In an more and more aggressive hospitality panorama, Pink Roof is doubling down on the basics which have lengthy set it aside—core values, consistency, and tradition—whereas additionally evolving to satisfy in the present day’s traveler calls for. With Zack Gharib, president of Pink Roof, guiding the best way, the over 700-hotel firm is rolling out new initiatives and techniques that may maintain the corporate organized and agile.
On the coronary heart of those efforts is a robust emphasis on firm tradition and enterprise technique, each of which have been prime preliminary priorities for Gharib when he began within the place 16 months in the past. He defined, “After I joined the group, my main focus was on studying the corporate, proudly owning my enterprise technique, and dealing with leaders and workforce members to refine our tradition and core values that everyone ought to be pleased with, and this manner, we will elevate the model collectively for all our stakeholders.”
An outlined set of ideas is important for any group’s success, and Pink Roof’s core values culminate within the “HABITS” framework: hospitality, adaptability, belonging, affect, belief, and success. These tenets have been framed, Gharib famous, when the corporate “did an train the place we requested all our staff what’s necessary to them from a tradition perspective and the core values that they need to be a part of. … Each workforce member on the company degree and within the area appears like they’re a part of that tradition, and we’ve the buy-in from everyone.”
With a renewed give attention to core values that affect the efficiency of the corporate, Pink Roof additionally shifted its emphasis on enhancing franchisees’ return on funding (ROI) by aligning operational enhancements with revenue-driving alternatives. Gharib defined how investing in franchisees’ ROI intersects with the corporate’s tradition: “You possibly can’t drive success until you’ve got an excellent tradition. We additionally take nice strides in bettering our high quality and consistency all through our reporting system. That’s an necessary initiative for us. We’re very conscious that our property homeowners’ wallets and ROI are crucial, so we all the time maintain that in thoughts. We need to guarantee that the ROI for a visitor and for the proprietor are on the entrance and middle of every little thing we do.”
Gharib continued, “With these elements in thoughts, we’re paying nearer consideration to areas of alternative, like throughout property visits, and in addition stretch our motion plans with homeowners so we will elevate their property, drive income, and enhance the underside line.”
A Deal with Firm Tradition
Gharib began his profession when he was 21 years outdated at White Lodging Providers, working for firms together with LaQuinta by Wyndham, Highgate Houses, and Marriott, the place he realized the vital function of efficient management and the accountability to look after and empower workforce members. One of many greatest takeaways from his earlier expertise is “having an excellent tradition is extraordinarily necessary.”
Though many executives take a top-down strategy to main their firms, Gharib prefers a bottom-up technique that begins with the property degree and company workforce members. That means, Pink Roof’s management actively listens to and learns from its staff to create one of the best working setting potential for everybody. When leaders adapt their strategy to suit the enterprise, they assist their property-level groups succeed, and that success rises all the best way to the highest, the place executives are impressed to steer with the identical dedication.
“We have now the buy-in of everybody within the group of that tradition as a result of which means it’s simpler to adapt to, it’s simpler to know. It’s a part of who we’re, after which comes our core values. That’s the kind of chief I’m total,” Gharib defined. “On the finish of the day, I’m a results-driven chief. I prefer to have an effect. It’s a part of our core values. … That accountability, that drive, that takes possession rolling up our sleeves. Being there with our franchisees and our friends, that’s vital.”
With this strategy in thoughts, Gharib prioritizes listening, actively contemplating suggestions from franchisees, property-level staff, and friends to information choices that serve all the system. On the similar time, the corporate works to steadiness the evolving wants of its franchisees with the broader strategic targets of its stakeholders. By means of a give attention to transparency, alignment, and shared success, Pink Roof’s management stays dedicated to supporting its franchisees, making certain their voices are heard, whereas additionally driving efficiency, safeguarding model integrity, and delivering worth throughout the portfolio.
