Red Roof Outsources Tech Stack to HotelKey to Help Combat Labor Shortage

When George Limbert began as president of Red Roof, he met with franchise operators of the hotel brand to better understand what was going well — and what was not. 

He became interim president of the Ohio-based company in late 2020 and took the role fully in August 2021. During that time, of course, the industry was struggling. 

The Red Roof portfolio includes 682 hotels across four brands. More than 100 of those are operated by two franchises affiliated with the corporate Red Roof company. The rest are operated by independent franchise owners. 

One of the top issues was the lack of hospitality workers in the current labor shortage. Franchises needed to reduce their dependence on workers, and technology is a big piece to solving that puzzle. 

“Innovating to help with the labor shortage is an imperative for us from a brand level,” Limbert said. 

That’s why Red Roof on Friday night announced that it is partnering with Texas-based HotelKey as the official property management system for the company. 

All Red Roof franchise owners are required to use the official corporate tech system, which historically had been developed, hosted and supported in-house. It had been clear that Red Roof wa