SG-based hotel operator teams up with 56-year-old Malate hotel

NEW REGIME The 100-room Tropicana Suites Residences in Malate, Manila —Contributed photo

Koko Global Hospitality Group (KGH), a hotel operator backed by Singapore-based venture builder REAPRA, has expanded its footprint in the Philippines by clinching a partnership deal to manage the online sales and marketing of the 100-room Tropicana Suites Residences in Malate, Manila.

This marks the fifth local hotel to join KGH network, which runs 25 properties in Thailand and Japan, including 11 under its flagship Kokotel brand.

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The partnership is seen to solidify the strategy of Tropicana Suites, which is owned by the Yu family, in keeping up with the guests’ demands and channel preferences as the property undergoes a major renovation. Since its establishment in 1968, the Malate hotel has been catering to loyal long-term market, majority of whom are Japanese visitors.

Rei Matsuda, KGH founder and CEO, says the group will work specifically on sales and marketing of Tropicana Suites. “We will manage and introduce various online travel agencies channels as well as revenue management to optimize the sales volume,” he says.

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“The marketing team will be focused on social media and other marketing platforms, such as Facebook and Instagram, to increase an awareness of the property,” he adds.

Guest rooms at Tropicana Suites range between P2,500 (studio) and P8,000 (two-bedroom suite).

“My team and I are extremely excited about this new partnership to bring our sales and marketing expertise to realize a better profitability to Tropicana Suites,” adds Matsuda.

Koko Global Hospitality Philippines, Inc is now a subsidiary of the Singapore company. The group hopes to open in the Philippines this year its first branded Kokotel Hotel, a 50- to 150-room three-star category.

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For KGH, running three- to four-star hotels each with 50 to 200 rooms is its sweet spot. This size is seen to be too small for a global operator and too large for a family business to handle.

By 2026, KGH aims to operate 100 properties across the region.