Within 5 days of launch, the website recouped its budget. Bookings increased by 50% year-over-year post-launch.

HeBS Digital Increases Direct Bookings by 50% for Red Lion Hotels

The new brand website surpassed all original goals, increasing performance in key metrics year-over-year including a 50% increase in bookings, 50% increase in revenue, 72% increase in organic revenues, 50% increase in SEM revenues, and a conversion rate increase of 34%.

The smartCMS technology enables Red Lion to seamlessly manage website presence on the three screens via a single dashboard. This next generation technology enables the brand website to offer personalized content 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. 

About The Client

With warm, welcoming service, spacious, yet affordable accommodations, complimentary Wi-Fi, and professional meeting space in easily accessible destinations, the RLHC family of brands serve as the perfect home base for exploration and relaxation in equal balance.

Business Needs:

Approach & Target Audience:

The Website

Personalizing the Experience to Each and Every Website Visitor

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.

  • Responsive Website
  • Targets Key Customer Segments
  • Destination Content
  • Reservation Abandonment Application Suite
  • Smart Personalization Engine
  • Smart Rate Promos


  • +50%

    Revenue Year-Over-Year

  • +50%

    Bookings Year-Over-Year

  • +72%

    Organic Revenues Year-Over-Year

  • +34%

    Conversion Rate

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. The result is an online experience that meets the needs of our guests quickly, whether reserving a room or exploring travel opportunities.

Bill Linehan, Chief Marketing Officer of Red Lion Hotels Corporation (RLHC)