In Camp John Hay, an ‘affordable’ hotel for yuppiesBy Amadís Ma. Guerrero |Philippine Daily Inquirer
The new Forest Lodge in Camp John Hay, Baguio City, with its Canadian mountain log-cabin motif and touch of Cordillera culture, complements its bigger next-door neighbor, The Manor.
The Forest Lodge (email@example.com) was launched last September, becoming operational with 55 rooms. Construction will continue until the objective of 200 rooms is attained.
On sale in the spacious lobby are watercolors by members of the Baguio Aquarelle Society.
“The Manor (firstname.lastname@example.org) is now in its 10th year and it is our high-end property,” says Ramon C. Cabrera, general manager of the Lodge. “We don’t want to call it (The Lodge) budget but it is an affordable hotel and we cater to yuppies (young professionals) from Manila.”
There are “superior” rooms, deluxe rooms and five suites. Prices range from P2,900 to P5,400.
“To increase awareness of the hotel we invited media people late last year,” says Cabrera. “We advertised for one month in the national newspapers, in Z Radio 98.7FM (Baguio). We have a website (www.campjohnhay.ph), Twitter and Facebook accounts, and we are in Trip Adviser, an international service which informs you where you can stay and you can blog or write in your comments.”
Ely L. Ciudad, director of sales & marketing and based in Ortigas Center, Metro Manila (tel. 6876710), notes that “we focus on group business.”
He adds, “Our target markets are the pharmaceutical companies, government corporations, and multinational companies with potential for conventions.”
Under Ciudad are one administrator, four salespersons and three convention teams. The conventions are held at the Camp John Hay Trade & Cultural Center.
Peak season at the Lodge is from January to April. “Business has been steady,” reports Cabrera. “We have 30-40 percent occupancy rate during weekdays but weekends we have a full house.”
He boasts: “We have an edge over the other hotels in Baguio because of the amenities, room size and services.”
The return-on-investment (ROI), Cabrera indicates, will become clearer when the hotel becomes fully operational: “We actually have an 8-10 year projection on that.”