Hello Rewards Announced as New Loyalty Program for RLHC

SPOKANE, Wash., Aug. 22, 2014 (GLOBE NEWSWIRE) -- RLHC (NYSE: RLH) announced today it is launching Hello Rewards, a new program centered upon earning the loyalty of its members through surprise and delight moments. "Our entire goal with Hello Rewards is to inspire and knowingly recognize our guests at different journey points through their experience with us," said Bill Linehan, Chief Marketing Officer at RLHC. "As we build one-to-one relationships with members, our guests will benefit from perks that are catered specifically to them." Hello Rewards is a loyalty program based on three cornerstones of customer service including creating moments of instant gratification, knowingly recognizing guests and fueling their passions. Similar to many retail membership programs, RLHC Hello Rewards will earn guest loyalty by offering surprise and delight moments such as free future stays, tailored promotions, and other perks that may include other retail services or benefits that reflect their member preferences. "Hello Rewards echoes our belief that we need to create opportunities that demonstrate we appreciate our members from the very first time they book a reservation," said Linehan. "Just like a good friend, the more frequent our interaction with guests, the better we will be able to understand what is meaningful to them. Our success with this program will be measured by our ability to show members new ways to enjoy their passions while traveling. After all, the most fulfilling elements of travel experiences are centered on moments of discovery, surprise and wonder." Also by being a member of Hello Rewards, members can access special unpublished rates, which are also referred to as the "lowest rate period." About RLHC:

Red Lion Hotels Corporation is a hospitality company primarily engaged in the franchising, ownership and operation of hotels. The company has more than 50 hotels system wide and also owns and operates an entertainment and event ticket distribution business. For more information, please visit the company's website at www.redlion.com. Social Media: www.Facebook.com/RedLionHotels www.Twitter.com/RedLionHotels www.Instagram.com/RedLionHotels www.LinkedIn.com/company/red-lion-hotels

CONTACT: Pam Scott
         VP, Corporate Communications
         509-777-6393
         [email protected]

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