Customer experience and brand loyalty are two paramount issues for Red Lion Hotels Corporation (RLHC). The 54-hotel chain launched a new loyalty program−Hello Rewards−last year because its previous program−R&R Club−wasn’t effective, was impersonal, and didn’t retain customers at a desired level.
Red Lion Hotels officials realized that loyal customers are easier to sell to, spend more, and make a business more successful. As a result, surprise and delight has moved to the forefront of RLHC’s....