Valencia Group Sees 65% Increase in BAR Bookings with Pegasus Solutions

Houston-based Group of Upscale Boutique and Independent Hotels Sources More GDS Bookings through Pegasus Connect+

DALLAS (October 18, 2012) - Houston’s Valencia Group has realized gains in valuable global distribution system (GDS) bookings working with Pegasus Solutions. Tapping into Pegasus for foundational connectivity to the GDS and online sales channels, as well as global demand marketing available through Pegasus Connect+, the group increased best available rate (BAR) bookings at one property by 65% in a year.

imageCurrently, the company has three upscale hotels under ownership, including Hotel Valencia Santana Row in San Jose, Hotel Valencia Riverwalk in San Antonio, and Hotel Sorella CITYCENTRE in Houston, as well as the Lone Star Court under development in Austin, Tex. and the Hotel Sorella Country Club Plaza in Kansas City, MO. Valencia initially switched to Pegasus to leverage the company’s global preferred relationships with major travel management companies (TMCs) to tap into previously inaccessible sources for business.

“One of the things we discovered was that most of our business was from local negotiated accounts,” said Wendy Norris, corporate director of revenue and ecommerce for Valencia Group. “Other companies try to sell you on the GDS chain code in order to be found, but travel agencies weren’t searching by chain code. They searched by location. But, we examined the costs of distribution and found GDS and online travel agencies were the majority of our expenses. We explored our options, including our own chain code, but found what we needed with Pegasus.”

In the first year using Pegasus’ UI chain code, Hotel Valencia Santana Row in San Jose saw a 10% increase in consortia business, and a significant 65% jump in BAR bookings. Houston’s Hotel Sorella CITYCENTRE became #1 in its comp set in the GDS within its first year of opening, while the Hotel Valencia Riverwalk in San Antonio maintained solid revenue as new competition emerged and a major source of business moved its headquarters from the city.

“Together we discussed Valencia’s growth goals for corporate managed business, and crafted a solution to appeal to the premier TMC's most able to support those goals,” added John Owens, senior vice president, global sales for Pegasus Solutions. “The positive results thus far are exciting to see take shape.”

About Pegasus Solutions
Pegasus Solutions is the world’s lead provider of technology and services to hotels and travel distributors, serving approximately 90,000 hotels around the globe, and the majority of the world’s travel agencies. Offering award-winning solutions for booking, distribution, and commission processing services, Pegasus also offers a full array of strategic online marketing solutions and accommodation booking options through its Open Hospitality division. The company also delivers hotel marketing representation services through Utell® Hotels & Resorts, and powersthe niche consumer website™, which is dedicated to promoting independent and boutique hotels worldwide.Through itswidely followed monthly data report The Pegasus View, Pegasus is also recognized as the only hospitality company to report regularly on both business and leisure bookings, for which it was awarded a Stevie Award in 2011.

Pegasus has 22 offices in 12 countries, including regional hubs in Dallas, Frankfurt, London, Madrid, New York, Sao Paulo, Singapore and Scottsdale, Arizona. For more information, please visit,, or

Media contact:
Ariel Herr
214-890-7912 ext. 23
Forte Public Relations
for Pegasus Solutions / Open Hospitality