Economy lodging brand Red Roof has adopted Sojern’s AI Concierge solution as part of an effort to enhance guest engagement, streamline operations and improve commercial performance across its portfolio.
The initiative is currently rolling out across many Red Roof properties, further expanding the partnership between the New Albany, Ohio-based franchisor and Sojern, which was recently acquired by RateGain. The rollout builds on Red Roof’s earlier adoption of Sojern’s Reputation Manager in 2024, part of the company’s broader Guest Experience Platform.
“By connecting marketing, operations and guest experience through an integrated, data-driven, AI-enhanced approach, we are empowering franchisees with scalable tools that support consistent, high-quality service,” Steve Woodward, vp of innovation, learning and development at Red Roof, said in a statement.
Sojern’s AI Concierge is designed to support the guest journey by automating routine interactions such as service requests, amenity inquiries and in-stay issue reporting. The solution reduces front desk workload while delivering fast, personalized responses at scale, according to the company.
Meanwhile, Reputation Manager—which has been deployed across more than 700 Red Roof hotels—is designed to enable real-time monitoring and response to guest feedback during and after the stay. During the fourth quarter of 2025, Red Roof reported a 6.6 percent improvement in internal quality metrics and a 3.1 percent increase in social scores, reflecting measurable gains in guest satisfaction and brand perception, according to the company.
The announcement of the expanded partnership coincides with the HEDNA Orlando 2026 Global Distribution Conference.