Being hospitable is supposed to be a trademark of every hotel. For Bill Linehan, Chief Marketing Officer for Red Lion Hotels Corporation (RLHC), he has a lofty goal: He wants employees to know the names of every customer who walks through their doors.
“We saw an opportunity to bring hospitality back to loyalty programs by being very hospitable, which is what we’re supposed to be doing best,” Linehan told Loyalty360. “Instead of building volume of business to be recognized due to that volume, which we think flies in....