Lenox Case Study-Body

THE LENOX HOTEL IN DAGUPAN CITY
INTRODUCTION
The United Nations World Tourism Organization (UNWTO) said in its statement at the
beginning of the year, that the international tourism would still be growing rapidly in 2013.
International tourist arrivals totalled 1.03 billion in 2012, a 4-percent increase from 996 million
in 2011.
This year the UNWTO sees an increase by 3 to 4 percent in international tourist arrivals,
in line with the organization’s long-term forecast for 2030. For 2013, Asia and the Pacific are
expected to record the highest percentage growth (5-percent to 6-percent growth), followed by
Africa (4 percent to 6 percent), the Americas (3 percent to 4 percent), Europe (2 percent to 3
percent) and the Middle East (0 to 5 percent), the UNWTO stated.
Based on the UNWTO assessment, the Philippines generated $2.63 billion in tourism
receipts in 2010 when 3.52 million tourists visited the country. In 2011, when visitor arrivals
reached 3.92 million, the country generated $3.15 billion in tourism receipts. Therefore figures
for 2012 should be higher, when a total of 4.27 million foreign tourists visited the Philippines,
which was 9.1 percent higher from 3.92 million in 2011. Breaching the 4-million mark puts the
country well on track to achieve its target of 10 million visitors by 2016.
For the first quarter of 2013, tourist arrivals totalled 1.27 million, 10.76 percent more
than the 1.15 million visitors who came in during the same period last year. The Department of
Tourism is confident tourist arrivals will reach 5.5 million by the end of 2013.
Visitor arrivals in Pangasinan, a province in the Philippines, saw an increase of 11.28
percent with 661,767 visitors in 2012 compared to the previous year’s volume of 438,669. It
should also be noted that yearly visitor arrivals in the province is continuously increasing, from
76, 406 visitors in 2009 to 661,767 in 2012.
Dagupan City, an independent component city in the province of Pangasinan is also
performing very well in terms of promoting the city as a local tourist destination. Its Dawel River
Cruise which was opened to the public in 2011, recorded a total of 27,925 visitors last 2012.
With continuous growth of the tourism industry, the Philippine government is now
making sure that we do not miss this opportunity. Adoptive measures and more attention are
being given to the tourism industry, now that the government have already recognized that
tourism can be a powerful economic growth engine for the country.
The president have instructed the Department of Budget and Management (DBM) to
allocate a total of P12.0 billion to Department of Public Works and Highways (DPWH) for the
construction, improvement and rehabilitation of access roads to 164 declared or strategic tourism
destinations. This is 300 percent more than the P3.0-billion allocation for 2012, the president
stated.
The Aquino Administration has also provided P3.5 billion to the Department of
Transportation and Communications (DoTC) for the construction, rehabilitation, and/or full
pavement of 15 airports and nine ports and wharves.
Finally, to improve our marketing campaign for both domestic and international tourists,
P1.0 billion has been provided to the Department of Tourism (DoT), with P250 million to the
Tourism Promotion Board.
The private sector is also playing a major role in promoting and supporting tourism.
Hotels as well as other accommodation facilities play a critical role in the sustainability of
current developments in the tourism industry, for they are seen as one of the major vehicles of
the industry.
In return, the growth of the tourism industry serves as the main market for the hotel
industry; increase in visitor traffic will result to a corresponding boom in the industry.
It can be noted that new hotels are mushrooming in the various parts of the country while
older hotels are doing their best to spruce-up both their interiors and upgrade services. The
number of players and the variety of services offered has been notable during the period.
It can also be clearly observed that the growth of the tourism industry has really affected
the hotel industry. The positive upturn of the tourism industry offered an unmatched growth
potential for the future development of hotels and other accommodation facilities, in return it
caused an in increase in competition and the demand for high-quality services which will then
create the need to provide high quality products and services as well the need to create a strategy
in order to differentiate a company from its competitors
COMPANY BACKGROUND
Lenox Hotel is a privately owned hotel being managed by the Chu family of Dagupan
City, Pangasinan. It is located in Rizal Street, Dagupan City, within the downtown area and close
to the main thoroughfares of the city.
Lenox Hotel is one of the market leaders in the hotel industry of Pangasinan and has been
closely competing with other players in the region.
The business idea of Lenox Hotel is to provide accommodation and restaurant services to
its customers. Lenox Hotel emphasizes high quality standards rooms, other facilities as well as
the hotel’s restaurant. Lenox Hotel focuses on individual business travellers, leisure travellers,
travel associated with group meetings as well as the convention segment.
Lenox Hotel is a well-known and is a distinguished first class hotel in the province. The
hotel has grown to become one of the Province’s most recognized and most successful hotels.
Synonymous with the hotel’s brand are the high level of personal service guests receive, and the
extensive range of comprehensive business facilities available in luxurious settings.
CONSUMER ANALYSIS
Target Market
Lenox Hotel’s target market includes the following:
Business Travellers
Business travellers are one of the primary target markets of Lenox Hotel. Their meetings
are typically associated with conferences, board meetings, training programs, seminars, trade
shows, and other gatherings with leisure as a secondary motivation. They usually travel on an
average of more than five trips a year thus, they account for a significant portion of the hotel’s
revenue, and are considered as an important source of income for the hotel.
Leisure Traveller’s
Leisure Travellers are those who travel for recreational, educational, sightseeing, relaxing
and other experiential purposes, people who visit friends and relatives as well as those who
attend special occasions are also called leisure travellers. They are generally price sensitive they
always look for affordable price with quality service.
Convention Segment
This segment includes organizers of conferences, corporate meetings, product launch and
seminars. This segment also includes those who utilize their function halls for weddings, parties
and other special events.
Market Segmentation
Geographic Segmentation
• City Population: 2,779,862

• Number of Households: 25,921
• Density of Area: Urban
• Climate: Temperate, Hot, Humid, Rainy
Demographic Segmentation
• Age: 25 yrs. old and above

• Sex: Male & Female
• Social Status: Single or Married
• Monthly Income: Php 25,000 and above
• Education: College Graduate
• Occupation: Professionals
• Social Class: Middle class & Upper class
Psychographic Segmentation
• Personality: Extroverts & Aggressive

• Interest: Work, Travel & Leisure
• Attitudes: Positive & Outgoing
• Lifestyle: Outdoor enthusiast
Behavioral Segmentation
• User Status: First-timers & Repeat purchasers

• Usage Rate: 1-5 times a year
• Brand Loyalty: Moderate-High
• Product Involvement: High, especially in terms of quality
Market Positioning & Branding

Positioning
Lenox Hotel is positioned as a first class hotel which offers a high level of personal
service. Lenox Hotel’s focus is on offering guests added value and providing a quality hotel
experience where guests are valued, respected and is truly appreciated.
Branding
Lenox Hotel is one of the two first class hotels in Pangasinan. The brand is already well
established in the province and gives a high end perception in the market. The brand recall
among the local market is high and customer perception is of high service standards at a
reasonable price.
Lenox Hotel is well-known for its convenient and strategic location within the major
thoroughfares of Dagupan City. Also synonymous with the brand are the high level of personal
service, guests receive, and the extensive range of comprehensive business facilities available
in luxurious settings.
Market Opportunity
Visitor Arrivals to the Philippines
Visitor arrivals in January to March 2013 reached a record high of 1.27 million, a 10.76%
increase from 1.15 million arrivals for the same period in 2012. For the second time under
Aquino Administration, the tourism sector is able to sustain the 1 millionth arrival for the first
quarter of the year. Moreover, the sector is on track towards achieving the year-end target as
arrivals is already hitting 23% of the target arrivals for the year. (www.tourism.gov.ph)
Exhibit 1-Visitor Arrivals to the Philippines - January to March 2013/2012
Source: www.tourism.gov.ph
Likewise, visitor arrivals for March 2013 saw a double-digit increase of 11.28% with
417,392 visitors compared to the previous year’s volume of 375,083. It should also be noted that
this is the fourth consecutive month that the volume of arrivals passed the 400,000 mark. This
upward trend could be attributed to the upcoming summer season which is a peak season for the
tourism industry (www.tourism.gov.ph)
Top Visitor Markets

For the period in review, Korea is still the leading visitor market which captured 25.83%
of the total inbound traffic with 328,454 arrivals. The Korean market rose by 23.93%, the highest
among the top five major markets. Meanwhile, arrivals from the United States reached 186,065
or 14.63% of the overall visitor volume. The Japanese market contributed the third biggest
arrivals with 114,269 visitors, accounting for 8.99% share of the total arrivals. On the other hand,
China registered 98,242 visitors which comprised a share of 7.73%. Rounding up the top five
visitor markets for the first quarter is the Taiwanese market with 53,867 arrivals, sharing 4.24%
to total inbound traffic (www.tourism.gov.ph).
Exhibit 2-Top Ten Visitor Markets – January to March 2013/2012
Source: www.tourism.gov.ph
Other key markets providing significant volume of arrivals for the first quarter of 2013
include Australia with 53,679 arrivals, Singapore with 41,524 arrivals, Canada with 38,486
arrivals, Hongkong with 36,005 arrivals, United Kingdom with 32,475 arrivals, Malaysia with
27,212 arrivals, and Germany with 22,491 arrivals.
By regional grouping, the ASEAN market recorded a 14.82% overall growth while the
East Asian market grew by 14.15%. Among the key markets, only Taiwan experienced a decline
in visitor arrivals (www.tourism.gov.ph).
Provincial Visitor Arrivals

