Red Lion: In Franchising Mode

HotelWorld Network:

Red Lion Hotels is in franchising mode. With a goal of adding 15 contracts in 2010, the Spokane, Wash.-based midscale brand is focused on the Western United States.

Since January the brand has had several management changes: The company named Jon Eliassen interim president and CEO, and named Rich Carlson VP of lodging development.

Carlson said these moves have helped brand executives fine-tune their expansion plans in the 11 states they already are in. Of the 45 hotels in the Red Lion portfolio, the company manages 32 and franchises 13. That franchise number is the one executives want to grow.

“What we don’t want to do is franchise for the sake of franchising,” Carlson said. “But now we have a rare opportunity to set a direction and really define the company as we move forward.”

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