Hotel ownership has a long history of being dominated by males. Women face a number of roadblocks on their journey to becoming hotel owners, to the extent that there’s no real research to indicate how many hotels in the U.S. are owned by women.

​

But this is evolving, and hotel companies in recent years have heard women’s challenges

and are stepping up to try to alleviate some of the issues they are facing.

​

Red Roof’s RIDE (Road to Inclusivity and Diversity in Entrepreneurship) initiative, which was launched in 2023, is one such program working to make a difference in the industry. The mission of RIDE is 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.

​

Coupled with its sister program SHE, inspired by Red Roof, an all-encompassing program to Support, Help, and Elevate women, Red Roof has successfully added more than 30 women and representatives of underserved markets to its ownership community since the launch of the RIDE program. The company’s goal is to have 40 percent of its properties owned or partially owned by women.

​

One of the first women to take advantage of RIDE with Red Roof was Jaya Desai, the owner and operator of two Red Roof properties, the HomeTowne Studios by Red Roof Huntsville-Madison and the Red Roof PLUS+ Huntsville – Madison. Both properties are located in Madison, Ala.

​

When Desai graduated from college and began working as an accountant in Chicago in 1995, she never thought she would enter the hotel industry. However, after briefly living at a family member’s motel for a year and helping them on property, she fell in love with the business: “My first experience in the hotel industry left a lasting impression on me and planted a seed that has since grown into a career I am passionate about,” she said.

​

A short time later, Desai and her family came across a 30-room independent hotel in Huntsville, Ala. Something spoke to them, and they bought it. Despite knowing little about the industry, Desai and her family ran the property for 18 years.

​

“That property meant a lot to me. It’s where my children grew up,” Desai said. “After we sold that hotel, we bought another 80-room independent hotel and went to work on it. During renovations, we heard from friends and family that Red Roof was the best economy brand to work with, so we decided to pursue them.”

 

Once renovations were completed, Desai reopened the hotel as the Red Roof PLUS+ & Suites Huntsville – Madison. Her positive experience led her to renovate another hotel, a 40-unit motor lodge called the Rocket City Suites. According to Desai, the hotel was equipped with apartment-sized rooms but was located outside of residential zoning, so she decided to rework the rooms into suites. That property turned into the 40-suite HomeTowne Studios Madison.

​

INFLUENCE OF THE RIDE PROGRAM

​

Desai saw the benefits of Red Roof’s RIDE program early on.

​

“This initiative is more than just a program; it is movement that empowers women like me to take ownership of our businesses, to dream bigger,” she said. “The program is not just a promise; it is reality that I am living today. [Red Roof’s] dedication to seeing women succeed in this industry has inspired me and many others to step forward and take on leadership roles we never thought possible. I am proud to be a part of this mission.”

​

Desai found RIDE’s educational resources and network-building aspects especially useful during her journey to becoming a Red Roof owner.

​

“RIDE’s educational resources, including personalized revenue management services and support from a dedicated operations team member, have been invaluable. Additionally, others within the organization consistently stay connected with me throughout the opening process and ongoing operations,” she said. “Through the RIDE platform, my connection with women hoteliers across the country has grown significantly. Recently I was invited to speak at one of their events in front of over 500 of women hotel owners. Additionally, their group messaging platform for women who own Red Roof properties has been incredibly valuable.”

​

Desai also cited the RIDE platform’s ability to connect women owners with industry organizations like the Asian American Hotel Owners Association and the American Hotel & Lodging Association as invaluable because it allows her to network, build connections and learn from her peers.

​

Going forward, Desai says more hotels could be in her near future. Whether her portfolio stays at two properties or grows to many more, she knows she’s where she wants to be.

 

“The hotel industry is a rewarding and exciting field that offers many opportunities for growth, creativity, excitement and fulfilment and allows me to grow personally and professionally,” she said.

​​​

Visit https://www.redrooffranchising.com/ride for more information about the RIDE with Red Roof program.