Utell, the representation business that enables hotels to compete worldwide, has launched a mobile reservation tool to provide hoteliers with a means to reach potential customers on the move.

Users visit a microsite, specially designed by Mobile Travel Technologies Ltd (MTT), on their mobile device to view hotel information, images and rates. The simplified reservation process offers real-time booking and provides a secure environment for the transfer of credit card and personal information to guarantee customer reservations. Utell ensures hotels are highly ranked on mobile search pages through a range of SEO activities.

Utell is encouraging its partner hotels to adopt the technology to maximise sales opportunities in the UK, Europe and farther afield.

Diana Banks, Senior Vice President Sales and Marketing, Utell, said: “Mobile technology makes booking a hotel on the move swift and safe. There is huge potential in the UK and in developing markets for mobile products to provide hoteliers with a direct link to their potential guests. In China and Korea, two markets currently demonstrating market growth, mobile usage already outpaces desktop computer usage.”

Banks continued: “Over 100 properties currently benefit from Utell mobile and we continually develop ways for our partner hotels to reach new customers. Mobile technology from Utell complements the range of representation services we offer, including inventory management, technical enabling tools, sales demand generation and a core marketing programme which work together to drive business.”

Gerry Samuels, founder and executive director of MTT, said: “We are thrilled to work with Utell to enable hotels to enhance their service and revenue by reaching out to the mobile customer. Fast adoption of the mobile internet is great news for hotels looking for a new, simple and reliable service that fits with their integrated multi-channel marketing strategy.”

Forrester Research, the business and technology strategists, predict that 125 million Europeans will access the internet regularly through mobile devices by 2013; current research by internet analysts eMarketer estimates that there are currently 500 million mobile internet users worldwide. Travel industry market researchers PhoCusWright predicts that mobile penetration will reach 50% this year, a figure fuelled by markets including China, India and Korea where consumers have greater access to mobiles than desktops.