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GDS Chain Codes

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on July 13, 2007 at 11:57:34 pm

Private Label Chain Code

A 'chain code' is a two-letter code used by the GDS to identify what chain hotels belong to.



Pegasus has two main Chain codes, Utell and Unirez. The chain code Utell was the original code designed for the main chain hotel which were the first to get GDS connected. This chain code was heavily promoted to the agents and has good visibility on the network. It uses the netbooker engine and is quiet expensive to set setup and maintain as costs also cover he advertising and promotion associated with Utell.


The Unirez code was purchased by Pegasus in order to offer a simpler lower cost "access only" to GDS. It has become popular with smaller hotel who would not afford the UTELL costs.


Many hotel chains and hotel marketing companies have their own 'private label chain code'. With a private chain code marketers can focus on marketing the unique characteristics of its members’ properties to the GDS and other electronic distribution channels. In these cases agents who know the gds code might look for properties listed with it first. For example, "Special Hotels of the World" have advertised and promote the GW chain code and created a "GW" BRAND. Agents will often look for a brand they know to find hotels that fit that category.


The Unirez brand is considered the small hotels brand, whereas the Utell brand is associated with large chains. If a travel agent was looking for smaller hotels they might try the Unirez code rather than look for ALL brands or Utell.


The GDS chain code is an important sales tool used by hotel marketing programs.




© Ian Clayton, AXSES SCI 2007.

see arcRes solutions for tourism, AXSES web Solution

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