Hotel Online  Special Report


Top Channel Marketing Provider VIP International Taps Industry Veteran to Power Marketing Efforts, Funnel 158% Growth

25-year Sales and Marketing Professional Rick Shaum to Spearhead New Channels and Models of Distribution, Optimize Bookings for Hospitality, Car Rental Clients 

Calgary, Alberta, Canada — August 27, 2003 — VIP International Corporation, a channel marketing provider known as the number one supplier of reservation services to hotel and car rental businesses, today announced the appointment of industry veteran Rick Shaum as Vice President of Marketing.  Shaum’s selection comes at a time when the 20-year-old company is accelerating past 158% growth, creating new partnerships that will optimize client bookings, and expanding its voice center to accommodate the growing trend toward call center outsourcing.

“The travel industry is faced with an increasingly complex mix of electronic booking options.  The ability to synthesize trends, plus the talent to articulate that vision to the company, requires a very specific skill set,” said VIP International president Kelly Blake.  “Rick’s breadth of experience across industries allows him a clear look into the crystal ball.  He is one of those unusual people who have the rare ability to navigate between numbers analysis and people analysis; he can look at complex situations and see patterns.  That’s what we need at a time when our clients rely on us to provide them with new distribution models that will clarify a complex environment.” 

“VIP International’s core position is being a full-service provider,” said Shaum.  “Companies can generally be identified by price, quality, and service.  We are very competitive on price and quality, but focus on service.  VIP is becoming the number one producer of bookings per client in the travel industry by being a full-service provider.”  Shaum noted that he would evolve this core competency by identifying business processes that clients are now performing manually and creating electronic methods to accomplish them, as well as by forming synergistic partnerships.  “VIP has a history of partnering in ways that are creative; we look at competitors as partners.”  As an example, Shaum cited VIP’s ability to offer bookings through both Pegasus and Wizcom.  “Most GDS representation companies use either one or the other of these switches, but there are certain channels of distribution you can only get from each of them.  We made the decision to utilize multiple central reservation systems, and Travelweb, to deliver more bookings.”

According to VIP’s Blake, the company already offers the widest choice of Internet, electronic, and voice services in the industry.  Shaum’s mission is to evolve these services to generate more sales for clients that include Interstate Hotels and Resorts, Clubhouse Inns and Suites, Candlewood Suites, Bradford Homesuites, Regal Hotels, Best Rate Car Rental, E-Z Rent A Car, and Canadian North Airlines.

Shaum brings extensive experience in technology and communications management, marketing and sales to VIP, as well as a comprehensive background in advertising, human resources, and accounting.  He previously worked with Qwest Communications, Inc. and Dex Media.  Shaum lives in Colorado Springs, Colorado with his wife and four children.

About VIP International Corporation
VIP International ( is a channel marketing organization that drives revenue for the hotel and car rental industries through a multi-channel reservation sales center, the adoption of leading-edge technology, and partnerships with clients to provide ongoing education. Founded in 1979, the now privately held Calgary, Alberta-based firm pursues a mission of being "the number one producer of bookings per client."  This is accomplished through mastering the electronic channel marketing environment, developing and implementing strategies for each client's unique position, and educating customers about how to optimize participation in the changing electronic marketplace.  The company is a central distribution point to every viable Internet web site, and to all of the major global distribution systems including Sabre, Galileo, Pegasus, WorldRes, Amadeus, and Worldspan.  VIP International has business development offices in Denver, Colorado; Kansas City, Kansas; Toronto, Ontario; London, United Kingdom; Buenos Aires, Argentina; and Hong Kong.  For more information visit



VIP International Corporation
Rita Emmer, Vice President, Sales
5th Floor, 727 - 7th Avenue S.W.
Calgary, Alberta
Canada, T2P 0Z
(303) 674-1176 
[email protected]
Rick Shaum
Vice President, Marketing
VIP International Corp.
Main: (403) 269-3566
[email protected]
Cell: (719) 487-0789
Sales & Marketing: Inside North America: 1-800-327-1847
From outside North America: +800-4448-2900 
Local Phone: (403) 269-3566
Fax: (403) 266-5228
E-Mail: [email protected]

Also See VIP International Cements Reputation as Leading GDS and Channel Marketing Provider for Asia Pacific / Aug 2003
Hotel Owner/Operators Disclose Secrets of Web Booking Success / June 2003
Dave Crawford Appointed Director of Airline and Auto Rental Business Development for VIP International / June 2003
Hotel Company Sharpens Channel Management for 22% Increase in Average Length of Stay for GDS Bookings, 14% Jump in ADR / June 2003
Interstate Hotels, Candlewood Suites, Regal Hotels, Canadian North Airlines Shift Call Center Responsibility to VIP: Interstate To Pass Along 8% to 10% Savings to Properties; Regal Hotels up 26% / May 2003
Zero Transaction Fees: Independent Hotels, Chains Profit from Landmark Agreement; Manage Discounted Rooms Through Central Res Systems at No Cost / May 2003
Interstate Hotels & Resorts Signs Five-Year Agreement with VIP International to Outsource Call Center; Expects to Pass Along 8 Percent to 10 Percent Savings, Increased Revenue to Hotels / April 2003
Hong Kong’s Largest Hotel Operator Sees Reservation Numbers Jump 26 Percent In First 10 Months of 2002, Increases Global Presence with New Reservation Sales Provider / February 2003
Canadian North Chooses Calgary-based VIP International to Provide Voice Reservation and Support services / January 2003
Midwestern Chain Targets Value-Conscious Senior Market; Picks New Channel Marketing Provider to Power Goal of 100% Increase in Bookings / January 2003
Midwestern Management Firm Gains 69% Increase in GDS Reservations YTD at 12 ‘Enhanced Limited-Service’ Properties / Dec 2002
Texas-Based Hotel Chain Captures 104% More GDS Reservations YTD, Speeds Ahead of Economy / Dec 2002
Four Star Calgary Hotel Reports 42% Increase in Bookings During Initial Period With New Channel Marketing Provider / Nov 2002

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