UNCASVILLE, Conn. — At Red Roof’s annual conference, held this year at Mohegan Sun, the company’s new president Zack Gharib outlined a blueprint for growth, with new prototypes and partnerships. The company, which turned 50 last year, recently opened its 700th property.
New Prototype
One of the biggest announcements was for a new prototype for Red Roof hotels, prioritizing new-build properties and high-demand products across the country and in new locations—designed to drive economies and efficiencies for franchisees
Gharib called the new Red Roof prototype “a visible commitment to the elevated guest experience.” The new-build prototype is designed as an 80-room, three- or four-story property with interior corridors that is scalable. The new design has a lower cost to develop and aims to streamline workflow.
This new prototype joins the recently updated new-build prototype for Red Roof’s extended-stay brand, HomeTowne Studios by Red Roof and dual-branded Red Roof and HomeTowne Studios hotels, which are growing in popularity with developers and guests. “The new Red Roof prototype is a smart investment for any franchisee looking to grow their portfolio. It is cost-effective and operationally efficient. And most importantly, it is designed to satisfy our guests,” Gharib said.
New Partnerships
The company formed new and enhanced existing programs with partners to improve communication with guests, provide the company with greater insights and use artificial intelligence to analyze data and patterns.
One of these new partnerships is with guest-experience platform Sojern, which will provide Red Roof with traveler insights and the ability to communicate with guests. The partnership aims to help the company and franchisees improve both growth and profitability.
The company also celebrated the integration of the HotelKey property management system and outlined new applications for HotelKey in other aspects of the business, starting with PaymentKey. PaymentKey streamlines transactions and operations, helping hotel operators improve business results.
New Leadership
Speaking to more than 1,000 franchisees, team members and partners for the first time since taking on the leadership role in April, Gharib introduced himself to Red Roof’s community and laid out a path forward for the Ohio-based brand. Sharing the story of his childhood in Lebanon and his time with White Lodging, he emphasized that, like many people in the room, he had worked his way up the ladder. “I think you probably can relate to my story,” he told the attendees. “You know why? Because I can relate to yours.”
Gharib introduced Red Roof’s new chief financial officer, Tara Henderson. A veteran of the United States Navy and an executive with more than 20 years’ experience in finance, operations and logistics with large and complex organizations.
Gharib also introduced new General Counsel Gerrod Bede, an attorney proficient in complex franchise and business law. He held a similar role with a company that manages multiple franchise portfolios.
In his remarks, Gharib underscored the work Red Roof is doing to build a future-proofed, profitable business for hotel owners and operators. He urged all attendees to implement the plans and learnings from the conference to deepen their investment and broaden engagement to drive brand consistency for continued growth and success.