2018
Red Roof Digital Transformation: Accelerating Growth and Customer Experience
Key Attractors for the C-Suite
- Enhanced Digital Control and Speed: LUX transformed Red Roof's website infrastructure, drastically improving page load times, ensuring faster speeds than competitors, and providing seamless control of digital assets across all brands.
- Flexibility Across Multiple Brands: The unified platform enabled consistent branding and simplified feature additions across Red Roof’s four distinct property brands: Red Roof Inn, Red Roof PLUS+, The Red Collection, and HomeTowne Studios by Red Roof.
- Scalable and Adaptive Design: With a focus on performance and simplicity, LUX delivered a platform capable of accommodating new features and future growth, reducing technical debt and friction in user journeys.
- Long-Term Partnership: Red Roof and LUX maintain a strong ongoing collaboration, ensuring continual optimization, maintenance, and innovation.
Architecture & Content Transition
Red Roof faced challenges with an outdated legacy system that limited flexibility and performance. LUX implemented a comprehensive digital transformation to modernize their infrastructure, focusing on:
- Performance Optimization: Leveraging techniques like reducing HTTP requests, compressing files and images, using caching, and deploying a Content Delivery Network (CDN), LUX ensured faster load times across all digital platforms.
- Unifying Booking Systems: LUX replaced brand-specific booking flows with a single, streamlined solution, removing technical debt and enabling cross-brand feature integration. This included the addition of unique features like weekly/monthly rates, flexible check-in/out desk options, and enhanced filters for brand selection.
- Streamlined Asset Management: Integrating tools like RWS and Bynder enabled centralized control of content and digital assets, allowing Red Roof to maintain consistent brand standards while scaling effortlessly.
Benefits to Customers and Their Booking Experience
- Seamless Navigation and Speed: Customers experience significantly faster page loads, providing a smooth and frustration-free browsing and booking process.
- Flexible Booking Options: New features such as weekly and monthly rates, as well as customizable search filters, give travelers more options to meet their specific needs.
- Consistency Across Brands: A unified platform ensures that customers receive the same high-quality experience regardless of the Red Roof brand they choose.
- Mobile and Desktop Excellence: With scores outperforming industry leaders for both mobile and desktop platforms, Red Roof delivers an exceptional user experience on any device.
Conclusion
By partnering with LUX, Red Roof transitioned to a modern, high-performance digital platform that drives growth, enhances customer satisfaction, and positions the company as a leader in hospitality technology. With a focus on long-term innovation, LUX ensures that Red Roof continues to exceed expectations and deliver outstanding value to its customers.