Hollywood, Fla. – October 05, 2026 -- Red Roof outlined a multi-brand growth strategy at its Ignite conference this week, centered on a redesigned Red Roof PLUS+ experience, a next-generation RediRewards loyalty program and an AI-native digital platform, President Zack Gharib told more than 1,000 attendees.
Red Roof PLUS+ gains hot breakfast, interior corridors and upgraded guest rooms
Planned enhancements for the midscale PLUS+ tier include hot breakfast in upgraded breakfast areas, enhanced bathroom lighting and terry, interior-corridor design, lobby marketplaces, and optional fitness facilities and pools depending on location. The changes aim to give the segment a more consistent, recognizable identity and strengthen property performance for owners.
Brandwide LED lighting mandate hits every Red Roof property
Under a new initiative called Red Roof Lightscape, all Red Roof properties must upgrade to commercial-grade, high-efficiency LED lighting across parking lots and pedestrian walkways, with some locations receiving architectural-specific enhancements.
RediRewards, now at 6 million members, adds tiers and business-traveler perks
The loyalty program's next generation, built on Red Roof's technology partnership with HotelKey, will introduce tiers that better recognize top-value guests, more flexible redemption options, dynamic points promotions, enhanced account security and new benefits for business travelers.
Red Roof PLUS+ opens at Vancouver Airport, signaling Canadian expansion push
Gharib said the Vancouver Airport opening marks a broader international expansion opportunity, and the company has established dedicated development resources to support future growth in Canada. Red Roof also continues expanding its HomeTowne Studios extended-stay brand, maintaining a four-brand portfolio: Red Roof Inn, Red Roof PLUS+, HomeTowne Studios by Red Roof and The Red Collection.
App-generated revenue climbs 44% as Milestone partnership builds AI search platform
Red Roof is developing an AI-native digital platform with partner Milestone designed to improve discovery across traditional and AI-powered search, personalize guest journeys and increase direct bookings. App-generated revenue grew 44% year-over-year, and AI is being deployed in marketing optimization, traveler insights, customer-service translation and hotel-team training, with AI concierge tools in development.
Company reaffirms anti-trafficking integration through AMBER Alerts in HotelKey
Red Roof reaffirmed ongoing efforts to combat human trafficking and support missing-child recovery, including integrating AMBER Alerts into HotelKey systems and its leadership role in the American Hotel & Lodging Association's "No Room for Trafficking" initiative. Gharib closed by emphasizing support for franchise owners to "compete and grow intentionally and profitably."