Hotel Online  Special Report

New Coffee Concept, Upgraded Guest Room Bedding
Part of the Red Roof Inn Brand Initiatives


CARROLLTON, Texas - Feb. 18, 2005 -- Rededicated to introducing new and different ways to provide exceptional value to business travelers, Red Roof Inn today announced plans to test a new coffee concept, upgrade guest room bedding to enhance sleep comfort and provide a guest satisfaction guarantee. The new initiatives are part of a continued effort, which includes redesigned, modern guestrooms and value-added amenities offered in cooperation with strong business partners such as Delta SkyMiles and WI-FI service through T-Mobile Hot Spot.

New Whole-Bean Grind and Brew On-Demand Coffee Service Tested

Brewing up the aroma, sights and sounds of a neighborhood coffeehouse, Red Roof Inn is testing a fresh coffee experience in its redesigned lobbies. Surrounded by the essence of fresh ground coffee from the moment the front doors open, Red Roof Inn guests will find an innovative single cup brewing machine that grinds whole bean coffee and brews a fresh cup in just seconds.

"Coffee is the fastest growing beverage segment in the U.S. and coffee drinkers have developed very specifically defined preferences," said Joe Wheeling, chief operating officer for Red Roof Inn. "We recognize that customers are asking for quality products. Adding a premium coffee service not found in the economy hotel segment will provide a significant point of differentiation that improves guest satisfaction and customer loyalty."

The new coffee concept offers guests an individualized experience through the selection of 100% Arabica whole bean coffees. Selections being tested include a medium roast; a fuller body, darker roast and a 100% naturally decaffeinated bean. Guests will also find a selection of flavored creamers, sugar and sugar substitute to fit their individual tastes. Installation of the new coffee service is anticipated to rollout upon completion of the test phase and projected to be completed in all company-owned Red Roof Inns by the end of 2005.

Bedding Upgraded with Contemporary Linens and Pillow-Top Sleep Comfort

Redefining sleep comfort for the economy hotel customer, Red Roof Inn is the first to offer guests new bedding featuring the trendy comfort of an extra thick, pillow top mattress pad; longer sheets stretching a full 130" rather than the standard 104", allowing them to cover over the top one-third of the new extremely soft Polar Fleece blanket. Topping the bed are hypoallergenic pillows made of cool, crisp 230-thread count 100% cotton filled with fiber puffs that move independently allowing guest to mold and shape the pillow to their individual sleep preference. Red Roof Inn's new turndown service displays the new bedding of classic white with tan piping in an attentive, executive style.

"While business travelers will always want to get home as quickly as possible to sleep in the comfort of their own bed, our preliminary research shows that one-third of our customers felt the new bedding was more comfortable than their own bed at home. We're very pleased with our customer's reaction to the new bedding - over three-fourths found the Red Roof Inn bed to be more comfortable than those found in hotels in the same price range. Guests also described the new bedding as 'inviting, contemporary, homey and comfortable'," says Wheeling. The upgraded bedding will be available to guests in select markets beginning this summer and available at 50% of all company-owned locations by year end.

New Service Guarantee A Symbol of Confidence

Rededicated to providing guests 100% satisfaction, Red Roof Inn has announced a money-back guarantee policy that ensures a positive guest experience. "Our guests deserve the statement of confidence that we stand behind our product and service," says Wheeling. "The service guarantee empowers the guest service representative at every Red Roof Inn location with the confidence and authority to create solutions to deliver a great guest experience."

About Red Roof Inn
With more than 350 locations nationwide, Red Roof Inn offers free local phone calls, complimentary coffee and USA Today in the lobby. Rooms are equipped with clock radios, phones with data ports and voicemail, and an enhanced in-room entertainment package with video games and more than 14 channels, including HBO, HBO2 and HBO Signature. Red Roof Inn provides pet friendly accommodations, snack centers and photocopy and facsimile services. 

About Accor North America
Headquartered in Carrollton, Texas, Accor North America is a division of Accor and operates more than 1,200 upscale and economy properties including nationwide economy leaders Red Roof Inns, Motel 6 and Studio 6 and the upscale Sofitel and mid-scale Novotel and Ibis hotel locations in the U.S, Canada and Mexico.



Red Roof Inn
Also See: Accor Renovating Eight Washington D.C. Area Red Roof Inns; Creates Advertising Character Red / April 2003
Creating a Distinction Between Red Roof and Motel 6 a Challenge for Accor; Red Roof Spending $204 million Renovating 200 Older Properties / Dec 2002

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