RED ROOF INN® ENTERS CANADIAN MARKET SIGNALING CONTINUED AGGRESSIVE GLOBAL GROWTH
Signaling increasing global demand for its brand, Red Roof® is expanding its reach again, signing a twenty-year deal with developer Glenn Squires to build and brand forty hotels across Canada, with the support of Pacrim Hospitality Services Inc. The first four hotels will be up and running by 2016. These will be new builds, not conversions, with most built as Red Roof PLUS+® properties, Red Roof’s enhanced and upgraded offering. The first 4 hotels will be slated to the Eastern and Atlantic regions opening in Grand Falls and Bay Roberts in Newfoundland & Labrador and Wolfville and Antigonish in Nova Scotia.
“This agreement signals Red Roof’s strong growth internationally and the demand for our upscale economy product. The key to our success is our ability to find partners with deep local knowledge,” says Andrew Alexander, President, Red Roof®. “Canada is a perfect market for us. Canadian consumers are ready for a true economy hotel brand; a new value proposition.”
The new Canadian properties will not only boast PLUS+® upgrades and amenities but many will also have indoor pools and restaurants adjacent to their properties; both a major attraction for the leisure market.
Developer Glenn Squires, a thirty five year hospitality veteran and native of Newfoundland & Labrador, is CEO of Pacrim Hospitality Services, a Canadian independently owned hotel development and management company.
“There is a large demand for economy hotels to fill an open void,” says Squires. “This is a natural fit for Red Roof and especially the Canadian consumer who is eager for more choices and low costs paired with comfortable, amenity-filled rooms. Red Roof is the ideal brand for the hotel guest who wants it all without sacrificing their savings.” Pacrim will be contracted to assist in the development of the hotels in the Eastern and Atlantic regions as well as a second group of Canadian properties due to open in Ontario, British Columbia and Alberta over the next few years.
Glenn Squires has taken a 50% interest and has partnered with significant Chinese investors to form Canada China Culture Hospitality Development Inc. operating as CCC Hospitality Development (CCC). CCC has committed to fund a number of Red Roof Inns across Canada.
“Red Roof and Mr. Squires have entered into an excellent partnership that not only extends the Red Roof brand into Canada but will benefit the Canadian traveler who will have an additional hotel category from which to choose,” says Phil Hugh, Chief Development Officer, Red Roof®. “We couldn’t have asked for a better development partner to ease our entry into the Canadian market.” Late last year, Red Roof® announced that it was partnering with respected Brazil-based Nobile Hotels to develop 35-40 properties – new builds and conversions – across the country over the next twenty five years. The first property, a conversion of an existing hotel, will open in Brasilia in 2015.
Red Roof® has pet-friendly properties, offering fee-free stays for pets at 400 hotels in the U.S. For more information and to book, please visit redroof.com or call 800.RED.ROOF (800.733.7663).
About Pacrim Hospitality Services Inc. and Glenn Squires
Pacrim Hospitality Services Inc. is one of Canada’s largest, privately-owned hotel management and development companies with a portfolio of hotels throughout Canada and the United States. Formed in 1997, Pacrim has a wealth of expertise to offer clients such as acquisition and disposition support, concept design, development, centralized Accounting and Purchasing, e-marketing as well as property and asset management services.
In addition to his co-founding and experience with Pacrim, Glenn Squires has significant hospitality development and management experience across Canada having worked with firms such as Atlific Hotels & Resorts, Fortis Properties and Holloway Lodging Corporation.
About Red Roof®
Red Roof® is a leader in the economy lodging industry with franchised, corporate-managed, and corporate-owned properties, serving millions of guests each year. With coast-to-coast locations, Red Roof® has 400 properties in the U.S. The primary goal at Red Roof® is to provide customers a savings without sacrificing comfort. The brand recently completed a $200 million investment to renovate and upgrade hotels nationwide with sleek and modern NextGen® redesign elements. The Red Roof NextGen® hotels feature updated, stylish and home-like interior and exterior designs that demonstrate the Red Roof® dedication to providing customers with an affordable stay in a clean, comfortable and modern room. The company is rolling out Red Roof PLUS+®, an enhanced offering at a value price, committed to “Adding More Wow to Your Stay!®”. Nice Place. Nice Price® is what every consumer can expect when they stay at any Red Roof® location; and because the company has a single brand in their portfolio, Red Roof® also offers franchisees One Brand. One Focus™. The Red Roof loyalty program, RediCard®, is the richest in the industry rewarding members with free nights with only 6,000 points, advance notice of special offers, and complimentary bottled water each day of their stay. Traveling with your pet? Don’t forget that at Red Roof® ‘you stay happy, pets stay free’ as one well-behaved pet is welcome per room, nationwide. The Columbus, Ohio based company has more than 4,500 employees. For more information or reservations, call 800.RED.ROOF (800.733.7663) or visit www.redroof.com.
Hill + Knowlton Strategies