Customer Experience Spotlight: Red Roof Listens, Wins

Red Roof Inn Logo

By: Lisa Sigler

January 16, 2015

CX Spotlight

How would you define “winning” if you owned a hotel chain?

  • Being a major player in the growing budget hotel market?
  • Seeing a 350% year-over-year increase in new franchise agreements?
  • Multiple awards from different organizations recognizing your use of technology?

Red Roof Inn can boast all of these honors, but their real claim to fame is how well they listen to their customers.

“At Red Roof we continually listen to trends and signals in order to evolve the brand and invest in opportunities that will enhance consumer satisfaction and ultimately drive our business,” Marina MacDonald, Red Roof Inn Chief Marketing Officer, was quoted as saying when they were awarded five gold awards for digital success.

Their CEO even gets in on the listening action.  He is “obsessed with gaining insight from customers, pouring over reviews to understand evolving guest wants and needs.”

The listening pays off.

Red Roof Inn was named the #1 Best Budget Hotel Brand by USA Today readers for 2014.

They’ve received the highest customer satisfaction score among economy lodging competitors for four years running.

They’ve improved their online review scores by nearly 6% in just over a year.

It’s right there on their website: “Your feedback is so important to us.” They take customer feedback seriously, they use it to drive their business, and they win.

To learn more about how Clarabridge is helping Red Roof Inn listen to their customers, read our case study, “Solve Guest Problems in Real Time to Generate Online Raves.”


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.