RED ROOF INN® SURVEY SAYS: WIFI MORE IMPORTANT THAN BREAKFAST AND PARKING
Travelers have spoken and they say in-room WiFi is more important to them than a hotel’s location, parking and even complimentary breakfast!* The Research+Data Insights survey found that complimentary WiFi came in second only to cost when considering booking a hotel stay. That’s why Red Roof Inn is taking their WiFi service to new levels at their hotels across the country, testing and then boosting the ability of Red Roof hotels to increase WiFi to high speeds….. speeds that will allow guests to stream their favorite movies, video games and music when staying at a Red Roof property. To date, properties in Statesville, NC, Washington DC-Manassas and Syracuse, NY have been audited, verified and qualified for certification based on their audit results.
“Fast. Free. Verified. That’s our goal for Red Roof WiFi across the country,” says 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 at some properties and will start communicating that to travelers with advertising on properties that have billboards with the “Verified WiFi” logo touting “Fast + Free.”
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 470+ portfolio. Sites that may soon have Fast. Free. Verified. WiFi (currently undergoing audits) include 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,” says 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.”
The Research+Data Insights survey also found that millennials are two times more likely than other age groups to stream video or music and play online games using hotel WiFi. So Red Roof is encouraging travelers to visit their Fast. Free. Verified. properties in Statesville, Washington, DC and Syracuse this summer where they can quickly download and stream their favorite sites and music apps including Netflix, Amazon Video, Apple Music, Spotify, and video games like World of Warcraft and League of Legends.
Travelers will also be able to participate in fun, fast and free activities in those cities including a hot air balloon ride at the Carolina BalloonFest in Statesville; Tarzan swings and breathtakingly fast zip lines at Go Ape’s Treetop Adventure near Washington, DC and enjoying the craft brewery scene in Syracuse.
Red Roof has seen significant growth both domestically and internationally with two new properties in Brazil within the last year, and most recently another in Osaka, Japan. There are now 40 PLUS+ properties in the U.S. with a total of 50 expected by the end of the year. Red Roof expects to end 2016 with 500 properties in its portfolio.
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 over 470 properties in the U.S. Red Roof is also expanding internationally to Brazil, Canada, Thailand and Japan. The primary goal at Red Roof is to provide customers a savings without sacrificing comfort. The brand has been investing significantly 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 Upscale Economy® 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
 Quantitative survey conducted by Research+Data Insights with 800 economy and mid-tier travelers nationwide from May 24-30, 2016.