Total visitor arrivals in the province of Pangasinan during the year 2009 recorded a total
of 76,401 visitors. During the year 2010 visitor arrivals increased to 121,911 visitors. Visitor
arrivals for 2011 also saw an increase of with 438,669 visitors. Likewise, visitor arrivals for
March 2012 saw an increase with 417,392 visitors compared to the previous year.
Exhibit 3-Yearly Visitor Arrivals in the Province of Pangasinan
YEAR 2009 2010 2011 2012
Domestic 68,863 114,448 426,888 629,812
Foreign 7,538 7,463 11,784 31,955
TOTAL 76,401 121,911 438,669 661,767

Source: Pangasinan Tourism Office
Exhibit 4-Visitor Arrivals Based on Tourist Destinations Last 2011
DOMESTIC FOREIGN TOTAL
Hundred Islands National Park 148,664 5,675 154,339
Provincial Capitol Building 33,392 118 33,510
Sison Auditorium 23,127 90 23,217
Tourism Center 12,059 - 12,059
Bolinao Mangrove Center 524 - 524
Manleluag Spring Protected Landscape 11,950 - 11,950
TOTAL 229,716 5,883 235,599

Visitor arrivals during the year 2011 based on tourist destinations totalled 235, 599
visitors, 98% of which are domestic while 2% are foreign. Most of them visited the Hundred
Islands National Park.
Exhibit 5-Visitor Arrivals Based on Tourist Destinations Last 2012
Hundred Islands National Park 171,926 11,081 183,007
Provincial Capitol Building 28,891 2,088 30,979
Sison Auditorium 17,767 1,693 19,460
Dawel River Cruise 26,729 1,196 27,925
Tourism Center 21,453 493 21,946
Pangasinan Training Center 24,313 722 25,035
Bolinao Mangrove Center 2,759 92 2,851
Balungao Hilltop Adventure 89,458 - 89,458
Manleluag Spring Protected Landscape - - -
TOTAL 383,296 17,365 400,661
Total visitor arrivals during the year 2012 based on tourist destinations saw an increase of
400,661 tourist, 96% of which are domestic while 4% are foreign. Most of them visited the
Hundred Islands National Park having a total of 183, 007 visitor arrivals.
Exhibit 6-Visitor Arrivals Based on Accommodation Facilities Last 2011
Alaminos City 1,963 835 2,798
Bolinao 29,086 652 29,738
Dagupan City 123,031 879 123,910
Lingayen 36,984 1,462 38,446
Urdaneta City 4,694 2,007 6,701
Labrador 1,414 66 1,480
TOTAL 197,172 5,901 203,073

During the year 2011, Pangasinan was able to have a total of 203,073 visitor arrivals
based on accommodation facilities, 97% of which or 197,172 are domestic visitors, while 3% or
5,901 are foreign visitors. Most of the domestic visitors were accommodated in Dagupan City.
Exhibit 7-Visitor Arrivals Based on Accommodation Facilities Last 2012
Alaminos City 1,919 1,005 2,924
Bolinao 82,850 7,472 90,322
Dagupan City 83,569 848 84,417
Lingayen 52,627 743 53,370
San Fabian 16,039 56 16,095
Urdaneta City 9,512 4,466 13,978
TOTAL 246,516 14,590 261,106

Visitor arrivals during the year 2012 saw an increase of 261,106 visitors compared to last
year, 94% of which or 246,516 are domestic visitors, while 6% or 14,590 are foreign visitors.
Most of the visitors were accommodated in Bolinao and in Dagupan City.
In 2012, Lenox Hotel was able to accommodate 4,981 visitors. Most of them or 4,804 are
domestic visitors. The peak season of Lenox Hotel is from the month of April till June, during
these months they were able to accommodate a total of 2,070 visitors.
MARKETING MIX
Services
Lenox emphasize high quality standards in their rooms, facilities and services.
Hotel Facilities, Amenities and Service Offering
The Hotel facilities amenities & services include the following:
• 40 Fully Air-conditioned Guest Rooms

- 12 Standard Rooms
- 3 Double Deluxe
- 15 Twin Deluxe
- 1 Double Suite
- 3 Family Suite
- 4 Penthouse Suite
- 1 Presidential Suite(2 Rms. Suite)
• IDD/NDD Telephone Systems
• Mini-Bar
• Cable TV
• Internet Connectivity
• Banquet & Conference Facilities
• Karaoke Rooms
• Conference Rooms
• Cafe Feliz and Restaurant
• Forex Counter
• Business Center
• Penthouse
• Luxurious Lounge
• Car Park
• Fire Exits & Extinguishers
• 24 Hr. Reception
• 24-hours Standby Generator
• Uninterrupted Water Supply
• 24-hours Security
• Room/Housekeeping Service
• Porter Service
• Laundry and Pressing Service
• Transportation Service
• Catering Services
Rooms
The Lenox Hotel is designed to cater to the business and executive class. Lenox Hotel’s
modern and contemporary elements blend perfectly with luxurious, homey accommodations that
are perfect as a vacation haven for the family. The moment you get inside, you’re in for a
perfectly enjoyable and unforgettable stay.
• Standard Room
- Each Standard Room features international direct dial telephones, cable TV, and Wi-
Fi internet access.
- Guests have a choice of 2 single beds (Twin Standard Room) or 1 big bed (Double
Standard Room).
- Room dimensions are 234 sq. ft. / 19 sq. m.
• Deluxe Rooms
- Each Deluxe Room features international direct dial telephones, cable TV, Wi-Fi
internet access, Mini bar, and a lounge area.
- Guests have a choice of 2 single beds (Twin Deluxe Room) or 1 king-sized bed
(Double Deluxe Room).
• Suites
- Room features include international direct dial telephones, cable TV, Wi-Fi internet
access, Mini bar, and a living area.
- The Family Suite has 2 full-sized beds which could accommodate 2 adults and 2 kids.
- The Double Suite has a king-sized bed perfect for that romantic retreat.
- A spacious bathroom with bathtub and an indulgent bed with duvet make for a
relaxing stay.
All rooms are equipped with the following:
- Fully Air-conditioned rooms
- Room Service
- Cable/Satellite TV
- Telephone (IDD/NDD)
- Laundry and Pressing
- Hot and Cold Running Water
- 24 Hours Stand by Generator
- Free WI-FI
With additional amenities for Suite and Deluxe rooms:
- Mini-Bars
- Mini Refrigerator
- Lounge Area within the Room
- Internet Accessibility (Deluxe rooms)
- Bathtubs (Suites)
Service Value
Lenox Hotel offers value and benefits to its clients, over and above the standard of the
hotel’s facilities and affordable rates. Lenox Hotel seeks to provide its guests with an
exemplary personal service, and level of recognition that they have come to rely upon. Lenox
Hotel provides its guest with a luxurious, relaxed environment within which to conduct their
business.
Lenox Hotel wants its guests to know that they can develop a relationship with the hotel
that will ensure efficiency, value for their money and reliability in supplying them with the
support they need, when they need it. Lenox Hotel operates in a city with a very strong sense of
community, and wants to stay as an integral part of that community.
Price
Lenox Hotel is more focus in providing added value at a reasonable rate.
Room Rates
Room rates quoted are net of tax
Twin Standard – Php. 1,344.00
Double Standard – Php. 1,344.00
Twin Deluxe – Php. 1,904.00
Double Deluxe – Php. 1,904.00
Double Suite – Php. 3,024.00
Family Suite – Php. 3,360.00
Penthouse Suite – Php. 12,000.00
Extra Pax – Php. 200.00
Extra Bed – Php. 250.00 (Standard & De Luxe Rooms)
Php. 320.00 (Suite Rooms)
Means of Payment
Payments are made on site at the end of the guests stay. Apart from cash, other means of
payment accepted includes credit cards as well as foreign currencies.
Place
Lenox Hotel is well-known for having a convenient and strategic location. Reservations
and other information’s are readily accessible in the hotel’s website.
Location
Lenox Hotel is located at Rizal Street, Dagupan City, Pangasinan. Lenox Hotel is
strategically situated at the center of the city, and is just a stone's throw away from Dagupan’s
two major thoroughfares which play host to fabulous annual events and happenings.
Channels of Distribution
Travel agents and Tour operators are significant part of Lenox Hotel’s distribution
channel. Online distribution channels are also being utilized by the hotel. Guests can
communicate their reservation inquiries in person, over the telephone, via mail, through
facsimile, telex and e-mail. Lenox Hotel also offers 24 hour reservation service online.
Promotion
Promotional Mix
• Advertising
Advertising is used by Lenox Hotel to create product awareness among the hotel’s
target group of customers. The different types of advertising strategies that is used by
Lenox Hotel include the following:
- Print Ads (Brochures, Flyers, Calling Cards)

