COLUMBUS, Ohio — Red Roof has launched The Red Collection — the company’s first soft brand — which is set to debut in 2018.

The Red Collection is a portfolio of upscale economy to midscale hotels that are hyper-local, drawing inspiration from the local vibe and culture of the city centers in which they are located.

“Building on our strong brand base, this is a perfect time to grow our portfolio with our first soft brand,” says Andrew Alexander, president, Red Roof. “In today’s environment, soft brands allow companies to enter new channels, expand business models and meet specific demands of the new traveller. The Red Collection will give our existing guests unique, more upscale value options while enticing new guests to experience our brand in a new way.”

The concept for The Red Collection was informed by Red Roof’s research, which found today’s upscale-economy travellers are not looking for hotels that are identified as “trendy” or “hip, but modern, accessible and affordable properties with enhanced amenities in prime locations.

Tentatively scheduled to open in 2018 in Downtown Chicago, The St. Clair Hotel is set to become the first property in The Red Collection portfolio. The hotel will feature a lobby with plush high tops, outlets for multiple devices and network connectivity. Guestrooms will include upgraded bedding, spa-inspired bathrooms with multi-flow showerheads and complimentary Seattle’s Best Coffee. The hotel is also slated to feature a fine-dining restaurant in the lobby, which is scheduled to open in the first quarter of 2018.

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