With an increasing demand for extended stays in the United States, the Red Roof group, which specializes in the economy segment, is launching a new brand to meet this demand.
After investing more than $50 million in the HomeTowne Studios by Red Roof brand, the U.S. group will offer locations with free high-speed Wi-Fi access, HD flat-screen TVs with HBO cable, on-site laundry and free telephone service.
Two customers segments are targeted through this creation: local residents who represent the majority of consumers of extended stays in USA; this one offering an alternative to rents and various other bills (water, electricity, parking fees...). Also targeted are people with project-related jobs requiring high mobility - such as construction and healthcare.
"The extended stay category continues to grow as consumer preferences continue to evolve," says Andrew Alexander, President, Red Roof. "The launch of HomeTowne Studios by Red Roof is a natural progression, and key milestone, as we extend our portfolio for a range of guests, leveraging our solid industry reputation for knowing what guests want and fulfilling those needs with a full fleet of offerings, now including extended stay."