Starwood Hotels & Resorts Worldwide, announces new GDS (Global Distribution System) codes for its St. Regis and Luxury Collection brands. Beginning August 2, 2007 St. Regis hotels will launch new code ‘XR’ and The Luxury Collection will debut code ‘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 luxury brands provides a host of advantages within 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 robust content. In addition, each brand will now be represented graphically on products, itineraries and invoices, which will reinforce the identity of two of the worlds most renowned and award-winning 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 powerful brands of St. Regis, The Luxury Collection and W Hotels to create the largest global luxury hotel segment in the world.
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