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SilverNeedle Hospitality enters Global Distribution System partnership

Press Release   •   Oct 03, 2012 13:30 +08

Wednesday 3rd October 2012: SilverNeedle Hospitality entered into a Global Distribution System (GDS) partnership today with property management system to launch its private-label chain code “SD” (SilverNeedle Destinations).

The new GDS code consolidates hotels and resorts across SilverNeedle Hospitality’s portfolio of brands under one common code and assists travel agents and travel consortia in locating and booking hotels within SilverNeedle Hospitality’s growing portfolio. It also allows them to instantly check rates, availability and to make reservations in ‘real time’.

“To celebrate the launch of our new private label chain code we are extending a 15% commission to agents on our daily rates booked at any of our properties included under the ‘SD’ code. Our featured signature seasonal packages for each hotel will provide greater choice to clients when booking.

As a leading hospitality brand in the Asia Pacific region, SilverNeedle Hospitality’s new ‘SD’ private label chain code will ensure we are more connected to travel professionals, growing the company’s volume of business originating from this critically important market segment. It will also enable us to provide preferred rates, room types, special promotions, as well as best rate availability across the company’s diverse portfolio through all GDS and online distribution channels,” says Iqbal Jumabhoy, MD & Group CEO, SilverNeedle Hospitality.

The private label chain code ‘SD’ will strengthen the global brand presence of the SilverNeedle Hospitality portfolio and loyalty programs. Key properties under the Grand Chifley, Chifley, Australis and Country Comfort brands are live under the ‘SD’ code at present with further properties operated by SilverNeedle Hospitality in the Asia-Pacific region to follow shortly.

The launch of the GDS partnership and the unique ‘SD’ code underline SilverNeedle Hospitality’s vision and aggressive expansion plan including the recent $57m acquisition of the Chifley Hotel, Brisbane which is set to undergo an exciting $35m redevelopment to become the world’s first NEXT HotelTM under the company’s flagship brand NEXT Hotels and Resorts.

About SilverNeedle Hospitality

SilverNeedle Hospitality is an innovative and progressive integrated hospitality investment, development and management company, with a focus on mid to upscale hotels and resorts that are intelligently designed and operated for the professional and leisure needs of the business traveller. SilverNeedle Hospitality currently operates over 4000 keys in the Asia-Pacific region. Headquartered in Singapore, SilverNeedle Hospitality has regional offices in Bangkok, Sydney and Bangalore. SilverNeedle Hospitality was founded by The Nadathur Group, an investment firm owned by Nadathur S. Raghavan and family, co-founder of NASDAQ-listed Infosys Technologies. For more information, please visit:

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