Case Study: Red Lion Hotels Corporation achieves streamlined operations and authentic guest experiences with Microsoft Dynamics 365

How RLH Corporation Is Promoting Authenticity and Adventure with the Latest Technology

RLH Corporation, a rapidly growing hotel company rooted in the Pacific Northwest, expanded from about 120 hotels to over 1,100 properties through several acquisitions, creating new complexity in communication, data management, and brand consistency. Leadership wanted to preserve the company’s authentic, local guest experience while improving connectivity across owners, franchisees, corporate staff, and thousands of employees—challenges that overwhelmed legacy systems and made traditional IM and email ineffective.

RLH implemented Microsoft Teams (integrated with Office 365, Exchange, Yammer, and SharePoint) to create persistent, intuitive group communication and adopted Dynamics 365 to unify CRM and property data. The changes streamlined collaboration and knowledge-sharing, sped up franchising and onboarding, reduced reliance on costly home-grown systems, and provided a scalable foundation for future AI/ML-driven, customer-centric initiatives while preserving the company’s authentic culture.

Red Lion Hotels Corporation

John Reeves

Senior Director of IT Operations