|
MARKETING beach destinations abroad among Filipinos is
no easy task, considering the Philippines has some of
the best beaches in the world. For the world’s fifth
largest airline, the way is to offer potential travelers
from the Philippines niche destinations and activities.
The
Houston-based Continental Airlines, through its wholly
owned subsidiary Continental Micronesia, has been
ferrying Filipinos to Guam for 25 years. Company staff
vice president Walter B. Dias admits it is indeed
“challenging to explain Guam to potential customers from
the Philippines.”
Guam is
one of the hubs of Continental Airlines in the Western
Pacific, the other being Saipan. Guam is the westernmost
territory of the United States, 3,800 miles from Hawaii
and 7,000 miles from Los Angeles.
From
Manila, Guam is three and a half hours’ away by plane.
Saipan
is 130 miles north of Guam.
Among
the niche markets that Dias is looking at is the golfing
market. Many of Guam’s golf courses have magnificent
ocean views. Guam, Dias told journalists from Manila,
has several golf courses designed by respected golfing
pros themselves.
For
instance, one of the nine-hole courses in the resort
Leopalace—owned by Japanese investors and located in the
middle of Guam—was designed by Jack Nicklaus, while two
other nines were designed by Arnold Palmer.
The more
famous golf courses in Guam include the Mangilao whose
entire back nine stretches along the Pacific Ocean, the
Hatsuho which consists of three nine-hole courses, and
the Talofofo, located in a hilly area with sharp changes
in altitude and numerous water hazards.
Another
niche market that Dias is eyeing is the shopping market,
which according to the airline executive may be seen by
some as “counterintuitive.”
“Many of
our customers here in
Guam want to go
and shop in the Philippines, so [one might ask] why
someone from the
Philippines
would come here and shop in Guam,” he said.
“But
there are actually brand-items here that are at a better
price than what they have in Manila, and then we also
have some of the US goods that don’t reach Manila.”
Guam’s
main roads, especially in the Tumon Sands area, are in
fact lined by shops of high-end fashion houses,
including Prada, Louis Vuitton, Fendi and Chanel.
Thirdly,
Dias is eyeing more trips to and from Manila based on
cultural exchanges, especially since 40 percent of
Guam’s 400,000 population are Filipinos. Even as 70 percent of
the airline’s market are tourists from Japan, it is
apparent that the Philippines is an important market for
Continental Airlines given the four weekly flights to
Guam from Manila, and the twice weekly flights from
Manila to Saipan and Palau.
Annually, 8,500 tourists travel from
Manila
to Guam.
Recent
positive developments in the Philippine economy are
“very exciting” for the airline, the airline executive
said.
“It is
probably the first time in 10 to 15 years since we’ve
seen interesting economic news in the
Philippines.
The peso is getting stronger against the dollar, and I
haven’t seen that happen in a while,” he added.
A
vibrant economy and a strong currency ordinarily
translates to greater disposable income for the ordinary
person, enabling him to spend for things and activities,
including travel, that he would set aside given a tight
budget.
In the
first quarter, the country’s GDP rose by a record 6.9
percent, its highest since 1990. On the other hand, the
Philippine peso, since the start of the year, has
strengthened by 5.81 percent.
In the
region, according to Dias, the airline has 290 weekly
departures in 24 cities in Asia, Micronesia and Hawaii.
In the
US mainland, it is the fastest-growing airline,
achieving 60-percent growth in the last 10 years, he
added. |
