WestCoast/Red Lion Hotels to Combine Loyalty Programs

WestCoast/Red Lion Hotels to Combine Loyalty Programs

Hot on the heels of a current conversion of more than 20 hotels from WestCoast to Red Lion brands, WestCoast Hospitality Corp. announced that the individual loyalty programs of the two brands would be merged beginning in February 2003. Robin Baird of WestAwards explained that after extensive research, including soliciting input from focus groups and examining operational issues, the new program would combine the best of both of its predecessors. “It will be very similar to the WestAwards program,” Baird said. “And it will only increase redemption options.”

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