RIDE: Supporting success for all
in the franchise lodging business.

At Red Roof, we are committed to supporting the success of women and underserved markets in the lodging industry. RIDE (Road to Inclusivity and Diversity in Entrepreneurship) with Red Roof is one way we’re doing this. This program has been designed to activate women and owners from underserved markets by reducing barriers for those seeking funding, building connections with a network of industry professionals and partners, and providing empowering education through one-on-one conversations with established hoteliers and leaders offering real-world insights and guidance.

The RIDE
mission statement

To diversify and expand hotel ownership opportunities to women and underrepresented groups by providing access to the network, educational resources, capital and industry vendor partners.

Reducing barriers to funding: Red Roof has partnered with Bridge, a digital financing platform built to simplify, accelerate and increase access to capital for today’s hotel owners and developers. By dismantling financial barriers and promoting inclusive lending practices, we empower a broader spectrum of talent to contribute their unique perspectives, ideas and entrepreneurial spirit.

Building connections: As a relationship-driven program, RIDE offers connections to industry professionals and partners, from real estate agent referrals to Red Roof’s vetted and approved vendor network. By championing diversity within professional networks, we open the door to relationships with like-minded individuals and organizations that can help ensure the long-term success of our RIDE participants.

Through RIDE, Red Roof supports other industry programs focused on women and underserved markets, including the American Hotel & Lodging Association’s (AHLA) ForWard; the Asian American Hotel Owners Association’s (AAHOA) HerOwnership; the Latino Hotel Owners Association; the National Association of Black Hotel Owners, Operators and Developers; She Has A Deal; Women in Travel Thrive; Women Leading Travel & Hospitality and the Women in Hospitality Leadership Alliance.

Empowering education: Educational resources are at the heart of the RIDE program. All RIDE participants are offered direct access to the real-world experiences of seasoned hotel owners. By creating opportunities for learning and skill development, we empower individuals from diverse communities to excel.

Since the introduction of RIDE (July 2023), Red Roof has added over 40 women or representatives of underserved markets to its ownership community.

Lynette Montoya

President & CEO | Latino Hotel Association

Latina women’s desire to succeed and create generational wealth is deeply part of their culture and desire to make a difference. RIDE is opening the doors to advance hotel ownership for these women, and we expect to make significant strides with this program.