Red Roof Inn always wants to enhance the customer experience whenever it can.
Loyalty360 caught up with Red Roof CMO Marina MacDonald to find out the latest developments in the customer experience department.
What factors prompted the enhanced guest experience via room design?
Red Roof’s goal is to continually and consistently keep customers happy by gauging their needs and staying three to four steps ahead of them. That’s what we’ve tried to accomplish with our new brand extension, Red Roof PLUS+ and our new PLUS+ Premium rooms. We are anticipating the creature comforts travelers need at this price point, and providing it for them. After long workdays or hours of travel to reach their destination, business travelers want comfort above everything else and Red Roof’s PLUS+ Premium rooms are offering better ways for business travelers to rejuvenate and relax. Guests are being greeted with white plush, pillow top mattresses and Love Your Linens™ bedding with large extra pillows as well as spa-inspired bathrooms with multiple setting showerheads at Red Roof PLUS+ locations across the country. These upscale touches in Red Roof PLUS+ Premium rooms are making it even easier for business travelers to find comfort, peace and tranquility on the road while still on an economical budget.
Was customer feedback a factor and, if so, were focus groups/surveys conducted?
We don’t use focus groups and formal surveys, but our President does read our TripAdvisor reviews every day. We take them very seriously and incorporate the practical tips, suggestions and recommendations guests offer. It can be seen from the multiple electrical outlets in our rooms to our NextGen and PLUS+ renovations. Our customers are everything to us and we make sure they know that. We all pay attention to customer feedback.
What are your goals for the enhanced guest experience?
The Red Roof journey is all about growth with our base customers and Millennials. We’ll continue to listen to our guests and provide the enhanced upgrades we know will make their stays even more comfortable.
How do you define customer loyalty and has that definition changed in recent years?
We define loyalty by the guests who repeatedly book with us over years and months and recommend the brand to their friends and family as well as those who are willing to give us feedback.