The Utell Hotels and Resorts company – part of US-based technology provider Pegasus Solutions – has launched a new segmentation strategy of ‘Collections’ and ‘Niche Brands’ across its portfolio of more than 3,600 hotels in over 130 countries.
The strategy is intended to provide hotels in the Utell portfolio with new sales, marketing and distribution support aimed at driving customers to member hotels through focusing on the specific type of hotel experience they offer.
The first of the Collections to be launched are Utell Spa and Utell Golf, each with their own consumer-facing website.
Utell Spa is for hotels providing extensive onsite wellness facilities. Member hotels can also become part of Utell’s new Niche Brands – luxury and boutique – in order to cross-market their services more effectively.
The company has plans to introduce a number of further collections in the next couple of months, including Utell Beach, Utell Meetings and Utell Business.
