Bangkok--18 Jun--Best Western
Having identified the Philippines as an outstanding prospect for hotel development, Best Western International (BWI), the world’s largest hotel chain, has invited the country’s leading investors in the sector to a Dinner in Manila on June 16, 2009.
The event is being jointly arranged by Best Western International—Asia, led by Director of Operations Asia Johannes Jahns, and its Philippines Area Development Office (ADO), Tajara Leisure & Hospitality, led by Tajara Leisure president and BWI Philippine envoy Cyndy Tan Jarabata, who are both tasked with expanding the Best Western brand in the Philippines.
The occasion will be an opportunity to meet investors and appraise them of the many advantages of a partnership with the World’s Largest Hotel Chain@ and the fastest growing hotel chain in Asia.
“We are happy the event has attracted significant interest from the tourism industry in the Philippines and are very confident that it will be a resounding success,” said Glenn de Souza, BWI Vice President International Operations — Asia.
By 2012, Best Western is projected to become the largest international hotel chain in the Philippines. Its strength is in its specialization in high standard but affordable hotels that generate faster returns on investment for owners.
Best Western offers two products. The Best Western brand is world-renowned for comfortable accommodation in key destinations and great value for money. Best Western Premier hotels and resorts are specially tailored to provide a superior level of service and accommodation.
“Best Western’s positioning makes it the wisest choice in these economic times, both from a traveler’s and an investor’s point of view. About ninety percent of the developers we meet, who are potential Best Western members are interested in well-priced international-standard hotels. They want a fresh look for their three-to-four star hotels with superior quality and services. This perfectly describes Best Western,” Glenn de Souza further stated.
“As for the higher-end Best Western Premier brand, if offers something extra beyond the existing luxury brands. Again we can put our stamp on the market either by converting existing deluxe properties or constructing new five-star hotels,” added Cyndy Tan Jarabata
Out of an initial 10-hotel development program, Best Western International so far has four properties in the Philippines that are operating or going through re-branding. These properties are located in Manila, Makati City, Mandaluyong City and Quezon City.
The plan now is to develop property in other key cities and tourist destinations, whether by new construction or rebranding and retrofitting. These include Cebu, Davao, Baguio, Tagaytay, Clark, Subic, Palawan (Premier), Bohol (Premier) and Boracay. Three hotels have been signed in Cebu, Boracay and Manila.
“We are very optimistic about the outlook for tourism in the Philippines and Best Western has the products and support to optimize the opportunities,” said Glenn de Souza.
Occupancy rates among 3-4 star hotels in Makati were as high as 74% in QI 2009 with average room rates of P4,746/night (US$101). At the same time, international hotel brands are under-represented in the market.
“The present economic climate is proving to be an excellent opportunity for developing hotels, for several reasons. The market is strong and not overcrowded. At the same time, low interest rates mean poor returns on bank deposits but cheaper borrowing. Plus investors, who own land, can build now because construction material prices are competitive. There is also the prospect of robust economic recovery in 2011-2012, so by building now, you can be ready for the uptick,” Glenn de Souza noted
The message to investors is that as the world’s largest hotel chain with over 60 years of experience, Best Western is the right partner in such an enterprise. Immediate benefits include association with a strong brand, recognized as the The World’s Largest Hotel Chain, Best Western also achieves high customer retention with the top five tourist arrivals to Best Western hotels globally from countries, where there is a strong Best Western presence.
“Plus, these days, Best Western boasts vast resources of modern design expertise which is transforming hotels in Asia in a way that is setting the trends and defining traveler aspirations. Best Western International has everything the Philippine hotel industry needs: therefore I am confident the Dinner will be a great success,” Glenn de Souza assures.
ABOUT BEST WESTERN PREMIER
In 2003, Best Western introduced the first Best Western Premier Hotels. Providing international travellers with a higher level of service and amenities, Premier properties must offer additional 27 or more services/amenities above and beyond Best Western worldwide minimum standards. The properties are also subject to unique design requirements and a special quality review. More than 80 Best Western Premier hotels are currently located throughout Europe, Asia and the Middle East. For more information about Best Western Premier, please visit www.bestwesternpremier.com.
ABOUT BEST WESTERN INTERNATIONAL
Best Western International is THE WORLD'S LARGEST HOTEL CHAIN, providing marketing, reservations and operational support to over 4,000* independently owned and operated member hotels in 80* countries and territories worldwide. An industry pioneer since 1946, Best Western has grown into an iconic brand that hosts 400,000* worldwide guests each night. Best Western's diverse property portfolio, its greatest strength, stems from a business model designed to give owners maximum flexibility to address market-specific needs. Equally committed to the business and leisure traveler, Best Western recently embarked on a mission to lead the hotel industry in customer care. Since 2004, Best Western has served as the Official Hotel of NASCAR. For more information or to make a reservation, please visit www.bestwestern.com
*Numbers are approximate and can fluctuate.
Media contact
Kanapa Pitakpong
Communications Department
Best Western International
Tel: +662 656 1260
Fax: +662 6561252
[email protected]