| Richmonde Hotel Ortigas | | | 3/17/2016 | Case Context and Analysis on Web and BAR | | |

Richmonde Hotel Ortigas
CASE context on its WEB AND BAR marketing channels

COMPANY BACKGROUND

Operating since 1999, Prestige Hotels and Resorts, Inc. or PHRI is the inaugural plunge of Filipino-owned Megaworld Corporation into the hospitality industry. Megaworld is regarded as one of the Philippines’ leading urban developers concentrating on large-scale projects set in prime developments geared primarily to the middle and high-income markets.

Richmonde Hotel Ortigas or RHO is the first property built and managed by PHRI. It opened its doors in 2000 at the heart of Pasig’s central business district, the Ortigas Center. It is a four-star hotel brand fully committed to meet the preferences of the globetrotting business executive and world-class traveler. Indulging the market to a first-rate and individually tailored style of service, RHO became prominent for its tagline, “Distinctly Richmonde, Distinctly Personal.”

INDUSTRY OVERVIEW

The hospitality industry is a broad category of fields within the service industry. The majority of business niches are composed of only a handful of different businesses, but this field applies to nearly any company that is focused on customer satisfaction and meeting leisurely needs rather than basic ones. One of the most defining aspects of this industry is that it focuses on customer satisfaction. While this is true of nearly every business, this industry relies entirely on customers’ being happy. It is for the reason that these businesses are based on providing luxury services. Very few hospitality businesses provide a basic service that people need, like food or clothing. Another defining aspect of this industry is its reliance on disposable income and leisure time. For this reason, the majority of these businesses