In essence, as we discovered last month, this smaller US-based chain has climbed into bed with Expedia and sister site Hotels.com by allowing them to show members only rates. At the same time, the OTAs are also allowed to auto enroll non-members in Red Lion’s Hello Rewards programme. In exchange, Red Lion gets the customer's email address and, very likely, to pay much lower commissions. Responses to the move from hoteliers, former hoteliers and other industry commentators have ranged from ‘pretty strange’ and ‘a move in the right direction for data sharing’ to ‘setting a dangerous precedent for the industry’. Says Marco Corsi, Third Party and Distribution Manager at Sokos Hotels: “Honestly, the decision seems a little odd.” So, again, the question why? Get the full story at EyeForTravel Read also "Hotel execs discuss Red Lion-Expedia deal" at Travel Weekly, "Expedia and Red Lion partner for members-only rates" and "Marriott integrates Expedia’s package product to help drive incremental demand"