- Radio Advertising
• Public Relations
Public relations activities continues to play an important role in Lenox Hotel’s

promotional mix, presenting the hotel as a supportive member of the community. Lenox
Hotel always participates in significant local events specially in promoting the tourism
industry of Dagupan city.
• Sales Promotion
Sales promotion is also used by Lenox Hotel as a way to draw the attention of the
hotel’s target markets. Sales promotional activities used by Lenox Hotel include the
following:
- Discounts
- Promo’s
- Gift Certificates
• Personal Selling
Lenox Hotel also utilizes personal selling in order to continue to build long-term
relationships within the local community and generate high levels of corporate activity.
Lenox Hotel maintains a good relationship with their existing users while continuing to
attract and build a relationship with its competitor’s customers.
• Internet Marketing
Since consumers nowadays have more access to the web, Lenox Hotel’s decision
to create its own website and social account has helped the hotel in keeping up with the
fast-changing technology. Such undertaking helped increased the hotel’s target
customer’s awareness of the products and services that Lenox Hotel offering. The
website also gives Lenox Hotel’s clients a 24-hour outlet for finding the products and
services they want and need.
People
Staff
Most of Lenox Hotel’s staff is recruited through employment agencies and walk-in
applications, and through notice boards or advertisements in their website. Some of the hotel
staff is either a family member, relative or a friend, they also accept on-the-job trainees.
Training
Lenox Hotel have a well trained employees, the management sees to it that their staff
undergo a regular training for them to be able to provide quality service to the customers.
S.W.O.T. ANALYSIS
The following analysis highlights the internal strengths and weaknesses of Lenox Hotel
and the opportunities and threats facing the hotel in its external environment.
Strengths
• Classified as a First class hotel

• High quality rooms, facilities and services
• Reasonable and competitive room rates
• Strategic location, situated near the main thoroughfares of Dagupan City
• Reservations and other information’s are easily accessible online
• Strong brand presence and recognition amongst the local market
• Excellent reputation within the corporate as well as travel market for reliability,
exemplary service and quality
• Meets and maintains customer expectations in terms of accommodation services and
service deliverables
• Efficient workforce supply
• Continuous flow of on-the-job trainees
• Diverse range of service skills within management and staff
• Staff and Leadership team are easily approachable by the guest creating a good
relationship with customers
• A well trained team who are proud of their hotel and respect and promote the brand
Weaknesses
• Slow seasons; rainy season and weekdays

• Seasonal turnover of on-the job trainees requires ongoing training and orientation of
workforce
• Limited recreational facilities within the hotel as well as tourist attractions within the city
• Limited promotional activities
Opportunities
• Consistent recovery of the Philippine economy

• The fast economic growth could mean that a lot more people can find time to travel and
can be able to afford to stay in a hotel
• Continuous growth of the tourism industry
• Customer’s repeat purchase behavior based on personal service and quality
• Relaxation, try to get people to want a peaceful stay outside the city
• The new media as an avenue for advertising
Threats
• Competitors within the market who offers similar product and service offering
• Competition being developed by new entrants in the market
P.ES.T.L.E. ANALYSIS
PESTLE abbreviation is interpreted as political, economic, social, technological,
environmental and legal factors that have an impact on Lenox Hotel. PESTLE analysis is an
important framework for assessing external factors that affects the business.
Political
The key to the success of any industry is political stability that is why managers should
make sure that they are aware of the local and national political situation. Lenox Hotel stays at a
reasonable position with regards to political issues. Any political noise is irrelevant to the
company, not unless the political environment will change the rules that relate to their operations
Currently, the tourism industry gets huge government incentives for its development
because it is one of the main reasons for the increase of the country’s GDP.
Other political factors which can possibly affect Lenox Hotel include areas such as tax
policy, employment laws, environmental regulations, and health and sanitation laws.
Economic
The Philippine economy has given opportunities to the tourism industry. The status of the
economy has paved the way for various hospitality and hotel businesses to prosper in the
country; the government also helps the tourism sector in promoting the country as one of the
premier tourist destinations in Asia.
The fast economic growth could mean that a lot more people can find time to travel and
can be able to afford to stay in a hotel.
National taxation policy is an additional economic factor that affects Lenox Hotel.
Social
A wide range of social factors impacting not only Lenox Hotel but most hotels includes
the emerging trends in consumer lifestyle, consumer demographic variables, and the impact of
media in consumer decision making.
Today’s exhausting working world calls for the desire for recreation and relaxation.
People take less time off for holidays and spend more money on trips. But others also think of
travelling for a holiday as a non-essential matter. Some may decide on not to engage in leisure
travel. The trend towards cost effective business travel leads hotel guests to seek more value for
money, which is where Lenox Hotel’s added value differentiation strategy comes into play.
Another social factor includes a person’s attitudes towards health. More and more people
are looking for the healthier option including spas and gyms of high standard as well as healthier
and more varied food in our restaurant.
Technological
Technology is a major factor which has influenced Lenox Hotel that is why Lenox Hotel
is utilizing an increasing amount of technology to achieve greater customer satisfaction.
Lenox Hotel’s accommodation facilities have become more and more accessible, hotel
bookings have become very sophisticated than ever before.
It can also be seen that customers nowadays highly use social media including reviews
and comments by previous customers when making their choices. The increased use of social
media gives the management more available information regarding the needs and wants of
customers; this helps the management of Lenox Hotel in better planning future product and
service offerings.
The continuous technological improvement requires a need for constant updating of
product and service offering in order to maintain a company’s superiority over its competition as
well as to continuously meet the customer’s needs and wants. This will require a high level of
investment.
Legal Factors
Legal factors which affect most hotels include the National Accommodation Standards
set by the Department of Tourism. It entails a set of requirements for accommodation facilities
and services that prescribes progressive levels of quality and service.
Another legal factor which has a direct impact on the service quality of hotels is
accreditation process conducted by the Department of Tourism. Accreditation refers to a
certification issued by the Department of Tourism to a tourism enterprise that officially
recognizes it as having complied with the minimum standards for the operation of tourism
facilities and services.
Environmental
The increasing desire to protect and save the environment is having an impact on the
hospitality and catering industry. The desire for environmentally friendly products and services
is on the rise. This affects consumer demand and thus business requirements.
The hospitality and catering industry often becomes a point of criticism for polluting the
environment. Hotels are considered as one of the source of a fair amount of pollution (from the
use of strong soaps and detergents as well as left over foods), pressure exist to be
‘environmentally friendly' especially by environmental pressure groups.
Matters associated with the use of water and energy as well as their costs and the
potential for innovation within the industry can also be classified as an important environmental
factor.
The seasonality of demand due to the changing weather condition is also affected by
environmental factors, because of the seasonal nature of demand, revenues and room occupancy
can vary significantly during peak and non-peak periods.
COMPETITIVE ANALYSIS
Competitors
The competitors Lenox Hotel include the following hotels and other accommodation
facilities who offer similar product and service offering to the market.
• Dagupan Village Hotel

• Inn Asia Hotel
• Leisure Coast Resort
• Luxor Hotel
• Nena’s Garden
• Orchids Hotel
• Star Plaza Hotel
• Tondaligan Beach Hotel
Competitor’s Profile
Dagupan Village Hotel
Dagupan Village Hotels is a standard type of hotel located at Lucao District, Dagupan
City, Pangasinan. It is nestled in an idyllic suburban area of Dagupan City away from the hustle
of the city’s main commercial & business center. It is a perfect relaxing getaway and a beautiful
wedding venue.
Facilities, Amenities & Services
Dagupan Village Hotel has 59 fully air-conditioned rooms with Wi-Fi connection and
Cable TV in every room, they also have 2 function halls and 3 meeting/convention halls,
spacious parking lot, restaurant, coffee shop, swimming pool, stand by generator, uninterrupted
water supply, fire exits and fire extinguishers and constant security services.
Room Rates:
Standard (Twin Bed) – Php. 950.00
Standard (Matrimonial Bed) – Php. 920.00
De Luxe (Twin Bed) – Php. 1,070.00
Semi Suite (Triple Bed) – Php. 1,320.00
Suite (Matrimonial Bed) – Php. 1,550.00
Extra Mattress – Php. 300.00
Extra Pax – Php. 250.00
Reservations and Payment Terms
Reservations can be made through telephone, e-mail, fax and through their website. They
accept payments in terms of cash, credit card and foreign currencies
Promotional Strategies
The promotional strategies which are currently being used by Dagupan Village hotel
includes outdoor advertising, print ads such as: brochures, flyers, calling cards, they are also
giving discounts, offering promos and packages, they also advertise through their own website
and facebook account.
Human Resource
Most of their staffs are recruited through employment agencies, walk-in applications and
through notice boards or advertisements in newspapers, some of their staffs are family members,
relatives and friends. They also conduct regular training and seminars for their staffs.
Inn Asia Hotel
Inn Asia Hotel is an economy type of hotel located at De Venecia Highway, Lucao
District, Dagupan City. It is well known as a budget type hotel offering rooms at low rates.

