TRUE goes international with Mexico launch
CCRA Travel Commerce Network has announced the expansion of TRUE (Travel Retailer Enumeration Code) into its first international market – Mexico.
Announced recently at the Tianguis Turistico trade show, CCRA unveiled details and said the TRUE system optimizes the reservation process for travel agents and offers preferred rates, training and familiarization programs.
It aims is boost revenue in Mexico for hotel room nights of up to $200 million, plus increased sales of excursions, food and beverage, and other travel related sales, CCRA said.
"Thanks to the TRUE system, participating agents are not dependent on other travel agencies, IATA consolidators, or online services. Currently the TRUE system is utilized by thousands of independent travel professionals in 80 U.S. cities," said Peter Pincus, CCRA’s chief commercial officer.
"The TRUE code was established in 2001 in the U.S. with the principal objective for travel agents to utilize it as a commercial channel that enables them to generate commissions for the sale of travel products and services, and to receive payment of those commissions directly from travel providers."
The TRUE code works with over 200 travel brands such as Starwood, IHG, Hilton Worldwide, Apple Vacations and Universal Studios.
So far TRUE has developed partnerships with Mexican tour operators including Mayorista Premier, Mex-Inca, Punta Del Este, Intermar Caribe, Julia Tours and Viajes De Gala, hospitality brands Nova Star, Krystal, Marquis, Radisson, Crown Plaza, CD Mex, and theme parks and restaurants.
TRUE is now launching in Argentina, Canada, South Africa, and Spain and will soon be rolled out in Brazil, Colombia and Peru, CCRA said.
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