RLHCHelloRewardsUpdateJanuary 13, 2017

Hello Rewards Marketing Automation Activation1-to-1 Marketing Campaigns

CONFIDENTIAL – NOT FOR DISTRIBUTION | Hello Rewards Marketing Automatic Activation | January 2017 | page 1

Introducing the Hello Rewards Marketing Automation ActivationWhat have we done?

RLHC is launching one-to-one marketing campaigns for Member Reactivation, Member Engagement and Member Acquisition through our Hello Rewards Member Engagement Promotion.

Why have we done it?

This means we will have the ability to leverage reservation data and guest history, as well as Hello Rewards loyalty transactions. This allows us to communicate with our members and send them discreet offers based on their individual level of activity and engagement with the loyalty program.

• Member Reactivation: Re-engage and reactivate Hello Rewards members who are close to having their stay credits expire by sending a special offer to book.

• Member Engagement / Member Acquisition Offers: Re-engage members who have not engaged with the program within specific windows of time within their guest journey or for use through our affiliate network for member acquisition.

• Member Engagement Offers: Offer intended to re-engage members and increase member length of stay within specific windows of time within their guest journey. Offer discount is variable based on the length of stay.

1-to-1 Marketing Campaign | Hello Rewards Marketing Automatic Activation | January 2017 | page 2

Member Incentives

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Member Reactivation Program Objective(s): Re-engage and reactivate Hello Rewards members who are close to having their stay credits expire by sending a special offer to book.

Membership requires activity within a rolling 13-month timeframe. Members who are reaching their 13-month window and have no future reservations listed in the CRM will receive the following exclusive offer(s) based on the window of their deactivation.

90 Days = 10% off | 30 Days = 10% off | 15 Days = 15% off7 Days = 20% off | 1 Day = 25% off

40% off and 30% off – Member Engagement / Member Acquisition Offers:Get 40% or 30% off your next stay at Red Lion Family of Brands Hotels. This is a discreet offer intended to re-engage members who have not engaged with the program within specific windows of time within their guest journey or for use through our affiliate network for member acquisition.

Stay More Save More – Member Engagement Offers:Get 10%, 20% or 30% off your next stay at a Red Lion Family of Brands Hotel. This is a discreet offer intended to re-engage members and increase member length of stay within specific windows of time within their guest journey.

Stay 1 Night, Save 10% | Stay 2 Nights, Save 20% | Stay 3 Nights, Save 30%

FAQ

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What are the book and stay dates?• Book Dates: 1/15/17 – 1/31/20• Stay Dates: 1/16/17 – 2/1/20

What are the program parameters?• For all Hello Rewards, automatic 1-to-1 Marketing campaigns, the following parameters will apply*:• Previously booked, future reservations are not eligible for the offer• Guests with future bookings will not receive the offer• If member books at any point in this journey, they stop receiving related offers

*The rules apply as stated for properties with an integration where the CRM is aware of the bookings. For any property where there is not an applicable integration, the member will receive the offer regardless of existing reservations on the books.

What are the booking channels?Booking channels include redlion.com and Central Reservations/Call Center.

What are the check-in procedures?Recognize Member, optional upgrade when available.

What are the check-out procedures?Thank Member for their stay.

For more information, contact:Ramsey Pruchnic | VP, Relationship Marketing and

Data Management PlatformsRamsey.Pruchnic@rlhco.com

T: 509-777-6260

Allegra Medina | Director of CRMAllegra.Medina@rlhco.com

T: 509-777-6435