Inn Asia Hotel has 27 fully air-conditioned rooms with free Wi-Fi connection and Cable
TV in every room, 3 function halls, a spacious parking lot, a restaurant, a beautiful garden and a
swimming pool, they are also equipped with a stand by generator and fire exits and fire
extinguishers, they have an uninterrupted water supply, and provides constant security services,
food and beverage service and constant room service for their guest. They also accept catering
services.
Room Rates:
Standard – Php. 650.00
Semi Standard – Php. 728.00
Deluxe – Php. 840.00
Triple Sharing – Php. 952.00
Quadruple – Php. 1,120.00

Reservations can be made through telephone.. They accept payments only in terms of
cash and through credit cards.
The promotional strategies which are currently being used by the Nena’s Garden includes
print advertising by giving away brochures, flyers and calling cards, they also provide discounts,
promos and packages to their valued customers, they also advertise through their own website
and facebook account.
Human Resource
Most of their staff is recruited through walk-in applications, some of their staff are family
members, relatives and friends. They also conduct regular training and seminars for their staffs.
Luxor Hotel
Luxor Hotel is a standard type of hotel located at Arellano Street Dagupan City,
Pangasinan. It opened its doors in 2006 in the heart of Dagupan city. It is situated right beside the
Region I Medical Center and it is only a few meters away from a shopping mall.
Luxor Hotel has 31 fully air-conditioned rooms with cable TV and a free Wi-Fi
connection in every room, It also has a Resto-Bar which also serves as a coffee shop, a parking
lot, standby generator, uninterrupted water supply, fire exits and fire extinguishers, they also
provide constant room service, laundry and pressing, food and beverage service, massage service
and constant security services.
Room Rates
Regular Rate (1pm-12pm) 12 Hours Flexible Rate

Executive Php 875.00 Php 675.00
Twin Sharing Php 900.00 Php 700.00
Triple Sharing Php 950.00 Php 725.00
Extra Bed – Php200.00

Extra Pax – Php 125.00
Extra Child – Php 50.00
Extra Hour – Php 100.00
Reservations & Payment Terms

Luxor hotel accept reservations through telephone, e-mail and fax. They accept payments
in the form of cash and US dollars only.
The promotional strategies which are currently being used by Luxor hotel includes:
outdoor advertising, print ads by giving away brochures, flyers, calling cards. Luxor Hotel also
gives discounts, and offers promos and packages to their customers, they also advertise through
their own website and facebook account,
Human Resource
Most of their staff is recruited through employment agencies, walk-in applications and
through notice boards or advertisements in newspapers.
Leisure Coast Resort
Leisure Coast Resort is an AAA type of resort located at Bonuan Binloc, Dagupan City,
Pangasinan. It has a beautiful landscaping meant to sooth and relaxes their customers. It also has
a water park that can rival any other in the country as well as elegant function halls and seminar
rooms.
Leisure Coast Resort has 49 fully air-conditioned rooms with telephone, Wi-Fi
connection, Cable TV and refrigerator in every room; they also have 5 function halls, a spacious
parking lot, restaurant, gym, health clinic, garden, swimming pool, basketball court and a zip
line. They are also equipped with a stand by generator, fire exits and fire extinguishers; the resort
also has an uninterrupted water supply. They also provide constant security services, laundry
service, constant cleaning service, transport service, porter service, food and beverage service,
catering service and first aid service.
Room Rates
Standard Room I – Php 2,000.00
Standard Room II – Php 1,700.00
Deluxe Double – Php 2,700.00
Deluxe Double with Attic – Php 2,800.00
Deluxe Twin – Php 2,700.00
Family Room – Php 5,500.00

accept payments in terms of cash, credit card and foreign currencies
The promotional strategies which are currently being used by the hotel includes radio
advertising, outdoor advertising, print advertising by giving away brochures, flyers, calling
cards. They are also giving discounts, promos and packages, loyalty reward programs to their
customers. They also advertise through their own website and facebook account.
Human Resource
Most of their staff is recruited through walk-in applications and through notice boards or
advertisements in newspapers, some of their staff are family members, relatives and friends.
They also conduct regular training and seminars for their staffs.
Nena’s Garden
Nena’s Garden is an economy type of hotel located at Tondaligan Rd., Bonuan Gueset,
Dagupan City. It is well known for its restaurant’s mouth-watering menu and it offers a
breathtaking view of the Bonuan Blue Beach.
Nena’s Garden has 10 fully air-conditioned rooms with free Wi-Fi connection and Cable
TV in every room, 2 function halls, a spacious parking lot, a restaurant, roof deck, and a
beautiful garden, they are also equipped with a stand by generator and fire exits and fire
extinguishers, they have an uninterrupted water supply, and provides constant security services,
food and beverage service and constant room service for their guest. They also accept catering
services.
Room Rates:
Standard – Php. 1,200.00
Deluxe – Php. 1,500.00
Executive – Php. 1,800.00
Family Room – Php. 2,500.00

accept payments only in terms of cash.
The promotional strategies which are currently being used by the Nena’s Garden includes
radio advertising, outdoor advertising, print advertising by giving away brochures, flyers and
calling cards, they also provide discounts, promos and packages to their valued customers, they
also advertise through their own website and facebook account. Nena’s Garden is also into event
sponsorship for them to promote their services.
Human Resource
Most of their staff is recruited through employment agencies and walk-in applications,
some of their staff are family members, relatives and friends. They also conduct regular training
and seminars for their staffs.
Orchids Hotel
Orchids Hotel formerly known as Floren Hotel is a standard type of hotel located at Rizal
Street, Dagupan City. It is situated right at the downtown area of Dagupan City.
Orchids Hotel has 35 fully air-conditioned rooms with free cable TV in every room, they
also have a Resto-Bar, Wi-Fi zone, and a parking lot and they are equipped with a standby
generator, fire exits and fire extinguishers and have an uninterrupted water supply. They are also
providing constant security services, constant room service, laundry and pressing, food and
beverage service and massage services.
Room Rates
Regular Rate With

Breakfast
Standard Room Php 900.00 Php 1,124.00
Deluxe Room Php 1,050.00 Php 1,274.00
Morning Special Php 500.00 Php 724.00
(6 am – 6 pm)
Overnight Stay Php 650.00 Php. 874.00
(8 pm – 8 am)
Mini Stay (3 Hrs.) Php 300.00 Php 524.00
Extra Pax Php 150.00 Php 262.00

Orchids Hotel accepts reservations through telephone and fax. They accept payments in
the form of cash and through credit cards.
The promotional strategies which are currently being used by Orchids Hotel includes:
radio advertising, outdoor advertising, and print ads through the use of brochures, flyers, and
calling cards. They also give discounts, promos and packages to their valued clients; they also
advertise their services in the internet through their facebook account.
Human Resource
advertisements in newspapers, some of their staff are family members, relatives and friends.
Star Plaza Hotel
Star Plaza Hotel is first class type of hotel located at A.B. Fernandez Ave. Dagupan City,
Pangasinan. It is strategically located at the main thoroughfare of Dagupan City.
Star Plaza Hotel has 86 fully air-conditioned rooms with telephone, Wi-Fi connection,
Cable TV and refrigerator in every room; they also have 5 function halls, 10 videoke rooms,
restaurant, salon for men and women, flower shop, and a spacious parking lot. They are also
equipped with a stand by generator, fire exits and fire extinguishers, and have an uninterrupted
water supply; they also provide constant security services, laundry service, constant cleaning
service, transport service, porter service, and food and beverage service.
Room Rates
Junior Suite – Php 1,500.00
Royal Suite – Php 2,100.00
Family Suite – Php 2,500.00
Plaza Suite – Php 3,000.00
Presidential Suite – Php 5,000.00
Extra Mattress – Php 300.00 net
Joiner’s Fee – Php 200.00 net

accept payments in terms of cash and credit card.
The promotional strategies which are currently being used by the Star Plaza Hotel
includes radio advertising, outdoor advertising, print advertising by giving away brochures,
flyers, calling cards. They also give their customers discounts, promos and packages. They also
advertise their services through their own website and facebook account.
Human Resource
advertisements in newspapers. They also conduct regular training and seminars for their staffs.
Tondaligan Beach Hotel
Tondaligan Beach Hotel is located at Tondaligan Rd., Bonuan Gueset Dagupan City,
Pangasinan.
Tondaligan Beach Hotel has 10 fully air-conditioned rooms with free Wi-Fi connection
and Cable TV in every room, they also have 1 function hall, a spacious parking lot, an
uninterrupted water supply, fire exits and fire extinguishers, they also provide constant security
services, constant cleaning service and porter service.
Room Rates:
Standard Room – Php. 1,000.00
Family Room – Php. 1,500.00

Reservations can be made through telephone. They accept payments in terms of cash and
foreign currencies.
Tondaligan Beach Hotel promotes their services through print ads these includes
brochures, flyers and calling cards. They are also giving discounts to their valued clients, they
also advertise through their own facebook account.
Human Resource
Most of their staff is recruited through walk-in applications; some of their staff are family
members, relatives and friends. They also conduct regular training and seminars for their staffs.
YMCA Hotel
YMCA Hotel is an economy type hotel located at Tapuac District, Dagupan City
Facilities, Services & Other Amenities
YMCA Hotel has 16 fully air-conditioned rooms, with telephone and Cable TV in every
room, and a refrigerator for the De Luxe rooms, They also have 3 multipurpose halls, a Wi-Fi
zone, a spacious parking lot, swimming pool, they are also equipped with a stand by generator,
fire exits and fire extinguishers, and has an uninterrupted water supply, they also provide
constant security services porter service a and constant room service.
Room Rates
Members Non-Members
Standard (2 Persons) Php 500.00 Php 600.00
De Luxe/Family (4 Persons) Php 850.00 Php 950.00
Extra mattress (per pax) Php 150.00 Php 150.00

