Resort repositioning
The client
A Filipino-Australian joint venture
What did Hotel Solutions Partnership achieve for the client?
- Since the completion of the project, the client has seen its annual revenues increase by over 250%. Annual occupancy rates have remained above 90% since the year 2000, whilst average room rates are the highest achieved on Boracay Island.
- The resort has won numerous awards and consistently enjoys good reviews in international guidebooks
Background
Boracay Island, with its fine white sandy beaches and azure blue waters, is located on the north-western tip of Panay, Western Visayas in the Philippines. The site was in a premium location, touted as the 'finest beach in the world'. The water surrounding the island is shallow and the sand is powder-fine and brighter than most beaches in the archipelago. Flying time to Boracay is approximately one hour from Manila.
Consultant: Katrina Craig
Project objective: to convert an existing 18-room resort that appealed to the local market into a 48-room boutique resort that could command premium prices and appeal to an international clientele.
Project scope
- Complete renovation, re-planning, and expansion of resort rooms (from 18 to 48)
- Renovation of restaurant and reception area
- Installation of stand-alone generators
- Installation of waste-water treatment and recycling system
- Addition of massage hut, resort shop, and dive centre
- Addition of swimming pool and function-room complex
- Upgrade of both front and back office MIS systems
- Overhaul of management and sales teams
- Recruitment and training of staff
- Marketing strategy preparation and re-launch to media, travel agents, and key accounts
Methodology
- A thorough screening of architects, designers and engineers was undertaken to recruit the appropriate project team
- Designs were governed by the prescribed guidelines of the International Hotels Environmental Initiative, an organization founded by the Prince of Wales
- Wherever possible, locally-sourced materials and locally-crafted furniture, fixtures and equipment should be used
- A tender process for the management information systems was carried out and long-term maintenance contracts were negotiated
- In preparing the marketing strategy, field and desk research was undertaken and the new branding and advertising campaign were tested on key influencers
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Associated Experts
Katrina Craig: helps her clients acquire, develop and reposition hotels, clubs and resorts in the United Kingdom, Europe and the Asia-Pacific region. She leads and supports the entire development process from preparing a coherent business plan, through project team assembly, operator selection, fundraising, design development, cash flow planning to market launch.
Read more >Associated Areas of Expertise
Asset management Read more >
Boutique hotels Read more >
Business turnaround Read more >
Change management Read more >
Concept planning Read more >
Design reviews Read more >
Destination management Read more >
Development strategy Read more >
General management Read more >
Golf course, marina and other recreational facilities Read more >
Investment appraisal Read more >
Organisational development Read more >
Pricing Read more >
Process improvement Read more >
Product definition and launch Read more >
Project management Read more >
Renovation programme management Read more >
RFP and tender management Read more >
Resorts Read more >
Sales and marketing management Read more >
Service strategy and skills Read more >
Site development Read more >
Sustainability Read more >
