The Riviera Hotel & Casino Puts Its Money On VIP International and SynXis for Channel Marketing and

VIP International, a wholly owned subsidiary of HARS Systems, Inc., has been chosen by the Riviera Hotel & Casino to provide the 2100 room resort with partnership-based global reservation and channel marketing services.
The Riviera is the 13th major casino property in Las Vegas to implement the new reservations management and distribution technology.
Through VIP`s relationship with the SynXis Corporation, the Riviera Hotel & Casino now has the power to directly control its room inventory, including real-time rates and availability updates, using SynXis Agent?. The VIP marketing services and reservation technology combination will provide the Riviera with access to over 600,000 travel professionals worldwide, while at the same time equipping these travel agents and planners with the most-up-to-date room rate and availability information for their travel clients.
“We`re proud of our rich history as `The Entertainment Center of Las Vegas`, hosting many of show businesses best performers, and providing a world-class destination for all of our guests,” said Ms. Billie Forstrom, hotel manager for the Riviera Hotel & Casino. “We`re confident that choosing the VIP and SynXis combination will help us increase our exposure across all markets, and continue our leadership role on the strip for years to come.”
“VIP is excited about our new relationship with the Riviera,” said Rita Emmer, VP of sales for VIP International. “Having one of the 15th largest hotels in the world, and another high profile Las Vegas property join our portfolio, demonstrates the confidence the hospitality industry, in particularly gaming, has in VIP`s own unique history and future vision.”
The Riviera Hotel & Casino is now available in the travel agent computer systems - or, Global Distribution Systems (GDS) - under the chain code “VE”. The Las Vegas resort can also be accessed through any viable Internet travel site, such as,,, and through VIP International`s proprietary web site