Sniff Hotels Rebrands As 123 Reserve In Global Expansion Strategy

KUALA LUMPUR, May 23 (Bernama) -- International hotel booking platform Sniff Hotels has officially rebranded to 123 Reserve, marking a significant step in its global growth and market repositioning strategy.

The change includes a new domain and brand identity but retains the company’s core mission: delivering a fast, secure, and intuitive booking experience for both leisure and business travellers.

Founder Andre Sestari noted that the shift to 123 Reserve reflects the platform’s evolution while maintaining its original focus.

"Our focus remains the same: to offer a modern and efficient solution for booking hotels easily, whether for tourism or business," he said in a statement.

As part of the rebrand, the platform now features a redesigned interface, optimised mobile performance, and a smarter search system, all while preserving the reliability and usability that built Sniff Hotels’ reputation in the travel industry.

To ensure a smooth transition, users visiting the old Sniff Hotels domain are automatically redirected to the new 123reserve.com site, with bookmarks, browser history, and external links fully preserved.

-- BERNAMA