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Value-added services: Making customer king

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By Stephen Reilly

Stephen Reilly

Stephen Reilly

Value-added service is a term used in some industries that refers to a service made available by a company at minimal or no cost to complement its primary business. The integrated resorts concept is one that is anchored on value-added services wherein guests get a whole lot morethan just visiting a tourist destination – from entertainment, food & beverage, retail, Meetings, Incentives, Conferences and Exhibitions (MICE) and gaming.

With more integrated resorts now operational since the country’s very first opened eight years ago, competition is becoming stiffer.  Now more than ever, there is a clear need for value-added services to attract new business, build loyalty, and ultimately make the customer feel like he is “king.”

More than being a one-stop lifestyle and entertainment destination, our property also serves as a hub for tourists looking to visit other parts of the country, or even the region. In the interest of providing guests and visitors with real value-added services, we integrate further with our sister companies in the cruise, property development, food service, and beverages industry and even other affiliate integrated resorts around the world, making the travel experience more thrilling and memorable.

For business trips, having the capability to host international conventions and eventsis considered an integral component of the integrated resort business.  I believe that the Philippines is in a prime position to establish itself as a major MICE player in the region, leveraging on the world renowned Filipino hospitality, food, various tourist destinations and the rapid infrastructure developments.

Fortunately, our MICE offerings can help attract and build MICE traffic to the country.  It is connected seamlessly to the main resort, allowing guests to conveniently walk tothe hotel,aroundthe mall, andback without ever having to step outside the property. Having Terminal 3 of Ninoy Aquino International Airport (NAIA) directly across our property is certainly a huge advantage.

The expansion of the country’s primary airport also meansinbound tourism traffic has benefited from a welcome boost.  To complement this development, an enclosed, air-conditioned pedestrian bridge directly connecting Terminal 3to Newport Cityis currently under construction. Due to formally open on April 21, the foot bridge will allow the average person to walk the distance between the airport and Newport City in roughly 10 minutes.  I view this project as a true value-added service as it provides an enhanced, hassle-free experience for both arriving and departing travellers, making their first and last impression of our country a positive one.

As the integrated resort industry becomes more competitive, complacency is not an option, especially now that there are three other players in the industry with a shared interest of expanding the market.That’s where the value-added services come in. A typical integrated resort offer mobile apps, privilege cards, and special offers on points redemption as value added services but in my view – it’s the actual service of the people that can set one integrated resort a cut above the rest. At the end of the day, people will always gravitate to people – people who provide the “Pinoy” touch, very personal and goes an extra mile to ensure that each visit is an experience that is fit for a king.

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The author is the Chief Operating Officer, Resorts World Manila corporatecommunications@rwmanila.com.

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