Red Roof has formed a strategic partnership with Milestone Inc, a provider of AI-native digital experience platforms and search technology, to modernize its digital ecosystem and enhance direct distribution capabilities, according to Hotel Management.

The US-based hotel chain will deploy Milestone's AI-first Digital Experience Platform to power redroof.com and future digital touchpoints. The platform functions as a scalable growth engine, optimizing visibility across search and generative AI engines while accelerating content performance and increasing direct channel revenue through intelligent engagement and conversion technologies.

The collaboration addresses fundamental shifts in hospitality discovery driven by artificial intelligence, aiming to strengthen visibility wherever travelers begin their journey, elevate personalization across booking experiences and drive more direct revenue to properties.

Zack Gharib, President at Red Roof, said: "Red Roof continues to invest in technology that delivers measurable impact for our franchisees and guests. Partnering with Milestone Inc. allows us to implement an AI-first digital platform that strengthens our visibility wherever travelers begin their journey, elevates personalization across the booking experience and drives more direct revenue to our hotels."

Anil Aggarwal, CEO at Milestone, said: "This partnership with Red Roof is about much more than launching a new website — it is about building an AI-native digital foundation that enhances visibility across search and generative AI engines, delivers personalized experiences in real time and maximizes conversion and direct revenue."

The platform strengthens Red Roof's direct distribution strategy by increasing visibility at the top of the funnel, reducing friction in the booking journey and enhancing data-driven decision making. For franchise owners, the system provides foundations for increasing property-level performance through higher direct bookings and improved digital competitiveness.

Red Roof and Milestone are collaborating on development, with phased rollout beginning in late 2026.

Discover Red Roof's AI-first digital transformation roadmap and implementation timeline in the complete article.