When selecting to implement a brand new partnership or technique, Gharib and the Pink Roof management workforce considers the strategic targets of the corporate, together with whether or not the choice will drive consistency, improve high quality, and end in the next ROI whereas making a constructive affect on the enterprise. If a potential resolution would positively affect all stakeholders, “which means we’re heading in the right direction,” Gharib defined. However, if there isn’t a constructive affect for each stakeholder, “it means we have to adapt and we have to pivot.”
A serious useful resource on this course of is Pink Roof’s Franchise Advisory Council, which management closely depends on to make strategic, knowledgeable choices in regards to the trajectory of the corporate. Gharib defined, “It is a group of homeowners that know the business very effectively. They know the model very effectively. They’re linked within the communities. And we seek the advice of with them regularly by means of conferences, by means of workforce calls, and this manner, we’re aligned on most of our strategic initiatives. Their suggestions may be very invaluable to us.”
Growth Pipeline and Development Technique
After reaching its 700-hotel milestone in 2024, Pink Roof is poised for improvement development in 2025. Gharib outlined how the corporate’s improvement goal will attain 50 new resort openings and 65 agreements for the corporate’s 4 manufacturers—Pink Roof, Pink Roof PLUS+, the Pink Assortment, and HomeTowne Studios—and its dual-brand choice. At its 2024 Model Convention, a brand new prototype was shared for the Pink Roof model.
“We all know the successful system for these manufacturers in addition to a fifth [dual-brand] providing. … It helps appeal to loads of homeowners and franchisees that need exclusivity when you’ve got a Pink Roof out there,” Gharib shared.
Relatively than quickly increasing, the corporate is deliberately selecting to maintain its model lineup small, ensuring every one will get the care and a spotlight it must develop. “We all know these [brands] very effectively,” Gharib defined. “We’ve been doing them for a very long time. We all know what friends love about them, and we’re in a position to ensure we drive efficiency to these manufacturers. I feel that’s enticing to our franchisees. I feel the franchise neighborhood is craving for a model that raises the worth of the product as time goes by with out diluting the worth.”
Even with a deal with on its model lineup, Gharib famous that Pink Roof isn’t closing the door on any alternatives, together with acquisitions or worldwide growth, as the corporate appears to be like to the longer term. “The thrilling half, too, is we’re exploring acquisitions that match our model and new worldwide markets proper now. So, our eye is on growth and development, and that’s actually necessary, and we’re working very exhausting on that,” he stated.
Inclusive Possession Applications
Pink Roof helps form a extra inclusive future in hospitality by means of its thriving RIDE with Pink Roof and SHE, impressed by Pink Roof packages, which create pathways to possession for underrepresented teams and ladies, respectively. “These two packages have been actually profitable and underscore our give attention to underserved markets within the business,” Gharib emphasised. “They’re designed to encourage and activate girls and minorities in possession, and that may assist, particularly girls to steer and personal lodges, which was scarce in our business from an possession perspective.”
Since June 2023, these initiatives have introduced greater than 30 girls franchisees into the Pink Roof system. The corporate’s dedication to variety and inclusion is deeply rooted in its core values and mirrored in its ongoing franchisee assist. To encourage extra franchisees to affix Pink Roof, “we’re doing all types of incentives, drivers, and packages to welcome all spectrums of homeowners into our combine—not solely possession, however management as effectively,” he famous.
Relationships and Outcomes
At its core, Pink Roof prioritizes genuine relationships and measurable outcomes, that are values which can be embedded in its technique, tradition, and identification, and cast into the corporate’s motto of “Real Relationships. Actual Outcomes.” Gharib highlighted the workforce’s dedication, sincerity, and dedication to the success of its franchisees and property-level staff: “Our workforce is [comprised of] superb people who’re very real, however they care, they usually spend money on every little thing they do to ensure our franchisees are profitable for his or her expertise and the visitor expertise as effectively. Lots of people can possibly say it, however I actually imagine we don’t simply say it; we reside it, and we work exhausting on it.”
