RLHC Partners with Expedia for Loyalty Program

SEATTLE—Expedia, Inc. and Red Lion Hotels Corporation (RLHC) have partnered to offer RLHC’s exclusive Hello Rewards member-only rates on Expedia.com and Hotels.com (U.S.), and provide direct member sign-up for Hello Rewards from these sites.

Less than one month into the program, RLHC has seen an increase of over four times month-over-month in Hello Rewards member sign-ups through Expedia.com and Hotels.com, according to the company. Hello Rewards is live today.

“It can be difficult for brands to generate any real, meaningful demand or ROI though loyalty programs without spending substantial amounts of marketing dollars on a long-term basis,” said RLHC CMO Bill Linehan. “Our approach is to be extremely respectful of the guest and the channel they chose to make their booking, so we in turn view OTAs like Expedia as partners and make sure we leverage their marketing and innovation investments to drive both customer acquisition and future loyalty.”

Consumers who choose to book the RLHC member rate on Expedia sites benefit from double loyalty rewards, through Expedia.com’s Expedia+ and Hotels.com Rewards loyalty points, as well as Hello Rewards benefits, which include a free night every seven stays; Hello Rewards Rate, best rate guarantee; express check-in with late checkout (when available); room upgrades (when available) and exclusive Hello Rewards member-only offers; and more Hello Rewards perks from every stay.

“We have spent a lot of time listening and reflecting on what our partners need so we can better align with their business objectives,” said Melissa Maher, SVP of Expedia’s Global Partner Group. “Many of our partners, like RLHC, are looking for ways to differentiate themselves, so by providing them with new and unique offerings that improve their visibility in the Expedia marketplace, while delivering incremental business that benefits their bottom line, we’re investing in our long-term partnership.”

In addition to RLHC, Expedia is currently in discussions with other hotel chains to offer member-only loyalty rates through its sites.