will launch on 1st July its own dedicated GDS (Global
Distribution System) chain code - CL - to help travel agents search directly
and make bookings more easily across the group.The CL chain code has been implemented across the four GDS suppliers
(Galileo, Sabre, Worldspan and Amadeus). It allows travel agents worldwide
to easily search the portfolio of hotels in the UK, Australia and Malaysia.
To mark the launch, Corus hotels, a mid-market group with over 60 hotels in
the UK, is promoting the new chain code with a series of marketing
initiatives. The “Clever Letters” campaign focuses on the letters C and L
and features intensive global marketing activities.
Advertising, interactive emails and direct mail will be sent to agents
across the world and they will be offered the chance to win a 10-day holiday
for two in Australia, Malaysia or the UK. The prize includes flights and a
stay at a Corus hotel of their choice. Entry to the competition will be via
a dedicated microsite www.corushotels.com which has been specifically
developed to support the campaign.
Rob Baldry, head of marketing at Corus hotels, said: “The new CL code will
take agents directly to the Corus hotels listings. It will be much easier
and straightforward for agents to access our wide portfolio of hotels and
will enhance the way we do business with them. The campaign will help build
awareness of the Corus brand and long-term sales growth across the entire