ONE BRAND. ONE FOCUS. ®

Transcription

ONE BRAND. ONE FOCUS.
®
AND NOW MORE WOW.
INTRODUCTION
CHECK OUT RED ROOF AND PREPARE TO BE WOWED.
It all began in 1973 when builder, contractor and future Indianapolis 500 winning race team owner James R. Trueman opened the first
Red Roof Inn in Columbus, Ohio, charging guests a staggeringly affordable $8.50 a night. And over the last 40-plus years we’ve maintained our
devotion to one singular brand rather than building a collection of competing entities. Which means our guests, as well as our franchisees, get our full
attention. We firmly believe every Red Roof Inn defines what makes a value a value while proving economy and quality can exist on the same property.
And now we’ve introduced Red Roof PLUS+®. A brand extension that’s the perfect fit for properties looking to revive their hotel at a reasonable
cost while positioning themselves for optimal return. PLUS+ is designed for guests seeking more value and an enhanced experience, but engineered
for economy segment efficiency. So, we invite you to take a closer look at the brand that’s serious about giving guests and hoteliers the experience
they’ve been dreaming of.
ONE BRAND. ONE FOCUS.® AND NOW MORE WOW.
ABOUT RED ROOF INN
OVER 400 LOCATIONS. ONE VISION.
furnishings, spa-inspired baths and additional
success of our one brand. Our “One Brand.
also means brand decisions are made with the
what we can tell, our guests are not only loyal,
outlets, guests’ reactions have been over-
One Focus®” philosophy means our top priority
success of each property in mind. And it’s an
they’re also mighty happy.
whelmingly positive. The NextGen package
is every hotel, every franchisee, every day. Our
added bonus that our Regional Vice Presidents
relationship with our franchisees is based
of Operations are all experienced GMs who
GUEST SATISFACTION
on fairness, honesty and open communications.
understand the ins and outs of running a hotel.
According to Review Metrix Satisfaction Index,
We’re working together and understand
where you’re coming from – after all, we own
BRAND POSITIONING
and operate hotels ourselves. This means
Red Roof earned the highest customer
wall, lounge area and more.
The promise of a clean, comfortable and
budget hotels for five consecutive years. Based
If you’re considering rebranding, renewing and
we’re focused on the same outcomes as our
affordable place to stay is what’s led to Red
on more than 350,000 online reviews, guests
relaunching your current property, Red Roof
franchisees, and we actively solicit and value
Roof’s position at the top of the budget lodging
ranked our rooms, service and overall value
is the perfect solution for repositioning your
their opinions. The Franchise Advisory Council
segment, appealing to both leisure and business
higher than other economy hotels including
hotel for the upper economy market. Whether
meets regularly with each member serving as
value-conscious travelers. In fact, we’re talking
Microtel, Comfort and Super 8. In addition,
you’re converting an interior or exterior corridor
the brand liaison between the franchisees in his
4.9 million stays per year with 1.72 average
we came in at #1 in USA Today Travel’s
property, raising our flag will upgrade your
or her area and the Red Roof Franchising
nights per stay. Meanwhile, redroof.com gets
10 Best Budget Hotels. The newspaper’s
location’s image. Our NextGen prototype design
readers had four weeks to vote online, and
elements are flexible to fit virtually any product
Red Roof topped the list beating out Candlewood,
considering renovation or conversion upgrades.
America’s Best Value and Hampton Inn.
Giving converting properties an updated
BR
#1 in USA Today Travel’s
10 Best Budget Hotels
Readers’ Choice Awards 2014
Rated among the leaders
in guest satisfaction in 2014
by J.D. Power and Associates*
#1 among economy hotels
in online reviews for
five years in a row**
*Source: J.D. Power 2014 North America Hotel Guest Satisfaction Index StudySM
**Review Metrix, 2010 – 2014
image, a level of standard that exceeds guests’
expectations and competitive offerings that
So, how do you make your guests happier
could potentially lead to increased ADRs and
when they already say you’re the best? Well,
overall improved performance. Plus we work
for many of our franchisees it has meant
with each individual franchisee to develop a
renovating to our NextGen® design. From the
Property Improvement Plan that works for that
wood-like flooring, flat screen TVs and high-
particular hotel.
end bedding to the contemporary home-like
G ET H O TEL
RED ROOF INN
abundance of natural light, a decorative stone
CHANGING FLAGS
INNOVATIVE DESIGN
UD
also extends to the lobby and features an
satisfaction score in online reviews among all
►► Click here to visit a gallery
of our repositioned properties.
TB
BE
over 13 million online visitors a year. And from
ND
– Paul Patel,
Red Roof Inns
Franchisee
executive team. Our owner-operator perspective
A
“Red Roof is the best
repositioning opportunity
out there.”
