In adding RESERVE, the 2,033-room hotel creates new marketing and sales clout through seamless, real-time GDS and Internet links, electronic marketing support and strategic yield-management expertise. The resort previously accepted electronic reservations only through travel wholesalers. 

 �This provides worldwide markets with an immediate and direct channel to one of Las Vegas�s leading independent destinations, while providing management with a new repertoire of yield management and marketing options,� said Rita Emmer, director of Sceptre Hospitality Resources.

New York-New York Hotel & Casino reservations manager Suzanne Valella said the move to RESERVE is a key element in a strategy of directly managing the property�s sales and marketing effort.

�We�re looking for two key benefits.  One is to increase our yield-management abilities to gain higher profitability without implementing a higher rate structure,� said Valella.  �Additionally, we�re opening a worldwide reservations channel with the simplest, most informative and direct booking process in the industry.�

Through RESERVE, the hotel/casino has a single direct conduit to Global Distribution Systems (GDS) including Sabre, Apollo, Worldspan and Amadeus, and Web channels such as TravelWeb, Travelocity and Expedia.

In addition to providing a user-friendly interface, RESERVE directly links a travel agent or consumer to the hotel�s reservations computer, presenting inventory and rates in an instantaneous, real-time format.

Valella said the hotel now is more responsive to demand fluctuations, and can implement strategic rate or stay-length decisions on a real-time basis.

�The customer sees and can confirm reservations for what is available right now, and management has dynamic tools to be competitive within the marketplace without leaving money on the table,� said Valella. 

Sceptre provides electronic reservations services to Las Vegas� leading independent hotels, including Bellagio, The Mirage, Treasure Island, MGM Grand, and Imperial Palace Hotels. 
A world leader in electronic reservations systems, Sceptre also provides private label toll-free reservations phone services for independent hotels.

Established in 1987, Sceptre Hospitality Resources represents 110 hotels with a total of 56,000 rooms worldwide.  Sceptre is a division of Richfield Hospitality Services.