MANILA, Philippines – As the senior vice president at Newport World Resorts (NWR) in the Philippines—the country’s premier integrated gaming resort—Kathy Mercado brings significant expertise from her background in hospitality and business operations. Her contributions have been pivotal for renowned global hotels, where she introduced innovative ideas and led successful promotional strategies. During an exclusive conversation, she delves into market analysis, cutting-edge marketing approaches, environmental initiatives, and upcoming trends shaping the industry.
How does the Travellers Group categorize the clientele for its different hotel brands?
The answer is that Newport World Resort accommodates five global hotel brands, each targeting a specific customer group.
• Hotel Okura Manila: This upscale establishment combines the refined aesthetics of Japan with warm Filipino guest services. It has earned a place in the Michelin Guide Hotel Selection 2024, a significant international accolade.
• Marriott Manila: Boasts the biggest pillar-free ballroom in Manila, making it an ideal location for hosting various MICE events like business meetings, incentive programs, large-scale conferences, and live shows. It attracts prominent corporations and well-known guests.
• Sheraton Manila: Famous for Collab, a contemporary workspace with an industrial theme tailored for business travelers and sophisticated professionals seeking trendy places to network and host events.
• Hilton Manila: An accommodating hotel for pets offering luxurious and family-oriented accommodations, attractive to vacationers who prioritize ease and individualized care.
• Holiday Inn Express Manila: Boasting as the biggest Holiday Inn Express globally, featuring more than 700 rooms, offering cost-effective lodging options suitable for business visitors, extended stay patrons, and flight crew members.
Q: What steps do you take to distinguish and customize your marketing approaches for every segment?
At Newport World Resorts, we shape our approach using six main principles:
• Lodging Options: Presenting top-tier global hotel chains designed for business guests, tourists seeking leisure activities, and those looking for luxurious stays.
• Dining: Enhancing food experiences through partnerships with internationally-acclaimed names such as Gordon Ramsay Bar & Grill, which marks its debut in the nation, drawing notable guests and gastronomy lovers alike.
• Entertainment: Showcasing top-tier performances akin to those seen on Broadway at the Newport Performing Arts Theater (NPAT). This venue has emerged as a focal point for Filipino artistic expression, hosting global shows along with homegrown Filipino musicals like “Ang Huling El Bimbo” and our most recent offering, “Delia D.”
• MICE: Establishing NWR as a top-tier MICE location featuring exceptional facilities such as the Marriott Grand Ballroom and Sheraton Manila’s Collab, designed for contemporary business tourists.
• Shopping: Providing an exclusive shopping encounter featuring high-end global labels alongside niche boutiques designed for both tourists and local patrons.
Every section is promoted via customized online promotions, collaborative alliances, reward initiatives, and individualized customer interactions to guarantee involvement and lasting brand loyalty.
Q: In what ways are cutting-edge technologies such as artificial intelligence or AI, data analytics, and personalization shaping your marketing strategy?
A: At the core of our approach to engaging guests lies technology. We utilize AI-driven personalization, data analysis, and automated processes to improve the customer experience.
• Artificial Intelligence and Data Analytics: We employ predictive analysis to forecast guest preferences and provide tailored offers and promotions.
• Customization: With our customer relationship management systems, we can develop tailored travel and entertainment experiences for guests, informed by their actions and past interactions.
• Effortlessly smooth reservations and digital synchronization: Our sites and mobile apps provide seamless bookings, combined hotel stays with entertainment options, along with immediate customer assistance through AI-powered chatbots.
Through adopting these advancements, we guarantee staying at the forefront and providing outstanding experiences everywhere they interact.
A: What strategies can be used to ensure a uniform customer experience when managing several locations?
A: Maintaining consistency is crucial in the hospitality sector, which we accomplish via:
• Brand guidelines and education: We ensure our staff receives ongoing instruction to meet the specific service criteria of every hotel brand.
• Cross-promotion and combined loyalty initiatives: Customers can reap rewards at all venues via our consolidated NWR Rewards Program, guaranteeing a smooth encounter.
• Gathering guest input and ensuring quality: We proactively gather guest feedback through instant polls, active participation on social platforms, and one-on-one conversations with guests, enabling ongoing enhancements to our services.
Q: Could you discuss some creative or notably effective marketing campaigns that you’re especially proud of and explain what makes them stand out?
A: Our most significant project is the Epic Pass, a membership scheme providing continuous access throughout the year to top-notch shows akin to those seen on Broadway at NPAT. Since implementing this initiative, we’ve observed heightened viewer involvement, strengthened customer allegiance, and raised international recognition for Philippine theater arts.
Moreover, our I Love Earth Campaign—a recipient of the distinguished Agora Award for Sustainability—demonstrates our dedication to promoting sustainable tourism and supports the 17 goals set forth by the United Nations for sustainability.
Our efforts include:
• Environmentally friendly hotel practices: Designs for energy efficiency, initiatives for reducing waste, and procurement of sustainable resources
• Eco-friendly gatherings and occasions: Motivating business customers to embrace carbon-neutral event procedures at our locations
• Community involvement: Collaborating with nearby groups to advocate for environmental preservation and sustainable travel
These initiatives underscore our dedication to innovation, sustainability, and uplifting Filipino skills.
Q: Is there considerable and increasing interest in sustainable travel experiences? What particular inquiries do travelers in this category pose, and how does this influence your marketing approach?
A: Definitely. Modern tourists are increasingly aware of their ecological footprint and look for eco-friendly accommodation choices.
Visitors frequently inquire about: environmental certifications and their carbon impact; sustainable eating choices and locally grown produce; as well as the hotel’s green practices and efforts toward reducing waste.
As a result, we make sure that sustainability is ingrained in our brand’s core identity.
Q: In your view, how might consumers’ expectations change over the coming three to five years? Which trends are you getting ready for in the days ahead?
A: The direction of the hospitality industry’s future will be determined by:
• Mass personalization: Travelers will anticipate highly customized experiences fueled by artificial intelligence and data analytics.
• Wellbeing and comprehensive trips: Visitors will focus on consciousness, health initiatives, and seamless travel encounters aimed at reducing stress.
• Sustainable and moral travel: Mindful tourism will boost the preference for environmentally friendly accommodations and conscientious hospitality procedures.
• Hybrid gatherings and digital incorporation: The MICE sector will progress with “phygital” (combining physical and digital elements) event structures, boosting connectivity and audience scope.
At NWR, we’re proactively gearing up for these developments by pouring resources into advanced hospitality tech, elevating customer interactions, and spearheading eco-friendly practices within Philippine tourism.
—CONTRIBUTED
Josiah Go serves as the chairman and chief innovation strategist at Mansmith and Fielders Inc.