Interview: How Red Roof Turns Guest Loyalty into Long-Term Growth
Key Takeaways
1. Guest loyalty is built on trust and consistency.
Red Roof believes lasting guest loyalty comes from consistently delivering clean, comfortable accommodations, friendly service, and strong value. While loyalty programs help influence booking decisions, trust and a reliable guest experience remain the foundation of repeat business.
2. RediRewards reinforces value for today's travelers.
With more than 6 million members, RediRewards is designed around simple, meaningful benefits that support real travel needs. By prioritizing savings, recognition, and ease of use, the program helps strengthen guest retention and brand preference.
Red Roof works closely with franchise owners to uphold brand standards across its portfolio. Providing access to trusted suppliers, operational resources, and approved solutions helps create a consistent guest experience while supporting franchisee performance.
4. Avendra International helps enable franchise success.
As a preferred GPO partner, Avendra International supports Red Roof franchisees with procurement solutions, supplier programs, and cost-saving opportunities that help improve operational efficiency, maintain brand standards, and strengthen the overall guest experience.
With over 50 years in business, Red Roof continues to demonstrate the power of consistency, value, and guest trust. With more than 715 locations, Red Roof has become a leading force in the select-service economy lodging segment, building lasting customer loyalty through dependable, affordable stays and a loyalty program that serves 6 million members.
As a preferred GPO partner of Red Roof Inn for nearly four years, Avendra International is proud to support the brand's commitment to operational excellence, brand standards, and franchisee success. Edge Magazine sat down with President Zack Gharib to discuss how Red Roof is turning guest loyalty into long-term growth in an increasingly competitive hospitality landscape.
Red Roof has built a loyal following among value-conscious travelers. Beyond points and discounts, what do you believe drives guest loyalty today, and how are guest expectations evolving?
ZG: Loyalty always starts with trust. Guests come back because they know they’ll receive a clean, comfortable room, friendly service, and a fair price every time they stay with us. While rewards programs certainly matter, lasting loyalty is built through consistently delivering on the promises we make.
Loyalty is increasingly part of the value equation for travelers. Price, location, cleanliness, and a dependable stay still come first, especially in the economy segment, but a strong loyalty program can help tip the decision when guests are comparing options. Our guests are looking for value they can understand and use, not overly complicated perks, so our RediRewards loyalty program is designed around savings, relevant benefits, and recognition that support real travel needs.
At Red Roof, our focus has always been on delivering meaningful value rather than unnecessary extras. We continue to invest in our hotels, our technology, and the overall guest experience so our guests know they can count on us, regardless of where they’re traveling. When people trust your brand to consistently meet their needs, loyalty naturally follows.
Your most loyal guests know what to expect from a Red Roof stay. How do you maintain that consistency across a franchised portfolio, and what role do procurement relationships and category programs play in helping operators deliver on the brand promise?
ZG: Consistency is a mantra at Red Roof. It doesn’t happen by accident. It comes from strong partnerships and a shared commitment to our brand standards. Our franchise owners are passionate entrepreneurs, and our role is to provide them with the tools and resources they need to deliver the Red Roof experience consistently.
Procurement relationships are an important part of that equation. Trusted supplier partnerships enable owners to access quality products, competitive pricing, and brand standard approved solutions that support both operational efficiency and a consistent guest experience.
We help franchisees operate effectively and efficiently and encourage them to invest in their hotels, which ultimately provides guests with a more consistent, reliable experience. This drives both franchisee success and long-term guest loyalty.
As the industry continues to navigate labor pressures, rising operating costs, and shifting traveler expectations, which challenge do you believe will have the greatest impact on economy lodging, and how is Red Roof responding?
ZG: Rising operational costs are the biggest concern in this sector. Red Roof addresses this challenge with a common-sense approach to business. We deploy smart technology to make the operation of the hotel simpler and more efficient for the franchise owner. Our property management system, HotelKey, offers the hotel staff the right connectivity with online travel agencies, while our payment gateway, FreedomPay, creates seamless payment solutions for the guest, while saving our franchisees money. We are exploring insurance solutions to help the property owner operate more efficiently. Finally, we are driving revenue with smarter and more creative promotions. Our commercial initiatives focus on the inherent value of comfort, convenience and our RediRewards loyalty program.
Looking three to five years ahead, what will differentiate the most successful economy hotel brands, and how is Red Roof positioning itself to lead in that environment?
ZG: Over the next five years and beyond, what will truly differentiate Red Roof is our commitment to helping our franchise owners succeed. Exceptional guest experiences begin with exceptional hotel operations. That’s why we’re continually investing in the tools, technology, and operational support to help our owners run their businesses efficiently and profitably. We enable our operators to focus on what matters most — delivering consistent, welcoming experiences that earn the guests’ trust and loyalty.
In the years ahead, we will continue to strengthen the Red Roof brand by embracing innovation, listening closely to our owners and guests, and evolving with changing traveler expectations. Our investment in technology must provide cost-effective solutions to improve operational efficiency and customer experience. It must have a clear ROI. Our competitive advantage has always been the strength of our franchise community, and that will remain the advantage that differentiates Red Roof well into the future.
Explore more client success stories in the Fall/Winter 2026-27 edition of Edge Magazine – North America. Download your copy here.
HOW RED ROOF TURNS GUEST LOYALTY INTO LONG-TERM GROWTH
FAQs
How does Avendra International support Red Roof's franchise network?
Avendra International helps Red Roof franchisees access procurement expertise, supplier partnerships, and cost-saving programs that support operational efficiency, brand consistency, and profitability while helping operators deliver a dependable guest experience.
How does Red Roof maintain consistency across its franchised hotels?
Red Roof supports franchise owners through brand standards, operational guidance, technology investments, and trusted supplier relationships. Together, these resources help ensure a reliable and consistent experience for guests across the portfolio.
What drives guest loyalty at Red Roof?
Guest loyalty is driven by trust, value, and consistency. Red Roof focuses on delivering dependable stays, competitive pricing, and a positive guest experience, while its RediRewards program provides additional incentives that encourage repeat visits.
