Rocco Forte rolls out own brand code

Rocco Forte Hotels will provide access under its
own brand code to the Global Distribution Systems that serve 780,000 travel agents
worldwide by the autumn.  It will also provide toll-free telephone reservations
services for the brand in 14 countries around the world.

The contract to provide most of these services has been signed with The Private
Label Company (PLC), a joint venture between The Leading Hotels of the World, Ltd.
and Trust International. 

Commenting on the move, Richard Power, Managing Director of Sales & Marketing at
Rocco Forte Hotels, said:  “This is a significant step that further underpins our
status as one of the world’s leading luxury hotel brands.  By the autumn, we will
have our own GDS chain code, a global voice service and a new website specifically
designed to meet the needs of travel agents around the world.

“During our first ten years, we have used The Leading Hotels of the World GDS chain
code and reservations offices.  Without them, we could not have reached this stage
in our development and so I am delighted that Leading is a key partner in the
company that won a very competitive bidding process to provide distribution services
under our own brand.”

Jimmy Suh, Managing Director of The PLC, said, “We are delighted that one of the
world’s leading luxury hotel companies has chosen The Private Label Company to
manage its global brand reservations services and provide the infrastructure
required for the continued growth of this vibrant brand.”


The hotels within the Rocco Forte brand will continue to be members of The Leading
Hotels of the World.