SPOKANE, WA— With West Coast Hotels now the official owner of the Red Lion hotel chain, it intends to let the public know. According to Steve Barbieri, who is part of the executive ranks at West Coast, the company will begin educational advertising “as soon as possible” to let consumers know that Red Lion is now a part of the West Coast family. Along those lines, the company also intends to identify any operational synergies between the two hotel brands to save money on costs. Barbieri said consumers can also expect to see the combination of Red Lions frequent stay program with that of West Coast, as well as the practice of cross selling between the two brands and the use (eventually) of one central reservations system for both. Perhaps even more interesting, however, is the indication that West Coast plans to convert a good portion of the Red Lion hotels to the West Coast flag. “Well be spending time determining which (Red Lion) hotels would best be served under the West Coast brand and they will be reflagged,” said Barbieri. He noted that only some hotels— most likely the full-service Red Lion properties— would be considered. When asked if the Red Lion chain would disappear, Barbieri said Red Lion would remain intact, however, he said its portfolio will likely change slightly over the next year or two. — Shannon McMullen
