Marriott eyes attracting younger market

CEBU, Philippines - While the Marriott Hotels brand has already been recognized by the worldwide traveler, Cebu City Marriott Hotel is reinforcing its brand's reputation, specifically to the young generation market.

This is one of the thrusts that will be implemented by the newly-appointed general manager of the 299-room Cebu City Marriott Hotel Patrick Carroll.

Carroll, who has started his first Philippine assignment in Cebu last month, said that there is a need for the hotel to intensify its presence particularly for the active young market, considering that there are also a lot of hotel brands that entered the Philippine market, including Cebu.

"There are a lot of new competition in the market today; we will hold on to our good reputation, and it is very important to maintain that," Carroll said, adding that it is very important for Marriott to re-introduce its name in the new set of market segment-younger generation.

Over the years, he said Marriott brand has already created strong and loyal followers all over the world. The Cebu property on the other hand, which is developed by the Ayala Hotels , is now strengthening its presence in the emerging set of market.

"We want younger people to understand and appreciate the Marriott brand," he said, stressing that one of the hotels  plans is to actively participate in the social media,  online presence and technology-related platforms.

Young generation, categorized as those professionals and travelers aged 30 to 50 years old, is now considered as the hotel's target market, although it has sustained its name as the preferred hotel for conventions, business meetings and conferences.

This set of market bracket, he said, is not only more active in business, leisure and travel but also has big spending capacity.

The Cebu City Marriott Hotel is also beefing up its food and beverage business, one of the hotel's top revenue contributors, making it as a good dine-out option especially for the local market.

Being adjacent to Ayala Center shopping mall, the hotel's guests have various restaurant and food outlets to choose from, but the hotel is counting on the local market to make Marriott Hotel as a dine-out option, both for fine and casual dining.

As a business hotel, Marriott is also active in promoting Cebu as an international destination for MICE (Meetings, Incentives,  Conferences and Exhibitions) events specifically in the global market base.

Carroll mentioned that Marriott Cebu, in coordination with the worldwide Marriott network all over the world, is bidding for more international MICE events, not just to boost the hotel's revenue and guests volume, but also to help promote Cebu as MICE destination.

Last year, the hotel registered an average occupancy rate of 70 percent, despite the entry of more business hotels. It aims to surpass this figure this year with the hotel implementing programs to attract new markets and to take advantage of Cebu's booming tourism sector.

Moreover, the hotel is also preparing for the influx of Chinese travelers in the next few years, setting up Chinese friendly environment within the hotel, a program which is followed by most Marriott properties worldwide. /JMD (FREEMAN)