The Hotel, Resort & Restaurant Association of Cebu (HRRAC) is expressing optimism for a vibrant Sinulog Festival in January 2025, following the return of the grand parade to its traditional downtown Cebu City route.
Alfred Reyes, president of HRRAC, forecasted a positive outcome for both the accommodation and restaurant sectors.
“My forecast is that it will be a happy Sinulog, not just for the accommodation sector but also for the restaurant sector,” Reyes, also the general manager of Bai Hotel, told reporters in a recent interview.
He added that the association consistently reminds its members to adhere to city ordinances to ensure a peaceful celebration.
“We always remind our members to ensure that they still follow the rules of the city ordinance to ensure a peaceful Sinulog. Hopefully, everyone will be responsible enough to make sure that the Sinulog is peaceful,” he said.
The decision to revert the parade route to Imus Avenue, Gen. Maxilom Avenue, and Osmeña Boulevard before concluding at the Cebu City Sports Center (CCSC) has been well-received by the hospitality industry.
Reyes noted a significant uptick in hotel bookings following the announcement.
“In fact, as early as the first week of December, there are already hotels reporting 70% booked. Unlike before, it was really quiet even if it was already December,” he pointed out.
Reyes highlighted the association’s efforts to maintain affordable hotel rates during the festival season.
“While we urge the hotels not to spike their room rates during the Sinulog season, we cannot force them to do so. We are not a cartel,” he stated.
He further explained the challenges faced by internationally managed hotels, where pricing is often dictated by corporate policies.
“Especially if you’re internationally managed, where prices are mandated by the chain. If you’re an international chain, there’s always a clause there that you’re supposed to give the maximum revenue and profitability to the owner. Of course, we always ask them not to increase but it’s up every property’s prerogative if they would like to increase or not, especially if the demand is there.”
Cebu City Mayor Raymond Alvin Garcia has publicly urged hotels to maintain reasonable rates during the festival.
Reyes acknowledged the mayor’s appeal, adding, “We always respect the mayor. We will convey the message, which we already did, but it’s up to the property level because it is already beyond the association’s duties. The association’s task is basically to ensure that we are heard of.
Addressing economic pressures such as inflation and increased manpower costs, Reyes cautioned against blaming hotels for potential price hikes.
“You cannot blame also the properties to increase the price because of the inflation, manpower increase,” he noted.
The return of Sinulog to its traditional route is expected to draw an estimated three million visitors, revitalizing Cebu’s hospitality and restaurant sectors after two years of subdued activity during the pandemic and the temporary relocation of the festival to the South Road Properties (SRP).
With hotels already nearing full capacity and restaurants preparing for increased patronage, the HRRAC anticipates sustained economic benefits from the festival.
Sinulog, celebrated annually on the third Sunday of January, honors the Santo Niño (Holy Child) with vibrant street dances, parades, and religious ceremonies, showcasing Cebu’s rich cultural heritage and attracting tourists from around the globe.
Business News Asia
