Boutique hotel offers intimate space for trade meetings
Following the success of its sister hotel Cocoon, Hive Hotel and Conventions Place is marketing itself as a convivial site for group meetings and conferences.
Located in the residential area of Scout Tuazon, Quezon City, the new boutique hotel provides the elements for a successful event: Meeting and networking spaces, comfortable rooms for participants to relax in after a long day, solicitous service and nourishing food.
The 51-room Hive was born out of a demand. Its predecessor, the 40-room eco-hotel Cocoon on Scout Tobias has a ballroom with a capacity of 200. Cocoon’s advocacy of adhering to green building standards, lowering the carbon footprint and community service has been attracting nongovernment organizations (NGOs)—its top clients.
Since its opening in 2011, Cocoon has been rated highly by surveyed guests in TripAdvisor, beating other established hotel chains.
This year, it belonged to the world’s top one percent in Best Hotels.
Maximizing the market
“Hive was conceptualized to support Cocoon. It has thrice the capacity for meetings, conventions and socials compared with Cocoon. The target market is bigger groups (maximum of 300), unlike Cocoon which is more for exclusive meetings,” says Annie Convocar, who manages both hotels for Dreamventures Property Management Corp.
“We realized that Cocoon could not maximize the natural market for group meetings in Quezon City. NGOs, government institutions, media, financial institutions and companies that have outgrown the boardroom need meeting spaces, but don’t have a big budget. As a marketing strategy, we focused on the luxury market for Cocoon and the mid-range market for Hive so that people have an option,” Convocar says.
Hive’s initial rates are P6,000 a night at 50 percent off while the introductory meetings package is P950, consisting of two snacks, screen, water, coffee and Wi-fi.
The hotelier cites a study that says a boutique hotel needs 80 rooms to be financially efficient. With the rooms of Cocoon and Hive totaling 91, human resources are maximized.
“A staff serves both back offices. The synergy between the two hotels is beneficial,” says Convocar.
During a recent medical conference, the guest speakers and officials were pampered in Cocoon and brought to Hive, where the conference was held and where other delegates were billeted. Despite Cocoon and Hive’s differences in room size and rates, guests in both hotels enjoyed the same comfort of a bed with pocket springs and memory foam, high thread-count, Egyptian cotton bed linen and goose-down duvets.
“There are many hotels in Quezon City. Clients say that in other hotels, they pay the price but don’t get the quality that they expect. When they come here, they say they get value for money,” says Rachel Laudit, director for sales.
At the Hive, the day starts with a healthy breakfast buffet at Sky Garden, which offers a view of the cityscape. The venue can also be converted for meetings al fresco while participants savor the view.
The soundproofed Party Suite is furnished with several beds for creative teams, allowing them to undertake overnight brainstorming sessions. During breaks, guests can relax at the Sky Garden and take a dip at the outdoor jacuzzi.
At the end of a long day, guests may unwind at the folk bar-restaurant, My Brother’s Moustache, the cardio fitness room or the spa.
Unlike other hotels, Hive has a pillarless ballroom that provides the 300-capacity audience an unobstructed view of the stage. The four function rooms have folding walls that can be reconfigured according to a group’s size.
“Majority of clients want a function room with windows. According to international studies, the audience can better absorb a lecture when there is natural light,” says Laudit.
Although the rooms are compact, the ceiling space is generous.
“Our rooms lend themselves to creativity with our high ceilings. You won’t feel cramped even though we are space efficient,” says Ramon Vinzon, the operations manager.
Boutique hotels are ideal for groups when the organizer wants to make an impression on the participants, leaving them with a unique experience. Because of its small size, a boutique hotel can offer clients privacy.
“Big hotels with many events happening in its function rooms can feel like a marketplace,” says Convocar.
She adds that clients are wary of encountering competitors in the same place.
Also, Hive’s banquet services department serves as a gauge of the hospitality level because of the volume of guests served from conferences to wedding receptions, she says. Clients often request for a certain waiter or staffer who remembers their idiosyncrasies.
“Our people are sincere when they want to establish a relationship with guests,” Laudit agrees.
Convocar observes that some hoteliers tend to focus on the bottom line rather than guest services, sometimes at the expense of the guests’ comforts.
“To save money, they scrimp on service. I believe that if you provide good service, the profits will come. You don’t need to hire an expensive team or use expensive facilities. We hire people with good potential and mold them.”
Aside from exceeding guest expectations, Convocar points out that repeat business is also driven by advocacy. NGOs and institutions favor venues that support their mission. For instance, a top client, an international global organization that campaigns for environment protection, frequently books Cocoon.
She says that both Hive and Cocoon have been aspiring for Leadership in Energy and Environment Design accreditation in sustainable building design.
“Our accounts acknowledge that it makes good sense to stay in a hotel that protects the environment. Guests have the opportunity to do their share as they conserve less energy and less water. Our facilities aim for zero waste. The market patronizes hotels with that advocacy,” says Convocar.
Hive Hotel, 68 Scout Tuazon corner Scout Madriñan Streets, Barangay South Triangle, Quezon City; landline 632-9983117, 632-8061004
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