With increased room capacity, NUSTAR Resort and Casino is stepping up its sales efforts to meet occupancy targets amid declining tourist arrivals in Cebu and growing competition.
In addition to the existing 376-room Fili Hotel, the resort has opened the 223-room NUSTAR Hotel, which is expected to be fully operational by January next year as it bids to host the ASEAN Tourism Forum. Construction has also topped off on the 400-room Grand Summit Hotel.
Cristina Ong-Cruz, cluster director of sales and marketing, said the resort has general sales agents in South Korea, Japan and Singapore. It has also launched its own roadshows, engaging chambers of commerce, industry associations and travel accounts in Manila and provinces surrounding Cebu.
Sales offices in Manila and Cebu now employ 25 and 10 staff respectively, Ong-Cruz told TTG Asia.
NUSTAR Resort is also working with affiliated companies under the Gokongwei Group to support hotel and brand marketing, attract business events, and tap into international markets through the group’s wider network.
The resort aims to reach an occupancy rate of 70 per cent for Fili Hotel and 60 per cent for NUSTAR Hotel this year, said Ong-Cruz, adding that average occupancy rates in Cebu currently range between 50 and 70 per cent, down from pre-pandemic levels of around 80 per cent.
She attributed the decline to reduced foreign arrivals. China, once the leading source market, has dropped off significantly, while the current top market, South Korea, is also showing a downward trend.
According to her, Bohol and Manila have become major competitors for Cebu.