At Red Roof we’re completely focused on the
S
CULTURE & FOCUS
BRAND SUPPORT
WANTED: ENTREPRENEURS LOOKING TO GROW.
OUR BRAND SUPPORTS YOUR SUCCESS.
SUPPORT OVERVIEW
“Since renovating to NextGen®,
my guests claim I’m running
an economy hotel trapped
in the body of an upper
mid-scale product.”
–Anish Prakash,
Red Roof Inns Franchisee
Our Regional Vice Presidents of Operations are
not only among the most knowledgeable in
the industry, they are also readily available to
share advice and best practices. In fact, our
franchisees rate our RVPOs superior to others
they’ve worked with. Our revenue management
is dedicated to franchise performance by helping
SALES SUPPORT
Red Roof has its own national sales team, driving
revenue to you through business-to-business
marketing efforts. In other words, we work
diligently to contact corporations, tour operators,
travel agencies and government associations
regional sales personnel per property of any
team is here to assist you in any way possible.
national brand. And we get results – our Volume
And that includes offering expert guidance
Plan Plus® and sales accounts represent over
on media proposals, recommendations and
29 percent of our system revenue.
execution. Best of all, these services don’t
E-MARKETING
cost our franchisees a single cent. Plus prior to
the opening of your new or converted property,
With click-through ads appearing everywhere
we’ll provide you with an easy to follow Grand
to maximize revenue, analyze pricing strategies,
on your behalf. Springfield, OH franchisee Ajay
from CNN to Facebook, our online presence
Opening plan, as well as support your launch
implement quality/service initiatives and execute
Patel testifies, “The national accounts Red Roof
keeps Red Roof on guests’ minds.
with press releases, mentions in newsletters
operational and marketing programs. What’s
delivered day one was like having a built-in
• Digital media generates over
and emails, sales support, announcements on
more, Red Roof’s brand contribution is one of the
account base that I didn’t have to work to get.”
highest in its category at a whopping 63 percent.
At 1:16, we have the highest ratio of national/
600 million impressions
redroof.com and in social media.
• ROI on digital media is an
incredible 14:1.
• Over 35 million emails are sent per
year in system-wide and propertyspecific campaigns
LOYALTY
With over a million truly loyal members,
RediCard® is one of the top-rated loyalty programs in the economy segment. But beyond
• Red Roof mobile app allows guests to
rewarding our guests, the program accounts
book a room via their smart phone
for 24.5 percent of overall system revenues
LOCAL MARKETING SUPPORT
• PLATINUM, GOLD, SILVER & BRONZE
PUBLIC RELATIONS
2014 ReviewMetrixTM
Customer Satisfaction Index:
• HIGHEST CUSTOMER
SATISFACTION SCORE
• GOLD: 2014 INTERACTIVE ADVERTISING
BUREAU (IAB) MIXX AWARDS
• GOLD: 2014 MOBILE MARKETING
• GOLD: MEDIAPOST’S 2014
OMMA AWARDS
• GOLD: 2014 US SEARCH AWARDS
• GOLD: DIGIDAY SAMMY/MOBI AWARDS
and almost 18 percent of all property direct
business. And as high as those numbers are,
With property-specific design services for flyers,
our franchise program participation fee is the
rack cards, outdoor and transit advertising and
lowest in the industry at just 4.0 percent.
other local promotional needs, our marketing
• BEST IN SHOW
Digital Marketing Awards:
• Conversions and ADRs are higher
through e-commerce
►► Click here to see Anish's interview.
Red Roof consistently
receives industry recognition:
2014 HSMAI Adrian Awards
PERFORMANCE
RED ROOF BY THE NUMBERS.
Red Roof consistently has one of the highest RevPARs of any hotel in the economy market*.
120%
120.0%
Our 63% Brand Contribution is tops in the economy segment.*
37%
118.0%
PROPERTY DIRECT
116.0%
“At Red Roof we
continually listen to our
customers in order to
evolve the brand.”
63%
OVERALL BRAND
–Andrew Alexander
President
Red Roof Inn
CONTRIBUTION*
114.0%
112.0%
110.0%
Q1 2012
Q2 2012
Q3 2012 Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Q1 2014
Q2 2014 Q3 2014 Q4 2014
*Quarterly RevPAR Economy Tract Index for Red Roof locations open and operating for at least 2 years and for all of 2014, Smith Travel Research. 328 properties.
