RLH Corporation Goes Back to Basics in 2020
January 31 2020 - 9:00AM
RLH Corporation (NYSE:RLH)
(“RLHC” or “the Company”) today announced a strategic plan to go
“back to basics” in 2020 and beyond with a renewed commitment to
franchisees and a tactical focus on growth opportunities.
With a refreshed outlook, RLHC is approaching the next months
with a focus on what matters most to its franchisees: the
evaluation and implementation of common sense brand standards which
focus on ROI for owners; amplifying marketing spend to increase
brand contribution; targeted campaigns with input from franchisees;
digital enhancements and expansion; and a commitment to development
opportunities in markets that resonate with RLHC brands.
Corporate efforts will be rooted in R.O.A.R –
Recruit, Onboard,
Add value and Retain. “R.O.A.R is
vital to our effort of heading back to basics in 2020,” said RLHC
Interim CEO John Russell. “This approach will help reinforce the
foundation of the RLH Corporation business, show a commitment to
strengthening bonds with our franchisees and partners, and amplify
the Company’s growth opportunities.”
Franchisee relationship building with an increase in owner
engagement is the primary focus of the Company’s “back to basics”
approach. The comprehensive and multifaceted plan relies heavily on
the overhaul and addition of operational and marketing programs. To
begin, the Franchise Operations team will spend more time in the
field, increasing the number of Town Hall meetings across the
nation by 50% over 2019. The Company is also refining the Brand
Advisory Board program to enhance the franchisee role in the
decisions that impact the brands.
The Company also plans to strategically expand its digital and
targeted marketing program in 2020, primarily in local and regional
markets, putting a larger focus on community engagement, franchisee
revenue sources, and with the intent to increase contribution to
owners. Aggressive regional market penetration will also drive
lodging development for the Company.
“We are taking a close look at further infiltration of
geographic markets that are most important for our various brands,
as well as the guests who continue to show loyalty to our brands
and franchisees,” said Harry Sladich, EVP of Franchise Development.
“We are confident this will create new opportunities with existing
franchisees and will lead to relationships beyond our current RLHC
family.”
The Company will also continue to emphasize its low cost, high
visibility loyalty program, Hello Rewards.
To further support and engage with franchisees this year, the
RLHC Women in Leadership and Learning program (WiLL) in partnership
with AAHOA, is inviting female franchisees, property leaders and
affiliates to quarterly leadership development courses. “The
Company is committed to empowering women in the hospitality
business, providing inspiration and a support network as well as
learning and personal growth opportunities,” said SVP of Brand
Strategy Amanda Marcello. “It is crucial to our success that we
offer the rising stars in our industry the space to grow and
learn.”
To learn more about franchising with RLH Corporation,
visit franchise.rlhco.com. We don’t wait for the future. We
create it.
About RLH Corporation RLH
Corporation is an innovative hotel company focused on the
franchising of upscale, midscale and economy hotels. The Company
maximizes return on invested capital for hotel owners
across North America through relevant brands,
industry-leading technology and forward-thinking services. For more
information, please visit the Company's website
at www.rlhco.com.
Social Media: www.Facebook.com/hotelrl
www.Twitter.com/hotelrl www.Instagram.com/hotelrl
www.Linkedin.com/company/rlhco
Media Contact: FINN Partners 212-561-6454
rlhcorp@finnpartners.com
Investor Relations Contact: Nikki Sacks
Investor Relations 203-682-8263 investorrelations@rlhco.com
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