Lord & Moris Times Square Hotel

The Red Collection Expands into New York City with Opening of Lord & Moris Times Square Hotel

Continuing to fulfill its brand promise to give guests an authentic upper midscale experience at a value price, in the hearts of cities they love, Red Roof® is introducing the Lord & Moris Times Square Hotel as part of its newly launched soft brand, The Red Collection™.

This marks the third property, second franchised hotel, and first location in New York City, one of the top 5 cities travelers love – and visit – in the U.S. In the center of Times Square, one of the city’s most visited and vibrant neighborhoods, the Lord & Moris Times Square Hotel is managed by REAL Hospitality Group. It’s just a short walk to some of New York’s most famous attractions including the Empire State Building, Broadway theatres, and the Vessel at Hudson Yards.

The hotel’s 78 guest rooms are smartly designed spaces, some with bunk beds perfect for friends and families traveling together, providing guests with a quintessential New York experience. The property, accessible to some of the country’s best culture and cuisine, offers unique features, rustic accents, and chic wooden design elements. Hotel amenities include custom fountains in the lobby offering free filtered water, reliable Wi-Fi, tablets in each room, flat-screen TVs, stylish bathrooms, and more.

“Our Red Collection entry into New York City underscores our commitment to continue to bring affordable upper midscale properties to the most desired travel destinations,” says Andrew Alexander, President Red Roof. “Feeding this demand, we will continue to expand and infiltrate new markets.”

Lord Moris Bunk Bed RoomIn 2018, Red Roof continued to drive demand for the brand, ending the year with a 17% increase, year over year, in property openings across all brands. “Red Roof’s growth and expansion is a boon for customers and franchisees as we seek to penetrate new markets,” notes Phil Hugh, Chief Development Officer, Red Roof. “This entry into New York demonstrates that we continue to provide franchisees with a number of diverse opportunities to invest in unique city hotels in high demand locations, driving revenue and profitable growth.”

Two additional Red Collection properties will open in Brooklyn later this year. As with other Red Collection properties, the hotels will have their own distinct names, local flare and design standards aligned with consumer wants and needs.

“A pioneer in the industry, Red Roof has a proven track record and high brand awareness,” says Ben Seidel, CEO and President, REAL Hospitality Group. “Partnering with them for the expansion of The Red Collection soft-brand in New York City is a natural progression and a key milestone for us, and we look forward to catering to travelers looking for comfort, style, and enhanced affordable lodging experience.”

The Red Collection’s flagship location, The St. Clair Hotel® – Magnificent Mile in downtown Chicago, opened in September. State House Inn™, the second property and first franchised property in The Red Collection™, opened in Illinois’ capital city, Springfield in October. Future growth of the soft brand will continue to focus on locations in major cities, state capitals, and resort destinations, providing modern, affordable and authentic experiences for guests.

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