SPOKANE, Washington—Red Lion Hotels Corporation announced on Thursday plans for The Leo Hotel Collection, a new brand segment currently in final development, which will complement the newly redefined segmentation of Red Lion Hotels and Red Lion Inns & Suites. The Leo Hotel Collection will be comprised of unique, boutique and/or historic hotels in key markets.
"The Leo Hotel Collection is a new opportunity for franchising and we are currently in discussions with hotel owners about converting to the new brand," said Ron Burgett, Executive Vice President of Lodging and Brand Development for Red Lion Hotels. "With three brand segments, we can now match the hotel, its amenities and offerings for our guests with the right brand option. The Leo Hotel Collection offers additional appeal for independent hotels looking for access to a franchise distribution system while maintaining their unique image and identity."
The announcement comes as Red Lion Hotels is launching its rebranding and refreshed logo.
"We engaged one of the best companies in branding, Methodologie, of Seattle, Washington," said Harry G. Sladich, Executive Vice President Sales, Marketing & Distribution for Red Lion Hotels Corporation. "Based on input from our guests, we have more clearly defined our brand segmentation. Our Red Lion Hotels offer restaurants and banquet meeting space while our Red Lion Inns & Suites are limited service hotels that provide a hot "Roaring Start Breakfast." The new Leo Hotel Collection will offer unique, "one-off" experiences and lodging that is truly genuine to the destination. It will boost our efforts to attract new guests and to provide our current guests with fantastic new locations."
As part of its rebranding, Red Lion is working with TravelClick on a complete redesign of its website presence to better serve guests. The umbrella site of RedLion.com went live on January 16 and the unique new microsites for each hotel will begin launching this spring.