RLHC unveils new alignment of brands

Hotel RL in Olympia, Wash.

RLHC (Red Lion Hotels Corporation) announced the evolution of its brand portfolio following the acquisition of Vantage Hospitality’s hotel franchising business in September of 2016.

“Our company has undergone a significant transformation over the last six months,” said RLHC President & CEO Greg Mount. “Through our brand realignment, we have ensured that each brand has a unique position in the market, while providing owners with the freedom to move between brands as their business needs and/or market change. We want to make franchising easy.”

Related Story: RLHC's Country Hearth to offer online franchising

RLHC has completed the evaluation of all brands and has announced a focused strategy on the following brands:

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  • Hotel RL – An upscale boutique brand experience of all things authentic, creative and curious.
  • Red Lion Hotels and Red Lion Inn & Suites – A midscale brand, Red Lion properties are the base camp for great adventures offering a great stay whether traveling for business or pleasure.
  • Settle Inn – A midscale extended stay with unique style and amenities that pioneer the new age of extended-stay hospitality.
  • Signature Inn – A revitalized brand for affordable boutique properties that showcase the uncomplicated allure of classic Americana and pop culture.
  • GuestHouse – Upper economy hotels offering all the comforts of home because our house is your house; welcome to GuestHouse.
  • Americas Best Value Inn and Canadas Best Value Inn –  A collection of brands that uphold a small business identity and the patriotic heritage from which it stems, ensuring guests receive the most for their money.
  • Country Hearth Inn & Suites – Budget-friendly properties offering owners freedom while providing digital connectivity and a vast array of booking channels. 
Related Story: RLHC CIO talks emerging technology, managing data

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