Red Roof opens its heart to the community through purpose programs

Red Roof has always prided itself on giving back, supporting groups near and dear to its associates’ hearts. So much, in fact, Red Roof has developed its Room in Your Heart purpose program. Through promotional and giving initiatives, Room in Your Heart heads up campaigns to support diverse groups and the individuals and issues they serve.

“Doing good for our guests and the communities we serve is a mandate at Red Roof,” said Edelyn Parker-Frye, director, brand events, communications and partnerships, Red Roof. “Corporate social responsibility and social giving are embedded in our culture as demonstrated not only through monetary donations and promotional partnerships, but also through ongoing employee participation and volunteerism.”

Parker-Frye explained that while Red Roof has always found ways to give back to the communities in which it operates, the company formally brought its corporate social responsibility efforts under the single umbrella of Room in Your Heart in 2019.

“We seek organizations that align with Red Roof’s core values, as well as the core values of our guests and the communities we serve,” Parker-Frye said. “We also strive to choose organizations that benefit a diverse population. Our customers come from all geographies and walks of life—we like knowing that the organizations we support could benefit our customers should they ever find themselves in need.”

This summer, Room in Your Heart is supporting Canine Companions, a non-profit organization that enhances the lives of people with disabilities by providing trained assistance dogs at no charge to the recipient.

“Canine Companions empowers its clients to lead lives with enhanced independence,” Parker-Frye said. “Canine Companions believes, and Red Roof agrees, that independence shouldn’t be limited to those who look or live a certain way. Disabilities reach all races, classes and backgrounds.”

Parker-Frye added that as a company that loves pets and dedicates much of its corporate social responsibility efforts to supporting families/children, military/veteran and pet-related causes, Red Roof is proud to support Canine Companions in its goal to enhance independence for children, adults and veterans with disabilities through these expertly trained dogs.

Guests can use a VP code to save on hotel stays at select Red Roof properties through July 21 and 5% of the revenue from their completed stay goes to support Canine Companions.

“Canine Companions’ mission and message is being amplified through Red Roof’s social channels and email campaigns this summer, as well,” Parker-Frye added.

In October, Red Roof is turning PINK for Breast Cancer Awareness Month to show Room in Your Heart’s commitment to the American Cancer Society and its fight to end breast cancer.

Guests can use a similar code to save 15% on their stay at select Red Roof properties through Oct. 31 and 5% of the revenue from their completed stay goes to support the American Cancer Society.

“The American Cancer Society’s mission and message will be amplified through Red Roof’s social channels and email campaigns, which may look a little more ‘pink’ than normal,” Parker-Frye said. “Guests visiting our 660+ properties during the month of October will spot our guest service representatives supporting the fight against breast cancer by wearing breast cancer awareness pins. It is part of delivering value to the communities we are serving. Guests will also have the opportunity to make personal donations to the American Cancer Society through a unique QR Code which will be available at all properties.”

Previous partners of the Room in Your Heart program have included United Way, Flying Horse Farms, Pelotonia, The Thurgood Marshall College Fund  and Freedom Alliance.

“Over the past year, the hospitality industry has faced obstacles unlike ever before,” Parker-Frye said. “Despite this, we have persevered. We have been able to overcome the challenges of 2020 because we band together. Red Roof’s community and family-driven values have not only strengthened our bond with franchisees, partners and our guests, it has also been good for business. We stood shoulder-to-shoulder and supported each other: financially, emotionally, hospitably. While philanthropy has always been at Red Roof’s core, the industry experienced first-hand over the last year, how vital it is to our own survival which only served to deepen Red Roof’s passion for philanthropy going forward.”

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