What's Happening?
Red Roof, a prominent economy lodging provider, has expanded its partnership with Sojern, an AI-powered marketing platform, by adopting Sojern's AI Concierge solution. This initiative aims to improve guest
engagement, streamline operations, and boost commercial performance across Red Roof's properties. The AI Concierge automates routine guest interactions, such as service requests and amenity inquiries, reducing the workload on front desk staff while ensuring guests receive prompt, personalized responses. This rollout builds on a strategic relationship that began in 2024 with the adoption of Sojern's Reputation Manager, which monitors guest feedback in real-time. During Q4 2025, Red Roof saw a 6.64% improvement in internal quality metrics and a 3.14% increase in social scores, indicating enhanced guest experience and brand perception.
Why It's Important?
The adoption of AI Concierge by Red Roof signifies a shift towards integrating advanced technology in the hospitality industry to meet rising guest expectations and operational challenges. By leveraging AI, Red Roof aims to provide consistent, high-quality service while empowering franchisees with scalable tools. This move is crucial as it addresses labor constraints and margin pressures faced by the industry, offering a solution that enhances guest satisfaction and operational efficiency. The partnership with Sojern also highlights the growing importance of AI in transforming guest engagement strategies, potentially setting a precedent for other hospitality providers to follow suit.
What's Next?
Red Roof and Sojern will continue to explore further integration of AI solutions to enhance guest experience and operational efficiency. The announcement coincides with the HEDNA Orlando 2026 Global Distribution Conference, where both companies will discuss smarter, connected solutions to meet evolving traveler expectations. The conference will feature a session on 'Guest Acquisition in the Age of Large Language Models,' providing insights into future trends in AI-driven guest engagement.
