Red Lion Hotels Corp. unveiled plans for a boutique brand called the Leo Hotel Collection.
Members will be independent hotels that are “unique, boutique and/or historic,” Red Lion said.
The brand would be the company’s third, in addition to Red Lion Hotels and Red Lion Inns & Suites.
Ron Burgett, Red Lion’s executive vice president of lodging and brand development, said that the Leo Hotel Collection “offers appeal for independent hotels looking for access to a franchise distribution system while maintaining their unique image and identity.”
Red Lion envisions that Leo Collection hotels will “boost our efforts to attract new guests and to provide our current guests with fantastic new locations,” said Harry Sladich, Red Lion’s executive vice president of sales, marketing and distribution.
Red Lion currently has 48 midscale hotels in nine Western states and British Columbia.
The company is undergoing a rebranding effort, with Red Lion Hotels its full-service brand with restaurants and banquet meeting space, and Red Lion Inns & Suites its limited-service brand.