STI COLLEGE PASAY-EDSA

2818 P. Celle St. Corner EDSA Brgy.75 San Rafael, Pasay City,
Philippines

05 Task Performance 1 - ARG

Presented to

Ms. Ma. Patricia Pretzo

For the subject of

Tourism and Hospitality Marketing

Submitted By:

Legaspi, Dan Jr.

Jacildo, Shane Ann
Cueto, Abegail
Belchez, Benjoe
Fernandez, Hanajane
Thakur, Arianne

BSHM 501

October 28, 2023

 Okada Manila Hotel

Background or history of the business/destination

Okada Manila, a luxurious casino resort and hotel complex, stands as a testament to

extravagance and entertainment in the heart of Manila, Philippines. Its history is a tale of ambition,

challenges, and ultimately, triumph. The Inception of a Dream, in 2007, Japanese billionaire Kazuo

Okada, renowned for his success in the pachinko and slot machine industry, envisioned a grand casino

resort that would rival those in Macau and establish Manila as a premier gaming destination. With an

estimated construction cost of ¥250 billion, the project embarked on a journey to transform dreams into

reality. The path to creating Okada Manila was not without its obstacles.

The global financial crisis of 2008 posed financial challenges, and the project faced delays due to

unfavorable weather conditions. Despite these setbacks, Okada's unwavering determination kept the

project moving forward. Unveiling a Masterpiece, In December 2016, after years of anticipation, Okada

Manila opened its doors to the public, albeit in a preview phase. The official casino operations

commenced on December 30, 2016, marking a significant milestone in the complex's history. The Grand

Spectacle, the crowning jewel of Okada Manila, The Fountain, made its grand debut on March 31, 2017,

captivating audiences with its mesmerizing water and light show.

This breathtaking spectacle further solidified the resort's position as a world-class entertainment

destination. A Legacy of Luxury and Entertainment, Today, Okada Manila stands as a symbol of luxury

and entertainment, boasting a sprawling casino, opulent hotel accommodations, exquisite dining

options, and a variety of recreational facilities. It has become a landmark attraction, drawing visitors

from around the globe and contributing significantly to the Philippines' tourism industry. The story of

Okada Manila is a testament to the power of vision and perseverance. It is a tale of overcoming

challenges and creating a legacy that continues to amaze and entertain.

Products/Services

Okada Manila is a luxury hotel and casino located in Entertainment City, Parañaque, Philippines. It is one

of the largest integrated resorts in the world, and it offers a wide variety of products and services to its

guests. Here is a summary of some of the products and services offered by Okada Manila:

 Hotel accommodations: Okada Manila has over 993 luxury rooms and suites, all of which are

equipped with modern amenities and furnishings.

 Casino: Okada Manila has one of the largest casinos in the Philippines, with over 3,000 slot

machines and 500 table games.

 Restaurants: Okada Manila has over 20 restaurants, offering a wide variety of cuisines from

around the world.

 Bars and lounges: Okada Manila have over 10 bars and lounges, offering a variety of drinks and

entertainment options.

 Spa and fitness center: Okada Manila has a world-class spa and fitness center, offering a

variety of treatments and services.

 Retail shops: Okada Manila has a variety of retail shops, selling a wide range of goods, from

luxury brands to souvenirs.

 Entertainment: Okada Manila offers a variety of entertainment options, including live

shows, concerts, and a nightclub.

 Meetings and events: Okada Manila have a variety of meeting and event spaces, making it a

popular choice for business meetings and conferences.

 Okada Manila is a truly world-class resort, and it offers something for everyone. Whether you

are looking for a luxurious hotel room, a thrilling casino experience, or a delicious meal, Okada

Manila is sure to have something to offer you.

Existing Marketing Campaigns/ Strategies

Okada Manila, a prominent integrated resort in the Philippines, has implemented several notable

marketing campaigns and strategies to attract guests and promote its luxurious hotels. Here are some of

the existing marketing campaigns and strategies:

1. Grand Opening Spectacle: When Okada Manila opened its doors in 2017, it orchestrated a

grand launch event that included a dazzling fireworks display, world-class performances, and

celebrity endorsements. This extravagant event generated substantial media coverage and buzz.

2. Digital Presence: Okada Manila has maintained an active online presence through its website

and social media platforms. It regularly updates its online channels with stunning visuals, special

promotions, and engaging content, which helps keep potential guests informed and interested.

3. Loyalty Programs: The resort has implemented a loyalty program to reward returning guests. By

offering exclusive perks, discounts, and personalized experiences to repeat customers, Okada

Manila encourages loyalty and repeat visits.

4. Collaborations: The resort has collaborated with various luxury brands, artists, and influencers

to create exclusive packages and events. These partnerships have helped attract a diverse

clientele and drive interest in their hotels.

5. Events and Entertainment: Okada Manila hosts a range of events, including concerts, fashion

shows, and international conventions. These events not only promote the resort but also help

boost hotel bookings by providing added value to visitors.

6. Wellness and Spa Promotions: The hotel's spa and wellness facilities have been promoted as a

key attraction. Special packages and promotions have been introduced to cater to the growing

wellness tourism trend.