They accept reservations through telephone while payments are in the form of cash.
The promotional strategies which are currently being used by the YMCA Hotel includes
brochures, flyers, calling cards, discounts, they have their own facebook account.
Human Resource
Most of their staff is recruited through walk-in applications. They also conduct regular
training and seminars for their staffs.
CONCLUSION
The growing tourism industry may bring about the growth of the hospitality industry
which will further lead to the increase of hotels, resorts and other tourism related facilities.
Lenox Hotel's survival in the growing tourism industry will be dependent on repeat purchase
behavior and customer loyalty to the brand. The brand must therefore continue to deliver on its
promise and values. It must continue to focus on delivering an exemplary business service, at
affordable rates, in order to develop the customer relationship beyond one stay.
How would the changing landscape of the tourism industry affect Lenox Hotel’s
profitability?
With the diverse and constantly evolving market conditions, what strategies are needed to
be developed to differentiate Lenox Hotel from its competition in the coming years and so
achieve a winning edge over competitors in intensely competitive market?
Most importantly, how can Lenox Hotel convince individual consumers that it was the
right company to deliver a competitive service?
REFERENCES
http://lenoxhotelph.com/
http://www2.unwto.org
http://www.tourism.gov.ph
http://www.gov.ph/2012/07/24/2013-budget-message-of-president-aquino/
ANNEX A
THE PHILIPPINE TOURISM INDUSTRY
THE TOURISM INDUSTRY

Travel and tourism industry has now become the largest civilian industry in the world,
according to statistics one out of every ten person worldwide is part of the Travel and tourism
industry.
The tourism industry is recognized by the Philippine government as an important
contributor to the generation of foreign exchange earnings, investments, revenue, and
employment and to the growth of the country’s output. The inclusion of tourism as a major pillar
in the Medium Term Philippine Development Plan (MTPDP) has given priority to the tourism
sector by promoting the Philippines as a premier tourist destination and investment site
(http://www.tourism.gov.ph/Downloadable%20Files/Chap3%20Philippine%20Tourism%20Indu
stry.pdf).
In an effort to support the further development of the tourism industry in the country, The
Tourism Act of 2009 (Republic Act 9593) was enacted on May 12, 2009 declaring a national
policy for tourism as an engine of investment, employment, growth and national development.
The law does not only redefine institutional mandates and reorganize the institutional landscape
of government’s tourism development efforts, but it also places a strong emphasis on tourism
enterprises and investment promotion. Philippine tourism industry is growing which means more
investments are needed to sustain its growth
(http://www.investphilippines.gov.ph/industry_tourism.html).
The Philippines have considerably improved its status as a tourist destination in the Asia-
Pacific region. In the 2013 edition of the Travel and Tourism Competitiveness Report of the
World Economic Forum, the Philippines’s ranking jumped to 82nd place out of the 140 countries
surveyed, or an increase of 12 notches from its previous ranking.
Based on the United Nations World Tourism Organization (UNWTO) assessment, the
Philippines generated $2.63 billion in tourism receipts in 2010 when 3.52 million tourists visited
the country. In 2011, when visitor arrivals reached 3.92 million, the country generated $3.15
billion in tourism receipts. Therefore figures for 2012 should be higher, when a total of 4.27
million foreign tourists visited the Philippines, which was 9.1 percent higher from 3.92 million in
2011. Breaching the 4-million mark puts the country well on track to achieve its target of 10
million visitors by 2016.
For the first quarter of 2013, tourist arrivals totalled 1.27 million, 10.76 percent more
than the 1.15 million visitors who came in during the same period last year. The Department of
Tourism is confident tourist arrivals will reach 5.5 million by the end of 2013.
With continuous growth of the tourism industry, the Philippine government is now
making sure that we do not miss this opportunity. Adoptive measures and more attention are
being given to the tourism industry, now that the government have already recognized that
tourism can be a powerful economic growth engine for the country.
The president have instructed the Department of Budget and Management (DBM) to
allocate a total of P12.0 billion to Department of Public Works and Highways (DPWH) for the
construction, improvement and rehabilitation of access roads to 164 declared or strategic tourism
destinations. This is 300 percent more than the P3.0-billion allocation for 2012, the president
stated.
The Aquino Administration has also provided P3.5 billion to the Department of
Transportation and Communications (DoTC) for the construction, rehabilitation, and/or full
pavement of 15 airports and nine ports and wharves.
Finally, to improve our marketing campaign for both domestic and international tourists,
P1.0 billion has been provided to the Department of Tourism (DoT), with P250 million to the
Tourism Promotion Board (http://businessmirror.com.ph/index.php/news/opinion/10340-
revving-up-the-tourism-industry).
The DOT’s “It’s more fun in the Philippines” campaign launched last year has also
boosted the country’s tourism program and the DOT has since launched various television ads to
promote the campaign. http://www.tempo.com.ph/2013/05/philippines-tourism-industry-on-
track/#.UYsYJdmfagc
ANNEX B
FACTS ABOUT THE PROVINCE OF PANGASINAN
HISTORY
Pangasinan is a province of the Republic of the Philippines, located on the western area
of the island of Luzon, along the Lingayen Gulf and South China Sea. The province celebrates
April 5, 1580 as its official founding day.
The name Pangasinan means "place for salt" or "place of salt-making"; it is derived from
the prefix pang, meaning "for", the root word asin, meaning "salt”, and suffix an, signifying
"location."
Pangasinan has 44 municipalities and 4 cities, having a population of 2,779,862 people
based on the 2010 Census.
THE CURRENT STATUS OF THE PROVINCE

The second half of 2007 marks the commencement of significant changes in the physical
appearance and systematic clustering of provincial government buildings, parks, hospitals, and
satellite offices. The intensive rehabilitation and repair of the provincial capitol building gained
national fame and recognition upon its completion in 2008, earning for it the title “Best
Provincial Capitol in the Philippines”. Simultaneous to the renovation of the physical
infrastructure of the province, human resource improvement was implemented through programs
which resulted to the restoration of dignity, self-respect and professionalism of provincial
government employees as working force partners in Pangasinan’s development. It was during
this Term of Governor Amado T. Espino, Jr. that the founding day of Pangasinan was
established, celebrating its 430th founding anniversary for the first time on April 5, 2010.
Pangasinan’s Golden age took off from this year which saw numerous investments flowing into
the province, significant development projects mushrooming in every corner, local, national and
international linkages being established, all for Pangasinan’s progress and advancement, and
finally breaking ground on a period where Pangasinenses proudly claim that their Province is the
best place to invest, live, work and raise a family. www.pangasinan.gov.ph
GEOGRAPHY
Pangasinan covers a total land area of 5,368.82 square kilometres. It is bounded by
Lingayen Gulf, La Union and Benguet on the north, Nueva Vizcaya on the northeast, Nueva
Ecija on the east, Tarlac on the south and Zambales and China Sea on the west. Lingayen, the
capital town, is 226 kilometers north of Manila via Dagupan-Urdaneta highway.
LANGUAGES & DIALECT SPOKEN
Pangasinense is spoken mostly in central Pangasinan. Ilocano is widely spoken in eastern
and western portion of the province. Bolinao has a dialect of its own. English and Tagalog are
the media of instruction in schools.
RELIGION
Roman Catholics outnumber other religious groups such as Iglesia Ni Cristo, Aglipayans,
Evangelicals, and Moslems.
CLIMATE
The province experiences two pronounced seasons: dry from November to April and wet
during the rest of the year. Maximum rainfall is observed in August. Average monthly
temperature is 27.91ºC with the highest occurring in May and the lowest in January.
INDUSTRY
Agriculture and aquaculture remains to be the source of income of many. Prominent
industries are farming, fishing, aquaculture, bagoong making, handicrafts and gifts, toys and
houseware making.
PRODUCTS
In terms of food pasalubong alone, Pangasinan offers a veritable feast. Entering the
province, hawkers in Urdaneta and Mangatarem offer tupig or rice cakes cooked over coals.
Bolinao and Anda offer binungey which are rice cakes cooked in bamboo tubes over open fire.
Calasiao has the best-tasting glutinous rice cakes or the popular puto while the town of
Mangaldan sells export quality peanut brittle. In Lingayen, you can buy “bagoong” products,
bocayo and tamales. The Coastal areas of the province offer bangus or milkfish and various
seafood’s. http://www.visitmyphilippines.com
LOCAL TOURIST ATTRACTIONS

