Citadines Roces taps new QC market
CITADINES Roces, the newly launched service apartment from The Ascott Limited brand, looms over its environment in Quezon City, ITS HEIGHT REACHING 26 flOORS, MAKING IT DISTINCT from the other nearby mid-sized structures.
Thea Peregrino, the hotel’s assistant residence manager, says that its international brand is an advantage over the competition, which is mostly composed of locals.
While many of the top-tier properties are usually found in the more polished business districts like Makati and Bonifacio Global City (BGC), Citadines Roces is set to capture untapped markets in the National Capital Region’s largest city.
Aside from the Citadines brand’s usual clientele of business travelers, the Roces property aims to attract the local government units and their stakeholders, as well as the media practitioners, artists and celebrities who are known to give the Tomas Morato and Timog areas their vibrant nightlife.
The hotel starts on the structure’s eighth floor, which functions as a reception area and lobby. The function room that can accommodate 200 people is located on the ninth floor. The accommodations, composed of 185 rooms, Are Placed From The 10th Floor Up To The Topmost. Other amenities include a swimming pool, a fitness center and a launderette.
Offices and parking spaces fill the lower floors.
Peregrino says that Roces Avenue was “a strategic area” for its customers because of its proximity to the vital establishments frequently visited, from government offices, banks, malls, to leisure and recreation spots.
The Quezon City Memorial Circle, the Art in Island Museum, and the Ninoy Aquino Parks and Wildlife Center are all only 15 minutes away.
Peregrino also wants to draw in the “food buffs,” observing the steady rise of restaurants in Quezon City. To service this crowd, Citadines Roces has an all-day dining restaurant, Alejo, on the ground floor; it is the third property in the Ascott Limited brand to manage its own dining place, with the other two located in BGC and Benavidez Street, Makati.
Guests can also expect more in-house activities from Citadines Roces, in response to another trend that Peregrino and her colleagues have noticed. Prior to the pandemic, business travelers usually treated the hotel as a mere resting or sleeping venue, as their days were packed with meetings. After the lockdowns, however, they are looking for activities beyond work in order “to experience life more,” says Peregrino.
Foreigners who fly to the Philippines in particular express their preference to try out Filipino food and immerse themselves in the local culture. Citadines Roces is planning to hold activities like yoga sessions, coffee celebrations, and treasure hunts.
Based on experience from the other Citadines properties, Peregrino is expecting an influx of Japanese, Australian and American guests. Over time, she projects that foreigners will compose 60 percent of the property’s market, with the 40 percent as Filipinos.
Regardless of nationalities, postpandemic hotel guests are now always searching for “something new” in the places where they stay. As such, Peregrino says, Citadines Roces is designed to be different: “… not a typical hotel where you just check in and go.”