SilverNeedle signs GDS deal


SilverNeedle Hospitality has entered into a Global Distribution System (GDS) partnership with, to launch its new ‘SD’ chain code.

The new GDS code, which stands for ‘SilverNeedle Destinations’, consolidates the company’s hotels and resorts under one common code, helping agents locate a SilverNeedle property. To launch the new chain code, the company is now offering 15% commission to agents on daily rates booked at any SilverNeedle property under the new code.

“SilverNeedle Hospitality’s new ‘SD’ private label chain code will ensure we are more connected to travel professionals, growing the company’s volume of business originating from this critically important market segment,” said Iqbal Jumabhoy, MD & Group CEO of SilverNeedle Hospitality. “It will also enable us to provide preferred rates, room types, special promotions, as well as best rate availability across the company’s diverse portfolio through all GDS and online distribution channels,” he added.

Properties under the Grand Chifley, Chifley, Australis and Country Comfort brands are currently live under the ‘SD’ code, with further properties in the Asia Pacific region to follow.

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