SINGAPORE - Starwood Hotels & Resorts has launched GDS
codes for its St. Regis and Luxury Collection brands. The
St. Regis hotels has the code "XR" and The Luxury
Collection "LC". Formerly, St. Regis and The Luxury
Collection were accessed under Sheraton Hotel's "SI" code.
In addition to distinguishing both brands, launching new
codes for Starwood's marquis luxury brands provides a host
of advantages for the travel community. Allowing travel
professionals to search for St. Regis and The Luxury
Collection exclusively enhances each brand's opportunity to
provide tailored rates, offers and content. In addition,
each brand will now be represented graphically on products,
itineraries and invoices, which will reinforce the
positioning and identity of the luxury brands. Both chain
codes will also be linked to Starwood master chain code
(SW).