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 Chain codes, Utell and Unirez. The chain code Utell was the original code designed for the large chain hotel which were the first to get connected to the GDS. Utell 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 could 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" advertise and promote the "GW" chain code, 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.

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