Red Roof Inn Launches Verified WiFi Initiative

COLUMBUS, OH—WiFi is more important to travelers than a hotel’s location, parking and even complimentary breakfast, according to a survey. The Research+Data Insights survey found that complimentary WiFi came in second only to cost when considering booking a hotel stay.

Red Roof Inn is taking note and has begun testing and then boosting the ability of Red Roof hotels to increase WiFi to higher speeds to enable streaming of movies, video games and music at the properties. The following properties have been audited, verified and qualified for certification based on their audit results: Statesville, NC, Washington DC-Manassas and Syracuse, NY.

“Fast. Free. Verified. That’s our goal for Red Roof WiFi across the country,” said Andrew Alexander, president, Red Roof. “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.”

The Verified WiFi initiative is starting now in a test phase. Red Roof has already upgraded the WiFi at some properties and will start advertising at properties via billboards with the “Verified WiFi” logo touting “Fast + Free,” according to the brand.

The Research+Data Insights survey found that 80% of economy travelers have a more favorable opinion of a hotel offering complimentary WiFi with guaranteed speeds. Red Roof intends to offer those guaranteed speeds at all properties in its portfolio of more than 470 hotels. The following sites are currently undergoing audits as part of the new initiative: Buffalo-Niagara Airport; Pittsburgh South – Airport; Ann Arbor – U of Michigan North; Chicago – Willowbrook; Austin South; and Nashville Airport.

“Red Roof is investing in upgraded systems,” said 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 memberships…ultimately enhancing our reputation as an upscale economy brand.”