Red Roof Adds an Economy Extended Stay Brand to Its Portfolio
Skift Take
If it's an economy/midscale or extended stay brand, expect hotel companies to keep launching them until eternity at this point.
Capitalizing on the popularity of extended stay brands with midscale hotel chains, Columbus, Ohio-based Red Roof is adding to its portfolio HomeTowne Studios by Red Roof, and in some instances, HomeTowne Suites by Red Roof.
If HomeTowne sounds familiar, that's because it's an existing extended stay brand that is owned by an investor group that's led by Red Roof's owner, Westmont Hospitality Group.
To launch the new sub-brand HomeTowne Studios by Red Roof, the company plans to initially spend more than $50 million to convert more than 30 existing hotel properties in 20 markets, compiling nearly 4,000 rooms, some of which are hotels that are owned by Westmont and other investors. This is Red Roof's first foray into extended stay.
"There are a few HomeTowne hotels that currently exist, but they're in the Westmont Hospitality family," Red Roof President Andrew Alexander told Skift. "But now they are getting the Red Roof branding and the HomeTowne brand is now
