Following corporate ownership changes at CHARMS manager Pegasus, the Caribbean Hotel Association Reservation Marketing Service (CHARMS) CHARMS’ 2006 performance registered a solid growth that has continued into the first quarter of 2007.

Key highlights for 2006

• 100 CHARMS members, 86 of which have been active in the system;
• A total of US$6,480,360 booked with active hotels, which translates into an average of US$75,353 per active hotel;
• Average room rate, US$153.27 per night – an increase of 11% over 2005;
• Average length of stay, 3.19 nights;
• Total bookings, 13,270 , averaging US$488.13 per stay.

Figures for the first quarter of 2007 show a promising trend of higher average rates, with GDS production up by 18%, and active CHARMS hotels collectively increasing production by 35%.

CHA and Pegasus are in the process of reviewing the CHARMS Agreement with the goal of increasing the number of participating hotels.  Efforts will be primarily geared towards fostering the conversion to CHARMS of CHA member hotels, many of which still do not have any GDS representation.

Calendar year 2006 follows a 2005 performance with an aggregate revenue increase of 143.4 percent, and a 70.7 percent increase in average daily rates (ADR), for a portion of its member Caribbean hotels subscribed to booking engine services.

About CHARMS

The Caribbean Hotel Association Reservation Marketing Service—is owned and supported by CHA and operated by Pegasus Solutions through the Utell by Pegasus™ and Unirez by Pegasus™ representation services. Since 1992, more than 100 CHA hotels that are also Utell by Pegasus members have used Pegasus’ central reservation, distribution and marketing services under the moniker CHARMS (Caribbean Hotel Association Reservation Marketing Service). 

One of the latest benefits of these services is exposure through the new travel Web site, www.hotelbook.com. Launched in July, 2005, hotelbook.com is the new “official Web site for independent hotels,” encouraging travelers to “stay independent.” Created by Pegasus, the site gives travelers a unique online resource to find and book unique, one-of-a-kind hotels that offer something different from the typical chain hotel. The site gives travelers more than 30 search criteria so that they can easily locate a hotel with exactly the amenities they want. More than 5,000 hotels are now on the site.

CHARMS hotels are automatically included on hotelbook.com. You can complement and extend your online distribution strategy by reaching new markets around the world. This is just one of many benefits that CHA and Pegasus offer to CHARMS hotels. If you are interested in becoming a CHARMS hotel, or want more information and details regarding hotelbook.com, contact Angela Brisbine by e-mail at angela.brisbine@pegs.com or visit http://myhotelbook.pegs.com

Additional options

“RateChecker” allows hotels to intuitively monitor and compare competitors’ rates online, giving hotels rate intelligence that is both sophisticated and easy to use, similar to the tools used by large chains.  

In addition, the nternet booking engine “NetBooker^® Link,” allows hotels to receive bookings online through their own Web site flowing seamlessly from the Pegasus’ central reservations system. It is through this service that hotels subscribed have realized increases of up to 143.4% in 2005.

Representation services
Through a long established and proven relationship with the Caribbean Hotel Association, Pegasus Representation Services offers CHA independent hotels and small groups a vast range of proven service options, through CHARMS services, that deliver bookings – and revenue – to properties around the world. More than 7,000 hotels in 140 countries utilize these services today, making Pegasus the leading provider of representation services in the world.
 
The Pegasus team, with its unique combination of global reach, industry-leading technology, and experienced personnel, stands ready to help you build your business. With the support of CHARMS services managed by Pegasus Representation Services, your hotel can choose from the following service options – or use them all to maximize the resources Pegasus has to offer:
• eDistribution to GDS and leading Internet channels
• Travel agency, corporate, and consumer marketing
• Revenue and channel management services
• Rate strategy development and deployment
• eCommerce tools and consulting
• State-of the-art CRS platform

The Utell by PegasusTM and Unirez by PegasusTM service offerings give independent hotels and small groups a menu of service and technology tools built to meet specific hotelier needs and drive both leisure and corporate business. Pegasus Solutions’ industry-leading technology brings the operational savings of automation and efficiency to your bottom line, allowing CHARMS hotels to focus more resources on customer service and other priorities.
 
The comprehensive, high-touch offering from Utell by Pegasus serves as an extension of your hotel staff, exploring money-saving and revenue-generating opportunities, making sales calls, developing marketing programs for travel agents, advising on rate strategy, and more. The Unirez by Pegasus service offering provides a superior combination of fully integrated tools that broadens distribution opportunities and reduces operating expenses – freeing time for you to market and promote your hotel.

GDS & Web Connectivity Your inventory, including promotional, net and negotiated rates, will be distributed via the Pegasus online distribution database, which feeds hotel data to thousands of travel Web sites and the four major global distribution systems. Rate, Revenue & Channel Management Pegasus’ seasoned staff will help analyze your trends and advise you on distribution channel management, revenue opportunities and appropriate allotments that maximize yield without sacrificing occupancy.   Global Recognition via the UI GDS code Travel agents have used the UI code to book Utell member hotels since the introduction of GDSs and electronic distribution. Utell by Pegasus member hotels benefit from preferred supplier relationships with more than 150 prominent global travel agencies, generating consistent reservation volume for Utell member hotels. Call Center Services Covering 41 Countries Pegasus operates multi-lingual call centers in nine international cities, staffed by regional experts that are motivated to drive reservations to your property. Global Promotions Pegasus supports several proven seasonal and year-round promotions, including GREATRATE, LATEGETAWAYS, and various NetRate programs, to drive bookings to Utell member hotels. In 2004, Pegasus delivered over $6 million in reservation volumes to CHARMS hotels, a 13 percent increase over 2003. Online Commission Reconciliation and Processing Hotels can reconcile travel agent bookings via Travelcom, a new online commission processing system created specifically for Utell member properties. Travelcom saves time and reduces the errors typically associated with the manual commission reconciliation process.

GDS & Web Connectivity Manage your travel agency and online distribution channels through the Pegasus electronic distribution switch. Easy-to-use Channel Management Tools Intuitive, user-friendly technology makes it easy for hotel staff at any level to load rates, room descriptions, inventory, etc., into the CRS.   Online Booking Engine Pegasus offers a customizable online booking engine in connection with the Unirez by Pegasus service. The booking engine can easily be configured to display the look and feel of your hotel on your Web site.   Integrated Web-based CRS Pegasus’ innovative CRS is connected to distribution channels and your Web site, facilitating real-time booking and rate updates that are sent worldwide in a matter of seconds.   Channel and Revenue Reports Get up-to-the-minute facts on multiple performance metrics, ranging from distribution channel measurement, to booking volume and trends at various rate levels. Online access lets you run reports from locations with Internet access.

For more information:
Tim Grace, director of marketing and commerce, CHA

tim@caribbeantravel.com