Some of the most famous tourist attractions in the province of Pangasinan include the
following:
• Bolinao Patar Lighthouse, St. James Church, Cape Bolinao Beaches, Bolinao
Museum & Santiago Island
This quaint little town boasts of several attractions aside from its rugged coastline
and wide expanse of unspoiled seascapes. Its museum, a branch of the national museum,
showcases the rich heritage of the people. Santiago Island, Cape Bolinao Beach, and the
Church of St. James, almost 400 years old, are its stronger points.
• Hundred Islands - Alaminos, Pangasinan
Hundred Islands National Park. Scattered off the coast of Lucap, Alaminos are
over a hundred islands and islets often visited by tourists because of their natural beauty.
On many points between the islets, the water is shallow enough for swimming, boating
and snorkelling. The Quezon Island is most frequented because of its facilities like picnic
sheds, toilets and view decks. Facilities for camping are available at the Children´s
Island. These can be reach by hiring motorized bancas at the wharf in Lucap.
• Umbrella Rocks
Agno Umbrella Rocks. These fern are decorated boulders looking like umbrellas
dot on the beach of Sabangan, Agno. The place is about 30-minute ride from Alaminos.
• Cacupangan Caves & Villacorta Caves
MABINI. This rustic town is visited for its Cacupangan Caves, formerly
Balincaguing Caves, a lair of 1001 bats, Balincaguing River, basin perfect for skinny
dipping, Binmatya Spring and Barlo Mines.
• Tambobong White Beach & Snake (Colibra) Island
In the vicinity of Tambobong are islands worth visiting not only for the seclusion
of secret coves, but also for unique geographical wonders. There is Crocodile Island,
named aptly for its shape, like that of a croc in repose. Farther away and looking very
tempting, like the islands one would find in exotic castaway movies is Colibra, also
named Snake Island for having a sizeable population of sea-snakes.
• Provincial Capitol, Lingayen Gulf War Memorial & Limahong Channel
Lingayen is an encomienda when Pangasinan was created; it was then designated

and remains the provincial capital. Lingayen earned a place in contemporary history
when American forces designated it the landing area for the liberation of Northern Luzon
from the Japanese. The town is likewise noted for the Limahong Channel which the men
of the Chinese pirate dug to elude the pursuing forces of Salcedo. Its "bagoong", also
known as maniboc, referring to its place of origin, Barangay Maniboc, is the best in the
market, local, national or international.
• Manleluag Hot Spring
Manleluag Hot Spring. Located in Mangatarem, about 7 kms. uphill climb along
the highway. The Bureau of Forest Development maintains the resort.
• San Fabian Beach
The town of San Fabian has always known for its beaches, nestled in a cove, so
that only the gentlest of waves ripple across the crystalline blue waters. Now it is also
byword for its beach resorts, rivaling those of La Union, its pawnpushres (it has the only
chess school in the country, in fact) and its amateur pugilists.
• Senor Divino Tesoro Shrine
Religious devotees flock to the town of Calasiao, thanks to its miraculous Sanctuario del
Señor Tesoro, chewy puto, tender Bocayo and coconut pastilles flavored with anise.
• Our Lady of Manaoag Shrine
Before Agoo, there was already Manaoag and inspite (or maybe because) of
Agoo, pilgrimage to this town has increased over the past few months. The trek to the
shrine of Nuestra Señora de Manaoag or "Apo Baket" or the Lady Who Calls which has
come to be known as the "Antipolo of the North" has never waned. The Virgin's in the
outskirt of the town is another well-visited spot for its curative springs
• Antong Falls
Located 10 kilometers from the town proper of Sison, the falls cascade down a
basin on a mountainside overlooking verdant sceneries of forest cover and rice fields, an
ideal place for picnics and outdoor recreation.
• San Roque Dam
San Roque Multipurpose Project is one of the largest hydroelectric, flood-control,

and irrigation projects in Asian history. Its major feature is a 650-foot high rock-fill dam
and the 12th highest dam of its kind in the world
• Villa Verde Trail
Villa Verde Trail. The Red Arrow Monument at Villa Verde Trail in Sta. Maria
East, San Nicolas where the 32nd Division of the United States Armed Forces in the Far
East saw action in the pursuit of the retreating Japanese Forces.
• Mt. Balungao
Mt. Balungao dominates the landscape of the Agno Valley. Cashing in on the
majesty of the volcano, the Department of Tourism jointly with the municipal
government of Balungao put up tourist facilities at the foot of the mountain.
The Mountain is an extinct volcano in which a spring of hot water flows

endlessly. The sulphuric content of water contains medicinal properties that can cure
many dermal and epidermal diseases. Mt. Balungao whose elevation is 382 meters above
sea level is a favorite weekend destination of people because of its famed natural beauty.
It was then as it is now, a much sought after hideaway by those seeking to flee the
humdrum and ennui of daily life, free from the suffocating tensions and pressure and
worries of living. The mountains wide swaths of evergreens, aged trees and palms or its
slopes provide refreshing view of God's natural creation.
ANNEX C
FACTS ABOUT DAGUPAN CITY

