Hotel firm Red Lion will launch a hotel conversion brand aimed at the millennial market.
Hotel RL will be a full-service lifestyle brand ‘inspired by the spirit of the Pacific Northwest.’
Over the course of 18 months, RLHC and hotel partners will invest up to $100 million in the conversion of properties to the Hotel RL brand.
"By tapping into the millennial mindset, Hotel RL offers a fresh approach to hospitality that will resonate with the most influential market set since the baby boomers," said CEO Greg Mount.
"Hotel RL stresses authenticity, environment and community, and reflects a longstanding commitment by Red Lion to hospitality, starting with a simple hello.
"The focal-point of our open pavilion-style lobby is The Steps, a new gathering and seating concept where guests can enjoy an espresso and complimentary Wi-Fi in the mornings or a signature cocktail in the evenings," Mount added.
The first Hotel RL location will be announced by the end of 2014.
