Red Lion Hotels Corporation has launched a new upscale hotel conversion brand, Hotel RL. The brand is a full-service, lifestyle offering inspired by the spirit of the Pacific Northwest and designed for consumers with a Millennial mindset.
“With the recent uptick in hotel construction in the upscale and upper midscale segments, as well as traditional franchise contract termination options, this is an opportunity for hotel owners to affiliate with a new brand that isn’t already commoditized in every major market,” says Red Lion president and CEO Greg Mount. “By tapping into the Millennial mindset, Hotel RL offers a fresh approach to hospitality that will resonate with the most influential market set since the Baby Boomers.”
The company anticipates announcing the first Hotel RL property before the end of the year and plans to open or convert more in 2015. Over the next 18 months, Red Lion expects, along with hotel owners, to invest between $50 and $100 million in the conversion of properties to the new brand.
