting “Fast + Free.”

The Research+Data Insights survey found that 80-percent of economy travelers have a more favorable opinion of a hotel offering complimentary Wi-Fi with guaranteed speeds. As part of its goal to offer Wi-Fi speeds requested by guests, Red Roof is rolling out its Fast. Free. Verified. Wi-Fi option at hotels currently undergoing audits such as Buffalo-Niagara Airport, Pittsburgh South – Airport, Ann Arbor – U of Michigan North, Chicago – Willowbrook, Austin South and Nashville Airport.

The survey also found that millennials are two-times more likely than other age groups to stream video or music and play online games using hotel Wi-Fi.

With the importance of Wi-Fi topping out over other amenities, hotel brands are taking a renewed approach to providing stronger wireless options to guests.

“Red Roof is investing in upgraded systems,” says Marina MacDonald, CMO, Red Roof. “And we expect a return on investment: more satisfied customers who will have unlimited streaming options as well as increased bookings and additional RediCard membership, ultimately enhancing our reputation as an upscale economy brand.”

Red Roof has seen growth both domestically and internationally with two new properties in Brazil within the last year, and most recently another in Osaka, Japan. There are now 40 PLUS+ properties in the U.S. with a total of 50 expected by the end of the year. Red Roof expects to end 2016 with 500 properties in its portfolio.