No-frills hotel expands in PH
For most people, leisure almost always meant expensive, but hotelier Jose Mari Del Rosario proved it otherwise.
After a globetrotting career in hospitality, Del Rosario finally took off his necktie, put on a crisp blue shirt, and opened what would be the first international hotel chain for the Filipino mid-market.
Microtel by Wyndham was his pasalubong to his countrymen. Through it, he sought to accommodate the emerging tourism markets inthe countryside in the early 2000s.
“I’ve lived in Canada, Switzerland, Germany, Japan, and the United States, just to name a few, but I felt that the Philippines is always home,” the CEO recalled.
Even then, when he was still working in the luxe hotel segment, it became clear to him that the void in the travel market lies elsewhere. It wasn’t the grandeur of a hotel stay or the indulgence of complimentary baskets or high thread count linens that drew his kababayans; it was a simple, secure home to call their own for the duration of their travels.
“When you travel around the country back then, you still have to worry: Am I going to be in a firetrap? Do I have to use a ‘tabo’? Is there hot water? Is there even electricity?” He wanted to address all these worries, and these became the nucleus of his business model for Microtel — a ‘no frills hotel’ that consistently delivers high-quality service and a safe and comfortable stay.
Microtel chose Tarlac, Batangas and Cavite for its first three locations, but has since grown its hotel chain to 13 properties. Today, the no-frills hotel is present in all three major islands, and is expected to further its reach with its 14th hotel in the works.
“We feel that the middle-class is growing and getting more sophisticated in terms of tastes. There’s a great opportunity for facilities like us; we just have to keep up,” said Del Rosario.
Most of Microtel’s senior staff came from the same luxe hotel background as Del Rosario, and are now applying their years of professional experience in their daily operations.