The Private Label Company Signs Banyan Tree Hotels & Resorts

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. October 14, 2008

NEW YORK, NY, November 27, 2007. The Private Label Company, LLC (The PLC), and Banyan Tree Hotels & Resorts, are pleased to announce the launch of Banyan Tree's Private Label GDS code 'BY'.

"We are honored to be selected by Banyan Tree as its strategic global sales and distribution partner. The launch of Banyan Tree's independent GDS code signifies the commitment Banyan Tree has to its continued growth as a global hotel brand. With over 40 hotels and resorts opening in the next three years, The PLC is dedicated to helping Banyan Tree hotels realize the full potential of its brand along with increased revenue," said Jimmy Suh, managing director of The PLC.

To meet the needs of Banyan Tree's rapid expansion plan, The PLC will provide dedicated regional sales managers in key cities to increase Banyan Tree's visibility, brand recognition and incremental revenue. "With major developments in Mexico, Middle East, and further in Asia, we are delighted to utilize The PLC's network of regional sales offices to complement our own sales and marketing initiatives " said Michael Lee, group head - planning and strategy of Banyan Tree Hotels & Resorts. Mr. Lee adds, "The collaborative effort only can further ensure us of future success."

Banyan Tree Hotels & Resorts offer an intimate retreat experience featuring its own signature blend of romance, rejuvenation and exotic sensuality. In 1994, the flagship Banyan Tree Resort was launched in Laguna Phuket.

Placing special emphasis on providing guests with a sense of place, each Banyan Tree property is designed to fit into its natural surroundings, using indigenous materials as far as possible and reflecting the landscape and architecture of the destination. With over 250 industry renowned awards, Banyan Tree Spa is a signature experience in all Banyan Tree resorts that embraces the tropical garden spa concept with Asian health and beauty remedies passed down from generations.

Banyan Tree Hotels & Resorts' brand takes its name from the tropical banyan tree, known for its strong and graceful image. "We are pleased to be given the opportunity to uphold Banyan Tree's longstanding brand integrity worldwide. With our utmost commitment to service quality, The PLC is prepared to help Banyan Tree hotels achieve greater profitability and strengthen the value of its management operations with our services," Mr. Suh concluded.

About The Private Label Company, LLC (The PLC)

The Private Label Company, LLC empowers the finest hotels around the world to maximize their brand recognition and realize their full sales potential. As a joint venture between The Leading Hotels of the World, Ltd. and Trust International, The PLC has extensive experience and resources to take its clients to the forefront of an increasingly competitive marketplace.

Launched in January 2007, the organization is uniquely positioned to deliver a comprehensive, yet cost-effective, suite of business solutions, including international sales and marketing, reservation and distribution technology, global voice reservations, customer relationship management (CRM) and management consultation. The PLC provides these services on an a la carte basis, or bundled together, according to the individual client's needs.

Using the offerings of The PLC, a hotel company can immediately extend its distribution to meet demands around the world. The results are increased revenue, greater brand recognition, and enhanced value for the hotel management company.

Contact: Claudia Kozma

Vice President, Corporate Communications

The Leading Hotels of the World, Ltd.

Tel: (212) 515-5708

E-mail: [email protected]