Hotel Online  Special Report


336 New Properties Chose VIP International to Drive
Channel Reservation Sales in First Quarter of 2004 
Aggressive Focus on Client Profitability Draws Growing Number of
International Operators to Second Largest Reservation Sales Provider

Calgary, Alberta, Canada — April 13, 2004 — VIP Investment Corp., a channel marketing provider committed to being ‘the number one producer of reservations and profitability per client’ for hotels, car rental companies, and regional airlines today announced 336 new client properties around the world selected VIP to supply GDS bookings, channel management consulting services, branded website services, and voice center reservations in the first quarter of 2004.  This is a 229% increase over the fourth quarter of 2003, following the acquisition of Lexington Services in November of 2003 by a sister subsidiary of VIP.  VIP is the global travel industry’s second largest channel marketing provider that drives revenue through the adoption of leading-edge technology, and personalized ongoing client education. 

VIP’s focus on client profitability is fueling the company’s continued growth that includes agreements with two North American chains, the 18-property Lee’s Inns of America and EnVille Inc. with more than 2,000 rooms between them. The 811-room La Cabana All Suites Beach Resort on Aruba, and the prestigious Augusta Inn and Conference Center near the world famous Masters Golf Tournament are among the independent properties signing with VIP for channel reservation services. 

“Simply providing bookings to hotels is no longer enough; the new measure of channel provider value is reservation profitability,” said Rick Shaum, Senior Vice President of Sales and Marketing with VIP, who noted the combined sales teams of VIP International and Lexington Services “did not skip a beat” during the merger process. “More and more,” continued Shaum, “we see that hoteliers desire a ‘partner’ who works with them to increase revenue and profitability across an ever increasing array of marketing channels.”

"VIP is customer-profitability focused,” said Martin Gray, Executive Vice President Marketing and Sales, Trust Hotels.  “This, combined with their unique grasp of the issues facing the distribution industry today, makes them the best reservation channel sales option for hotel operators.  Their LexBook reservation engine has resulted in a measurable increase in bookings and revenue."  Gregory Crick, GM of the Inn At Harbor Steps, in Seattle, Washington, agreed, “We are very happy with the increased revenue production developed by VIP.  Our increase in reservations and Internet exposure started as an incremental improvement and continues to grow.”

VIP provides its client hotels with the services of 50 revenue managers who are at the center of the company’s personalized approach to customer education, service and success.  “No other channel reservation provider has the large number of trained revenue management specialists guiding and supporting its properties’ profitability that VIP offers,” explained VIP’s Rick Shaum.  “Delivering a large number of reservations to clients is a good baseline measure, but in today’s marketplace profitability rules.  VIP’s emphasis on the financial success of its clients is what drives our expansion.” 

About VIP
VIP Investment Corp. ( is a channel marketing organization that drives revenue for hoteliers, car rental owners and regional airlines 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 privately held Calgary, Alberta-based firm pursues a mission of being "The number one producer of bookings and profitability 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.  VIP, the industry's second largest provider of reservation sales services to hotels, car rental companies and airlines, serves more than 5,000 clients worldwide.   A sister subsidiary of VIP International acquired Lexington Services in November of 2003.  The combined companies are a central distribution point to every viable Internet web booking site, and to all of the major global distribution systems including Sabre, Galileo, Pegasus, WorldRes, Amadeus, and Worldspan. VIP International is headquartered in Calgary, Canada with a USA headquarters in Dallas, Texas and significant development office presence in Denver, Colorado, London, United Kingdom, Hong Kong and other cities located around the world.


VIP International
Rick Shaum
Senior Vice President Sales and Marketing
VIP International Corp.
(719) 487-0789
[email protected]

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