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Red Lion Hotel Corp.

Red Lion Hotel Corp.

Based in Spokane, Wash., Red Lion Hotels Corporation (RLHC) had a landmark 2016. In September, the company closed on its acquisition of Vantage Hospitality, adding approximately 1,000 franchise hotel agreements and more than 59,000 rooms to the company’s portfolio. The merger of these two franchising companies had lead to an era of innovation at RLHC. The company announced plans for realigning its brand portfolio to better suit each flag’s strengths and growth aspirations. And the plan is definitely working. In May, RLHC reported increased franchising revenues and improved franchise profit margins.

AT A GLANCE:
» Ownership split (U.S. properties) | 21 corporate-owned or managed and 1,091 franchised
» Rewards program | Hello Rewards
» Length of contract | Not disclosed
» Contact | Roger Bloss, roger.bloss@rlhco.com, 954-509-7910

 

Brand NameWhat It's AboutChain ScaleCompetitive SetFranchise FeesU.S. Properties
Guesthouse International Since 1994Familiar, comfortable hotelsEconomyRed Roof Inn, Country Inn & Suites, Travelodge, Rodeway InnApplication: Greater of $300/room or $40,000
Royalty: $50/room/month
48
Settle Inn and Suites Since 2005Value-focused extended-stay hotelsMidscaleCandlewood Suites, Mainstay Suites, La Quinta Suites, Best WesternNot disclosed4
Hotel RL Since 1999A new, adventure-driven brandUpper-midscaleHotel Indigo, Moxy, AC Hotels, Canopy by Hilton, CentricApplication: $50,000
Royalty: 83.33/room/month ($8,333 minimum)
Marketing: 1-150 rooms: $8,333/month minimum OR 151 rooms: $12,500/month
2
Red Lion Hotels Since 1999Full-service hotelsUpper-midscaleRadisson, Wyndham, Crowne PlazaApplication: Greater of $300/room or $60,000
Royalty: 5% GRR; Marketing: 3.5% GRR
43
Red Lion Inn and Suites Since 1999Full-service hotelsUpper-midscaleRadisson, Wyndham, Crowne PlazaApplication: Greater of $300/room or $40,000
Royalty: 5% GRR; Marketing: 3.5% GRR
23

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