Red Roof Wins HSMAI Bronze Adrian Award for Successful Public Relations Campaign to Launch the New Hometowne Studios Protoype
Annual Adrian Award Winners Will Be Celebrated at An In-Person Event on Wednesday, March 30, 2022
Red Roof has received the Bronze Adrian Award from The Hospitality Sales & Marketing Association International (HSMAI) in the indusrty's largest and most prestigious global travel marketing competition. The award was in New Opening / Launch Category and based on the successful PR Campaign that Red Roof created and rolled out to launch its new HomeTowne Studios by Red Roof prototype
Red Roof has defined the new HomeTowne Studios by Red Roof prototype as the "future of franchising" and the campaign spotlighted this new product, as well as the brand, to broaden awareness and capture valuable placements in esteemed industry publications. A year-over-year increase of 436.91% in the overall Google search volume of "HomeTowne Studios by Red Roof" was the result, garnering significant interest from potential franchisees and increasing the 2022 pipeline.
After acquiring and redesigning the HomeTowne Studios brand in 2018, Red Roof identified ways that they could continue to improve and evolve the model to stay at the forefront of the industry push into a rapidly growing Extended Stay market. Some key takeaways identified were: A need for more storage space; a balance of open and closed storage; an increase of in-room seating; and finding opportunities to improve useable square footage for guests. In addition to improving the individual guest experience, Red Roof looked for ways to improve the model for franchisees by making changes to reduce the overall cost to the franchisee. Examples include placing the laundry room directly behind the lobby to enable the front desk clerk to double up and do laundry when not tending to guests; removing some of the harder-to-reach cabinetry to make guest rooms easier to clean thus reducing the housekeeper's average cleaning time-per-room; and leveraging the increasing popularity of the extended stay market.
"At Red Roof, we believe what sets us apart is our willingness to obsessively listen to our customers - whether that be a family who recently stayed at one of our 670+ locations, or a franchisee about to enter the exciting world of lodging and hospitality," said George Limbert, president, Red Roof said. "As a result of our PR push, we were able to secure placements in all of the major industry publications and garner significant interest from potential franchisees, increasing our 2022 pipeline."
"The HSMAI Adrian Awards recognize important work done by the industry to empower recovery in 2021," said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. "Hospitality and tourism professionals continued to face evolving challenges that required innovation and ingenuity. HSMAI is proud to recognize the extraordinary efforts of hospitality sales, marketing, and revenue optimization leaders with Adrian Awards. By recognizing incredible work, we will share the best practices that will continue to drive recovery. "
Red Roof will be honored during the HSMAI Adrian Awards celebration on March 30, 2022, at The Boca Raton in Boca Raton, FL, recognizing best practices, innovation, and community. Annually attended by nearly leading hospitality, travel, and tourism marketing executives, this celebration is a must-attend industry event. The Adrian Awards virtual celebration honors award-winning work and the people behind it with Lifetime Achievement Awards, HSMAI Top 25 Extraordinary Minds in Hospitality Sales, Marketing, and Revenue Optimization Awards, and more.
Winning entries will be viewable in the winners' gallery on the Adrian Awards website following the March 30 Celebration. Visit www.AdrianAwards.com for more information on the event and competition and to view the Adrian Awards Winners' Gallery.
About Red Roof
Red Roof is an award-winning leader in the lodging industry, recognized for creating the innovative Upscale Economy® segment serving millions of guests each year. Known for obsessively listening to consumers, Red Roof offers travelers a consistently high-quality experience at an affordable price. With coast-to-coast locations, Red Roof has over 60,000 rooms in more than 675 properties in the U.S. and has expanded internationally to Brazil and Japan. Whether business or leisure, short trips or extended stays, in the hearts of cities or on the road, Red Roof has a property for every traveler, delivering an enhanced experience at a value price. Red Roof is pet-friendly, as one well-behaved pet is welcome per room, nationwide, at no additional cost*. Ranging from economy to midscale, the Red Roof portfolio of brands includes: Red Roof Inn® and Red Roof PLUS+®, allowing guests to Sleep Easy. Spend Less.® with enhanced amenities at a value price; HomeTowne Studios by Red Roof®, offering guests A Brand New Way to Extended Stay®; and The Red Collection®, a hyper-local soft brand in the Hearts of Cities You Love™. Red Roof offers franchisees Genuine Relationships. Real Results.® - a unique owner-operator experience establishing common ground with franchisees. To join the Red Roof industry-leading loyalty program, RediRewards®, or for reservations, visit redroof.com, call 800.RED.ROOF, or download Red Roof's free app that is available for both iOS and Android devices. *Pet accommodations policy may vary at some locations. To verify a hotel's pet policy, please review hotel information online at redroof.com or by contacting the hotel directly.
