Red Roof Stays Support Service Dogs Through Renewed Partnership

COLUMBUS, OH – February 02, 2026 – Red Roof is once again blending travel with philanthropy, announcing the renewal of its partnership with Canine Companions through its purpose-driven “Room In Your Heart” program. Throughout February, travelers staying at Red Roof properties will not only receive a discount but will also directly contribute to providing expertly trained service dogs to people with disabilities, turning a simple hotel stay into an act of significant support.

From February 2 through February 26, 2026, guests who book a room at any Red Roof Inn®, Red Roof PLUS+®, HomeTowne Studios by Red Roof®, or The Red Collection® property can save up to 15% on their stay. More importantly, 5% of the purchase price from their stay will be donated to Canine Companions, a national nonprofit that provides service dogs free of charge.

A Partnership with a Proven History

The collaboration between Red Roof and Canine Companions is not a fleeting one-time promotion but a sustained commitment that has yielded significant results. This marks the latest chapter in a multi-year relationship, with similar campaigns running in 2022, 2024, and 2025. This consistency has translated into substantial financial support for the nonprofit. As of early 2024, Red Roof's 'Room In Your Heart' initiative had already contributed over $100,000 to Canine Companions, demonstrating a long-term dedication to the cause.

“At Red Roof, we believe in the life-changing work of Canine Companions, which is why we have continued to partner with them for the past several years as part of our Room In Your Heart program,” said Julie Sukosd, senior director of marketing at Red Roof. “Red Roof is committed to supporting Canine Companions along with our guests when they stay at one of our properties through the month of February.”

The 'Room In Your Heart' program, formally established in 2019, has become a cornerstone of Red Roof’s corporate social responsibility efforts. It has previously supported a diverse portfolio of esteemed organizations, including St. Jude Children's Research Hospital®, the American Cancer Society®, and The Thurgood Marshall College Fund®, solidifying the program's credibility and impact.

The Business of Benevolence

Red Roof’s strategy exemplifies a growing trend in cause-related marketing, creating a win-win scenario for the business, the charity, and the consumer. By directly linking a guest discount with a charitable donation, the company provides a tangible incentive for travelers to book, while simultaneously enhancing its brand image as a socially conscious enterprise. Guests can make a difference without any extra effort, simply by choosing Red Roof for their travel needs and using the designated VP Code 628903.

This model stands out in the competitive hospitality industry. While many large hotel chains like Marriott and Hilton have broad ESG (Environmental, Social, and Governance) platforms, Red Roof's 'Room In Your Heart' campaign is notable for its clarity, consistency, and specific focus. The transparent “5% of your stay” donation provides a direct and easily understandable link between a consumer's purchase and its charitable outcome. This recurring, focused campaign offers a clear value proposition that resonates with travelers who increasingly prefer to support brands that align with their values.

From Paws to Purpose: The Impact of Each Stay

The funds raised through this partnership address a critical and growing need. Since its founding in 1975, Canine Companions has placed more than 8,400 service dogs, transforming the lives of children, adults, and veterans with disabilities by providing them with greater independence and loving companionship—all at no cost to the recipients.

The journey of a single service dog is both long and expensive. The cost to breed, raise, train, and provide a lifetime of support for one dog can be as high as $50,000. Each dog begins its journey with a volunteer puppy raiser for about a year and a half to learn basic commands and socialization. Afterward, they undergo six to nine months of intensive, specialized training with professional instructors to learn the advanced tasks required to assist with a wide range of disabilities. These tasks can include retrieving dropped items, opening doors, and providing crucial emotional and physical support.

“There is a growing national need for highly trained service dogs, and our partnership with Red Roof helps address that need,” stated Jeanine Konopelski, chief marketing officer at Canine Companions. “Through the Room In Your Heart program, travelers can directly support expanded access to service dogs for people with disabilities while receiving a meaningful benefit during their stay. We're grateful to Red Roof and its guests for their continued support.”

Donations from the 'Room In Your Heart' program directly fund this extensive process, helping to shorten wait times for those in need and allowing Canine Companions to continue its mission without ever charging its clients. For individuals who have gained newfound independence and confidence through a canine partner, the impact of these contributions is immeasurable. The simple act of booking a hotel room contributes to a profound, life-altering outcome for someone in need.