Private Label Chain Code

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

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

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

many hotel chains and hotel marketing companies have their own 'private label chain code'. With a private chain code marketers can concentrate sales and marketing efforts through the GDS and other electronic distribution channels as it communicates the unique characteristics of its members’ properties. In these cases agents who know the gds code might look for propertyies listed with it first. For example, "Special Hotels of the World" have advertised and promote the GW chain code and  create a GW BRAND that agents might call on for hotels that fit that category.

The Unires brand is considered the small hotels brand whereas the UTEL brand, noted for larger chains. If a travel agent was looking for smaller hotels they might try the Unirez code

In the hospitality industry, this is a vital sales tool used by most hotel marketing programs.