Digital Marketing

HeBS Digital Sets a New Standard for Destination-Based Multi-Property Sites with the Launch of Red Lion Hotels' Brand Website

Designed and launched with the most advanced smartCMS in the industry, the site features responsive/adaptive design for the three screens, innovative smart personalization engine and one-to-one-marketing capabilities, reservation abandonment prevention technologies, as well as enhanced merchandising functionality to highlight brand, regional and property-specific promotional offers and packages.

HeBS digital HeBS Digital announces the launch of the new Red Lion Hotels’ multi-property, destination-based brand website: www.redlion.com. Designed and launched with the most advanced smartCMS in the industry, the site features responsive/adaptive design for the three screens, innovative smart personalization engine and one-to-one-marketing capabilities, reservation abandonment prevention technologies, as well as enhanced merchandising functionality to highlight brand, regional and property-specific promotional offers and packages.

“Our intent with redlion.com was to add performance enhancements, align with our newly evolving positioning, add best-in-breed merchandising opportunities and adopt industry leading e-commerce practices that allow for more multi-channel marketing and dynamic messaging,” said Red Lion Hotels Corporation (RLHC) Chief Marketing Officer Bill Linehan.   “The result is an online experience that meets the needs of our guests quickly, whether reserving a room or exploring travel opportunities.”

The site is aligned with Red Lion’s evolving vision of delivering an authentic, locally-focused travel experience. Corresponding with the brand’s initiative to deliver an insider experience for hotel guests, the brand website’s responsive design showcases high-impact imagery and expanded content to immerse users in local culture and create a sense of discovery. With over 1100 content pages, featuring professional copywriting and SEO, clearly prioritized through industry-leading navigation, the website offers customized content for each location while effectively speaking to each of Red Lion Hotel’s key customer segments.

The HeBS Digital team collaborated with Red Lion Hotels Corporation to offer a responsive/adaptive design backed with industry-leading CMS technology. The smartCMS technology enables Red Lion to seamlessly manage website presence on the three screens via a single dashboard, engage users like never before and maximize revenues from the direct online channel. This next generation technology enables the brand website to offer dynamic content personalization to fit the interests and preferences of website visitors and one-to-one marketing capabilities to drastically increase conversion rates and revenues, and features deeper integration with the CRM and CRS to improve Hello Rewards guest recognition and merchandising. The state-of-the-art cloud hosting and Content Delivery Network (CDN) allows for lightning-speed page downloads, which improves user experience and conversions on the site, as well as improves search engine rankings.

Overall, the innovative capabilities of the new site offer improved merchandising capabilities to turn lookers into bookers. Hello Rewards members are recognized across the website, benefiting from an improved user experience and verified access to member-only promotions, packages and perks. Prospective Red Lion Hotel guests can also click to chat with a live brand representative, and search by state, city, region or property type. The site automatically displays real-time rates in a promo tile and serves banners with specialized marketing messages to those who abandon reservations.

“Working with Red Lion Hotels to reinvent their online presence and fulfill their vision of delivering an authentic local experience for website visitors was a welcome challenge that we took head on,” said Max Starkov, President & CEO of HeBS Digital. “The new 54-property brand website was designed, developed and delivered in less than five months thanks to HeBS Digital’s innovative, next-generation smartCMS technology, as well as the excellent collaboration between the Red Lion and HeBS Digital teams who operated as a single well-oiled machine. The new brand website features a number of industry-first capabilities, including smart personalization engine to serve unique and relevant visual, textual and promotional content based on the visitor’s demographics, preferences and user behavior, as well as technologies to recover abandoned reservations, ultimately reaching a whole new level in maximizing website conversions from the direct online channel for Red Lion Hotels.”

Discover the adventure that awaits by visiting the new Red Lion Hotels Site.

About Red Lion Hotels Corporation (RLHC)

RLHC is a hospitality company primarily engaged in the franchising, ownership and operation of midscale and upscale hotels. Established in 1959, 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.

About HeBS Digital

Founded in 2001, HeBS Digital is the industry’s leading digital technology, full-service hotel digital marketing, website design and direct online channel consulting firm based in New York City (www.HeBSDigital.com).

HeBS Digital has pioneered many of the “best practices” in hotel digital marketing and website revenue optimization, as well as a range of industry-first digital technology applications.  The firm has won more than 250 prestigious industry awards for its digital marketing and website design services, including numerous Adrian Awards, Davey Awards, W3 Awards, WebAwards, Magellan Awards, Summit International Awards, Interactive Media Awards, and IAC Awards.

A diverse client portfolio of top-tier major hotel brands, luxury and boutique hotel brands, resorts and casinos, hotel management companies, franchisees and independents, and CVBs are benefiting from HeBS Digital’s direct online channel strategy and digital marketing expertise. Contact HeBS Digital’s consultants at (212) 752-8186 or success@hebsdigital.com.

Editorial Contact:

Sara O’Brien
HeBS Digital
Phone: 212-752-8186
Email: sara@hebsdigital.com
Web: http://www.hebsdigital.com

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