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HONG
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CANADA
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EUROPE
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INDONESIA
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SINGAPORE
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THAILAND
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Philippines |
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Despite crisis, Pinoys bring
sunny skies to local resorts |
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Source: Inquirer |
Author: Pennie Azarcon-Dela Cruz |
Date: 1999-06-18 |
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THANKS to the Filipino tourist, local
resorts enjoyed fair weather this
summer despite the overcast skies that
hover over the Asian economy. Instead of the customary trip
abroad, well-heeled Filipinos have opted to spend less money
on local destinations with upscale resorts where they can enjoy
amenities comparable to those abroad.
Accessibility and affordability became key words for many
Filipinos, for whom a vacation means packing off the entire
family for a weekend holiday.
Sales personnel from Club Noah-Isabelle and Club Paradise,
both in northern Palawan, have reported increased occupancy
this summer, as Filipinos and local residents made up for the dip
in bookings from other countries.
''Despite the Asian crisis, Club Paradise posted an increase in
occupancy,'' reveals Carol Valdez, sales manager of the resort.
Valdez noted that most Filipinos chose local destinations for
their family vacations, while companies junked Hong Kong in
favor of top resorts in the country for their incentive trips.
More Filipino visitors
''Filipinos now comprise 64 percent of our market, followed by
the Germans (9 percent) and Hong Kong nationals (7 percent).
The rest of our clientele are from different European countries,''
Valdez adds.
Ito V. Tuason, sales and marketing manager of Club
Noah-Isabelle in Apulit island, northeastern Palawan, observe a
similar trend. Next to the Japanese, Filipinos make up the bulk of
Club Noah's guests, numbering as much as 30 percent last year,
a welcome addition to a market that has been predominantly
European and Asian.
Club Noah, which is 30 percent owned by Japan's Toba
Aquarium, is inspired by the Biblical story as it attempts to
bring ''new life and a fresh vision'' to eco-tourism, Tuason says.
Crisis and the leisure market
Admittedly, Club Noah's marketing man discloses, the
contracting economy has affected the leisure market especially
during the initial years.
''The first to go were the tourists from Japan and Taiwan which
were among the hardest hit by the crisis. Fortunately, since the
resort has dollar rates and the exchange rate almost
doubled--from P26 to P40--our sales figures soared despite our
having less guests.''
But business has improved markedly, he adds.
''I guess after juggling so many problems for some time, people
realize they had to take a break; they had to reward themselves
for all that hard work.''
Filipino tourists, describe both Valdez and Tuason, are
budget-conscious.
''Price is always an issue,'' Tuason says. ''Why are our prices
pegged in dollars? That's only because we want the
tourists--who come from different countries--to understand the
price. Then they ask, why haven't we slashed our prices like
other comparable resorts in Asia did? But then the quality of
our services would suffer. So we give guests value for money
instead and show them where their money is spent.''
Agrees Valdez: ''Filipinos are wise consumers in that they try to
make the most of what they pay for. And they want to get as
much discounts as they can!''
As in most upscale island resorts like El Nido, both Club
Paradise in Dimakya Island, Coron, and Club Noah have an
all-inclusive arrangement which includes airfare, transfers,
buffet meals, accommodations and water activities so the rates
may be prohibitive to the average tourist.
Expensive flights
Unfortunately, adds Tuason, flying to Palawan, especially
northern Palawan is more expensive than other parts of the
country and Asia because there are no commercial flights
available. Planes are often chartered, with Club Noah using
Corporate Air, and Club Paradise leasing Air Ads or Pacific Air.
But, he explains, ''Since we depend on repeat business, it's very
important for us that the guests don't feel shortchanged at the
end of their vacation. If they're happy, they'll come back and tell
their friends all about us.''
As a market, Filipino tourists are fun-loving and physically
active, observed this business management graduate from
Ateneo.
Aside from water activities, the resort has also included
ballroom dancing among its leisure offerings to accommodate a
hefty portion of its market. But no television please. ''The idea of
a vacation is to get away from the usual things we do and try
something different,'' noted Tuason. Family bonding, he
observes, has become the happy result of a TV-free vacation at
the resort, ''especially among the Europeans who often have
reconstituted families--you know, stepmothers, second
families--and little time to get to know each other.''
Among Filipinos, however, close family ties are a basic
consideration.
''That's why we made our family cabanas really spacious--big
enough for five beds--because Filipinos like to bring the entire
family and their friends along.''
Air-conditioning too is a premium among Filipinos, ''as it is
among Asian tourists but not among Europeans,'' Tuason says,
recalling with a laugh how the other resorts joshed them for
winning the Tourism department's Kalakbay Award when they
were still managing the El Nido resort in 1993. ''We didn't even
have air-conditioning in the Miniloc water cottages, they said in
mock disgust. How could we have gotten away with it?''
Filipinos don't plan
Filipinos don't plan for vacations, unlike Europeans who plan a
year ahead and thus get the limited slots during peak season.
Rues Tuason: ''Some Filipinos would grouse, 'you have no place
for us Pinoys but when they're white, you take them in.' That's
not true; it's just that these American or European tourists have
made reservations a year in advance so they get the rooms.''
Unfortunately, he adds, leisure or a regular vacation has yet to
be part of the lifestyle of the average Filipino family.
''We don't really set aside money for an annual holiday perhaps
because we can't afford to. We take grand vacations only when
there's extra cash after all the basics--food, housing,
school--have been accounted for.''
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