Utell rebrands property offer

Hotel representation giant Utell is segmenting its products to more effectively target customers. The official launch, at Berlin’s ITB show today, outlined the new 'Collections' and 'Niche Brands' categories that member hotels can now sign up to. The Collections area of the business will divide properties into different portfolios and be promoted to specific target markets. The first to be launched being Utell Golf and Utell Spa. There are plans to introduce 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 promote hotels offering similar levels of quality, products and services to specific audiences. High profile hotels already signed up to the Spa and Golf Collections and the Luxury and Boutique Niche Brands include Rotana Hotels, Warwick Hotels, the Colombus Hotel in Monte Carlo and the Imperial Hotel in Osaka. Additional marketing programmes for other Niche Brands - Superior, Value and All-Suites – will follow. "The introduction of Utell's Collections and Niche Brands both improves and defines our offering allowing consumers to select hotels more easily," said Peter Fitzgerald, president of Utell Hotels & Resorts. "We have an outstanding portfolio of hotels to rival the largest of hotel brands and our niche marketing of our hotel's amenities and services beyond the hotel rooms will service the trade and the consumer well." Each Utell Collection and Niche Brand will have its own consumer facing website, such as www.utellspa.com and www.utellgolf.com.

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