Passionist Travelers Are a Priority for Red Roof as Company Expands Target Markets
By Marina MacDonald Chief Marketing Officer, Red Roof | June 16, 2019
A new subset of travelers are road-tripping across the country to attend, compete in, or experience their favorite passions first-hand, 'The Passionists'. Red Roof, known for listening and responding quickly to consumer needs and wants, is catering to these growing, and diverse communities of passion travelers.
The Passionists are the convention, conference and event travelers who are avid gaming geeks, compete in obstacle course races, follow cornhole contests, and dress up in cosplay, among many other hobbies and interests – and, if employed, may use their Paid Time Off (PTO) to attend these events.
Red Roof has found that travelers no longer want to leave their games, hobbies, sports and other interests at home when they travel. They're traveling to deeply indulge in their favorite pastimes and are looking to destinations and hotels to extend the experience in any way possible. It's all passion all the time. Red Roof has plugged into this growing segment of travelers, particularly courting comic book aficionados, gamers and niche sports enthusiasts as well as opening their arms to Passionists everywhere.
Whether it's the passion of dressing up in cosplay at comic conventions or the thrill of being the first to build up to 21 points in a cornhole competition, passionate pursuits are driving a segment of travel that Red Roof is addressing with targeted events and promotions. Gamers and comic book fans, in particular, are loyal, devout Passionists and Red Roof knows that affordable lodging is key as they travel across the country to attend some of their favorite happenings.
Passionate travelers are looking to not only get away, but to also find affordable and easy accommodations along the way. And while they may be working with a small budget, the desire to travel and tap into passion-driven activities will continue to increase. Research shows that even in a tight economy, people will not give up what they love to do. According to Elle Magazine in 2019, 42% of travelers' plan to visit a destination that makes them feel like a child again for more traditional thrill-seeking adventures. Red Roof is enticing these travelers with special incentives and discounts, rewarding them for indulging in their love of sporting events, competitions and conventions.
Red Roof is also teaming up with ReedPOP, a global producer of pop culture events in order to reach even more Passionist travelers. We kicked off 'Red Roof's Road to New York Comic Con' sweepstakes in March which ends in October 2019 at New York Comic-Con. Fans can enter to win the ultimate VIP fan experience by visiting budgetheroes.com. The grand prize will include roundtrip airfare, a VIP pass to New York Comic-Con, a meet and greet celebrity experience, and a stay at Red Roof's newest Red Collection property in New York, Lord & Moris Times Square Hotel. Sweepstakes winners will be selected mid-September.