US: Red Lion Hotels, of Spokane, Washington, has introduced the Leo Hotel Collection, a franchise network for independent hotels.
Under the concept, boutique, smaller or historic hotels retain their identity while using Red Lion’s distribution and marketing channels.
Harry Sladich, Red Lion’s vice president of sales and marketing, said it plans to announce its first partner within the next month.
Red Lion operates or franchises 48 hotels across the western United States and Canada. Its recent strategy has been to focus on franchises rather than corporate-owned properties, reducing operating costs while it builds its network.
Red Lion will take a percentage of all fees paid through the services provided by the hotels in the Leo group. Members of the Red Lion’s loyalty programme will be able to redeem or earn rewards at the Leo hotels.
Sladich said the ultimate goal is for the Leo Hotel Collection to have properties across the entire US, not just in Red Lion’s western strongholds.