Red Lion Hotels Takes Unique Approach to Direct Bookings, Igniting Brand Loyalty

Red Lion Hotels Corporation (RLHC) likes to take the path less traveled so it can differentiate itself in a crowded loyalty marketing landscape. In 2014, it launched its Hello Rewards loyalty program because its previous program−R&R Club−wasn’t effective, was impersonal, and didn’t retain customers at a desired level. As a result, surprise and delight moved to the forefront of RLHC’s service promise. When it comes to direct bookings, RLHC takes a unique....

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