Red Roof Goes Upscale with Streeterville Hotel
Red Roof has introduced a more upscale brand with the opening of the St. Clair Hotel in Chicago’s Streeterville neighborhood. The new Red Collection will feature upper midscale city center hotels that reflect the culture of the city centers in which they’re located.
“The St. Clair Hotel is the flagship property of The Red Collection, a new soft brand that provides access to new markets and audiences for us,” said Red Roof President Andrew Alexander. “Because there is already core equity in Red Roof, this is the perfect time for us to grow our portfolio as we build on our strong brand base.”
Alexander added that the brand “allows the company to enter new channels, expand business models and offer unique and evolved products to new and existing customers accommodating the diverse needs of travelers across the country.” The first Red Collection franchise is slated for Springfield, IL this fall.
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