"The Lowest Internet Rate Guarantee is unique to the industry, and one that reflects our commitment to preserving the online consumer's trust in our brands," said Tom Seddon, senior vice president of strategic services, Six Continents Hotels.  "In today's economy of shrinking budgets, we understand the value of online price comparisons.  But that's what this iniative is about - restoring guests' confidence that they will always get the best possible rate when booking directly with us, ultimately instituting their continued return to our brands." 
 

According to an April 2002 Forrester Research report, travelers prefer booking from brands they know and trust.  Only one-fifth of travelers are willing to risk booking with an online consolidator.  In addition, 68 percent of U.S. leisure travelers who book hotels online say that their assurance of getting the lowest possible price from a web site will encourage them to continue booking hotel reservations online.

The Lowest Internet Rate Guarantee is one in a series of online initiatives from Six Continents Hotels to secure the confidence of its consumers.  Last month, the company launched 21-Day Advance Purchase Rates and last-minute travel deals through Weekend WebSavers.  Like the Guarantee, these programs assist travelers in making affordable hotel reservations that maximize their travel budgets. 

Six Continents(tm) Hotels, the hotel business of Six Continents PLC of the United Kingdom [LON:SXC, NYSE:SXC (ADRs)], owns, manages, leases or franchises more than 3,260 hotels and 514,000 guest rooms in nearly 100 countries and territories.