UPDATED Jan 24 at 10:03 AM
And to explain why the name is Leo Hotel Collection, we went to Pam Scott, Red Lion's director of communications. The answer:
“We engaged an outside firm, Methodologie, to assist in the development of The Leo Hotel Collection soft brand. Based on their extensive brand research, Methodologie proposed the name as a complement to the Red Lion Hotels and Red Lion Inn & Suites.”
Spokane's Red Lion Hotels is branching out, developing a boutique franchise network.
Today's business section story covers the essentials:
“Called the Leo Hotel Collection, the concept has boutique, smaller or historic hotels retaining their names but using Red Lion’s distribution and marketing channels, said Harry Sladich, Red Lion’s vice president of sales and marketing.
Red Lion operates or franchises 48 hotels across the Western United States and Canada. In recent years it has focused on franchises rather than corporate-owned properties, which reduces its operating costs while building its network.”
Sladich offered two other hotel groups that have already been pushing the same smaller-is-cool approach.
Marriott Hotels has developed the Autograph group with the same focus. ChoiceHotels introduced its version, Ascend Collection, in recent years.
Why “Leo Hotel”? Keep watching this post. We'll explain within the hour.