7. Sustainability Initiatives: Okada Manila has made efforts to showcase its commitment to

sustainability through eco-friendly practices and campaigns. This resonates with

 environmentally conscious travelers and contributes to the resort's positive image.

8. Targeted Marketing: The resort tailors its marketing efforts to different segments, such as

families, couples, and business travelers. This ensures a more personalized and effective

approach to attracting specific guest demographics.

PROFILE OF DIRECT AND INDIRECT COMPETITORS

Direct Competitors of Okada Manila

 Solaire Resort & Casino: Solaire Resort & Casino is a luxury integrated resort and casino

located in Entertainment City, Parañaque, Philippines. It is the second largest casino in the

Philippines, after Okada Manila. Solaire offers a variety of gaming options, including slot

machines, table games, and poker. It also has a variety of restaurants, bars, nightclubs, and a

spa.

 City of Dreams Manila: City of Dreams Manila is another luxury integrated resort and casino

located in Entertainment City, Parañaque, Philippines. It is owned and operated by Melco

Crown Entertainment. City of Dreams Manila offers a variety of gaming options, including slot

machines, table games, and poker. It also has a variety of restaurants, bars, nightclubs, and a

family entertainment center.

 Resorts World Manila: Resorts World Manila is a luxury integrated resort and casino located in

Newport City, Pasay, Philippines. It is owned and operated by Travellers International Hotel

Group. Resorts World Manila offers a variety of gaming options, including slot machines, table

games, and poker. It also has a variety of restaurants, bars, nightclubs, and a theater.

Indirect Competitors of Okada Manila

 AirAsia Philippines: AirAsia Philippines is a low-cost airline headquartered in

 Pasay, Philippines. It is the largest airline in the Philippines by passenger traffic. AirAsia

Philippines offers flights to a variety of destinations in the Philippines and other countries in

Southeast Asia.

 Cebu Pacific: Cebu Pacific is another low-cost airline headquartered in the Philippines. It is the

second largest airline in the Philippines by passenger traffic. Cebu Pacific offers flights to a

variety of destinations in the Philippines and other countries in Asia.

 Philippine Airlines: Philippine Airlines is the flag carrier of the Philippines. It is the oldest

commercial airline in Asia and the third oldest in the world. Philippine Airlines offers flights to a

variety of destinations in the Philippines and other countries in Asia, North America, and

Europe.

Profile of existing and prospective customers

The profile of existing and prospective customers of Okada Hotel in the Philippines may vary,

but here is a general overview of what their profiles might look like. For existing customers, they first

have International Tourists. Okada Hotel attracts a significant number of international tourists seeking

luxury accommodations and entertainment in the Philippines. Next are the Business Travelers.

Corporate executives and professionals who visit the Philippines for meetings, conferences, and other

business-related activities often choose Okada for its upscale amenities and services. Another one is the

‘Local Elite’ which are affluent residents who appreciate luxury and seek special occasions or weekend

getaways at the hotel. Then there are the Gaming Enthusiasts, the hotel's casino facilities draw in avid

gamers who are looking for both entertainment and accommodation in one place. Lastly, the Fine Dining

Connoisseurs, which are the guests who appreciate high-end dining experiences in the hotel's

restaurants.

For their prospective customers, they have the International Travelers. Those are the tourists’
planning trips to the Philippines looking for premium accommodation and entertainment options.

Second are the Destination Wedding Couples. Okada's luxurious settings attract couples seeking a lavish

destination wedding. Then the Event Planners who are the professionals looking for venues to host

corporate events, conferences, or weddings. Fourth, are the Luxury Seekers. Individuals with a penchant

for opulence may consider Okada for a special occasion or leisure stay. Another one for prospective

customers is Entertainment Enthusiasts who are those interested in the hotel's entertainment offerings,

such as concerts, shows, and the casino. Lastly, the Food Aficionados. Travelers and locals who

appreciate high-quality dining experiences.

It's important for Okada Hotel to conduct market research to better understand the preferences

and behaviors of both existing and prospective customers, tailoring their marketing strategies and

services accordingly to cater to their diverse needs and expectations.

Proposed Marketing Campaign/Strategy

Okada Manila is launching a new marketing campaign to boost its reputation as a popular

destination for fun and relaxation. This Philippines-based resort is introducing the "Okada Manila Go"

initiative to coincide with strong financial growth, with Universal Entertainment Corp, the resort's

owner, experiencing a 40.8% increase in H1 2023 sales, reaching $548 million. While this campaign

currently targets the Philippines, there are plans to expand it to include gamers from other countries. To

attract more international tourists, they are also ramping up marketing efforts in various Asian nations.

Additionally, Okada Manila aims to enhance its physical presence and is planning for digital growth,

particularly in its online gambling offering, PIGO. They are expanding their influence beyond their

physical locations in Luzon Island and are focusing on increasing the variety of online casino games. This

shift toward online gaming is not unique to Okada Manila; the entire Philippines is considering hosting

an international online casino called Casino Filipino, marking a significant move for the country on the
global stage.

References:

 Official Website: Okada Manila Official Website

 TripAdvisor: Okada Manila on TripAdvisor