Cebu hotel targets pharma, med groups MICE segments

CEBU, Philippines - As Cebu has become a legitimate MICE (meetings, incentives, conference and exhibits) destination in the Philippines, Sarrosa International Hotel and Residential Suites targets to corner the dynamic pharmaceutical sector in the corporate segment.

Known as the preferred hotel and meeting venue for government activities and events, the hotel is expanding its market hold, now trying to capture the big pharmaceutical and medical organization accounts, said the hotel's resident manager Alejandro ‘Jun’ A. Perocillo III in an interview yesterday.

The 200-room Cebuano hospitality brand, which is celebrating its 19th year in the business, has sustained its lead in the government account, making this particular specialty market as the hotel's bread and butter.

However, as the MICE niche is gaining momentum in the recent years, Sarrosa is quick to position itself to get ahead in the competition in the private corporate market as it focuses on  pharmaceutical companies and medical organizations, which is two of the most active segments in the MICE category.

Developed and managed by Duracon Construction Corporation, the hotel invested more on facility expansion especially in its function rooms, high-speed wifi connection, two food and beverage outlets (De La Piscina poolside bar, Al Di Fuori restaurant) to add to its famous Citi Dinr lobby restaurant, added Perocillo.

Today, Sarrosa has 14 function room facilities, which can accommodate a total of 800 people.

Operating at a high of 60 percent to 70 percent average occupancy rate, Perocillo said its effort to attract specialty events from corporate market, like pharmaceutical firms could push the hotel's conservative 80 percent average occupancy target this year.

Sarrosa is also constantly introducing attractive and hard-to-resist packages for MICE bookers.

Aside from spending on improving its facilities and offerings, the hotel also recently refreshed its internet infrastructure, now using fiber-optic which assures high-speed uninterruptible 500mbps internet connection.

Its presence in the online sphere is constantly updated to accommodate the newer innovations in the digital business environment, including online payment system and strong linkage with online travel agencies, and internet booking platforms.

Sarrosa's 50-unit residential accommodation has been fully occupied for quite a while now. Long staying guests, who stay for a year or more, are expatriates working in multi-national companies in Cebu and Mactan. (FREEMAN)