A slow stretched out launch in Boracay

MANILA, 6 December 2017:  Mövenpick Hotels & Resorts claims it is setting new hospitality standards in Boracay, the Philippines, with the “launch of a new resort located on one of the tropical island’s most beautiful unspoiled beaches.”

But a check of TripAdvisor reviews indicates the Mövenpick flag, fluttering in the breeze, was welcoming guests to this hotel in October 2016.

That begs the question; how do hotel groups define ‘launch’ and ‘new’ these days?

The October 2016 review states: “Excellent facilities! Very accommodating staff!! We had a great time staying in this awesome resort.” It even generated a word of thanks from the resident GM at the time.

Just to remind Mövenpick’s enthusiastic copywriters, the Swiss hotel group took over the management of the former Sol Marina Resort December 2015 and renamed it. End of story.

The property was in fact brand ‘new’ in October 2012 when its owner, Alfredo Yao, a shareholder in AirAsia Zest, opened the doors for the first time, christening it ‘ Marina Resort’.

So just what is Mövenpick’s game plan here? Recycling openings and offering a fresh dictionary take on the words “launch and “new”?

Three trade news websites reported this so called hotel launch over the last two days without checking the hotel’s booking history.

Obviously, the public relations director got carried away hoping a few more “launches” would bump up the value of the annual PR campaign. (Hotels calculate the fiscal value of free news against the page display advertisement rate to determine ROI).

Adding to the confusion of what constitutes ‘new’ the corporate Mövenpick website omits to date it news releases that might suggest the prose has timeless value.

In the rush to plunder free news, did the hotel group forget to mention that it was nothing more than rebranding with a change of corporate flags, back there in December 2015?  The newness wears thin after three years.

The good news for Mövenpick is the five-star resort is popular delivering hospitality goodies to its guests and generating positive reviews all the way back to late 2016.

The only negative is the pricy rate. Booking.com quoted a basic room for THB12,000 a night.

The press release adds: “Mövenpick Resort & Spa Boracay is Mövenpick’s second property in the Philippines where it already operates the 245-key Mövenpick Hotel Mactan Island Cebu.

“The new Boracay resort is set to quickly establish itself as a first-class dining destination…”

We wait with baited breath for the next launch blast. What’s new Mövenpick?