83.0
81.0
79.0
77.0
75.0
73.0
71.0
69.0
67.0
65.0
80.5 79.9
Re
dR
oof
Inn
CUSTOMER SATISFACTION INDEX (CSI)
For the 5th year in a row Red Roof has earned the #1 position for consumer satisfaction.
s
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Data: Based on Review Matrix data, Jan-Dec 2014 ®Market Matrix. All rights reserved
*The Brand Contribution is the percentage of room revenue generated for the Properties, the reservations for which were generated by the Red Roof Inn website, the Red Roof call center,
group booking, National Sales, Global Distribution System (“GDS”), third party websites and reservations by RediCard members booked directly with the Properties. This is calculated by
dividing the total room revenue generated by the channels referenced above for the Properties by the total room revenue generated by all occupied rooms at the Properties
Red Roof offers competitive systemwide performance.
$58.28
ADR*
77.4
e
Sup
75.2
e
r8
Ec
odg
no oL
(INDEX 108.4%)**
74.3
n
y In
a
ew
Rod
74.0
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73.7
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72.3
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eri
71.9
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Val
63.3%
$36.84
(INDEX 109.2%)**
(INDEX 118.36%)**
OCCUPANCY*
REVPAR*
*Reflects average performance for all Red Roof Inn locations open and operating for at least two (2) years and for the entire period of January 1, 2014 through December 31,2014; total 328 inns.
In addition, there were 68 Red Roof Inns which were not open throughout the entire year or were not in operation at least two (2) years.
** Smith Travel Research, 2014
69.3
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67.8
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IT ALL ADDS UP
Our dedicated reservations and customer service center (800.Red.Roof) has one of the highest
conversion rates in the industry – 48.8 percent in 2014. What’s more, in a franchisee survey
conducted in 2013, 84.6 percent of our franchisees said they’d recommend Red Roof to other
potential franchisees. You’d be hard pressed to find better stats than Red Roof’s.
RED ROOF PLUS+
®
RED ROOF PLUS+ EQUALS EVEN MORE WOW.
®
►► Click here to learn more
about Red Roof PLUS+.
72.4%
$71.17
$51.56
(INDEX 113.3%)**
(INDEX 113.9%)**
(INDEX 129.0%)**
OCCUPANCY*
ADR*
REVPAR*
We basically turned the economy hotel market on its roof with the introduction of Red Roof PLUS+. Designed for
guests seeking a more upscale experience at a value price, PLUS+ includes all of the NextGen upgrades from
rooms to the lobby. For more discerning guests, Premium Rooms offer upgraded services and extra amenities. In
addition, all properties are smoke-free, have Red Roof PLUS+ signage, entrance canopy, enhanced landscaping and
designation boasting their upgraded status. As a PLUS+ property you’ll also receive enhanced customer service
training, upgraded uniforms and NextLine™ – our designated customer resolution toll-free number. So, if you’re
looking to boost your numbers by giving your guests the experience and value they’re seeking, now’s the time to
look into Red Roof and Red Roof PLUS+.
TO GET THE BALL ROLLING VISIT REDROOFFRANCHISING.COM OR CALL 888.473.8861.
*Reflects the Average Occupancy Rate, Average Daily Room Rate and RevPAR for Red Roof Affiliate Managed and Affiliate Owned hotels that have implemented the NextGen renovations standards. These locations (30 properties)
were open and operating for at least two (2) full years, started renovations in 2011 or later and have completed renovations for the entire period of January 1, 2014 through December 31, 2014.
**Smith Travel Research, 2014
Red Roof Inns, Inc.
The Red Roof Building
605 South Front Street
Columbus, Ohio 43215
redrooffranchising.com
888.473.8861
Red Roof Inns, Inc.
The Red Roof Building
605 South Front Street
Columbus, Ohio 43215
redrooffranchising.com
888.473.8861
This is not an offering. No offer or sale of a franchise will be made except by a Franchise Disclosure Document first filed and registered with the applicable authorities. For New York: An offering can only be made by a prospectus filed
first with the Department of Law for the State of New York. Such filing does not constitute approval by the Department of Law. For Minnesota: #F-5824. Red Roof Franchising, LLC, 605 South Front Street, Columbus, Ohio 43215.
© 2015 Red Roof Inns
PERFORMANCE
CLOSE WINDOW
120%
120.0%
120.0%
118.0%
37%
118.0%
116.0%
114.0%
PROPERTY DIRECT
110.0%
Q1 2012
Q2 2012
114.0%
Q3 2012 Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Q1 2014
Q2 2014 Q3 2014 Q4 2014
112.0%
For the 5th year
in a row Red Roof has earned the #1 position for consumer satisfaction.
63%
OVERALL BRAND
–Andrew Alexander
President
Red Roof Inn
83.0
81.0
79.0
*
*
77.0
(INDEX 109.2%)**
(INDEX 118.36%)**
(INDEX 108.4%)**
75.0
73.0
71.0
69.0 *Quarterly RevPAR Economy Tract Index for Red Roof locations open and operating for at least 2 years and for all of 2014, Smith Travel Research. 328 properties.
