GUEST PROGRAMMING: EVOLVING BRAND RELEVANCY WITH COMPETITIVE DIFFERENTIATION Bill Linehan EVP & CMO What is Branding? Guest Programming | Branding 2 Red Lion Hotels Friendly service and unique local flair • Full service hotel DO NOT DO • Food & beverage TYPE ON THE • Meeting facilities MASTER PAGE • Diverse room selection -PAGE NUMBERS WILL AUTOMATICALLY • Fitness center CREATE ITSELF (IT’S THE SMALL p.E YOU SEE ON THE • Midscale PAGE) • 38 properties -THE PROJECT NAME WILL AUTOMATICALLY • Average size: 120-300 CREATE ITSELF rooms -THE PAGE TITLE SHOULD BE TYPED IN THE LIVE PAGES (THE NON-MASTER PAGE) FOLLOW THE DIRECTIONS TO THE LEFT IN THE TEXT BOX -DO PLACE LOGOS Conversion opportunities: AT THE LOWER RIGHT HAND CORNER OF THE Radisson, Wyndham, Holiday Inn, Hilton PAGE WITH LOGOS FOR THE THE CURRENT Garden Inn, Marriott Courtyard and CLIENTS independent brands RED LION | MOOD IMAGERY © GETTYS 2013 19 SEPTEMBER 2014 | P. 1 2 Guest Programming | Branding 3 Red Lion Inn & Suites Clever design providing guests the essentials they need • Limited service hotel • No food & beverage • No meeting facilities • Midscale • 15 properties • Average size: 80-200 rooms Conversion opportunities: Wyndham, Hampton Inn, Holiday Inn Express, Choice Hotels and independent brands Guest Programming | Branding 4 Brand Snapshot: RLH &RLIS BRAND SNAPSHOT CONSUMER SWEET SPOT Red Lion Hotels and Red Lion Inn & Suites open the door to the best local experiences for travelers seeking to get the most out of their trip. OUR VALUES ATMOSPHERE MINDSET Vibrant and authentic, Red Lion is Ť Friendly, upbeat FRESH the base camp for great adventures. Ť Down-to-earth From our Signature This is where travelers recharge, Ť Adventurous Moments to our clever groups sit down and plan out their Ť Family oriented design, our fresh next journey and the friendly staf Ť Value conscious thinking keeps our helps guests squeeze the most fun Ť Patriotic guest fresh out of their stay. Ť Socially-engaged GENUINE EXTRA MILERS Real smiles, real SIGNATURE ELEMENTS people, real value—all lead to real good times 1. Strong focus on comfort essentials 2. Service culture rooted in PNW DEMOGRAPHICS LIFESTYLE ADVENTURE values Red Lion opens the 3. Communal lobby door to some of 4. Best value the most exciting 5. Get Local experiences around 6. Unique loyalty program 50% 50% male female CONSUMER SWEET SPOT EXTRA MILERS MARKET PLACE Ť Enjoys social gatherings Ť Enjoys the great outdoors Extra Milers squeeze the most fun out of their trip. Ť Top 80 MSAs and surrounding Ť DIY For them the journey is always worth the ef ort. tertiary markets, ideally suited for Ť Day trips/excursions Whether on business or pleasure, every moment is conversion properties HHI $100K Median age 37 an experience and every experience is an adventure. Ť S’mores, apple pie, steak, baked potatoes Ť &RPSHWLWLRQ5/+ Radisson, Wyndham, Crown Plaza Hotels & Resort Ť &RPSHWLWLRQ5/,6 Belmont AFFINITY BRANDS MEDIA CONSUMPTION Hotel, Country Inns & Suites, Ť REI Ť Family Circle Holiday Inn Express Ť Levis Ť Real Simple Ť ,GHDOEUDQGFRQYHUVLRQDQG Ť Subaru Ť AAA GLijHUHQWLDWLQJRSSRUWXQLW\ Ť Home Depot Ť HGTV Crown Plaza Hotels & Resort, Ť Amazon Ť Cable TV Wyndham, Quality Inn, Holiday Ť Target Ť Social Media Inn, Radisson Ť Dick’s Sporting Goods Ť ESPN RED LION Confi dential, for internal use only. © 2015 Red Lion Hotels Corporation RED LION Confi dential, for internal use only. © 2015 Red Lion Hotels Corporation (Play brand video) Guest Programming | Branding 5 Hotel RL PIONEER NURTURE WONDER We’re bold, always We’re welcoming, We keep curiosity pushing forward and comfortable, inspired alive with great art, confidently leading – a place to pursue tech and events. the pack. passions freely • Full service • Food & beverage • Upscale • 3-star brand • Launched October 2014 Conversion opportunities: Ideal repositioning in the top US markets for conversion from Crowne Plaza, DoubleTree, Wyndham, Radisson, Quality Inn and independent brands Guest Programming | Branding 6 Brand Snapshot: Hotel RL BRAND SNAPSHOT CONSUMER SWEET SPOT Hotel RL is an experience of all things authentic, creative and curious. Offering a taste of the local scene in a laid-back environment, we invite open-minded travelers to work, play and pursue their passions freely. MINDSET Ť Self-starter OUR VALUES ATMOSPHERE Ť Curious and open-minded Laid back, creative and welcoming, PIONEER Ť Well-informed Hotel RL is a place where business Ť Early adopter We’re bold, always and leisure travelers can stay Ť Discerning tastes, appreciates pushing forward and productive, inspired and comfortable. authenticity confi dently leading It’s a space that is part cof ee shop, Ť Values community the pack part urban lodge, part local hangout Ť Passionate about new experiences and 100% unique. PROMADSProfessional Nomads and adventure NURTURE Ť Design conscious We’re welcoming, Ť Environmentally conscious comfortable, inspired—a place to SIGNATURE ELEMENTS pursue passions freely DEMOGRAPHICS