Conrad Deploys New GDS Code, Hilton Looks Improve Brand's Identity

Beginning September 19, travel agents will be able to book Hilton's luxury brand, Conrad Hotels & Resorts, through the GDS chain code, "CN." No longer will agents be able to book Conrad properties under the "HH" code of Hilton Hotels, where it has been since the brand's inception. However, Conrad will still be available under the "EH" (Every Hilton) code, and through reservation numbers including (800) CONRADS. Conrad Hotels & Resorts' senior vice president of brand management, Richard Blamey, said the move was made to an individual code to give the brand more presence and visibility within the travel community. Up until now, the Conrad brand has not been fully marketed by Hilton, nor developed (there are only three Conrads in the U.S.-Chicago, Indianapolis and Miami). "This move to a specific Conrad GDS code has been designed to meet the needs of travel agents around the world," said Neal Watson, director of distribution sales for Hilton Hotels Corp. "It will serve to position the brand's luxury offering more clearly with the travel trade and consortia in providing a new unique identity."

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