Utell Hotels & Resorts has introduced two new strands into its portfolio called ‘Collections’ and ‘Niche Brands’.
Official launched today at ITB Berlin, Utell claims the new segmentations will increase its competitive edge and strengthen the Utell brand.
“Travel agents will benefit from the more comprehensive and streamlined products, which will help them to identify appropriate hotels and sell them more efficiently and professionally to their customers,” said a spokesman.
“Utell has already concluded a segmentation exercise with two global TMCs to reinforce its commitment to its global preferred trade partners on behalf of its hotels.”
Designed for specific target markets, The Collections portfolio will kick off with Utell Golf and Utell Spa.
Utell plans to add further collections in the coming months, including Utell Beach, Utell Meetings and Utell Business.
Member hotels can also become part of Utell’s new Niche Brands – Luxury and Boutique – which will actively promote hotels offering similar levels of quality, products and services to specific audiences.
Additional marketing programmes for other Niche Brands – Superior, Value and All-Suites – will follow.
Each Utell Collection and Niche Brand will have its own consumer facing website, such as www.utellspa.com and www.utellgolf.com.
Hotels will also benefit from inclusion in high quality directories and electronic marketing to targeted customers.
By Bev Fearis
