COLUMBUS, OH—Red Roof is entering the extended-stay market with its newest sub-brand, HomeTowne Studios by Red Roof. The brand will undergo a phased launch of over 30 properties across more than 20 markets with nearly 4,000 rooms. The brand also has a pipeline of more than a dozen properties scheduled to open over the next 12 months.
“The extended-stay category continues to grow as consumer preferences continue to evolve,” said 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.
“HomeTowne Studios by Red Roof offers franchisees opportunities to invest in one of the most rapidly growing segments of the hospitality industry,” said Phil Hugh, chief development officer, Red Roof. “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.”
Following more than $50 million in renovations, HomeTowne Studios by Red Roof will provide free high-speed WiFi, flat-screen HD TVs with premium cable and HBO, on-site laundry and free U.S. phone service. Live-in studios and suites have a kitchenette with full-size refrigerator, microwave, sink, kitchen table and chairs.
“At Red Roof, we fully understand what travelers in the extended stay sector want,” said Marina MacDonald, chief marketing officer, Red Roof. “With HomeTowne Studios by Red Roof, we’re providing all the well-known and well-regarded components that Red Roof always has: value, comfort and friendly service. Now, they’re available with the basic essentials of an extended stay, at one of the best-value price points in the hotel industry. All of this is what truly differentiates HomeTowne Studios by Red Roof from the other extended-stay choices in the market.”
HomeTowne Studios by Red Roof will offer a kitchen kit for an additional charge that includes a full dish and silverware set guests can keep after their stay. In addition, all guests will be eligible to participate in RediCard, Red Roof’s loyalty program.