MEDFORD, Ore. (Aug. 27, 2026) — The Rogue Regency Inn & Suites has officially rebranded as the Red Lion Hotel Rogue Regency Medford Airport, marking the next chapter for one of Medford’s longtime hotels as its owners move forward with a planned two-year improvement program.
While the hotel’s name and brand affiliation are changing, ownership and management of the property remain the same.
Medford Alert News discussed the rebranding with Maili Morrison of COHO Services, the Portland-based hospitality management company that manages the property.
“We chose Red Lion because of its strong regional recognition and our longstanding experience with the brand,” Morrison said. “Our ownership and management group operates several full-service Red Lion hotels throughout the Pacific Northwest, and we have found the brand to be a strong partner in attracting regional leisure, corporate and group business.”
The Red Lion affiliation also connects the Medford hotel to the broader Sonesta family of brands, providing access to loyalty travelers and expanding the property’s reach among guests who already use the hotel company’s network.
The rebranding follows the hotel’s acquisition by BHG Hotels, a Lake Oswego-based, family-owned hospitality company, announced in October 2025. COHO Services took over management of the property as part of the ownership transition.
According to previous property data, the campus is described as Medford’s largest hotel, with 203 rooms and more than 117,000 square feet of building space. The hotel includes a full-service restaurant, bar, meeting and event facilities and other guest amenities.
The new ownership announced plans for a comprehensive, two-year renovation while keeping the hotel open during the work.
As part of the rebranding, ownership is continuing with a property improvement program expected to take place over the next two years. Planned improvements include updates to guestrooms, public spaces and hotel amenities.
Specific details about the timing and cost of the improvements have not been released.
The Rogue Regency has been a fixture in Medford’s hospitality industry for decades, serving leisure travelers, business guests, weddings, conferences and other events.
“The Rogue Regency has been a Medford landmark for many years, and we’re excited about this next chapter,” Morrison said. “Our goal is to build on that history, continuing to invest in and improve the property while bringing new travelers, groups and events to Medford and the Rogue Valley.”
The hotel’s new identity as the Red Lion Hotel Rogue Regency Medford Airport combines the longstanding Rogue Regency name with the Red Lion brand, which has a significant presence throughout the Pacific Northwest.
The hotel will continue operating at its existing location near Rogue Valley International-Medford Airport as renovation and improvement work moves forward.
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