The City of Dagupan is an independent component city in the province of Pangasinan in
the Philippines. It is a major commercial and financial center north of Manila. The city's name
was derived from the local Pangasinense word pandaragupan, meaning "gathering place" as the
city has been a regional market center for centuries
(http://en.wikipedia.org/wiki/Dagupan,_Pangasinan).
According to the census of May 1, 2010, Dagupan City has a population of 163,676 with
an income classification of second class.
Dagupan is considered as the commercial and financial center of the whole province.
Dagupan is also one of the centers of modern medical services, education, media and
communication in Northern Luzon.
GEOGRAPHY
Dagupan City covers a total land area of 3,723 hectares (9,200 acres), bounded by
the Lingayen Gulf in the north, San Fabian in the northeast, Mangaldan in the east, Calasiao in
the south and Binmaley in the west. Land use is primarily for agriculture with 35.98% of the
total land area, fishpond, cropland, residential with 22.88%; others uses are commercial,
industrial, institutional, government private, parks, and roads.
LANGUAGE
Majority of the population speak Pangasinense while Ilocano and Tagalog are the dialect
of the minority. English is widely used as a second language.
RELIGION
Roman Catholics outnumber other religious groups such as Iglesia Ni Cristo, Aglipayans,
Evangelicals, and Moslems.
INDUSTRY
Dagupan City is devoted to farming and aquaculture. The city is famous for milkfish or
Bangus. In fact, its bangus is branded as Dagupan Bangus.
Dagupan is among the top producers of milkfish in the province. From 2001-2003,
Dagupan's milkfish production totalled to 35,560.1 metric tons (MT), contributing 16.8 percent
to the total provincial production. Of its total production in the past three years, 78.5 percent
grew in fish pens/cages while the rest grew in brackish water fishpond
PRODUCTS
The city of Dagupan is famous for its Bonuan Bangus and various seafood products. For
those with adventurous palate, they can try the famous pigar-pigar in Galvan Street. Dagupan's
other delicacies and foods include sunflower seeds brittle, cassava cake, buko pastillas, bocayo,
rice cakes such as puto.
TOURIST ATTRACTIONS
Dagupan's interesting points, attractions, heritage sites and event includes:
Churches, Parks and Historical Sites
Two of the most famous pilgrimage sites in the province of Pangasinan can be found in
Dagupan City, these are: the Metropolitan Cathedral of St. John the Evangelist, which can be
found at the center of the city and the Sanctuario de San Juan Evangelista, which is also a
historical site where Leonor Rivera, Dr. José Rizal's lost love, married Henry Kipping.
Another tourist attraction within the city includes the of its public parks, this includes
Dagupan City Plaza & City Museum, and Tondaligan People's Park, which is located right in
front of the Bonuan Blue Beach.
Amongst the historical site within the city includes MacArthur's Landing Site Marker,
and Gen. Arthur Macarthur's Headquarters in Dagupan, which was later on turned into Home
Economics Building of the West Central Elementary School. Another historical site is the Ruins
of Franklin Bridge and the Dagupan railway station.
Bonuan Blue Beach or Tondaligan Beach
Blue Beach. A natural treasure in Dagupan City where Gen. Douglas Mc. Arthur landed
on January 9, 1945, an event that is immortalized in the country´s history. Today the beach is
home to thousands of tourists who enjoy its fine sand and its marine attractions.
Bangus Festival
The Bangus Festival in Pangasinan is a yearly event designed to highlight the local
bangus industry, establish Dagupan City as a major tourist destination and promote the city as
the "Bangus Capital of the World”.
The festival which was instigated by former Mayor Benjamin S. Lim of Dagupan mainly
aims to promote the Bonuan bangus (milkfish). It is said to have a taste all its own; no other
variety of milkfish compares. http://www.clickthecity.com/travel/?p=224
The Festival features various merry-making activities like the Bangus Harvest Dance Fest
(Gilon! Gilon! Ed Dalan), the 101 Ways to Cook Bangus, and the Grand Creative Float Parade
(Bangus ed Karosa). The Barbecue Street Party.
The Guinness Book of World Records has acknowledged that this city holds the world record in
the "longest barbecue grill” in 2003 with its barbecue grill measuring 1,007.56 meters, beating
the 630 meters earlier held by Peru. However, it has since been dislodged by Turkey for its
Anchovy Grill that was 1,600 meters long. Dagupan reclaimed the world record because they’re
setting up a 2,200-meter grill last 2005. http://www.clickthecity.com/travel/?p=224
Dawel River Cruise
During the Bangus Festival last 2011 the Dawel River Cruise was launched. The River
Cruise takes us back to the time of the forefathers of Dagupan City when the early settlers
painstakingly built fishponds with their bare hands and simple tools, the present when the rivers
have been revived and revitalized until the future when the fruition of the sparkling clean rivers
are enjoyed by the next generation of Dagupeños.
The Dawel River Cruise will let you experience the serenity and pristine beauty of
Dagupan’s rivers. One would definitely enjoy the refreshing breeze, invigorating sight of the
clean river, mangroves, different avian species, various freshwater fishes including Dagupan’s
treasure and the world’s tastiest milkfish– the Dagupan Bangus.
http://www.dagupantourism.com/2012/09/12/dawel-river-cruise/
ANNEX D
CLASSIFICATION OF AND STANDARD
REQUIREMENTS FOR HOTELS BY THE DEPARTMENT of TOURISM
For purposes of accreditation, hotels are hereby classified into the following categories, namely:
a. De Luxe Class
b. First Class
c. Standard Class
d. Economy Class
REQUIREMENT FOR A DE LUXE CLASS HOTEL. The following are the minimum
requirements for the establishment, operation and maintenance of a De Luxe Class Hotel:
a. Location
1. The locality and environs including approaches shall be suitable for a luxury hotel of
international standard;
2. The facade, architectural features and general construction of the building shall have the
distinctive qualities of a luxury hotel.
b. Bedroom Facilities and Furnishings
• Size
All single and double rooms shall have a floor area of not less than twenty-five (25) square
meters, inclusive of bathrooms.
• Suite
There shall be one (1) suite per thirty (30) guest rooms.
• Bathrooms
1. All rooms must have bathrooms which shall be equipped with fittings of the highest
quality befitting a luxury hotel with 24-hour service of hot and cold running water;
2. Bathrooms shall be provided with bathtubs and showers;
3. Floors and walls shall be covered with impervious material of elegant design and high
quality workmanship.
• Telephone
There shall be a telephone in each guest room and an extension line in the bathroom of each
suite.
• Radio/Television
There shall be a radio, a television and relayed or piped-in music in each guest room.
• Cold Drinking Water
There shall be a cold drinking water and glasses in each bedroom.
• Refrigerator/Mini-Bar
There shall be a small refrigerator and a well-stocked bar in each guest room.
• Room Service
There shall be a 24-hour room service (including provisions for snacks and light
refreshments).
• Furnishings and Lighting
1. All guest rooms shall have adequate furniture of the highest standard and elegant design;
floors shall have superior quality wall-to-wall carpeting; walls shall be well-furnished with
well-tailored draperies of rich materials;
2. Lighting arrangements and fixtures in the rooms and bathrooms shall be so designed as to
ensure aesthetic as well as functional excellence.
• Information Materials
Room tariffs shall be prominently displayed in each bedroom plus prominent notices for
services offered by the hotel, including food and beverage outlets and hours of operation, fire
exit guidelines and house rules for guests.
c. Front Office/Reception
There shall be reception, information counter and guest relations office providing a 24-hour
service and attended by highly qualified, trained and experienced staff.
• Lounge
There shall be a well-appointed lounge with seating facilities, the size of which is
commensurate with the size of the hotel.
• Porter Service
There shall be a 24-hour porter service.
• Foreign Exchange Counter
There shall be a duly licensed and authorized foreign exchange counter.
• Mailing Facilities
Mailing facilities including sale of stamps and envelopes shall be available in the premises.
• Long Distance/Overseas Calls
Long distance and overseas telephone calls shall be made available in the establishment.
• Reception Amenities
There shall be a left-luggage room and safety deposit boxes in the establishment.
• Telex and Facsimile
There shall be telex-transceiver and facsimile facilities in the establishment.
d. Housekeeping
Housekeeping shall be of the highest possible standard.
• Linen
There shall be plentiful supply of linens, blankets, towels, etc., which shall be of the highest
quality and shall be spotlessly clean. The linens, blankets and towels shall be changed daily.
• Laundry/Dry Cleaning Service
Laundry and dry cleaning services shall be available in the establishment.
• Carpeting
All public and private rooms shall have superior quality carpeting which shall be well kept at
all times.
e. Food and Beverage
• Dining Room
There shall be a coffee shop and at least one specialty dining room which are well-equipped,
well-furnished and well-maintained, serving high quality cuisine and providing entertainment.
• Bar
Wherever permissible by law, there shall be an elegant and well stocked bar with an
atmosphere of comfort and luxury.
• Kitchen
1. The kitchen, pantry and cold storage shall be professionally designed to ensure efficiency
of operation and shall be well equipped, well-maintained, clean and hygienic;
2. The kitchen shall have an adequate floor area with non-slip flooring and tiled walls and
adequate light and ventilation.
• Crockery
1. The crockery shall be of elegant design and of superior quality;
There shall be ample supply of it;
2. No piece of crockery in use shall be chipped, cracked or grazed.
The silverware shall be kept well-plated and polished at all times.
f. Recreational Facilities
• Swimming Pool
There shall be a well-designed and properly equipped swimming pool.
• Tennis/Golf/Squash/Gym Facilities
There shall be at least one recreational facility or a tie-up with one within the vicinity of the
hotel.
g. Entertainment
Live entertainment shall be provided.
h. Engineering and Maintenance
• Maintenance
Maintenance of all sections of the hotel (i.e., building furniture, fixtures, etc.) shall be of
superior standard.
• Air conditioning
There shall be centralized air-conditioning for the entire building (except in areas which are at
a minimum of 3,000 feet above sea level).
• Ventilation
There shall be technologically advanced, efficient and adequate ventilation in all areas of the
hotel.
• Lighting
There shall be adequate lighting in all public and private rooms.
• Emergency Power
There shall be a high-powered generator capable of providing sufficient lighting for all guest
rooms, hallways, public areas/rooms, and operating elevators, food refrigeration and water
services.
• Fire Prevention Facilities
The fire prevention facilities shall conform to the requirements of the Fire Code of the
Philippines.
i. General Facilities
• Outdoor Area
The hotel shall have a common outdoor area for guests (e.g., a roof garden or spacious
common terrace).
• Parking/Valet
There shall be an adequate parking space and valet service.
• Function and Conference Facilities
There shall be one or more of each of the following: conference room, banquet hall (with a
capacity of not less than 200 people seated) and private dining room.
• Shops
There shall be a barber shop, DOT-accredited travel agency/tour counter, beauty parlor, and
sundries shop.
• Security
Adequate security on a 24-hour basis shall be provided in all entrances and exits of the hotel
premises.
• Medical Service
A medical clinic to service guests and employees shall have a registered nurse on a 24-hour
basis and a doctor on-call.
j. Service and Staff
1. Professionally qualified, highly trained, experienced, efficient and courteous staff shall be
employed;
2. The staff shall be in smart and clean uniforms.
k. Special Facilities
Business center, limousine service and airport transfers shall be provided.
REQUIREMENTS FOR A FIRST CLASS HOTEL. The following are the minimum
requirements for the establishment, operation and maintenance of a first class hotel:
a. Location
1. The locality and environs including approaches shall be suitable for a first class hotel of
international standard;
2. The facade, architectural features and general construction of the building shall have the
distinctive qualities of a first class hotel.
• Size
All single and double rooms shall have a floor area of not less than twenty-five (25) square
• Suite
There shall be one (1) suite per thirty (40) guest rooms.
• Bathrooms
1. All rooms must have bathrooms which shall be equipped with fittings of the highest quality
befitting a first class hotel with 24-hour service of hot and cold running water;
2. Bathrooms shall be provided with showers and/or bathtubs;
3. Floors and walls shall be covered with impervious material of aesthetic design and high
quality workmanship.
• Telephone
There shall be a telephone in each guest room.
• Radio/Television
There shall be a radio, a television and relayed or piped-in music in each guest room.
• Room Service
There shall be a 24-hour room service (including provisions for snacks and light
refreshments).
1. All guest rooms shall have adequate furniture of very high standard and very good design;
floors shall have wall-to-wall carpeting; or if the flooring is high quality (marble, mosaic, etc.)
carpets shall be provided and shall be of a size proportionate to the size of the room; walls
shall be well-furnished with well-tailored draperies of very high quality materials;
2. Lighting arrangements and fixtures in the rooms and bathrooms shall be so designed as to
ensure functional excellence.
• Lounge
There shall be a lobby and well-appointed lounge with seating facilities, the size of which is
commensurate with the size of the hotel.
• Porter Service
There shall be a 24-hour porter service.
Long distance and overseas telephone calls shall be made available in the establishment.
There shall be a left-luggage room and safety deposit boxes in the establishment.
• Telex and Facsimile
There shall be telex-transceiver and facsimile facilities in the establishment.
d. Housekeeping
Housekeeping shall be of high standard.
• Linen
There shall be a good supply of linens, blankets, towels, etc., which shall be of high quality
and should be spotlessly clean. The linens, blankets and towels shall be changed daily.
Laundry and dry cleaning services shall be available in the establishment.
• Carpeting
All public and private rooms shall have high quality carpeting which should be well kept at all
times.
• Dining Room
There shall be a coffee shop and at least one specialty dining room which are well-equipped,
well-furnished and well-maintained, serving good quality cuisine and providing
entertainment.
• Bar
Wherever permissible by law, there shall be an elegant and well stocked bar with an
atmosphere of comfort.
• Kitchen
• Crockery
1. The crockery shall be of best quality;
2. There shall be adequate supply of it;
3. No piece of crockery in use shall be chipped, cracked or grazed.
The silverware shall be kept well-plated and polished at all times.
f. Recreational Facilities
• Swimming Pool
There shall be a well-designed and properly equipped swimming pool.
• Tennis/Golf/Squash/Gym Facilities
There shall be at least one recreational facility or a tie-up with one within the vicinity of the
hotel.
g. Entertainment
Live entertainment shall be provided.
h. Engineering and Maintenance
• Maintenance
Maintenance of all sections of the hotel (i.e., building furniture, fixtures, etc.) shall be of very
high quality.
All private and public rooms shall be air conditioned (except in areas which are at a minimum
of 3,000 feet above sea level).
• Ventilation
There shall be technologically advanced, efficient and adequate ventilation in all areas of the
hotel.
• Lighting
• Emergency Power
services.
Philippines.
i. General Facilities
• Parking/Valet
There shall be an adequate parking space and valet service.
• Function and Conference Facilities
There shall be special rooms for conference/banquet purposes.
• Shops
There shall be a DOT-accredited travel agency/tour counter, barber shop, beauty parlor, and
sundries shop.
• Security
premises.
• Medical Service
A medical clinic to service guests and employees with a registered nurse on a 24-hour basis
and a doctor on-call shall be provided.
j. Service and Staff
1. Highly qualified, trained, experienced, efficient and courteous staff shall be hired;
2. The staff shall be in smart and clean uniforms.
k. Special Facilities
Facilities for airport transfers shall be provided.
REQUIREMENTS FOR A STANDARD CLASS HOTEL. The following are the minimum
requirements for the establishment, operation and maintenance of a Standard Class Hotel:
a. Location
1. The locality and environs including approaches shall be suitable for a very good hotel;
2. The architectural features and general construction of the building shall be of very good
standard.
• Size
All single and double rooms shall have a floor area of not less than eighteen (18) square
• Bathrooms
All rooms must have bathrooms which shall be equipped with showers and fittings of good
standard with cold running water on a 24-hour basis and hotel running water at selected hours.
• Telephones
There shall be a telephone in each guest room.
• Room Service
Room service shall be provided at selected hours.
All guest rooms shall have furniture of very good standard and design; floors shall have good
quality carpets; walls shall be well-furnished and drapes shall be well-tailored and of good
material;
Lighting arrangements and fixtures in the rooms and bathrooms shall be well designed
ensuring complete satisfaction functionally.
• Reception and Information Counter
There shall be a reception/information counter providing a 24-hour service and attended by
qualified and experienced staff.
• Lounge
There shall be a well-appointed lounge the size of which shall be commensurate with the size
of the hotel.
• Porter Service
Porter service shall be provided upon request.
Long distance/overseas telephone calls shall be made available upon request.
There shall be a left-luggage room and safety deposit boxes.
• Telex Facilities
Telex facilities shall be optional.
d. Housekeeping
Housekeeping shall be of good standard.
• Linen
There shall be adequate supply of linen, blanket, towel, etc., of good quality shall be kept
clean. Linen, blankets and towels shall be changed daily.
Laundry and dry cleaning services shall be available by arrangement.
• Carpeting
There shall be at least carpets in all bedrooms and the floors of public rooms should be
properly covered unless the flooring is of very high standard.
• Dining Room
There shall be at least one dining room facility which is well-equipped and well-maintained
and serving good quality cuisine and providing entertainment.
• Bar
Whenever permissible by law, there shall be a bar.
• Kitchen
2. The kitchen shall have an adequate floor area with flooring and tiled walls and adequate
light and ventilation.
• Crockery
1. The crockery shall be of good quality.
2. No piece of crockery in use shall be chipped, cracked or gazed.
The silverware shall be kept well-placed and polished at all times.
f. Engineering and Maintenance
• Maintenance
Maintenance of the hotel in all sections (i.e., building furniture, fixtures, etc.) shall be of good
standard.
At least 75% of the rooms shall be air conditioned (except in areas which are at a minimum of
3,000 feet above sea level).
• Ventilation
There shall be efficient and adequate ventilation in all rooms.
• Lighting
• Emergency Power
services.
Philippines.
g. General Facilities
• Parking
There shall be adequate parking space.
• Shops
There shall be a sundries shop.
• Security
premises.
• Medical Service
There shall be a registered nurse on a 24-hour duty and a doctor on call.
h. Service and Staff
1. Only qualified, trained, experienced, efficient and courteous staff shall be employed;
2. The staff shall be in clean uniforms.
i. Special Facilities
Facilities for airport transfers shall be provided.
REQUIREMENTS FOR AN ECONOMY CLASS HOTEL. The following are the minimum
requirements for the establishment, operation and maintenance of an Economy Class Hotel:
a. Location
1. The locality and environs including approaches shall be such as are suitable for a good
hotel;
2. The architectural features and general construction of the building shall be of good
standard.
• Size
All single and double rooms shall have a floor area of not less than eighteen (18) square
• Bathrooms
All rooms shall have bathrooms equipped with showers and basic fittings of good standard
with cold running water on a 24-hour basis and hotel running water at selected hours.
• Telephones
There shall be a call bell in each guest room.
• Room Service
Room service shall be provided at selected hours.
1. All guest rooms shall have basic furniture of good design; floors shall be well finished;
2. Lighting arrangements and fixtures in all rooms and bathrooms shall be of good standard.
• Reception and Information Counter
There shall be a reception and information counter providing a 24-hour service and equipped
with telephone.
• Lounge
There shall be a reasonably furnished lounge commensurate with the size of the hotel.
• Porter Service
Porter service shall be provided upon request.
There shall be mailing facilities.
Long distance/overseas calls shall be made available upon request.
There shall be a left-luggage room and safety deposit boxes.
• Telex Facilities
Telex facilities shall be optional.
d. Housekeeping
Premises shall be kept clean and tidy.
• Linen
Clean, good quality linen/blankets/towels, etc., shall be supplied and changed daily.
Laundry and dry cleaning services shall be available by arrangement.
• Dining Room
There shall be at least one equipped and well-maintained dining room/restaurant serving good,
clean and wholesome food.
• Kitchen
1. There shall be clean, hygienic and well-equipped and maintained kitchen and pantry;
• Crockery
The crockery shall be of good quality.
f. Engineering and Maintenance
• Maintenance
Maintenance of the hotel in all sections (i.e., building furniture, fixtures, etc.) shall be of good
standard.
At least 50% of the rooms shall be air conditioned (except in areas which are at a minimum of
3,000 feet above sea level).
• Ventilation
There shall be adequate ventilation in all rooms.
• Lighting
• Emergency Power
There shall be a spare generator available to provide light and power in emergency cases.
Philippines.
g. General Facilities
• Shops
There shall be a sundries shop.
• Security
premises.
• Medical Service
The services of a doctor shall be available when needed.
h. Service and Staff
1. The staff shall be well trained, experienced, courteous and efficient;
2. The staff shall be in clean uniforms.
i. Special Facilities
Airport transfer shall be provided upon request.

