Feb 20, 2008 6:05 AM, By Richard Tedesco

Red Lion Hotels are hyping a leap year promotion offering bonus points to loyalty program members who make reservations for Feb. 29.

Along with 2,900 additional bonus points, members also receive a 29% discount off the best available room rate for staying at a Red Lion Hotel on Feb. 28, 29 or March 1—and a complimentary pair of slippers.

It’s all part of a “National Stay Comfortable Day” promotion that will also offer guests prize drawings every 29 minutes on those days. Prizes include Sealy Stay Comfortable beds (standard equipment in Red Lion rooms), plush red chairs, Red Lion hotel accommodations, soothing amenities and yoga kits.

The promotion is designed to build buzz about a revamped loyalty program for the hotel chain.

“It’s to create awareness that we are changing our loyalty program and rebranding it,” said Red Lion spokeswoman Namrata Patel.

The secondary purpose is to build business in the hotels at a time of year when occupancy rates are relatively low, Patel said.

Guests in the hotels on Feb. 29 will also be eligible to register on-site for a sweepstakes contest to win a two- night stay at a Red Lion hotel and roundtrip airfare for two to any locale in the U.S. and Canada on Alaska Airlines.

The ambience of the hotels is intended to convey the “Stay Comfortable” theme. Entry areas in the hotels will emit lavender scents amid the sounds of soothing music. Front desk and concierge employees will be wearing Red Lion robes and slippers and a signature Stay Comfortable bed will decorate each lobby.

Red Lion is using direct mail and local media in the select markets to market the promotion.

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