Hotel industry player offers perks to capture the market

Filipino-owned hotel chain Legend Hotels International Corporation (LHIC) is bent into offering value-added perks to capture the market of their hotel properties in Metro Manila - the Kabayan Hotels in Pasay and Cubao.

"We came up with value-added services based on the needs and wants of our clientele. Everyday, we gather inputs and feedback from our clients," said Kabayan Hotel Marketing Manager Jake Mercado on a press gathering Friday last week that culminated their sales blitz in the region. From those inputs and feedbacks, Kabayan Hotel draws what to offer for the convenience of their clientele.

Currently, LHIC is offering a promotion dubbed "Bigay Hilig sa Presyong Sulit" across its accommodations that entitles each client free breakfast, mobile phone prepaid credits, train transportation card (MRT & LRT), unlimited local calls, and discounts on laundry and food services among others. "These free additional services if summed up will total up to a thousand pesos," Mercado said.

"I am happy to say that our average daily occupancy rate is 98 percent and 36 percent of that are the domestic travelers," Mercado said adding that this promotion is expected to increase the share of the domestic travelers in their occupancy to 45 percent.

Of their clientele, travelers from Cebu accounts to an average of 8 percent, which to Mercado, is a good percentage.

In the offing, LHIC will be offering a help desk to assist their clientele. "We will establish an assistance center which will serve as directory for our clientele. There will be instructions and directions on how to get around Metro Manila for the first time travelers and those who are not familiar of the places around," he added.

Furthermore, LHIC will also be expanding the number of rooms of both hotels. Mercado said they are adding 154 rooms to the 190-room Kabayan Hotel Pasay to accommodate the rising demand for affordable, convenient and safe accommodation. This will be materialized on the third quarter this year. Also to be introduced around that time is a new accommodation they call "Pad," which is targeted to business travelers. This type of accommodation will have a bunk bed, a tub and bath, and a space for a mini-office under the bed.

Cebu and Davao are two of the places they want to expand business at. "Cebu for one is having a good economy. However, the company is still prioritizing the Metro Manila area," Mercado disclosed.

LHIC currently operates on a niche marketing strategy where each of their properties is catering to different market segments.

The properties they currently operate includes Mabuhay Manor which is targeted for the balikbayans; Legend Villas which is for the corporate market; Legend Hotel in Palawan for the leisure tourists and the two Kabayan Hotels in Pasay and Cubao in Metro Manila which are for Overseas Filipino Workers, students and provincial travelers.

LHIC's Kabayan Hotels are accredited by the Department of Tourism as an economy standard hotel and its amenities are being upgraded to cater a wider market while retaining the core market of OFWs and domestic business travelers. - Bon JP Largo