Red Lion Redux

Red Lion Redux

Red Lion R&R Club has introduced several changes to the program including how many points members earn when staying at Red Lion hotels. Red Level (base) members will continue to earn 10 points for every eligible dollar charged to their room, but instead of 500 airline miles per qualifying stay, they will now earn 250 airline miles per night when choosing miles over points.

And for those who travel with their pets, there is some bad news–now, Red Level members will have to pay a $15 pet fee per stay. In the past, this fee was waived for all members.

Gold Level, reached after 12 nights in one year, will no longer earn 12.5 points for every eligible dollar charged to the room, but rather the same 10 points as Red Level members. They can also choose to earn miles at 250 miles per night. Other Gold benefits include that pets stay free and up to four breakfasts are free (in the past, only the Gold member received a free breakfast).

Platinum Level, reached after 25 nights in one year, will no longer earn 15 points per dollar charged to the room and the earning rate is the same for all levels–10 points per dollar spent or 250 miles per night. Platinum members, along with all the benefits of Silver members, are guaranteed a premium room upgrade or they will receive 2,500 bonus points (the bonus points offer is new). Other Platinum benefits include a late checkout, dessert/appetizer/500 bonus points coupon and priority phone contact. All members, including elite members, will now have to pay for parking when it’s required by the Red Lion property (in the past, parking was free for elite members).

There have also been changes to the awards available for members including some redemption changes for Preferred Hotel Group award nights and an additional redemption option with Destinations Hotels and Resorts. Also new, all members will receive a welcome gift at check in.

Bottom line: Sunny Matteson, Director of Marketing, Red Lion, said that the process to make these changes took six months and that a lot of focus groups with members were conducted to get their feedback. Certainly members who stay longer will benefit when they choose to earn airline miles under the new program, but elite members who choose points have lost quite a lot. Base member pet-lovers are losing out, but a pet fee of only $15 per stay is not too painful. Overall, a mixed bag for members, but Red Lion looks to have put a lot of work into streamlining the program.

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