Red Lion targets younger travelers with 'Hotel RL' lifestyle brand

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Red Lion Hotels Corp. this week announced a three-star lifestyle brand called Hotel RL that's geared towards younger travelers.

The badge will pursue a "Pacific Northwest ethos," including a coffee-house setting in each lobby.

Red Lion, which oversees more than 50 hotels, says it will announce the first Hotel RL by year end, and estimates that the company, along with its hotel-owner partners, will spend as much as $100 million during the next 18 months either opening new properties or converting existing ones to the brand.

Follow Danny King on Twitter @dktravelweekly.

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