LANGHAM Hotels International (LHI) has a new GDS code, LO, for its luxury hotelportfolio beginning March.
“The launch of our own GDS code, LO, is a landmark for Langham as it reinforces our brands’ unique identity,” said SVP for sales and marketing, Brett Butcher. “The new code will also add value to our travel trade partners by granting them direct and faster access to all Langham hotels, which will generate a huge impact on our business.”
Since 7 March, the six existing Langham properties are represented by the code LO across 640,000 travel specialist terminals on major GDS systems namely Amadeus, Apollo/Galileo, Sabreand Worldspan.
Langham’s toll-free reservation numbers began in worldwide feeder markets on the same date. These exclusive distribution initiatives are expected to increase brand awareness for Langham’s expanding hotel network, managementsaid.
New Langham Hotels to come on line will also carry this LO code on alldistribution channels.
LHI is launching its exclusive GDS code, LO, with a strategic marketing campaign named “HELLO LOVE”, targeting all travelindustry players.
Langham has developed an all-round marketing campaign to promote the new LO code through a wide range of sales and marketing activities. The campaign includes a print advertising campaign in all major trade publications worldwide and LO sales blitz by Langham’s dedicatedsales team.
In addition, all travel agents will be offered an exclusive discount of 50 percent off BAR (best available rate) for their personal travel by booking throughthe new LO code as incentive.
Putting a face to the HELLO Lovecampaign is the mascot, LOLA.
“To make the HELLO LOVE campaign even more powerful, we need a strong innovative concept which can touch the hearts of our target audience and generate a long-lasting impression in their minds. That is why Langham, who is always in the forefront of innovative hospitality, has created LOLA – a specially-designed electronic mascot who acts as the virtual ambassador to promote the launch of its new LO code,” management said.
LOLA is the leading icon in the eDMs and revamped travel agent website. The new website contains comprehensive updated information about the Langham brands, hotel products, latest offers as well as the “dedicated hotel representatives” feature. LOLA’s adorable character is incorporated in an interesting storyboard to convey the GDS code change in an attention-catching way. A horoscope and game page featuring LOLA are also designed for the travel agent website to bring some leisure moments to our targets.
