Red Lion Hotels has redesigned and renamed its loyalty program. The new Red Lion R&R Club promises an “effortless, rich and rewarding program that is easy to understand and easy to achieve,” according to Red Lion sources. And to start the new program off with a bang, new members will earn 5,000 bonus points for joining and staying at a Red Lion hotel between April 1 and June 30, 2008.

R&R Club members can choose to earn 500 airline miles per qualifying stay in several airline programs including Alaska, Delta, American, Northwest and Hawaiian or R&R Club points. Members earn 10 points for each dollar on their folio (more points are earned if you are a Gold or Platinum member), and for 10,000 points, can earn a free night stay at any Red Lion hotel.

In addition to future hotel stays, members have award choices such as a massage, a sky diving trip or a Stay Comfortable Bed by Sealy, as well as merchandise, entertainment and car rentals. New partnerships have been forged with GiftCertificates.com, Cloud9Living (experience partner including spa and cruise vacations) and Sealy. Retail merchants such as Costco and Nordstrom remain partners and other award options will continue to be added.

There is also a lower point threshold for awards starting at 5,000 points and members can earn Gold elite status after 12 nights (not stays) and Platinum status after 25 nights. Platinum status members have the added value of earning points (15 points per dollar spent) as well as 500 airline miles for each qualifying stay for a double dip of points and miles.

All active members of the former GuestAwards program will automatically be enrolled in the Red Lion R&R Club and their existing points will automatically roll into the R&R Club — along with their elite status. To learn more and enroll in the new program, visit http://www.redlion.com/redlionrandrclub