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THE LENOX HOTEL IN DAGUPAN CITY

• City Population: 2,779,862

• Age: 25 yrs. old and above

• Personality: Extroverts & Aggressive

• User Status: First-timers & Repeat purchasers

Market Positioning & Branding

Top Visitor Markets

Provincial Visitor Arrivals

YEAR 2009 2010 2011 2012

Domestic 68,863 114,448 426,888 629,812

Foreign 7,538 7,463 11,784 31,955

TOTAL 76,401 121,911 438,669 661,767

Hundred Islands National Park 148,664 5,675 154,339

Provincial Capitol Building 33,392 118 33,510

Sison Auditorium 23,127 90 23,217

Tourism Center 12,059 - 12,059

Bolinao Mangrove Center 524 - 524

Manleluag Spring Protected Landscape 11,950 - 11,950

TOTAL 229,716 5,883 235,599

Exhibit 5-Visitor Arrivals Based on Tourist Destinations Last 2012

DOMESTIC FOREIGN TOTAL

Hundred Islands National Park 171,926 11,081 183,007

Provincial Capitol Building 28,891 2,088 30,979

Sison Auditorium 17,767 1,693 19,460

Dawel River Cruise 26,729 1,196 27,925

Tourism Center 21,453 493 21,946

Pangasinan Training Center 24,313 722 25,035

Bolinao Mangrove Center 2,759 92 2,851

Balungao Hilltop Adventure 89,458 - 89,458

Manleluag Spring Protected Landscape - - -

TOTAL 383,296 17,365 400,661

Alaminos City 1,963 835 2,798

Bolinao 29,086 652 29,738

Dagupan City 123,031 879 123,910

Lingayen 36,984 1,462 38,446

Urdaneta City 4,694 2,007 6,701

Labrador 1,414 66 1,480

TOTAL 197,172 5,901 203,073

DOMESTIC FOREIGN TOTAL

Alaminos City 1,919 1,005 2,924

Bolinao 82,850 7,472 90,322

Dagupan City 83,569 848 84,417

Lingayen 52,627 743 53,370

San Fabian 16,039 56 16,095

Urdaneta City 9,512 4,466 13,978

TOTAL 246,516 14,590 261,106

• 40 Fully Air-conditioned Guest Rooms

- Print Ads (Brochures, Flyers, Calling Cards)

Public relations activities continues to play an important role in Lenox Hotel’s

• Classified as a First class hotel

• Slow seasons; rainy season and weekdays

• Consistent recovery of the Philippine economy

• Dagupan Village Hotel

Facilities, Amenities & Services

Reservations and Payment Terms

Regular Rate (1pm-12pm) 12 Hours Flexible Rate

Extra Bed – Php200.00

Reservations & Payment Terms

Reservations and Payment Terms

Reservations and Payment Terms

Regular Rate With

Reservations & Payment Terms

Reservations and Payment Terms