Gharib additionally famous that the corporate’s franchisee satisfaction fee exceeds 92 p.c, which is a testomony to the sturdy relationships and assist Pink Roof offers. Gharib credit this success to the corporate’s give attention to partnerships and collaboration. He elaborated, “We work instantly with our franchisees and outdoors companions to raise the enterprise collectively and drive worthwhile development for us. And that has been persistent all through the years.”
Relationships are paramount to the general visitor and worker expertise at Pink Roof, but the corporate’s sturdy efficiency and development will also be attributed to its give attention to expertise, partnerships, and constant model requirements. “I imagine that we at the moment are a transformative group,” Gharib defined. “We’re doubled down on expertise. Our partnerships are targeted, and these are partnerships with organizations which have those self same values of development and give attention to AI and bettering every little thing by means of expertise.”
Market Differentiation and Future Imaginative and prescient
Within the subsequent three to 5 years, Pink Roof is prioritizing strategic development, consistency, and the continued elevation of its model requirements. Gharib emphasised that “the feel and appear [of Red Roof] goes to be totally different for our model. Our model requirements provide worth to our friends. Consistency is an enormous deal.”
With a refreshed power and path, the corporate plans to increase into key markets, notably alongside the West Coast and in high-performing areas similar to New York. “We need to develop. West Coast growth may be very vital to us. Increased RevPAR markets are very vital, like New York. … We’re having large development proper now round New York and the boroughs,” Gharib stated.
As Pink Roof appears to be like to the longer term, its technique is rooted in significant relationships, operational excellence, and considerate development. With a renewed give attention to consistency, model requirements, and market growth, the corporate is constructing on a robust basis. By staying true to its motto and sustaining a transparent dedication to its franchisees, Pink Roof is positioned for long-term success throughout its portfolio. As Gharib concluded, “‘Real Relationships. Actual Outcomes.’ is an actual factor, and we’re constructing on that momentum. We’re undoubtedly transferring in the best path.”
Driving Effectivity: Pink Roof’s Tech Companions Assist the Firm’s Operations and Development
As Pink Roof navigates a aggressive market, it continues to lean on rigorously chosen expertise partnerships to assist each operational effectivity and long-term development. President Zack Gharib emphasised the corporate’s ongoing funding in expertise as a key driver of efficiency and enhanced visitor experiences. Along with the latest unveiling of a redesigned web site, Gharib pointed to a number of key companions that assist energy Pink Roof’s day-to-day operations:
• HotelIQ: Pink Roof makes use of the HotelIQ Determination Cloud, which is an AI-powered income administration system, to allow resort homeowners and operators to make use of efficiency metrics to make quicker, data-driven choices and increase income.
• FreedomPay: Pink Roof makes use of this service to energy funds throughout its portfolio by means of an built-in fee resolution and upgraded service that provides price financial savings and operational effectivity.
• Sojern: Pink Roof’s expertise to boost visitor interplay and analytics, Sojern “permits us to be extra energetic with the visitor,” stated Gharib. “We perceive our visitor wants, what they like, and what they don’t like. It offers us reporting to roll up our sleeves and put motion plans to offer one of the best visitor expertise we will within the area. But additionally, it permits us to have that visitor connectivity forwards and backwards the place we will work together with the friends after they arrive, by means of messaging.”
• ibex: Pink Roof makes use of ibex as its contact middle, which offers “real-time translation companies the place you’ll be able to discuss with the expertise … in your language, and it comprehends what you’re saying and interprets to the contact middle agent talking one other language. It’s a dialog forwards and backwards,” Gharib defined.
Know-how partnerships are important for Pink Roof as a result of they supply the agility and innovation wanted to remain aggressive, streamline operations, and ship a seamless, fashionable expertise for each friends and franchisees. Gharib stated, “As we proceed to develop and guarantee our franchisee success and in addition our visitor expertise, we’ve to double down on expertise and have partnerships that may develop that facet.”
