Red Lion Hotels Corporation has entered into an agreement with Sceptre Hospitality Resources (SHR) to configure WindsurferCRS as the premise of its reservation platform and provide access to reservation, distribution and reporting information.

"For hotel companies, the central reservation system is the hub of all transactions, managing inventory and channels with dynamic rates, and directing outreach to customers through eCommerce and digital marketing," said Bill Linehan, executive vice president and chief marketing officer for Red Lion Hotels Corporation. "Windsurfer will provide us with better data and more integrated marketing opportunities, as well as more direct channels. This technology serves as a catalyst to interface with customer relationship management and revenue management systems in the future. It is a critical first step toward gaining unprecedented access to reporting data and managing distribution channels."

WindsurferCRS provides real-time data enabling hoteliers to execute quickly and easily on hotel availability and revenue management strategies. The platform is designed to increase distribution, maximize booking conversions and optimize ROI. The platform is already beginning to be deployed.

"We have been impressed with Red Lion's deployment plan for WindsurferCRS and their tactics and processes to capture untapped distribution opportunities and enable more efficiency. That's what our system is designed to do," said Rodrigo Jimenez, chief executive officer of SHR.