360i & Red Roof Inn Take Top Honors at the Interactive Media Awards

The Red Roof Inn website was recently named a Best in Class winner in the Hotel & Resort category in the Interactive Media Awards (IMA) competition, which honors excellence in web design and development. Red Roof Inn partnered with 360i on the extensive site redesign earlier this year, which aimed to refresh the creative, usability and functionality of the brand’s online hub.

360i approached the redesign project with Red Roof Inn’s long-term strategic goals top of mind. In order to more fully understand the brand vision – and the persona of their customer base – we worked closely with the internal Red Roof Inn staff and utilized market research to ensure an optimal customer experience on the new site.

Key changes included a new “fresh” angle that more appropriately communicated Red Roof Inn’s brand personality, as well as the implementation of interactive features like the Google Maps-powered Trip Planner and online RediCard loyalty program management that made the site more user-friendly. These features led to an increase in visitor engagement and higher conversion rates across the brand’s search marketing campaigns – as well as a more efficient and engaging digital destination for web-savvy and cost-conscious travelers.

The Best in Class Award is the highest honor granted by the IMAs, with winners representing “the very best in planning, execution and overall professionalism.” The Red Roof Inn website earned 490 points out of a possible 500, and is now in the running for a spot on the IMA’s Top 10 Websites of the Year list.