LIFESTYLE 1. Steps and open lobby WONDER 2. Bluestone Lane cof ee experience 3. Creative programming (art, music, We keep curiosity movies and lectures) alive with great art, 4. Techie (Mobile check-in/out, 40% tech and events exclusive guest app) 60% female 5. Unique loyalty program male CONSUMER SWEET SPOT MARKET PLACE Ť Urban, top 50 MSAs Ť Combines work and pleasure PROMADS Ť Vibrant business district, ideally Ť Individual income $75K+ Ť Engages with art and culture A new generation of traveler, the professional suited for quality conversions or Ť College+ Ť Enjoys the outdoors nomad. Promads are untethered and on the go. They adaptive reuse Ť Creative/Professional/Freelance Ť Explores new neighborhoods conduct business from the cloud and all around the Ť Competition: Hotel Indigo, Moxy, Ť Median age 30 Ť Likes to discover new restaurants world. Collectors of experiences, not things, they’re AC Hotels, Canopy by Hilton, Ť Latte, avocado toast, kale salad early adopters and always keep an open mind for Centric (Hyatt), Citizen M ideas and inspiration. AFFINITY BRANDS MEDIA CONSUMPTION Ť Huf ngton Post Ť KIND Healthy Snacks Ť TED Talks Ť Patagonia Ť Fast Company Ť Warby Parker Ť Apps Ť Dollar Shave Club Ť Blogs Ť Bonobos Ť Podcasts Ť Zipcar Ť Netfl ix Ť Spotify HOTEL RL Confi dential, for internal use only. © 2015 Red Lion Hotels Corporation HOTEL RL Confi dential, for internal use only. © 2015 Red Lion Hotels Corporation (Play brand video) Guest Programming | Branding 7 Hotel RL: Baltimore Launch Maximizing launch with local pre-opening marketing campaigns Hotel RL coffee truck Symbolizes the brand ethos and aesthetic utilizing local alliances Project Wake Up Call demonstrates the commitment by RLHC to serve urban communities Opening event comprises key stakeholders, investors, hotel developers and industry media Guest Programming | Branding 8 INTRODUCING Guest House | Settle Inn Extended Stay Bill Linehan EVP & CMO Guest Programming | Branding 10 Guest Programming | Branding 11 Guest Programming | Branding 12 Guest Programming | Branding 13 Guest Programming | Branding 14 Guest Programming | Branding 15 Guest Programming | Branding 16 Guest Programming | Branding 17 Guest Programming | Branding 18 Guest Programming | Branding 19 Guest Programming | Branding 20 Guest Programming | Branding 21 Guest Programming | Branding 22 Guest Programming | Branding 23 CRAFTING A BRAND STORY MAKE IT # : THE BRAND COMMUNICATION PLATFORM Over the past year and a half the Red Lion brand received a major makeover. With positioning and core values in place, the next phase of rebranding efforts revolved around developing a brand communication platform that would enable the clear message of the brand both internally and to guests. For Red Lion, that message is MAKE IT #WorthIt. Guest Programming | Branding 25 MAKE IT # What Is MIWI? MAKE IT #WorthIt is the new brand communication platform for Red Lion Hotels and Red Lion Inn & Suites. The words act as a tagline for the hotels while also serving a much bigger purpose—that of the brand communication platform, influencing what Red Lion promises and delivers. What Does MIWI Mean? Think about the greatest travel experiences of your life. The ones that you find yourself recounting to friends time and again. That great view you hiked up to on the recommendation of a local or that incredible restaurant you discovered that wasn’t covered in any travel guide. What do these have in common? Not settling for the norm and pushing yourself to experience something unique. These are the kinds of experiences Red Lion opens the door to. Business or pleasure, our guests come inspired. MAKE IT #WorthIt promises that we’ll encourage each and every guest to make the most of their stay. Guest Programming | Branding 26 How Does MIWI Impact Red Lion? MAKE IT # is the new brand communication platform for Red Lion Hotels and Red Lion Inn & Suites, serving as the brand tagline and promise. MAKE IT # enforces the core values, inspiring travelers to go the extra mile to make the most of their trips. MAKE IT # serves as a genuine way of communicating special deals and offers. Book two nights and get the third free. #WorthIt. MAKE IT # speaks to the value Red Lion offers. Spending less on a place to sleep so you can do more with your trip? #WorthIt. MAKE IT # acts as an authentic way to communicate the brand offering without overpromising. Guest Programming | Branding 27 MIWI Platform Roll-Out Plan Internal Communications Emails On-property Social Media Redlion.com website Public Relations Digital Initiatives Programming MIWI Print Advertising Guest Programming | Branding 28 SIGNATURE MOMENTS Bill Linehan EVP & CMO Signature Moments Signature Moments 30 Signature Moments | Positioning Born in the Pacific Northwest. Inspired by the land’s relentless spirit of exploration. Red Lion hotels proudly carries on the rich traditions of the region. Driven by curiosity and wonder, all Red Lion hotels capture the essence of the Pacific Northwest.