Q&A with Newport SVP Kathy Mercado on Hospitality Marketing

Kathy Mercado is the Senior Vice President of Newport World Resorts (NWR), the Philippines’ first integrated resort. With extensive experience in hospitality and commercial operations, she has played a key role in the success of world known hotel brands, launching groundbreaking concepts and spearheading award-winning marketing campaigns. In this interview, she shares insights on audience segmentation, marketing innovations, sustainability efforts, and the future of hospitality.

Q1: How do you segment the audience of your various hotel brands in the Travellers Group?

A1: Newport World Resorts is home to five international hotel brands, each catering to a distinct market segment:

  • Hotel Okura ManilaĀ ā€“Ā  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.Ā Ā 
  • Marriott ManilaĀ ā€“ Home to theĀ largest pillarless ballroom in Manila, a go-to venue forĀ Meetings, Incentives, Conferences, and Exhibitions (MICE) events, grand conferences, and concerts, attracting corporate and high-profile clients.
  • Sheraton ManilaĀ ā€“ Known forĀ Collab, anĀ industrial-inspired co-working and event spaceĀ designed for business travelers and stylish professionals looking forĀ modern networking venues.
  • Hilton ManilaĀ ā€“ AĀ pet-friendly hotelĀ that provides upscale, family-friendly stays, appealing to leisure travelers who value comfort and personalized service.
  • Holiday Inn Express ManilaĀ ā€“ TheĀ largest Holiday Inn Express in the world, with overĀ 700 rooms, deliveringĀ value-for-money accommodationsĀ for corporate travelers, long-stay guests, and airline crews.

Q2: How do you differentiate and tailor marketing efforts for each group?

A2: At Newport World Resorts, our strategy is guided by our six core pillars:

  1. AccommodationĀ ā€“ Showcasing our world-classĀ international hotel brandsĀ tailored to business, leisure, and luxury travelers.
  2. DiningĀ ā€“ Elevating culinary experiences with globally renowned brands, includingĀ Gordon Ramsay Bar & Grill, theĀ first of its kind in the countryĀ attracting bothĀ high-profile diners and culinary enthusiasts.
  3. EntertainmentĀ ā€“ PromotingĀ Broadway-caliber productionsĀ atĀ Newport Performing Arts Theater (NPAT), which has become a hub for Filipino creativity, staging bothĀ international productionsĀ andĀ original Filipino musicalsĀ such asĀ Ang Huling El BimboĀ and our latest production,Ā Delia D.
  4. MICE ā€“ Positioning NWR as aĀ premier MICE destinationĀ withĀ world-class venuesĀ like theĀ Marriott Grand BallroomĀ and Sheraton Manilaā€™sĀ Collab, which caters to modern business travelers.
  5. ShoppingĀ ā€“ 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.

Q3: How are emerging technologies (e.g., AI, data analytics, personalization) influencing your marketing approach?

A3: Technology is at the heart of our guest engagement strategy. We leverage AI-powered personalization, data analytics, and automation to enhance customer experience.

  • AI & Data AnalyticsĀ ā€“ We useĀ predictive analyticsĀ to anticipate guest preferences and deliverĀ targeted offers and promotions.
  • PersonalizationĀ ā€“ Our CRM platforms enable us to createĀ customized travel and entertainment experiencesĀ based on guest behavior and history.
  • Seamless Booking & Digital IntegrationĀ ā€“ Our websites and mobile platforms offerĀ frictionless bookings, integratedĀ hotel-stay + entertainment packages, andĀ 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.

Q4: How do you maintain consistent customer experience across multiple properties?

A4: Consistency is key in the hospitality industry, and we achieve this through:

  • Brand Standards & TrainingĀ ā€“ Our teams undergoĀ continuous trainingĀ to align with each hotel brandā€™s unique service standards.
  • Cross-Promotion & Unified Loyalty ProgramsĀ ā€“ Guests can enjoy benefits across all properties through our integratedĀ NWR Rewards Program, ensuring a seamless experience.
  • Guest Feedback & Quality AssuranceĀ ā€“ We actively listen to guest feedback viaĀ real-time surveys, social media engagement, and direct guest interactions, allowing us to continuously improve our offerings.

Q5: Can you share any innovative or particularly successful marketing campaigns you are particularly proud of and why?

A5: 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 Campaignā€”which won the prestigious Agora Award for Sustainabilityā€”showcases our commitment to sustainable tourism and aligns with the 17 United Nations Sustainable Development Goals (SDGs). Our efforts include:

  • Eco-Friendly Hotel OperationsĀ ā€“ Energy-efficient designs, waste reduction programs, and sustainable sourcing.
  • Green Meetings & EventsĀ ā€“ Encouraging corporate clients to adoptĀ carbon-neutral event practicesĀ at our venues.
  • Community EngagementĀ ā€“ Partnering with local organizations to promote environmental conservation and responsible tourism.

These campaigns highlight our commitment to innovation, sustainability, and elevating Filipino talent.

Q6: 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?

A6: Absolutely. Todayā€™s travelers are more conscious of their environmental impact and actively seek sustainable hospitality options.

Guests often ask about:

  • Eco-certifications & carbon footprints
  • Sustainable dining options & locally sourced ingredients
  • Green hotel initiatives & waste reduction programs

In response, we ensure that sustainability is embedded in our brand DNA. 

Q7: How do you see consumer expectations evolving in the next 3-5 years? What trends are you preparing for in the future?

A7: The future of hospitality will be shaped by:

  1. Personalization at ScaleĀ ā€“ Travelers will expect hyper-personalized experiences powered by AI and data-driven insights.
  2. Wellness & Holistic TravelĀ ā€“ Guests will prioritizeĀ mindfulness, wellness programs, and stress-free travel experiences.
  3. Sustainability & Ethical TravelĀ ā€“ Conscious tourism will drive demand forĀ eco-friendly hotels and responsible hospitality practices.
  4. Hybrid Events & Digital IntegrationĀ ā€“ The MICE industry will evolve withĀ phygital (physical + 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.

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Josiah Go is the chairman and chief innovation strategist of Mansmith and Fielders Inc.

Josiah Go features the movers and shakers of the business world and writes about marketing, strategy, innovation, execution and entrepreneurship

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