“We have been trying to be more innovative,” explains Melissa Maher, SVP of Expedia’s Global Partner Group. “We are really focusing on helping our partners grow their business and us being more than just a distribution channel. We’ve been able to use three key assets to accomplish that: Technology, marketing, and data and intelligence.” This August, the company announced it would be providing Red Lion Hotels Corporation with a boost to its loyalty program. Consumers who come to Expedia who are interested in a Red Lion Hotel and wish to book the membership rate plan are automatically enrolled into Red Lion’s Hello Rewards program. “Many of our partners find value in building loyalty relationships with consumers. We found that using Expedia as a way to enhance their customer acquisition goals has been very helpful. That was us listening to our partners and working together to address a need that they had,” Maher says. “In the first month, we’ve enrolled over four times the members in Hello Rewards than in the previous four weeks.” Get the full story at Lodging Read also "Hotels Offering Loyalty Programmes on OTAs: The Dark Side" at NetAffinity