Park Plaza To Unify and Strenthen Brand Worldwide

Park Plaza hotels

, part of Minneapolis-based Carlson Hotels Worldwide, has announced an agreement with its brand partners - London-based Park Plaza Hotels Europe and Sarovar Park Plaza Hotels of India - to unify many areas of the company, including GDSs, marketing and brand management.
While the entities will continue to operate within their current leadership structures, each has agreed to work in tandem to create global consistency in reservations, operations, marketing, and employee development. Specific points of the agreement include creating unified graphics standards, sales collateral, website booking capabilities, and signage. In addition, they will work together to establish a global corporate rate program and marketing consortia to pool marketing resources worldwide.

“This agreement simplifies the process for booking Park Plaza hotels around the world by offering one-stop shopping,” said Jetse Pottinga, executive vice president, Park Hospitality, parent organization of Park Plaza. “The inventory of all hotels are now listed in our `Curtis-C` reservation system, making booking and finding information on all Park Plaza hotels a seamless process for clients.”

The organizations are Park Hospitality, a division of Minneapolis-based Carlson Hotels Worldwide; London-based Park Plaza Hotels Europe, owner and operator of the Park Plaza brand in Europe, the Middle East, and Africa; and Sarovar Park Plaza Hotels, master franchisor of Park Plaza hotels in India. Similar agreements were signed in 2001 with partners in Asia-Pacific and Canada.

For travel agents, this agreement means they will book the global Park Plaza brand using the chain code “PK” for Park Plaza locations. Also, the inventory for all Park Plaza hotels will be listed in the “Curtis-C” reservation system which increases the booking and earning potential for travel agents who participate in the Look To Book travel agent relationship program.