Frasers Hospitality Launches New “FI” Private Label

Frasers Hospitality Pte Ltd (Frasers), a world leader in premium serviced apartments and hotel residences, has entered into a Global Distribution System (GDS) partnership with Sabre Hospitality Solutions to launch its private label chain code ‘FI’ for worldwide distribution access across multiple channels from 1 October 2014.

With the consolidation of Frasers’ serviced apartments (Fraser Suites, Fraser Place, Fraser Residence and Modena) and hotel residences (Capri by Fraser), under one common GDS code, travel agents and travel management companies will have the convenience of locating and making bookings within Frasers’ growing portfolio of global properties. This includes instant inventory access to check rates, availability and make real-time reservations across the group’s 92 properties in Europe, North Asia, Southeast Asia, Middle East and Australia.

Ms Joanne Ang, Group Director of Global Sales & Marketing, Frasers Hospitality Pte Ltd, said: “The launch of our own private label ‘FI’ chain code is not only an added convenience for our partners, but also increases Frasers’ brand recognition and visibility within the travel consortia. It provides better access to targeted marketing initiatives, opportunities to cross-sell, optimising GDS advertising and is an effortless way to manage our properties in the GDS as we continue to grow our portfolio.”

To celebrate the launch of ‘FI’, travel agents will receive 15 percent commission on GDS promotional rates for bookings across Frasers’ properties worldwide.

Frasers Hospitality Pte Ltd’s global portfolio, including those in the pipeline, stands at 92 properties in 49 key gateway cities, and more than 16,000 apartments worldwide.