Chicago – 25 September 2017 –
Following comprehensive consumer research, Red Roof has launched The Red Collection, the first soft brand in the company’s 44-year history, with the opening of the first property, The St. Clair Hotel in Downtown Chicago. Red Roof’s research found that today’s upscale economy travellers are not looking for hotels that are identified as “trendy” or “hip”—which they equate with expensive and fleeting. Instead, travellers are looking for modern, accessible and affordable properties with enhanced amenities in the hearts of cities they love, prime locations near the things they love to do. The Red Collection is a portfolio of the upscale economy to midscale unique hotels that are hyper-local, drawing inspiration from the local vibe and culture of the city centres in which they are located.
Red Roof’s research found that the majority of guests in the upscale economy segment are willing to pay between an extra 10 and 50 dollars per stay for enhanced amenities and loyalty incentives. Additionally, the top three drivers of hotel consideration were affordable rates, proximity to local activities and attractions and free Wi-Fi. Consumers even cared more about those attributes than free breakfast. The Red Collection, and its first property, The St. Clair Hotel, is designed to meet those needs.
The Red Collection is also attractive to not only consumers but to franchisees as well. “The Red Collection gives existing and new franchisees an opportunity to diversify and invest in unique city hotels with the support of a strong, respected brand and management team,” says Phil Hugh, Chief Development Officer, Red Roof. “Our new soft brand provides alternative business opportunities and additional avenues of growth in high demand locations.”
Tentatively scheduled to open in 2018 at the corner of St. Clair and Ontario, The St. Clair Hotel is the first of many future properties in The Red Collection portfolio. On top of offering an authentic, hyper-local experience in Chicago, one of the most popular travel destinations in the United States according to Red Roof’s research, The St. Clair Hotel allows guests to stay in a modern hotel with décor and amenities they would expect from a major city hotel, but at an affordable rate. The vibe starts with a welcoming lobby, featuring plush high tops, outlets for multiple devices and network connectivity. Every room has silky, upgraded bedding, spa-inspired bathrooms with multi-flow showerheads and complimentary Seattle’s Best Coffee.