Best Western: Plus Lex targets MICE market

CEBU, Philippines - Newly opened Best Western Plus Lex – Cebu hopes to attract international group of MICE (meetings, incentives, conferences and exhibits) in the next couple of months, banking on its strong support from the Best Western chain of hotels and resorts around the world.

The 83-room business hotel is now registering an average of 80 percent occupancy rate shortly after it opened early this year.

In an interview with the hotel’s sales and marketing manager Janine Vienna P. Matig-a, she said that while the hotel, located at Escario Street, is strongly getting bookings from the local MICE market, especially from Mindanao, it is also getting interest from the international MICE customers.

Although, at present, the hotel is getting bulk of FITs (Frequent International Travelers) from the United States and Europe, through its inclusion to the roster of hotels in the Best Western global network.

“But we are confident that the hotel will be able to attract the international MICE market because of our advantage as an international brand and being part of the global network of Best Western,” she said.

Best Western Plus Lex-Cebu’s conference and function rooms accommodate a maximum of 120 people to a minimum of 20.

As an accredited property for MICE, among the Best Western network, she hopes that Best Western Plus Lex-Cebu will be able to help the province’s positioning as one of the preferred MICE destinations globally.

Developed by Tanchan Business Ventures Inc., it is the first Best Western Plus brand in the Philippines. In Cebu, however, another Best Western franchise is being operated in Cordova on Mactan Island for a resort operation.

In an earlier interview with Bernard Neil U. Tanchan, the hotel’s general manager, he said that the family decided to venture into the hotel business, noting the fertile opportunity brought about by the dynamic tourism and business sectors in Cebu. 

The American hotel brand, Best Western Plus, is the four-star brand of the Best Western hotel management chain worldwide.

Tanchan, whose family in Cebu is into cold storage trade, said that the family saw the opportunity to bring in more international hotel chains here   as “alternative to first class hotel accommodations.”

The Best Western Plus Lex Cebu is the first hotel venture of the Tanchan family. He said this new company is looking at opening more hotels in other tourism hotspots in the country, particularly in Palawan.

The Tanchan Business Ventures Inc. incurred an initial investment of P150 million for the building structure of the hotel, excluding the company’s expenses on the elaborate and contemporary interiors of the hotel.

The Best Western Plus brand offers above-standard features and services. Their distinct amenity area is designed for the modern-day traveler—practical, updated and appreciates great comfort, according to their statement to the press.

Best Western, with strong presence in Metro Manila, is also looking at opening hotels in other parts of the Philippines, such as Batangas, Boracay, Bohol and Palawan.

Best Western International Inc. is the world’s biggest hotel family with over 4,100 independently-owned and operated hotels.

Based in Phoenix, Arizona, the chain offers more than 311,389 quality guest rooms located in 100 countries and territories throughout the world, including the Philippines. —/JMD (FREEMAN)