Red Roof Inn Upgrades Locations, Appeals to Millennials
Posted in: Uncategorized
Red Roof Inn has shelled out $150 million to renovate its properties. What drove that decision? The reviews on Trip Advisor.
Marina MacDonald, who was named CMO in January, says she gets every single Trip Advisor review delivered to her phone. It’s been a key resource as the hotel chain upgrades its properties, ripping up carpet, replacing dated countertops, swapping out sinks and adding amenities like flat-screen TVs, Serta beds and free snack boxes.
Introducing consumers to the new brand, dubbed Red Roof Plus+ — part of the hotel’s ongoing ‘NextGen’ renovation program — is Ms. MacDonald’s first order of business. Marketed as “upper economy segment,” Red Roof Plus+ provides the chain some wiggle room in terms of prices — enabling it to charge an additional $10 to $12 for renovated rooms. This year, about 40 locations are slated to open.
Post a Comment