Langham Hotels to launch New GDS Code 'LO'

Langham Hotels International (LHI) is preparing to launch its GDS (global distribution system) code, LO for its luxury hotel portfolio, commencing 7 March, 2007.

From 7 March, the six existing Langham properties will be represented by the code LO, across 640,000 travel specialist terminals on the major GDS systems, namely Amadeus, Apollo/Galileo, Sabre and Worldspan. New Langham Hotels to come on line will also carry this LO code on all distribution channels. Furthermore, Langham toll-free reservation numbers will begin in worldwide feeder markets on this date.

“The technology that we are deploying is state of the art, giving hotels a real-time, two-way interface to the GDS from the Hotel Property Management system and facilitating single depleting inventory management which will facilitate our hotels’ yield management,” said Trixie Scully, Director of Revenue Management for Langham Hotels International.

“The launch of our own GDS code, LO, is a landmark for Langham as it reinforces our brands’ unique identity,” said Brett Butcher, Senior Vice-President, Sales and Marketing, Langham Hotels International. “The new code will also add value to our travel trade partners by granting them direct and faster access to all Langham hotels, which will generate a huge impact on our business.”

Brett Butcher went on to say, “In pricing our system we have deliberately kept charges low and based them on delivered reservations. There will not be any fixed fees and hotels only pay for net delivered reservations. This gives our Distribution Solution better value for money, making Langham a credible alternative to some higher priced chains for reservation delivery. Moreover, we have combined tomorrow’s technology with pragmatic pricing, reflecting a fresh and dynamic platform for today’s hospitality distribution needs.”

An extensive marketing campaign with the theme – “HELLO LOVE”, targeting all travel industry professionals, will be launched worldwide to promote the new code.

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