Cebu Hotels

The group has performed steadily with hotel operations generating P2 billion, a big increase of 45.95 percent from 2010’s P1.93 billion,” he said.

“Rooms contributed 30 percent of P607.41 million, while F&B (food and beverage) put in a share of 29 percent or P584.01 million. Group average room rate was at P1,907.00 while average revenue per available room (revPAR) was at P1,183.11.”

He said they achieved growth by stimulating growth  through aggressive promotions in  non-tradional channels like the Internet as well as increasing customer satisfaction by improving their products.

“Our innovative efforts to counteract dwindling tourism figures and create interest in our markets, both existing and potential one, have allowed us to stay afloat. We continue to drive our marketing efforts along both offline and online channels. Offline, we continue to expand our distribution channels by forming significant partnerships with numerous travel agencies, and forging stronger relationships with our partners this year,” said Gatchalian.

They  also introduced the use of QR codes in  promotion collaterals enhancing the customer experience, making it more exciting through the use of this popular technology, creation of an official E-newsletter to provide timely news and information to their clients and promoting their hotels in a new way and getting real-time response to out promos as well as further enhancing their web services.

He said that online bookings contributed 22 percent of  total hotel revenue in 2011.

“Some properties outperformed others,with Waterfront Cebu City Hotel and Casino leading the pack with P58.80 million of online sales, followed by Manila Pavilion Hotel (WPI) with P35.80 million,” he said.

Other properties also generated significant returns: Waterfront Airport Hotel and Casino with P18.03 million, G Hotel with P12.07 million and Waterfront Insular Hotel Davao with P10.69 million.

Overall, online sales represent one of their most promising areas of growth.

“It  is our goal to aggressively focus on this frontier area,” said Gatchalian.

The P300-million major renovation covering three phases of its flagship hotel Waterfront Cebu City Hotel and Casino started in the first quarter of last year.