The Red Collection

The Red Collection® is a soft brand launched in 2017 by Red Roof, representing the company's first collection of independent hotels in its 44-year history at the time. Positioned in the upper-midscale segment, the brand curates a portfolio of unique, hyper-local hotels situated in the heart of major city centers.

🏨 Brand Philosophy: "Stay City Center Without the City Cost"

The Red Collection was created based on consumer research indicating that travelers prioritize affordable rates, proximity to local attractions, and free Wi-Fi. Its core proposition is to offer the quality of a boutique hotel stay combined with the reliable hospitality and value associated with the Red Roof brand. The brand's tagline, "Hearts of Cities You Love™," reflects its focus on placing guests in premier, in-demand urban locations near top attractions and transit options.

✨ Key Characteristics

Hyper-Local Design. Each property's design and amenities are inspired by the vibe and culture of its specific city, aiming to provide guests with an authentic local experience rather than a standardized, corporate feel.

Affordable Midscale Quality. The brand delivers modern, easily-accessible accommodations. Standard amenities across the portfolio include the "Sleep Easy Collection" Pillow Top PLUS+ Mattress by Serta, free Verified Wi-Fi™, free in-room coffee, spa-quality toiletries, and 42-inch flat-screen TVs. Some locations also feature pools, fitness centers, or free breakfast.

Hassle-Free Guarantee. A signature brand promise: if a guest has a concern during their stay that the hotel cannot resolve before departure, that night's stay is complimentary.

📍 Representative Properties

The collection's flagship property is The St. Clair Hotel in downtown Chicago, which opened in 2018 one block from the Magnificent Mile. Other examples include The State House Inn in Springfield, Illinois, located near the Abraham Lincoln Presidential Library, and properties in leisure destinations such as The Mariner Resort Cape Cod and SPOT X Hotel in Orlando.

In essence, The Red Collection serves as Red Roof's strategic vehicle for entering urban markets and attracting travelers who seek distinctive, locally flavored stays at an accessible price point, without sacrificing brand-level consistency and comfort.

The Red Collection is a soft-brand portfolio from Red Roof, positioned in the upper-midscale segment, with a focus on hyper-local, city-center hotels that reflect the distinct character of their surroundings. Its FF&E (Furniture, Fixtures, and Equipment) strategy supports this identity by favoring conversion-friendly, value-conscious specifications over rigid brand standards.

Rather than imposing a uniform look, The Red Collection allows property owners and designers to shape FF&E selections around local context. At the flagship St. Clair Hotel in Chicago, guestrooms feature locally inspired artwork of Chicago cityscapes, upgraded pillow-top bedding, and spa-inspired bathrooms with multi-flow shower heads. A later addition to the brand, the State House Inn in Springfield, Illinois, adopted a mid-century modern aesthetic that stays true to the era of the original building. Cost considerations also play a role: one ownership group cited rising FF&E costs as a reason for choosing The Red Collection over another brand flag, underscoring the brand's flexibility around refurbishment budgets.

In short, The Red Collection's FF&E approach is less about a prescribed product catalogue and more about enabling distinctive, locally rooted hotel environments at accessible price points.