A new campaign by a hotel group aims to place its properties as integral parts of the communities where they are built, rather than isolating them as separate entities. The campaign, titled "Roots," seeks to highlight the unique characteristics and attractions of each location, allowing guests to experience the local culture and history. This approach is a departure from the traditional hotel model, where establishments often brand themselves as separate from their surroundings.
The campaign's first rollout is at a hotel in Vertis North, where guests were taken on a tour of nearby landmarks, including Las Casas Filipinas de Acuzar, the Quezon Memorial Circle, and Bahay Modernismo. The tour showcased the rich history and dynamic culture of Quezon City, giving guests a deeper understanding of the area. The hotel also partnered with local businesses to offer guests products and treats, such as scented candles and tablea, highlighting the unique flavors and crafts of the community.
The idea behind the campaign is to cater to the growing trend of hyperlocal tourism, where travelers want to explore and experience the local culture and history of a place. This approach is expected to appeal to both leisure and business travelers, who are often looking for a more authentic and immersive experience. The campaign's goal is to provide guests with a unique and memorable experience, allowing them to connect with the local community and put down roots, even if only for a short time.
The hotel group plans to roll out the campaign to all its properties across the country, with a total of 12 locations. The campaign will include maps and information on local landmarks and attractions, as well as partnerships with local businesses and establishments. The goal is to create a consistent and immersive experience for guests, allowing them to connect with the local community and experience the unique character of each location.
The campaign's success will depend on its ability to showcase the unique stories and attractions of each location, while also providing guests with a seamless and enjoyable experience. By partnering with local businesses and highlighting the local culture and history, the hotel group aims to create a new model for hospitality, one that emphasizes community and connection over isolation and separation.
The hotel group's approach is expected to resonate with travelers who are looking for a more authentic and immersive experience. By putting down roots in the local community, guests can gain a deeper understanding of the place and its people, creating a more meaningful and memorable experience. The campaign's slogan, "The best way to experience a destination isn't simply to visit it: it's to put down roots," encapsulates this approach, emphasizing the importance of connection and community in the travel experience.
