Radisson eyes growing leisure market

CEBU, Philippines - After establishing its niche in the business and the meeting, incentive, conventions and exhibitions (MICE) markets, Radisson Blu Hotel Cebu is now making its way to attract the growing leisure local and foreign visitors to Cebu.

“The leisure market is our growing segment,” said Radisson Blu’s director for sales and marketing Ann Olalo.

Now running at an average occupancy rate of 60 percent year-to-date, Radisson Blue sees big potential to boost its business in the leisure segment.

With its diversed attraction for business and leisure, Olalo said Cebu has paved the way for international hotel chains to lure guests who are not just visiting Cebu for business but also for fun.

Radisson Blu Cebu, the only Carlson Hotels property in Asia Pacific that carries the high-end   Blu brand, also noted a growing number of Japanese visitors to Cebu, now climbing into the top four of its nationality visitor profile.

The domestic market still dominates the guest profile of the hotel, with 55 percent, followed closely by the Americans, Koreans, and Japanese.

Olalo said the hotel is also looking at the growing number of leisure guests from Korea.

Yesterday, Radisson Blu Hotel Cebu joined all the Radisson Blu properties around the world to celebrate the “Blu” month, the chain’s brand awareness program.

Olalo said “turning the world Blu” program is the chain’s campaign to strengthen its brand in cities they are present.

“We are re-enforcing our presence in Cebu, emphasizing that we are a global brand,” she added.

Aside from tapping the potential leisure market, the hotel is also looking at boosting its occupancy via the emerging educational sector. In fact, next year, the hotel is booked to accommodate a group of Japanese, who will be in Cebu for an “educational exposure.”

 Olalo said that the tourism industry in Cebu is well on its way to a brighter future, with hotels and other properties offering promotions to help promote Cebu as a business, vacation and leisure destination for both local and foreign travelers.

Another SM-Carlson partnership

 Basking on the success of their first partnership that’s Radisson Blu Hotel Cebu, SM Hotels & Convention Corporation and Carlson Hotels will open another hotel in Davao next month.

To be called Park Inn by Radisson, Olalo said this is the second property that will be managed by Carlson Hotels under its partnership with the SM Group.

Positioned as a mid-scale hotel, Park Inn by Radisson in Davao will have a total of 204 rooms. This is the first Park Inn brand by the Carlson Hotels to be opened outside of Europe.

SM Group will also be opening an SMX Convention facility in Davao early next year.

The US-based Carlson Hotels is present in over 1,075 locations in 75 countries. Aside from Radisson, the hotel also owns brands like the Country Inns and Suites by Carlson, Park Inn and Park Plaza. (FREEMAN)