67.0
65.0
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80.5 110.0%
79.9
78.9
$58.28
ADR
77.4
Q2 201274.3
75.2
Q1 2012
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“At Red Roof we
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120%
CONTRIBUTION*
116.0%
112.0%
Q
er
Sup
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con
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ay
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od
Q3 2012 Q4 2012
74.0
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73.7
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72.3
Q1 2013
71.9
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Q2 2013
Q3 2013
Q4 2013
63.3%
OCCUPANCY*
Q1 2014
$36.84
REVPAR
Q2 2014 Q3 2014 Q4 2014
IT ALL ADDS UP
PERFORMANCE
CLOSE WINDOW
83.0 has one of the highest RevPARs of any hotel in the economy market*.
Red Roof consistently
81.0
120%
120.0%
79.0
118.0%
77.0
116.0%
75.0
114.0%
73.0
112.0%
71.0
110.0%
2012
Q3 2012 Q4 2012
Q1 2013 Q2 2013 Q3 2013
Q4 2013
Q1 2014
Q2 2014 Q3 2014 Q4 2014
Q1 2012 Q2
69.0
67.0
65.0
For the 5th year
in a row Red Roof has earned the #1 position for consumer satisfaction.
80.5 79.9
78.9
77.4
75.2
37%
PROPERTY DIRECT
74.3
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80.5 79.9
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–Andrew Alexander
President
Red Roof Inn
CONTRIBUTION*
73.7
72.3
71.9
69.3
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$36.84
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IT ALL ADDS UP
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OVERALL BRAND
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74.0
“At Red Roof we
83.0
81.0
79.0
77.0
75.0
73.0
71.0
69.0 Data: Based on Review Matrix data, Jan-Dec 2014 ®Market Matrix. All rights reserved
67.0
65.0
✖
67.8
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Inn
PERFORMANCE
CLOSE WINDOW ✖
120%
120.0%
37%
118.0%
116.0%
PROPERTY DIRECT
114.0%
112.0%
110.0%
Q1 2012
Q2 2012
Q3 2012 Q4 2012
Q1 2013
Q2 2013
Q3 2013
Q4 2013
Q1 2014
Q2 2014 Q3 2014 Q4 2014
83.0
81.0
79.0
77.0
75.0
73.0
71.0
69.0
67.0
65.0
80.5 79.9
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78.9
37%
PROPERTY DIRECT
63%
OVERALL BRAND
63%
OVERALL BRAND
–Andrew Alexander
President
Red Roof Inn
CONTRIBUTION*
CONTRIBUTION*
$58.28
ADR*
77.4
“At Red Roof we
(INDEX 108.4%)**
63.3%
$36.84
(INDEX 109.2%)**
(INDEX 118.36%)**
OCCUPANCY*
REVPAR*
75.2 *The74.3
Brand Contribution is the percentage of room revenue generated for the Properties, the reservations for which were generated by the Red Roof Inn website, the Red Roof call center,
73.7 Global Distribution System (“GDS”), third party websites and reservations by RediCard members booked directly with the Properties. This is calculated by
group booking,74.0
National Sales,
72.3 by the71.9channels referenced above for the Properties by the total room revenue generated by all occupied rooms at the Properties
dividing the total room revenue generated
69.3
IT ALL ADDS UP
67.8
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PERFORMANCE
✖
CLOSE WINDOW
120%
Red Roof offers competitive
systemwide performance.
120.0%
37%
118.0%
$58.28
116.0%
114.0%
112.0%
110.0%
Q1 2012
Q2 2012
Q3 2012 Q4 2012
Q1 2013
Q2 2013
ADR*
Q3 2013
Q4 2013
63.3%
Q1 2014
Q2 2014 (INDEX 108.4%)**
Q3 2014 Q4 2014
Ro
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Re
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Inn
tr el
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REVPAR
*
(INDEX 118.36%)**
*
*
80.5 79.9
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&
$36.84
–Andrew Alexander
President
Red Roof Inn
(INDEX 109.2%)**
63%
OVERALL BRAND
CONTRIBUTION*
OCCUPANCY*
83.0
81.0
79.0
77.0
75.0
73.0
71.0
69.0
67.0
65.0
PROPERTY DIRECT
“At Red Roof we
78.9
ity
ual
Inn
Q
$58.28
ADR
77.4
75.2
74.3
dge
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Sup
(INDEX 108.4%)**
Ec
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74.0
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73.7
72.3
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71.9
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Joh
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Inn
63.3%
$36.84
(INDEX 109.2%)**
(INDEX 118.36%)**
OCCUPANCY*
REVPAR
69.3
6
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67.8
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IT ALL ADDS UP

ONE BRAND. ONE FOCUS. ®

Transcription

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