Editorial Board   Guest Author

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 March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.