Following comprehensive consumer research, Red Roof has launched The Red Collection, the first soft brand in the company’s 44-year history, with the opening of the first property, The St. Clair Hotel in Downtown Chicago. Red Roof’s research found that today’s upscale economy travelers are not looking for hotels that are identified as “trendy” or “hip”which they equate with expensive and fleeting. Instead travelers are looking for modern, accessible and affordable properties with enhanced amenities in the hearts of cities they love, prime locations near the things they love to do. The Red Collection is a portfolio of upscale economy to midscale unique hotels that are hyper-local, drawing inspiration from the local vibe and culture of the city centers in which they are located.
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