Econotel opens in midtown Cebu

Taking advantage of the influx of both foreign and domestic tourists in Cebu, a new Manila-based chain of affordable accommodation recently opened an outlet at the midtown area.

Gran Prix Econotel Cebu, the newest player in Cebu’s booming hospitality industry, responds to the call for more rooms in the city to accommodate the ever growing tourist arrivals in the province.

In an interview with its president and chief executive officer Jan Kierulf he said that an econotel concept merges the luxuries, amenities and services that are offered by a five star hotel and the affordability of a bed and breakfast type of accommodation.

Kierulf added that in terms of services, they guarantee to deliver fast and efficient checking especially to “on-the-go” and mobile guests who usually spends a short time in the hotel just to freshen up before heading for their next destination.

As of the moment, Gran Prix opened 20 rooms at the third level of the Coast Pacific Business Center in corner F. Ramos Street and General Maxilom Avenue.

“We are very optimistic with Cebu as here; hotels have high foot traffic because of so many domestic and foreign travelers. The reason why it is considered as a travel hub because people from the Visayas and Mindanao areas converge here for pleasure, business and education,” said Kierulf.

Operated under Gran Prix Inc., the chain of hotels is also considered as the first Filipino hotel franchise as the management is looking at expanding through franchising which is commonly done in most business ventures especially in the food industry.

As a chain of hotel, Gran Prix has three different types: econotel catered for the mid-market, express inn for budget travelers and the econo-suite for middle to higher end market segments.

Right now, the Gran Prix has four existing outlets, two of which are company owned while the rest are joint partnership venture with franchisees.

This coming September, a new outlet under econo-suite type will be opened in the paradise island of Boracay to be called as the Gran Prix Hideaway Boracay situated in the island’s station one.

Kierulf also bared future plans of opening new outlets in Tagbilaran, Bohol, Cagayan de Oro and in Davao within next year and revealed that another outlet is also being eyed for Lapu-Lapu City by an interested franchiser.

“We have been into the transport business. From selling bus seats, we are now selling beds but it’s also the same thing if you look at it because we are providing comfort to our clientele,” said Kierulf.

Kierulf is optimistic that like their existing outlets in Tarlac, Cubao and in Pasay, their Cebu outlet will also hit the 108 percent occupancy rate.

Having noted the 4, 000 shortfall of rooms in the city, Kierulf is optimistic that their venture to Cebu will help in providing additional rooms that will accommodate the surge of tourism activities in the area.

“We want to help hit the shortfall as fast and cost efficient as possible. Most hotel developments in town right now are under the five star categories but it has been shown that most tourists are budget travelers and we want to tap into that potential market,” said Kierulf.

After they penetrate the market and establish a name in Cebu, Kierulf said that they will eventually expand with an additional 20 rooms in their existing location at the midtown area.