The Filipino Microtel experience

MANILA, Philippines - Try lurking around blogs and you will notice that bloggers (and their friends and families) have been doing a lot of local travel. We think that aside from the expected tourist and out-of-the-way attractions, the accommodations convince them to explore the country more.

There is always the question of “That’s a great vacation spot, but what’s a great place to stay?” In the 10 years that it has existed in the country, Microtel Inns & Suites has provided the answer. It is present in Baguio, Tarlac, Cabanatuan, Cavite, Batangas, Palawan, Cebu, Boracay, Davao, and soon, Mall of Asia. Indeed, Microtel has practically covered key destinations and helped boost tourism in its respective areas.

When Microtel first arrived in the Philippines, the challenge was to introduce a new concept in the local hospitality industry: the bed-and-breakfast concept. It meant no restaurant, limited service, and back-to-basic room amenities. What compensated for these were Microtel’s international standards of service and well-maintained, consistently clean rooms.

Through the years, guests have become accustomed to this no-frills, value-for-money setup. They have also enjoyed industry innovations right in their own rooms. Microtel’s queen-sized, imported chiropractor-approved beds are favorites, as these are healthy for guests’ backs and ensure a good night’s sleep. Yes, these are the same beds used in all Microtel hotels around the world.

The more recent Microtels also introduced the split-type, queen-sized beds. They can be split into two single beds, so guest rooms are flexible enough to hold a family of four in a double room or groups of four that require separate beds.

The chain is also responsible for industry firsts such as public area and room signages in Braille, free flowing coffee and ice machine at the lobby, and disability accessible rooms conforming to international standards. It is also the first international hotel chain to open in Tarlac, Cabanatuan, Cavite, Boracay, Puerto Princesa, and Baguio.

Microtel Inns & Suites (Pilipinas) Inc. president and CEO Jose Mari del Rosario says the chain’s success is made possible by what he terms as “the Filipino Microtel experience.”

“Our strength lies in the dynamic people who deliver the ‘Microtel experience,” consistently providing clean, secure, comfortable, and affordable accommodations in a relaxed and casually elegant setting, with true hospitality, service and smile as key features,” Del Rosario says.

“Microtel has evolved from a bed-and-breakfast hotel to something more than being accepted by the traveling public as a decent, value-for-money accommodation experience,” he adds.

Del Rosario is also proud of their well-knit team of highly experienced and competent professionals. “The right people in the Microtel bus definitely spell the big difference,” he says.

Keeping the chain well-oiled are Robbie Gonzalez, area GM for North Luzon; Norman Eusebio, area GM for South Luzon; Dean Cid, GM of Microtel Mactan; and Rocky Jorolan, GM of Microtel Davao.

Being part of Wyndham Worldwide, the world’s largest lodging franchisor with 6,500 hotels in 59 countries, also helps Microtel attain new levels of reach in the global marketing front.

Truly, the chain’s success has come a long way since Microtel Inns & Suites (Pilipinas) Inc., master franchise holder of the Microtel brand in the Philippines, was incorporated in 1998. It was the time when the Asian financial crisis struck, and it was right in the middle of Del Rosario’s negotiations with Microtel US.

With the effects of the crisis already in motion, Del Rosario’s family and friends were skeptical about buying the franchise. After all, the real estate industry was crashing and there he was, getting a franchise.

Del Rosario persistently went on with his plan. Armed with the right attitude and the knowledge that Microtel was the right product for the Philippines, Del Rosario pursued the undertaking relentlessly.

At the time, the brand had no track record in the country. There was no Microtel structure that the group could show, not even in Asia because all the others were in the United States, Honduras, Argentina, and Mexico. Del Rosario and his group had to do their presentations to potential investors showing only photos of how Microtel hotels looked like abroad.

In the end, the first Philippine Microtel franchise agreement was executed with the Lopez-controlled First Philippine Holdings for a Microtel Inn & Suites in Batangas. After a few months, other investors also became interested. In 2001, the first three Microtels opened in Luisita, Tarlac; Sto. Tomas, Batangas; and Eagle Ridge, Cavite. All three projects were with highly respected business entities, all largely taking a “leap of faith” with Del Rosario’s track record in the hotel industry.

“It is our vision to build a Microtel in every province to help upgrade the quality of accommodations nationwide. We are now right on track of our target with presence in key business and leisure destinations. We are working on getting more franchisees in other exciting destinations such as Metro Manila, General Santos, Cagayan de Oro, Cebu, Bohol, and others,” he says.

Ten years down the line, Microtel Inns & Suites has become a byword among seasoned travelers and a discovery among new ones. Surely its decade in the business is just the beginning of bigger, better times for local tourism.