Red Roof launches extended stay brand

George Sell George Sell Uploaded 19 August 2018

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US: Ohio-based hotel operator Red Roof has launched the HomeTowne Studios extended stay brand.

The brand will undergo a phased launch of more than 30 properties across over 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 majority of these will be existing and refurbished Red Roof properties - the company is spending more than $50 million on renovations.

The first property will be a 129-unit conversion of the former Crossland Fort Lauderdale which will open next week.

"The extended stay category continues to grow as consumer preferences continue to evolve," said Andrew Alexander, president of 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."

Phil Hugh, chief development officer at Red Roof, said: "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."

HomeTowne Studios by Red Roof will provide "warm and inviting accommodations, free high-speed Wi-Fi, flat screen HD TVs featuring premium cable with HBO and free US phone service". Units feature a kitchenette with full-size refrigerator, microwave, sink, kitchen table and chairs. Outside of the kitchenette, guests can expect brand new bedding, high-definition televisions, laundry rooms open 24 hours per day, seven days per week and complimentary coffee in the lobby areas each morning.

The company says: "As local residents comprise 60 per cent 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."

"At Red Roof, we fully understand what travelers in the extended stay sector want," notes Marina MacDonald, chief marketing officer at 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."

Extended stay builds currently making up more than a quarter of all hotel development projects in the U.S. pipeline according to Lodging Econometrics. The latest Highland Group report in to the sector found that construction levels are at a near 20-year high.

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