Red Roof signs master franchisee in Brazil

Red Roof Franchising has made a deal with Brazil-based Nobile Hoteis to develop 35 to 40 Red Roof Inns – new builds and conversions – across Brazil over the next 10 years. The first property to open next year as part of an exclusive master franchise agreement that extends to 2040 will be a conversion of an existing hotel in Brasilia.

Nobile Hoteis has in seven years become the fourth largest hotel management company in Brazil. The Red Roof new-builds and conversions are a part of a fresh branding strategy executed with the support of BSH International’s Jose Ernesto Marino Neto.

“Nobile’s extended stay operations are being driven by a newly formed company, Serendipity Hospitality, and the budget/economy businesses will be developed under the Red Roof brand,” Marino said.

“Red Roof’s performance and track record were the precise impetus to attract a prestigious company with the caliber of Nobile Hoteis. The company has the management skills, standards, distribution systems and credibility to propel the Red Roof brand to the same standard of success it enjoys in the U.S,” said Andrew Alexander, president, Red Roof.

“Red Roof was the ideal partner to develop budget and economy segments in Brasil. It is a company with a great reputation, image and success and we know our exclusive alliance with this quality brand will be integral to our growth and theirs,” said Roberto Bertino, founder, president and CEO of Nobile Hoteis.