MICE events sustain hotel’s lean season occupancy rate
CEBU, Philippines - Radisson Blu Cebu reported a good lean season occupancy performance owing to the sustained inflow of meetings, incentives, conference and exhibits (MICE) in the months of June, July and August this year.
Coming from the historical high occupancy performance last year due to APEC events, hotel general manager Laurent Boisdron said the average occupancy rate of mid-80 percent is already considered very good for a lean season.
In an interview yesterday, Boisdron said that the APEC-boosted high hotel revenue last year is sustained this year with international events being held here, including MICE related bookings from local clients.
Boisdron said this year's lean season occupancy performance has exceeded the hotel's target.
According to Ann Olalo, hotel director for sales and marketing, the 400-room international hotel will end the year with at least 10 Asia Pacific events.
Olalo added that one of the occupancy boosters this lean season is the global campaign of Carlson Rezidor Hotel Group iHotels called "Double Joy", which offers 20 percent discount on rooms and food and beverage offers and 20 thousand points of the brand's club card members.
Meanwhile, the SM Group developed hotel also announced its food and beverage revamp to realign its service and offerings to the current market requirement.
He said the attractive tourism edge of Cebu also contributed to good business in accommodation or room products, specifically the food business.
Through its "Everyday is a Feast" campaign, Radisson is beefing up its choices of food and beverage attracting the walk-in guests.
Radisson also has started its food catering service serving out-of-hotel exclusive events.
Boisdron, who was appointed to head the Radisson Blu Cebu operation starting March this year, is bullish of Cebu's tourism advantage, saying its prestige in the international market is getting stronger being recently ranked as top six destination in the world. (FREEMAN)
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