Sabre, Ascott to Launch 'AZ' Chain Code

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 says it will leverage Sabre Hospitality Solutions 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 December 1.

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. Over 5,,000 units are under development.

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 products.