Red Roof has launched a diversity and inclusion platform to support the growth and business expansion of its hotel owners and franchisees.

Ride with Red Roof aims to diversify hotel ownership and entrepreneurial opportunities for underrepresented groups by providing access to capital, educational resources and networking opportunities, the company said in a release obtained by Hotel Dive. 

“Through RIDE, entrepreneurs will have an opportunity to gain access and advantage in the competitive hotel franchising space — meeting the money behind the industry, forging lifelong connections, and receiving advice and training from the best in the business community,” Matthew Hostetler, chief development officer at Red Roof, said in the release. 

The platform is designed to connect “underserved hoteliers” with lenders to reduce barriers in seeking financing, as well as vendors, entrepreneurs and other experts in the hospitality industry. 

Wyndham launched a similar initiative in the last year — the Black Owners and Lodging Developers program, which offers capital and operational assistance, along with educational material and networking opportunities, to existing and aspiring Black hotel owners. 

Last year, Marriott launched the Bridge the Gap program aimed at building a more diverse owner and franchisee community among “Black, Hispanic/Latino, Native American/First Nation and Women owners,” the company said in a statement. The program provides financial support and other incentives to qualifying owners. 

In addition to its newly launched platform, Red Roof is hosting the She Leads Forum in September to support women overcoming barriers in the workplace.