A new study from Research+Data Insights found that Wi-Fi is more important to consumers than a hotel's location, parking, and even complimentary breakfast. As a result, Red Roof Inn is its Wi-Fi service to new levels at its more than 470 hotels across the country.
Increased Wi-Fi speeds will allow guests to stream their favorite movies, video games, and music when staying at a Red Roof property.
“Fast. Free. Verified. That’s our goal for Red Roof Wi-Fi across the country,” said Andrew Alexander, President, Red Roof. “We have listened to our guests and have responded to their immediate needs when choosing where to stay. Whether it’s a business traveler who needs Wi-Fi to stay connected on the road or a millennial who wants to stream music or play video games, high speed Wi-Fi is integral to today’s traveler no matter who they are.”
Red Roof’s Verified Wi-Fi initiative is starting now in a test phase. Red Roof has already upgraded at some properties and will start communicating that to travelers with advertising on properties that have billboards with the “Verified Wi-Fi” logo touting “Fast + Free.”
According to the study, 80% of economy travelers have a more favorable opinion of a hotel offering complimentary W-iFi with guaranteed speeds. Red Roof intends to offer those guaranteed speeds at all properties in its portfolio.
“Red Roof is investing in upgraded systems,” said Red Roof Inn CMO Marina MacDonald. “And we expect a return on investment: More satisfied customers who will have unlimited streaming options as well as increased bookings and additional RediCard memberships, ultimately, enhancing our reputation as an upscale economy brand.”
The Research+Data Insights survey also found that millennials are twice as likely than other age to stream video or music and play online games using hotel Wi-Fi. As a result, Red Roof is encouraging travelers to visit their Fast. Free. Verified.
Red Roof has seen significant growth both domestically and internationally with two new properties in Brazil within the last year, and most recently another in Osaka, Japan. There are now 40 PLUS+ properties in the U.S. with a total of 50 expected by the end of the year. Red Roof expects to end 2016 with 500 properties in its portfolio.
With coast-to-coast locations, Red Roof is also expanding internationally to Brazil, Canada, Thailand and Japan. The primary goal at Red Roof is to provide customers a savings without sacrificing comfort.