RLHC rolled out the new program last week, which is guided by three pillars of service.

RLHC (Red Lion Hotels Corporation,NYSE: RLH) announced today the company launched Hello Rewards, its new guest recognition and membership program.

"Hello Rewards entitles our members to more perks and benefits more quickly," said Bill Linehan, Chief Marketing Officer for RLHC. "Hello Rewards recognizes every single guest from their first stay with friendly service and member perks, whereas our former program restricted guests to certain booking channels to accumulate points and achieve tiers. In effect, we are earning the loyalty of our guests, instead of asking them to earn ours."

RLHC rolled out the new program last week, which is guided by the following pillars of service: knowingly recognize, surprise and delight, and fuel passions for guests. Under the Hello Rewards program, guests will receive a free stay for every seven stays, delightful surprises, late checkout when available, room upgrades when available, exclusive offers and the best rate guarantee, among other perks and member benefits.

There is also a meeting planner component of Hello Rewards that recognizes meeting and event arrangers who book group business at Red Lion Hotels. Meeting and event planners will be rewarded with VISA gift cards or master account credit based on the business generated.

"We recognize that loyalty programs in our industry are changing and we see some retail programs that have more meaningful relationships with a higher percentage of engaged members for a fraction of the cost," said Linehan. "The beauty in Hello Rewards is that it is ever changing and rewarding to our members. The premise of our program is better recognition for guests and meeting planners."