Mr. Linehan

Bill Linehan

Executive Vice President, Chief Marketing Officer

Red Lion Hotels Corporation

Bill Linehan joined RLH Corporation in February 2014 as Executive Vice President and Chief Marketing Officer. With him leading a national award-winning marketing team, the company has since launched an upscale brand, Hotel RL, and re-launched branding for Red Lion Hotels, Red Lion Inn & Suites, GuestHouse International and Settle Inn. In 2015, RLHC introduced Hello Rewards, an innovative guest recognition program that is disruptive to traditional loyalty schemes, yet more relevant to changing consumer dynamics; less costly and more rewarding with instant gratification. Hello Rewards grew by 50 percent in 2016, driving RevPar growth for RLH Corporation properties. Mr. Linehan also released RevPak, a guest delivery program of industry-leading technologies and integrations that helps optimize revenues through dynamic pricing, content management, CRM strategies, MA and digital marketing techniques. He has continued to develop new omni-channel marketing strategies consistently outperforming industry averages.

Mr. Linehan has more than 25 years of hospitality experience, most recently as Chief Marketing Officer and Managing Director at Richfield Hospitality and Sceptre Hospitality Resources, where he led the sales, marketing and resource management activities surrounding the company's portfolio of hotels and resorts. At Sceptre, Mr. Linehan repositioned the company to become a global leader of hotel revenue technologies. Prior to that, he was Vice President of Global Marketing for InterContinental Hotels Group, where he established the marketing to re-launch seven IHG brands to the development community. Mr. Linehan also previously served as Global Vice President of Marketing, Brand Alignment and Partnerships for Starwood Hotels and Resorts and held sales and marketing positions with both Hyatt and Sheraton.

Please visit www.redlion.com for more information.

Mr. Linehan can be contacted at 509-777-6393 or bill.linehan@redlion.com

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.