Japan’s legendary Prince Hotels and Resorts has traded its private label chain code (PJ) for full-service representation with Utell® Hotels & Resorts under the UI chain code. The change for 11 Prince properties will also include a migration to Pegasus Solutions’ next-generation central reservations system (CRS) RezView® NG.

Prince switched to full service support to leverage Utell’s global preferred relationships with major travel management companies (TMCs), including American Express, BCD Travel, and Carlson Wagonlit Travel. Utell seamlessly matches hotel supply with existing demand, allowing hotels like Prince to obtain more RFPs than are available through private label representation on the global distribution systems (GDSs).

“Corporate RFP sales are incredibly important to business for Prince Hotels, but establishing and maintaining relationships with major international corporations, TMCs and travel agencies is not an area they can devote resources to,” said Yoshinori Nishihara, regional director, revenue generation management for Pegasus Solutions. “They can, however, utilize Utell’s experience and position, giving hotels access to the contacts, structure and tools that will drive this valuable business.”

Prince Hotels and Resorts operates more than 40 hotels and ryokans, 28 golf courses and nine ski resorts covering Tokyo and other major destinations in Japan. Operating three sub-brands including The Prince, Grand Prince Hotel and Prince Hotel, it is Japan’s leading hotel chain, claiming a rich half century heritage, and a nearly three decade relationship with Utell services.

“Prince Hotels has a long-standing relationship with Pegasus’ Utell representation service that dates back to the late 1980s,” added Tom Gallagher, executive vice president of revenue generation for Pegasus Solutions. “We have consistently provided distribution services, but are eager to once again add value through full service representation with sales campaigns, TMC call centre visits and in-market showcases, not to mention the preferred consideration they get from key corporate buyers.”

RezView NG from Pegasus Solutions will allow the Prince properties to centrally manage content and rates for all channels, operating and adapting business to strategy, not based upon the constraints of the system. This flexibility includes support for a wide variety of revenue management strategies, the ability to sell and manage non-room inventory, high-level customization, real-time reporting, close integration with property management systems and revenue management systems, as well as automated distribution content management.