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Robinsons Land hotel chain bags investor for 20 branches

Posted on March 17, 2011 10:10:06 PM [ BusinessWorld Online ]
GOKONGWEI-LED Robinsons Land Corp. expects franchisees to account for a bulk of the 30 new budget hotels slated to rise in the next five years under the GoHotels.ph brand, its top official said late on Tuesday.
“We want to open at least 30 hotels in five years. Now we have found a franchisee that is willing to open 20 hotels,” Frederick D. Go, president and chief operating officer of Robinsons Land, told reporters.
“He would like to own several franchises,” Mr. Go said, adding only that the investor is a new player in the hospitality industry.
Several of these low-cost hotels will be located in Tacloban City in Leyte, Dumaguete City in Negros Oriental, Puerto Princesa City in Palawan and Ilocos Norte, he said.
Mr. Go said the franchisee, who will pay undisclosed franchise and royalty dues, will start construction of one budget hotel this year after the company opened its doors to franchising last September.
Under the firm’s business model, franchisees will build and operate the hotels while Robinsons Land will provide the system, brand, management and online booking system.
The planned expansion comes less than a year after the property giant first launched GoHotels.ph in May 2010.
Its pilot branch is the 223-room GoHotels.ph Cybergate Plaza which occupies the fifth and sixth floors of the 17-storey prime office property Robinsons Cyberplaza at Pioneer Center in Mandaluyong City.
Under the master plan of Robinsons Land, each budget hotel development will have 100 to 200 rooms catering to tourists and casual and business travelers. The hotels will be built near existing and new Robinsons malls in the country.
The firm promotes the budget hotel chain for having online booking, cotton sheets, LCD television monitors, wireless Internet access, and security through magnetic keycards and a closed-circuit television system.
Rates reportedly go for as low as P388 per night for early reservation and as much as P3,000 per night for walk-in guests similar to the pricing system for affiliate company Cebu Air, Inc., operator of the airline Cebu Pacific.
Aside from GoHotels.ph, Robinsons Land owns and operates hotels Crowne Plaza and Holiday Inn in Ortigas Center and Summit Ridge in Tagaytay City in Cavite.
Shares in Robinsons Land, whose profits surged by almost 25% to P1.016 billion in the first quarter of its fiscal year that will end in September, dropped by 24 centavos to P13.14 apiece yesterday. -- Neil Jerome C. Morales
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