The answer on both fronts has been a definite yes at Red Roof Inn, which has recently found success with its Flight Cancellation Coup campaign, an innovative flight-tracking technology enabled by mobile search. Following last year’s harsh winter, Red Roof collaborated with digital marketing agency 360i to address the ongoing trend of frequent flight cancellations. They noted that every day, about 500 U.S. flights were being canceled, stranding some 90,000 travelers in the process. Since many of Red Roof’s nearly 400 properties are located near airports, including some of the nation’s busiest, company execs felt the chain was in an ideal position to convert flight cancellations into customers. Their response: the development of new flight cancellation technology that processes thousands of bits of live cancellation data. These data are filtered through a conditional algorithm that automatically boosts bids and makes copy adjustments across the brand’s mobile search campaigns, speaking directly to stranded travelers. The innovation not only increased traffic for Red Roof, but it has garnered widespread recognition, including awards from the Interactive Advertising Bureau, Mobile Marketing Association, MediaPost, and Digiday Sammy/Mobi Awards. Get the full story at Lodging Magazine