Local hotel chain launches mobile app

CEBU, Philippines - To get ahead of the cutthroat competition in the country’s hospitality industry, Waterfront Hotels and Casinos has embarked on a marketing strategy using the mobile application platform. 

To date, Waterfront Hotels is the first hotel chain in the Philippines to have provided this feature wherein products, hotel services, and even bookings can be made through the mobile app.

Available for all Android and iOS gadgets,  the company hopes to make its properties more accessible to the upbeat domestic traveling market, foreign tourists, as well as the corporate clientele worldwide.

The Gatchalian-led hotel chain admits that the entry of more hotel investments in the country has slightly affected its business, prompting the company to keep on innovating and introducing new products and services that will sustain its leadership in the hospitality sector.

In a press conference, Maria Socorro R. Cotelo, the Group's corporate planning director admitted that there is an ongoing "price war" in the hotel industry specifically in Cebu, saying "it is a challenge to keep the standard pricing."

She said that while players in the accommodation sector struggles to keep themselves nearer to the market, the “rate parity” remains to be a concern.

"Profitability now is very slim to none. The issue of China's political and social insurgency has affected our business considering that China used to top our foreign guests profile (both group and individual guests)," said Cotelo.

But Cotelo hopes that with the company’s recent move to be in synch with the market rhythm as it recognizes the growing number of people relying on mobile applications for both personal and business transactions, it will be able to make itself known consistently not only in the local market but also around the world.

Operated by the publicly-listed Waterfront Philippines Inc., Waterfront Hotels and Casinos is the largest local hotel chain in the Philippines with presence in major cities in the country.

The 561-room property in Lahug, the company’s flagship property, registered an occupancy rate of 65 percent year-to-date, which Cotelo considered as relatively low.

Cotelo said that with the mobile app, which is available for free download in iOS Appstore, and Android's GamePlay, the Group will be able to receive feedback from customers and respond immediately.