Market & Trends Reports

Red Roof® Forum on Leadership for Women Entrepreneurs Helps Females Thrive in the Hospitality Industry

COLUMBUS, OH. December 21, 2016 - Hosting its first Forum on Leadership for Women Entrepreneurs in November, Red Roof® sought to empower and energize and to move the needle forward for their female entrepreneurs and staff with a line-up of training sessions, discussions and talks to teach, inform and uplift. Breaking down barriers and influencing change, Red Roof is leading the way in the hospitality industry, opening doors for their female owners, investors, executives and staff with a series of initiatives that have resonated across the brand.

“At Red Roof, women have always played a major role. We believe women owners and general managers are vital to our brand’s success and the overall health of the hospitality industry,” says Marina MacDonald, Chief Marketing Officer, Red Roof and the Forum’s organizer. “Red Roof has found that successful women thrive in the workplace when they have supportive spouses, support from senior leadership, mentoring, education, and training. We are proud to say these women are gaining strength in numbers through opportunities to own and manage hotels across the chain-scale segment.”

Currently, 20% of Red Roof franchise owners are women and 6 out of 12 Red Roof Franchise Operations executives are women. Within their corporate offices, 75% of Red Roof’s corporate office promotions within the last two years were women while 50% of honorees and winners of their internal Circle of Excellence Award were women. In addition, about 50% of Red Roof’s top 10 corporate properties are managed by women and 6 out of Red Roof’s top 7 performing PLUS+ locations are managed by women.

The number of women in managerial positions at Red Roof is ahead of the national average: for instance, women drive 85% of consumer spending in the U.S. and 75% of final travel decisions are made by women, however, for the travel industry as a whole in the U.S., 70% of employees are women but women hold less than 40% of all managerial positions and just 14% of hospitality and leisure companies are operated by female CEOs.

The obstacles women encounter in getting ahead in the travel industry are similar to those they face in broader industries. According to McKinsey , the three largest barriers are balancing family and work commitments, navigating workplace politics, and lack of development pathways.

The Red Roof Forum on Leadership for Women Entrepreneurs was developed to help women hospitality professionals tackle these issues as well as equip them with the fundamentals in driving top-line revenue, mentoring and growing employees. These women are highly proficient in the back office and operations; they know how to make a profit, but are eager to know more.

Red Roof shared tools to help women manage their hotel business more effectively and to rise in the ranks. They also counseled them on how to grow their business with acquisitions and investments. The company provided guidance on the marketplace challenges of increased competition, the growth of third party booking channels and the increased expectations of guests.

The Forum served as a platform for women to learn, grow and evolve. The brand plans to replicate the Forum next year. For more information on Red Roof franchise and career opportunities, visit www.redroof.com.

  1. Unleashing the Power of the Purse, Gallup, 2014
  2. International Perspectives on Women and Work in Hotels, Catering & Tourism, 2013
  3. Diversity Drives Diversity: From the Boardroom to the C-Suite, EY, 2013
  4. Women in the Workplace, McKinsey, 2016

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 500 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.

Coming Up In The February Online Hotel Business Review




Feature Focus
Social Media: Interacting with the Hotel Customer
Consider these astonishing numbers: 1.49 billion active monthly Facebook users. 1.1 billion active monthly YouTube users. 320 million active monthly Twitter users and nearly 400 million registered users on LinkedIn. 400 million active monthly Instagram users and 200 million active Google+ users. The power and reach of social media is an awesome force and it has transformed how hotels interact with their customers. In the past year, social media advertising spending increased 33.5% to nearly $24 billion dollars. Social networks are being utilized by hotels to reach more visitors, expand brand awareness, enhance brand reputation and to establish more direct and personal communication with their customers. Savvy hotel operators are adopting a comprehensive social media strategy, and there are several emerging trends to note. Video continues to be a powerful and influential element in social media marketing, with 70% of companies saying that it is their most effective marketing tool. Video generates a 62% higher engagement rate than photographs alone, and with new social sites like Meerkat and Periscope which offer live video streaming, those numbers will only increase. Sponsored content is another growing trend. Though advertorials have been around for decades, hotels are finding new ways to maximize the visibility of their content. Some are placing sponsored content on Facebook, or on influencer blogs. Another trend is the integration of a “Buy Now” button into social media websites. Customers will be able to make purchases without ever having to leave their favorite social sites. This development is a major convenience for customers and should also be an additional revenue source for hotels. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.