Red Roof is rolling out a new program to test, upgrade, verify and promise really high-speed Wi-Fi at its locations. Upgraded sites will be advertised as “Verified Wi-Fi” and “Fast and Free”
Like most chain motels, Red Roof has a checkered reputation for wi-fi, with both compliments and complaints to be found on every review site. Since the essence of building chain loyalty is winning customers to what the units look like and how they perform, that’s not good.
Especially since a recent survey, sponsored by Red Roof, found that 80% of economy travelers have more favorable opinions of hotels with good wi-fi. The survey noted that many, especially millenials, consider good wifi second only to cost, and ahead of location, free breakfast or parking. That’s likely driven by younger travelers’ reliance on wi-fi for streaming entertainment.
Red Roof’s program has so far certified sites in Syracuse, NY, Manassas, VA and Statesville, NC and is working on more. All 470 locations are planned, but a completion date hasn’t been publicized.
