Marriott focuses on local market

CEBU, Philippines - Confident of its stronghold in the international market owing to the global Marriott brand, the Cebu City Marriott Hotel concentrates on strengthening its penetration of the domestic market.

“Instead of going abroad for our marketing blitz, we prefer to concentrate on traveling within the Philippines like Manila and Davao to sustain our leadership as business hotel in Cebu,” said Cebu City Marriott Hotel general manager Roy Abraham.

 The domestic or corporate market dominated the hotel’s occupancy profile with 56 percent, the rest is shared by international guests, such as American, Japanese, and the growing Middle Eastern, and Indian markets.

Abraham said that despite the perceived slowdown of tourism industry worldwide and the recent ordeal with the A H1N1 virus, which will bring another threat to the tourism industry in the Philippines, Marriott sustains its leadership in the business hotel category registering an average of 60 percent occupancy rate.

After the Ayala-developed hotel spent about P300 million for the total renovation of Cebu City Marriott Hotel, Abraham said the hotel has registered good occupancy rate.

In terms of business hotel’s revenue index, Abraham said the 301-room hotel registered the highest in the industry.

“The renovation has helped us get better positioning in the marketplace,” Abraham said adding that the opening of the Ayala Center’s—The Terraces also boosted the hotel’s strategic location, with wide choices of shopping, entertainment facilities is just a few steps away from the hotel.

Abraham hopes that the hotel’s occupancy will rise further in the next few months, with the influx of Middle Eastern visitors like the Kuwaitis who usually prefer to stay in a hotel brand that they know well.

Besides, Abraham said the active promotion of the Department of Tourism (DOT) to attract Indian tourists to the Philippines, will also benefit the hotel in the next few months.

According to Abraham, Indian nationals also prefer to stay in a hotel that is situated near a shopping and entertainment facility, as this kind of market puts shopping and leisure activities on their top priority while on vacation.

Abraham said is confident that by strengthening its domestic market advantage, the hotel will be able to sustain its leadership and post higher occupancy rate all-year-round, amid uncertainty in the world travel market.

Recently, the hotel opened up a unique food offering for its guests and walk-in customers offering the menus that are famous street foods in Asia. Dubbed as “Asian Street—Street Food of Asia,” the buffet offering at the al fresco pool side restaurant offers food that are usually found along the street corners in different countries in Asia.

For the Philippine flavor, the hotel highlights the “Pinaypay” (fried ripe-banana), Squid and fish balls, among others.

Cebu City Marriott Hotel, managed by Marriott International, is a joint venture of Cebu Holdings Inc. (CHI) and Ayala Hotels Inc.

In 2008, the hotel was re-launched. Renovated were the lobby, outdoor pool, bar and chic al fresco dining area and interactive kitchen.

The hotel’s 301 renovated guest rooms are equipped with ergonomically-designed furniture and plush beds, high speed internet access, LCD TVs and other amenities engineered for the business travelers.