Utell Hotels & Resorts, a service of Pegasus Solutions, has launched a segmentation strategy for its portfolio of 3,600 hotels in more than 130 countries worldwide. The new approach is designed to drive revenue for member hotels by attracting customers and business from travel agents through Utell Collections and Utell Niche Brands.

Utell Hotels & Resorts Collections and Niche Brands provides hotels with valuable sales, marketing and distribution support to drive customers to member hotels by focusing on the type of customer experience each offers. This new segmentation strategy allows participating Utell member hotels to be targeted directly to the consumer for the first time. Travel agents also benefit from the comprehensive and streamlined products, making for easier identification and sale of appropriate hotels to the right customer.

Utell Collections is designed to promote hotels around the world that offer similar services and activities, and the first Collections introduced are Utell Golf and Utell Spa. Utell Golf features properties that can organize and manage golfing needs of guests and are either on or adjacent to a golf course, or have preferential agreements with nearby courses. Utell Spa includes properties that provide extensive spa and wellness facilities onsite. Additional upcoming Collections portfolios include Utell Beach, Utell Meetings and Utell Business.

Member hotels can also join Utell's new Niche Brands " Luxury and Boutique " which actively promote hotels offering similar levels of quality, products and services to specific audiences, allowing the customer to find the hotel that meets their requirements. Utell Niche Brands will eventually feature Superior, Value and All-Suites categories as well.

"The introduction of Utell Collections and Niche Brands improves and defines our member hotel offerings, allowing consumers and travel agents to select properties more easily based on preference and need," said Peter Fitzgerald, president of Utell Hotels & Resorts. "The Utell portfolio of hotels rivals the largest brands, and our ability to segment and market amenities will further help our member hotels compete for that all-important customer."

The Collections portfolio will be promoted to specific target markets, and both Utell Collections and Utell Niche Brands will also have consumer facing Web sites (utellspa.com , utellgolf.com , etc.), maximizing Pegasus' expertise and online reach in Web and distribution technology. Members can also benefit from printed directories, electronic marketing to targeted hotel customers, active media engagement through public relations and advertising, e-mail database brand and promotional marketing, and partnerships with signature Web sites relevant to each program.

"These are exciting times for Utell Hotels & Resorts," said Fitzgerald. "With more than 75 years of experience in the industry, we believe we are best placed to re-shape the market through strategies such as segmentation for the benefit of both hotels and consumers."

The launch of Utell's Spa and Golf Collections, and Luxury and Boutique Niche Brands was met with immediate signings from several hotels including Rotana Hotels, Warwick Hotels, the Colombus Hotel in Monte Carlo and the Imperial Hotel in Osaka.