Best Western eyes 15 RP hotels by 2012
By Elaine Ramos Alanguilan
Manila Standard Today
Best Western International, the world’s largest hotel chain, plans to expand its network in the Philippines to 15 hotels by 2012 from only two amid optimism on the country’s potential as a top tourist destination.
Cyndy Tan Jarabata, president of Tajara Leisure and Hospitality, the local development partner of Best Western International that owns the Best Western brand, said yesterday that 15 hotels and resorts catering to the mid-range segment would be carrying the brand by 2012.
The hotel chain manages over 4,000 hotels and over 300,000 rooms across the globe.
“The present economic climate provides an excellent opportunity for developing hotels. The market is strong and not overcrowded,†said Jarabata.
“Investors, who own land, can build now because construction costs are relatively low while bank loans are competitive. There is also the prospect of a robust economic recovery by 2011 to 2012, so by building now, you can be ready for the uptick,†she said.
Two Best Western brands currently operate in the Philippines—Best Western Astor Hotel Makati and Best Western Hotel La Corona in Manila.
Three, meanwhile, are either undergoing re-branding or under construction. Jarabata said the Cebu hotel, which is under construction, would cater to the business and leisure markets while the Boracay facility would target the leisure and conference markets. The third one in Manila, which is also under construction, will be marketed as a business hotel.
Jarabata said Tajara Leisure as development partner looks for partners—either existing hotels or those that are going to be built ground up—that want to make use of the Best World brand and infrastructure.
The investors are the ones that will fund the development of the hotels and resorts and neither Tajara nor Global Western would put in equity in the development. Owners would have to pay an average one-time joining fee of $56,000 for a 100-room hotel to be accredited with Best Western.
Jarabata said other priority areas for hotel expansion are Bohol, Palawan, Naga (for Camarines Sur), Subic, Tagaytay, Baguio and Davao.
Glenn Souza, Best Western International vice president international operations-Asia, said the chain’s expansion would enhance the Philippines’ potential as a top tourism destination.
“Every country has its own charm. The Philippines is a well-known destination, it will always attract tourists. The only difference it has with other countries is its lack of commitment from both government and the industry in marketing the country as destination,†said Souza.
He said the local industry has been more reactive than proactive.
“The Philippines ranked among the top three destinations in Asean, but it ranked below the top five in terms of the pace of progress in terms of infrastructure and security. The government has to take a serious look on it because the tourism industry brings in a lot of dollars. It has to be more aggressive in promotions, in putting in place the infrastructure and the kind of security that the market needs,†added Souza.
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