Choice Hotels Adopts TRUE Booking Codes

Good news for independent agents: Choice Hotels International announced it will now accept the TRUE (Travel Retailer Universal Enumeration) coding system used by almost 2,000 independent travel agents across North America.

The decision gives these retailers immediate access to more than 6,000 lodging properties around the world, representing more than 490,000 rooms, at which to book stays for their clients and to earn commissions directly from Choice Hotels (without using a pseudo ID number).

"We congratulate Choice Hotels on its new affiliation with TRUE, and we're excited about the prospect of opening up this new sales channel for its thousands of properties around the globe," said Gary M. Fee, TRUE's founder and the president of the Outside Sales Support Network (OSSN). "TRUE agents appreciate the ability to use their codes when they book with trusted travel partners like Choice Hotels."

"Tapping into this new group of agencies by taking advantage of the TRUE coding system is part of our overall goal of showing the true value of Choice brand hotels to a wide audience of bookers," said Michael Murphy, senior vice president of global sales for Choice Hotels International. "As part of our long-term growth and strategic expansion, we're very excited to be included in a system that serves so many travel suppliers."

The Travel Retailers Universal Enumeration coding system provides independent travel agents assigned, unique travel industry numeric codes that are recognized by the global travel supplier community, from cruise lines and tour companies to hoteliers and car rental firms.

TRUE codes allow agents to book travel products and services and to earn commissions directly with suppliers, eliminating the need for multiple pseudo ID numbers. TRUE is the world's largest travel agent coding system that is managed and operated exclusively by professional travel retailers.


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