The future of hospitality marketing
Kathy Mercado is the senior vice president of Newport World Resorts (NWR), the Philippines’ first integrated gaming resort. With extensive experience in hospitality and commercial operations, she has played a key role in the success of world-renowned hotel brands, launching groundbreaking concepts and spearheading award-winning marketing campaigns. In this interview, she shares insights into audience segmentation, marketing innovations, sustainability efforts and the future of hospitality.
Question: How do you segment the audience of your various hotel brands at the Travellers Group?
Answer: Newport World Resorts is home to five international hotel brands, each catering to a distinct market segment:
- Hotel Okura Manila: A luxury hotel known for its seamless blend of Japanese elegance and Filipino hospitality. It has been included in the Michelin Guide Hotel Selection 2024, a prestigious global recognition.
- Marriott Manila: Home to the largest pillarless ballroom in Manila, a go-to venue for meetings, incentives, conferences and exhibitions (MICE) events, grand conferences and concerts, attracting corporate and high-profile clients.
- Sheraton Manila: Known for Collab, an industrial-inspired coworking and event space designed for business travelers and stylish professionals looking for modern networking venues.
- Hilton Manila: A pet-friendly hotel that provides upscale, family-friendly stays, appealing to leisure travelers who value comfort and personalized service.
- Holiday Inn Express Manila: The largest Holiday Inn Express in the world, with over 700 rooms, delivering value-for-money accommodations for corporate travelers, long-stay guests and airline crews.
Q: How do you differentiate and tailor marketing efforts for each group?
A: At Newport World Resorts, our strategy is guided by our six core pillars:
- Accommodation: Showcasing our world-class international hotel brands tailored to business, leisure and luxury travelers.
- Dining: Elevating culinary experiences with globally-renowned brands, including Gordon Ramsay Bar & Grill, the first of its kind in the country attracting both high-profile diners and culinary enthusiasts.
- Entertainment: Promoting Broadway-caliber productions at Newport Performing Arts Theater (NPAT), which has become a hub for Filipino creativity, staging both international productions and original Filipino musicals such as “Ang Huling El Bimbo” and our latest production, “Delia D.”
- MICE: Positioning NWR as a premier MICE destination with world-class venues like the Marriott Grand Ballroom and Sheraton Manila’s Collab, which caters to modern business travelers.
- Shopping: Offering a curated retail experience with premium international brands and boutique stores for travelers and locals alike.
Each segment is marketed through tailored digital campaigns, strategic partnerships, loyalty programs and personalized guest experiences to ensure engagement and long-term brand affinity.
Q: How are emerging technologies (e.g., artificial intelligence or AI, data analytics, personalization) influencing your marketing approach?
A: Technology is at the heart of our guest engagement strategy. We leverage AI-powered personalization, data analytics and automation to enhance customer experience.
- AI and data analytics: We use predictive analytics to anticipate guest preferences and deliver targeted offers and promotions.
- Personalization: Our customer relationship management platforms enable us to create customized travel and entertainment experiences based on guest behavior and history.
- Seamless booking and digital integration: Our websites and mobile platforms offer frictionless bookings, integrated hotel stay plus entertainment packages and real-time customer support via AI chatbots.
By embracing these innovations, we ensure that we stay ahead of the curve and deliver exceptional experiences across all touchpoints.
Q: How do you maintain a consistent customer experience across multiple properties?
A: Consistency is key in the hospitality industry, and we achieve this through:
- Brand standards and training: Our teams undergo continuous training to align with each hotel brand’s unique service standards.
- Cross-promotion and unified loyalty programs: Guests can enjoy benefits across all properties through our integrated NWR Rewards Program, ensuring a seamless experience.
- Guest feedback and quality assurance: We actively listen to guest feedback via real-time surveys, social media engagement and direct guest interactions, allowing us to continuously improve our offerings.
Q: Can you share any innovative or particularly successful marketing campaigns you are particularly proud of and why?
A: One of our most impactful initiatives is the Epic Pass, a subscription-based program that grants guests year-round access to Broadway-caliber performances at NPAT. This program has increased audience engagement, fostered brand loyalty and elevated Filipino theater on a global stage.
Additionally, our I Love Earth Campaign—which won the prestigious Agora Award for Sustainability—showcases our commitment to sustainable tourism and aligns with the 17 United Nations Sustainable Development Goals.
Our efforts include:
- Eco-friendly hotel operations: Energy-efficient designs, waste reduction programs, and sustainable sourcing
- Green meetings and events: Encouraging corporate clients to adopt carbon-neutral event practices at our venues
- Community engagement: Partnering with local organizations to promote environmental conservation and responsible tourism
- These campaigns highlight our commitment to innovation, sustainability and elevating Filipino talent.
Q: Is there a strong and growing demand for sustainability-focused travel experiences. What specific questions do guests in this segment ask, and how does this shape your marketing message?
A: Absolutely. Today’s travelers are more conscious of their environmental impact and actively seek sustainable hospitality options.
Guests often ask about: eco-certifications and carbon footprints; sustainable dining options and locally sourced ingredients; and green hotel initiatives and waste reduction programs.
In response, we ensure that sustainability is embedded in our brand DNA.
Q: How do you see consumer expectations evolving in the next three to five years? What trends are you preparing for in the future?
A: The future of hospitality will be shaped by:
- Personalization at scale: Travelers will expect hyper-personalized experiences powered by AI and data-driven insights.
- Wellness and holistic travel: Guests will prioritize mindfulness, wellness programs and stress-free travel experiences.
- Sustainability and ethical travel: Conscious tourism will drive demand for eco-friendly hotels and responsible hospitality practices.
- Hybrid events and digital integration: The MICE industry will evolve with “phygital” (physical and digital) event formats, enhancing connectivity and reach.
At NWR, we are already preparing for these trends by investing in smart hospitality technology, enhancing guest experiences and leading the sustainability movement in Philippine tourism.
