Microtel: A reason to come back

MANILA, Philippines - Every traveler has reasons to come back to his favorite leisure destination. One, there’s the place; it may be a well-known tourist hub or an off-the-grid adventure hideaway. Two, it’s the weather; it suits you like a well-worn windbreaker. And three, it’s the people; they are just so nice.

There’s a particular place that comes to mind and it’s where one enjoys all of the holiday perks — great location, minimal yet adequate amenities, and a bunch of nice people offering five-star service. And that’s Microtel Inns & Suites.

“What we want is to become a byword,” says Robbie Gonzalez, area general manager for Northern Luzon and general manager of Microtel Baguio. “When you talk of traveling, there is a Microtel. Whether you are stuck on a highway or something, you’ll think, ‘Oh, there’s a Microtel nearby.’ So it’s also the accessibility of it.”

Since this US hotel franchise arrived in the country more than 10 years ago, it has made waves among budget-conscious travelers. What makes Microtel so special is like asking how a house becomes a home. Sometimes, what people (and travelers) really need are the essentials — a few things to keep their stay comfortable without overdoing it.

Don’t expect a mint placed on your pillow every day. This no-frills approach involves rooms of an average 28 square meters, complete with toilet and bath and a queen-sized bed famous for its chiropractic features.

Other amenities provide a basic approach: built-in desk and chair, individually controlled air-conditioning unit, remote control TV with cable channels, IDD/NDD phones, compatible ports for fax and modem, Wi-Fi, electronic key card entry, and a fully automated fire safety system. For suites, there are also a wet bar, refrigerator, coffee maker, microwave oven, and a sofa sleeper.

For the corporate crowd, some Microtels have meeting rooms, ample parking space, and when appropriate, outdoor facilities such as a swimming pool, and function areas. Its public signages are also provided in Braille for the visually impaired, and the differently abled have accessible rooms that conform to the standards of US Disability Act.

Despite the global economic crunch, Gonzalez says business remains hopeful. “The current economic situation works to our advantage,” he says. “Before travelers chose the high-end hotels. But now at a time of corporate belt-tightening, that’s where we come in. We’re a limited service hotel that doesn’t compromise on service. We give international-class standard of service at a reasonable price.”

All Microtels in different areas are consistently the same. Guests are guaranteed that they will get the same quality of accommodations and service at any Microtel whether it be in the United States or in the Philippines. But of course, different areas have differing advantages.

Gonzalez manages the Northern Luzon area of Microtel that includes Tarlac, Baguio and Cabanatuan. He also serves concurrently as the general manager of Microtel Baguio, one of the more popular hotels in the summer capital because of its partnership with transport giant Victory Liner and the holding of the annual Panagbenga Flower Festival. Annually, hundreds of thousands of visitors flock to the mountain city to take part in the festivities. At the time of our visit, Microtel Baguio registered 100 percent occupancy, 90 percent of which was booked online.

“That sends us a message,” Gonzalez enthuses. “Travelers nowadays are getting tech savvy. We’re adapting, increasing our Web presence. There’s Wi-Fi access in all of the rooms, unlike before when it was at the lobby only.”

The north presents a good mixture of leisure and business with a solid market potential. The Tarlac and Cabanatuan Microtels have the advantage of capturing the corporate market.

Microtel Tarlac is situated right beside the Aquino Center, the most modern and complete conference facility in Central Luzon, right at the edge of the famous Hacienda Luisita. The center also houses the Aquino Museum that is dedicated to the memory of the late Senator Benigno Aquino Jr. A neighboring development is the Luisita Golf and Country Club, where guests have access to the 18-hole championship course designed by Robert Trent Jones Sr. This is one of the finest golf and caountry clubs in the country, as it is renowned for its challenging slopes and immaculate putting fairways.

Meanwhile, Microtel Cabanatuan boasts of its proximity to many of the country’s important and historic districts. Located at the heart of the urbanized city of Cabanatuan, you may visit the General Luna statue and marker, the Pangatian Shrine and the former Pangatian concentration camp. The hotel also serves as a convenient jump-off point to many other places in the north. The nearby Cabanatuan bus depot, only a few minutes away from the hotel, realizes this.

Gonzalez says, “With Tarlac and Cabanatuan, I don’t think you can find a hotel with that standard in those areas. That’s our bragging right, that we are part of an international chain in a rural setting.”

If you’re coming from Manila, new highways such as the Subic-Clark-Tarlac Expressway enable you to reach these destinations faster than before. Expect a trip to Baguio in less than five hours by private car and Luisita in Tarlac in just under two hours.

Already making a name for itself among weekend and corporate vacationers, Microtel is that small hotel that packs a big kick when it comes to serving the hands-down essentials at a price everyone can afford. This year, new Microtels will open at the Mall of Asia in Pasay City and in Palawan.

“The market is starting to believe in the product,” Gonzalez says. “You don’t need a high-end hotel. You have a basic hotel, clean, good service, that’s it. As long as you can sleep well, bathe well, have a nice breakfast, that’s it. Give them a good reason to come back.”

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Special thanks to Francisco Agay, resident manager of Microtel Tarlac, and Joel Cucueco, resident manager of Microtel Cabanatuan.

For inquiries, call (632) 671-7171, fax at (632) 671-7172, e-mail at [email protected], [email protected] or [email protected] or log on to http://www.microtelphilippines.com.