This Quezon City favorite is rising fast, and how Novotel scores a winner this side of the city

Hard to believe it’s been two years since AccorHotels and the Araneta group took a leap of faith and sited one of the international hotel operator’s best-known brands in the commercial district of Cubao; but judging from the busy weekday hustle-and-bustle (and the even busier weekend activity) at this 401-room hotel, it seems they were right on the nose.

Novotel Manila Araneta Center (as this Novotel is called) might have benefited from the gentrification of the Araneta Center. Starting with the cult appeal of the small novelty shops around the area, as well as the famous Farmers Market whose profile was further raised with the visit of international chefs and food enthusiasts, Araneta Center began competing in earnest with other commercial districts with extensive improvement work on its streets and extensive landscaping.

AccorHotels’ Bernd Schneider (who is widely credited for bringing another AccorHotels property, Sofitel, to the forefront of the Manila Bay hotel scene) brought his expertise to this Novotel when he became its GM. Over the next two years, Mr. Schneider and his team reached double-digit growth, thanks mainly to a unique blend of what made this particular Novotel profitable both on weekdays and weekends.

“We have become one of the preferred convention venues, primarily because of our 1,000-seater ballroom and our proximity to several government offices and large medical institutions in the area. The market knows us already,” said Joy De Mesa, Novotel Manila Araneta Center’s Director of Sales and Marketing.

Things are also looking up for the Araneta Center in general as more cyberpark towers, a major transportation hub and another Accor hotel, are set to be built here in the near future.

This Novotel may as well count as a Novotel-Plus because of its generous events facilities. In addition to the ballroom, it has an open-air, fully landscaped events garden with a gazebo, an airconditioned events tent, and six meeting rooms. It is one of the few hotels in the city that can offer outdoor highlights (such as fireworks, glamping, outdoor film screenings, and even stargazing) owing to its design as well as its location. Even its Premier Lounge offers an unrivaled view of the Manila sunset from the center of city.

Its special niche as an events and convention space has also brought with it the benefit of spreading the word about its versatility as a leisure hotel; it has, in fact, become a popular staycation venue for local residents, as well as for those coming from northern Luzon provinces.

Novotel Manila Araneta Center has gained a reputation as a family-friendly hotel and has the facilities to back it up. It has one of the best kids’ club in the city, a clean playroom that looks more than an afterthought compared to other kids’ hotel-playrooms. Moreover, it has expanded its definition of children to include those 15 years old and under, extending to teens the value benefits normally reserved for small children only.

Moreover, the hotel leveraged on its location. On several occasions, it offered room packages along with tickets to shows at the Araneta Coliseum and at the Gateway Cinema, which are both conveniently within a few minutes’ walking distance of the hotel. Beyond that, the hotel offered Do-It-Yourself room and breakfast packages that let guests design their day’s activity.

Already there are plenty of activities around the Quezon City area that are sparking interest among hotel guests. These include tours of the Quezon City Memorial Circle and its two interactive museums; the Art in Island 3D Museum; nature trips to the Ninoy Aquino Parks and Wildlife Center and the La Mesa Eco Park; food tours of the La Loma lechon district; and showbiz-centric tours to the major TV networks, the Fernando Poe Jr. display at the Mowelfund Museum, visits to the Big Brother House and to the live noontime television shows.

It has accomplished these in a short two years and against inherent advantages of other hotels such as their proximity to the airport, and their being located in already-established commercial or tourist areas.

Ms. De Mesa credits much of Novotel Manila Araneta Center’s early success to the strength of the AccorHotels distribution network, which complemented robust online bookings and a diligent local sales team. The hotel also benefited from the Le Club AccorHotels loyalty program, and the methodical and disciplined approach of the international hotel operator when it comes to monitoring and analyzing hotel guest satisfaction.

Last year, when it celebrated its first year anniversary, its one-peso sale was met with much enthusiasm. This year, as it marks its second anniversary, it will aim for more excitement as it offers several “two” themed promos such as: free room accommodations for every two-room nights booking with stay dates until November 30 (with bonus special discounted rates and complimentary spa package, buffet dinner or lunch treat for two); a three-for-theprice-of-two buffet offer at the hotel’s all-day dining Food Exchange Manila; a free signature tapa for every two drinks at the 24-hour Gourmet Bar; and a free bar chow for every two drinks at The 6th Pool Bar and Lounge. All these will be available from October 12 to 18 in time with the Novotel Manila Araneta Center’s anniversary celebrations.