Red Roof publishes first impact report

by: Mark Caswell | January 30, 2024

US: Economy hotel chain Red Roof has published its first report, Purpose with Heart, focusing on the group’s environmental, societal and governance impact.

Red Roof has a portfolio of more than 60,000 rooms across nearly 700 properties – the vast majority of which are located in the US, although the group also has a small presence in Brazil and Japan.

The Purpose with Heart initiative was launched in 2023 with three key pillars:

  • Heart for the Planet, covering the group’s environmental impact
  • Room in your Heart, focusing on the company’s societal and charitable programmes
  • Lead with Heart, covering the group’s responsible governance and leadership initiatives

The report shows an 88 per cent reduction in the Red Roof’s purchase of single-use plastics between 2021 and 2023. The group is working with Green Suites Hotel Solutions with the goal of transitioning all properties to bulk amenity dispensers by April 2024.

For our recent FOCUS ON feature on the subject of single-use plastics and hotels, see:

FOCUS ON: Single-use plastic and hotels

Other environmental initiatives include transitioning to 100 per cent compostable utensils at the firm’s corporate headquarters, a reduction in printing of nearly 380,000 pages over three years, and an investigation into the use of 100 per cent recycled fibre envelopes for mailouts.

On the societal front Red Roof said that 35 per cent of its properties are now owned in whole or part by women – an increase of 13 per cent in one year – and 50 per cent of its senior leadership team is now comprised of minorities or women.

The group also launched the Ride with Red Roof programme (standing for ‘Road to Inclusivity and Diversity in Entrepreneurship’), which has delivered two fully woman-owned franchises since it was introduced.

In addition Red Roof has partnered with Tent Partnership for Refugees, with a commitment to finding employment for 100 refugees, and the group has pledged $75,000 over the next three years to the AHLA Foundation’s No Room for Trafficking Survivor Fund.

The company generated $156,000 in donations during 2023 for organisations benefitting children, active military and veterans, working families, and pets, through “purpose-driven promotions and employee donations”.

Finally the Lead with Heart pillar has included the implementation of hotlines for team members and franchisees to report incidents of ethical violations, safety issues, criminal activity and possible human trafficking.

And ten Red Roof brand team members have participated in the BUILD programme through Castell – an American Hotel and Lodging Association (AHLA) Foundation project intended “to open the doors to opportunity and accelerate the careers of female leaders and owners in the hospitality industry”.

AHLA launched the new merged Castell platform last year, with Anna Blue, president of the AHLA Foundation, stating that “There is tremendous opportunity for us to do more to celebrate, champion, and create community for women”.

Commenting on the news Marina McDonald, Red Roof’s chief marketing officer, said: “We have worked to establish policies and habits that are solution-oriented; that advance a long-term sustainable future for our business, our people, and the communities we serve.

“This report demonstrates that by collaborating with all our stakeholders – team members, franchisees, and our business partners and suppliers – we are improving our sustainability, serving our communities more effectively, and delivering measurably improved business performance.”

To read the inaugural Purpose with Heart Annual Report in full, click here.

Image supplied by Red Roof