Starwood launches New GDS Codes for St. Regis and Luxury Collection Hotels

Starwood Hotels & Resorts today launches new GDS codes for its St. Regis and Luxury Collection brands. St. Regis hotels now has the new 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).

Starwood recently introduced its newly formed Luxury Brand Group which combines the three brands of St. Regis, The Luxury Collection and W Hotels to create one of the largest global luxury hotel segments in the world.

In Asia Pacific, St. Regis hotels are located in Beijing and Shanghai whilst Luxury Collections hotels are located in Bangkok, Phuket, Kuala Lumpur, Bali, Mumbai, Bangalore, Agra, Kolkata and New Delhi.

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