Sabre Hospitality Solutions selected by Ascott to launch chain code and support its aggressive growth plans

The world’s largest international serviced residence owner-operator will leverage industry expertise to promote its “AZ” chain code

SOUTHLAKE, Texas Nov. 17, 2010 – The Ascott Limited (Ascott), the world’s largest international serviced residence owner-operator has selected Sabre Hospitality Solutions and its SynXis Central Reservation System (CRS) for worldwide distribution across multiple channels.  Ascott will leverage Sabre Hospitality Solutions’ expertise to launch its private Global Distribution System (GDS) chain code “AZ” and aggressively promote its brands to the global travel agency community.  Ascott is the first global serviced residence company to have its own GDS chain code, which will take effect 1 December 2010.

Headquartered in Singapore, Ascott operates three brands – Ascott, Citadines and Somerset with over 21,000 operating serviced residence units in key cities of Asia Pacific, Europe and the Gulf region, and over 5,000 units which are under development. 

 “We are impressed with the technology solutions and large distribution networks offered by Sabre Hospitality Solutions.  Sabre has a proven track record of meeting the high standards and demands of a diverse global customer base,” said Cinn Tan, Vice President of Sales & Distribution, Brand & Marketing for The Ascott Limited.  “We look forward to leveraging their industry expertise and excellent support as Ascott continues to extend our international network to 40,000 serviced residence units globally by 2015.”

Many hospitality brands choose to be represented in the GDS under a unique identifying chain code.  The Ascott Limited will use “AZ” to represent its products.  Having a dedicated chain code ensures control over brand, marketing messages and how travel agents view your products.  Sabre Hospitality Solutions’ experience of managing over 57 private label chain codes, more than any other reservations provider, has resulted in many customers experiencing an increase in bookings soon after switching and contributed to Ascott’s decision to switch.

“We are delighted to be associated with Ascott and we are confident that this association will benefit Sabre Hospitality Solutions in gaining in-depth knowledge of serviced apartment operations, as well as further strengthen our expertise in managing this segment of our business,” said Patrick Andres, vice president Asia Pacific for Sabre Hospitality Solutions.   “We applaud Ascott’s pioneering approach to marketing and distribution.  It’s great to work with a customer who is always looking for new ways to generate business and will take advantage of our innovative tools and proven best practices for creating success stories.”

Ascott has been recognized as the best serviced residence brand, company and operator by leading travel publications in Asia Pacific and Europe.  Recent awards include TTG Travel Awards 2010 ’Best Serviced Residence Operator’, Business Traveller UK Awards 2010 ’Best Serviced Apartment Company’, Business Traveller Asia-Pacific Awards 2010 ’Best Serviced Residence Brand’ and ’Best Serviced Residence in Asia-Pacific’, TTG China Travel Awards 2010 ’Best Serviced Residence Operator in China’ and DestinAsian Readers’ Choice Awards 2010 ’Best Serviced Residence in Asia Pacific’.

About Sabre Hospitality Solutions
Sabre Hospitality Solutions leverages the strength and breadth of Sabre Holding’s technology, internet marketing and distribution tools to bring hotel suppliers a global end-to-end solution.   Sabre’s hospitality expertise and portfolio of solutionshas grown significantly over the last several years and now includes SynXis, whichprovides distribution technology and marketing services; E-site Marketing, the leading hospitality Internet marketing solutions provider; Sabre Hotels GDS; Sabre Hotel RFP, which develops, delivers and manages hotel requests for proposals into a single organization; and Sabre Media Solutions for GDS and other creative services in hospitality.  For more information visit

Sabre Holdings connects people with the world’s greatest travel possibilities by retailing travel products and providing distribution and technology solutions for the travel industry.  More information is available at

Sabre Hospitality Solutions:          Carol Levitt
                                                          Director, Marketing & Communications