Leading the change, Megaworld Hotels & Resorts (MHR) celebrates three empowered women as they rethink how they plan to drive breakthrough results in 2024 with their new Commercial Division.
Navigating the Philippines’ largest homegrown hospitality chain to greater heights are Lynette Ermac, Head of Sales and Strategic Partnership, Loleth So, Head of Revenue and Distribution, and lastly Charlene Go-Co, Head of Marketing Innovations.
“Customer behavior and preference have been changing these past years. We have seen markets evolve and destination choices go up and down. These factors create business volatility. The company wants to be agile in its strategies and positioning. Much attention is given to online travel agencies and distribution. Guests want the convenience of booking and channels have continued to cater to this. The creation of the Commercial Division is hinged on addressing that. As our growth and expansion are ahead of us, we continue to preserve our pride of being a Filipino brand. One that fosters meaningful relationships and takes care of the business beyond the bottom line.”
Growing the Business
Since the start of the year, MHR already announced 20 hotels to open and operate under their management in the next 5 years or so. Ermac highlights “Megaworld (corporation) continues to build townships and developments that have massively changed the economic landscape and most especially the community’s quality of life. Adding to the ecosystem are our individual hotels that create a magnet to gather people. Our venues create the opportunity for stays, collaborations, and celebrations through the conducive spaces they offer”.
In three years, Megaworld will celebrate three decades of operating tourism establishments that started with Richmonde Ortigas under the Prestige Hotels Group. Later, it was then combined with the properties under Global One Hotel Group Inc. giving birth to what now is called the Megaworld Hotels and Resorts.
Beyond our hotels, Ermac shares “Our strength truly lies within our combined numbers.”
With three decades under her belt, Ermac stresses “We are bullish in highlighting the Philippines’ potential as a formidable MICE destination in Asia”. MHR contributes a total inventory of 8,000 rooms, a portion of which is already in the pipeline. She adds, “Our numbers allow us to engage with larger source markets who are continuously on the lookout for potential hubs like the Philippines that can provide new experiences and outsource business solutions for stronger economic ties”.
Beyond the black-and-white of business travels, inbound foreign leisure trips remain to be another colorful segment that MHR aims to grow. Ermac shares that with the entire world back in full swing “our engagement with travel agencies and international travel shows take a more aggressive approach as we build awareness in international destinations and niche segments.”
Tourism and the Digital Space
Year-on-year bookings gathered through digital spaces have shown a steady increase in conversions. According to Loleth So, at least a decade ago “regional properties would only fill an average of 10% of their rooms. But now, efforts via the World Wide Web have taken the lead as it tops the charts at 65% in total room contribution in 2023. This of course is with the help of numerous online distribution channels combined. True enough, the industry has long been growing the potential of AI technology ever since.”
Will AI technology replace the value of onsite sales efforts? Loleth answers, “YES and NO.” She explains further, “Tools are evolving, and AI is no different. Our sales are replacing outdated practices and shifting to new capacities allowing them to do volume transactions faster. What AI will never replace will be the genuine encounters and solutions derived from complex discussions allowing our partners to achieve their goals.”
As this segment of the supply chain continues to tip the scales, Loleth shares her confidence with MHR. She notes, “With the Distribution set-up that we have now, we are projecting to surpass our performance last year through consolidated and strategic initiatives across all our hotels. We are implementing digital structures to drive revenues through distribution and direct channel initiatives.
Expanding its market reach, MHR continues to build strategic partnerships with online travel agencies and B2B engagements. Through their distribution initiatives planned out for 2024, Loleth points out, “We are confident that the digital experience of our guests booking direct or via online travel agents will be more seamless, insightful and land them an offer that’s simply hard to resist.”
Filipinos serving the World
“The Philippines have so much to give the world,” believes Charlene Go-Co. She adds “Much like a gift, we should share the best that there is to experience from our nation, may it be through arts, food, values, and our unique way of life”. With the numerous brand partnerships they plan to spearhead, she said, “We aim to excite more foreign guests and have them share their own stories about the Philippines whatever their purpose may be.”
MHR, being a 100% homegrown hospitality brand have made it their advocacy to communicate and share the unique culture and heritage of the Philippines through their signature brand of hospitality, the Sampaguita.
The organization has diversified the use of the national flower and has successfully used its essence in its menu, lobby scents, and other guest journey touchpoints. They have also started planting more than 2,500 seedlings in their townships to help grow their numbers and increase their visibility in the community. You can also bet they’re not stopping there as they continue to look for new ways to celebrate the Philippines’ national flower and the overall pride of Filipinos serving fellow global citizens.
By the end of 2024, MHR will be operating a total of 15 hotels with 3 new properties opening soon. One of which includes the largest hotel in the country, the Grand Westside Hotel in the 2nd quarter. They feature 1,531 rooms and are located at the Entertainment City in Parañaque approximately 8 minutes away from the international airport. Likewise, MHR looks forward to opening their third hotel in Boracay Newcoast with Chancelor Hotel adding more than 500 rooms in their island paradise township in the 3rd quarter. Lastly, Belmont Hotel Iloilo, is poised as the largest hotel with 404 rooms located at the Iloilo Business Park by the end of the year.
Currently, guests can choose their stays across MHR’s 12 Hotels. This includes their Savoy and Belmont Hotels located in Boracay Newcoast, Newport Manila, and Mactan Newtown and Richmonde Hotels at the center of Eastwood, Ortigas, and Iloilo Business Park. They also operate Kingsford Hotel Manila within the Entertainment City in Parañaque, Hotel Lucky Chinatown in Binondo, and Twin Lakes Hotel near Tagaytay.