Waterpark changes name to expand target market

CEBU, Philippines - Starting next month, Imperial Palace Waterpark Resort and Spa will take on a new name - Jpark Island Resort Cebu (JPI).

Philippine BXT Corporation said that the rebranding effort will expand the scope of the property, which will no longer be limited to hotel and resort but also as a waterpark and amusement park.             

"There will be no drastic changes, only growth," said Reno Bacolod, Director of External Affairs of the hotel.

Resort executives clarified that the rebranding doesnot connote that Imperial Palace as a brand could not attain the growth that they have been yearning for, but rather by developing their own brand, General Manager Sean Noh is confident that everything new that they offer would meet the service that the customer wants.

While Imperial Palace is limited only to hotels, the projects lined up for the new JPark brand includes new waterparks in other parts of the country.

The expansion includes JPark Hotel,JPark Resort, JPark Amusement Center, but the hotel officials stopped short of revealing the specifics of these new projects.

Front Office Manager Dorinda Lim said despite the change of brand, their mission to provide excellent customer service still prevails.

In fact, part of the growth that they want to attain is to invest on the latest technology to boost processes such as additional counters for customer service.

Lim said that their target is to make the rightful and unforgettable services to their guests adding that a swift change of service from traditional to contemporary would be one of the highlight of the rebranding.

Part of their mission is to widen the scope of their target audience. Imperial has been known for Korean markets and with the rebranding; they would be targeting markets from Singapore, China, Malaysia, Japan, Thailand, Middle East, Europe, and domestic markets.

 Director of Sales and Marketing Myla Mohammad said their mission for growth is parallel to that of Philippine Tourism in catering the demands of new emerging market and to contribute in the aggressive move of the Department of Tourism in promoting the country.

Bacolod said they are eyeing to expand in Boracay, Palawan, and other parts of the country to take advantage of the upbeat Philippine tourism industry.

He added that most immediate expansion would commence next year, and a year after they would start building a better and bigger JPark Resorts and hotels all over the country.

With the expansion, the company would be employing more to cater the demands of its services. Bacolod said the new brand exudes confidence that everything that they desire would be realized.  (FREEMAN)