As island-hopping destination: Group invests P3 million to promote Cebu

By Ehda M. Dagooc Updated April 02, 2009 12:00 AM

CEBU, Philippines - The Islands Group, operator of Islands Banca Cruises in Cebu, has infused fresh capitalization of P3 million to boost Cebu’s positioning as the island-hopping destination in the Philippines.

In an interview yesterday, Islands Group president and chief executive officer (CEO) Jonathan Jay P. Aldeguer told The Freeman that the investment include acquisition of new five boats, aggressive marketing promotion for both local and international markets, and expanding its “mini-call center” facility to accommodate the growing daily booking transactions.

“We are getting at least 25 inquiries of bookings a day. We are expanding also our trip specialists’ manpower to accommodate the growing calls,” Aldeguer said.

Aldeguer said the potential of Cebu becoming the island destination in the country is overwhelming, thus the company is now maintaining eight bancas and by the peak of summer vacation in May, it is looking at adding two more boats.

Islands Banca Cruises has also partnered with property owners of neighboring islands in Cebu, bringing visitors to these islands or islets, while providing business opportunities and jobs for island residents.

Part of the company’s forceful marketing efforts is to boost its online marketing tool, and participating in international exhibits to promote Cebu as island hopping destination.

Recently, Aldeguer said Islands Banca Cruise joined international travel trade fairs abroad, including one held in Germany.

Aside from making good business on promoting island-hopping in Cebu, Aldeguer, a hardcore tourism prime mover, said that the company is going out of its way to promote nearby islands in the province, including that of Bohol to take advantage of the dynamic tourism industry in the Philippines.

Because Islands Banca Cruises offers tailor-made trip packages, the company is now an “all-in-one” travel specialist, wherein the company will arrange a group’s over-all trip to Cebu including hotel accommodation, airline bookings, and land transfers.

As of now, while most of the bookings are day trip packages, Aldeguer said one of the company’s strategies to draw international clients, is to push for the three-day island hopping cruise, of which the company will partner with resorts in other islands like Bantayan Island, Malapascua, or as far as Panglao Island in Bohol.

Aside from island hopping, the company also offers other activities such as snorkeling, dive safaris (Malapascua, Moalboal, Bohol and Dumaguete); fish feeding (Hilutungan, Nalusuan and Talima); lechon barbeque picnic, sunset dinners; dolphin watching (Sogod, Camotes); kayaking (Mactan, Olango and Hilutungan).

“Adventure tourism is really picking up in the country. Gone were the days that hotels and resorts were one of the main attractions. Now, guests would go out from their hotels/resorts to look for activities outside,” Aldeguer said.

Unlike the traditional pumpboat ride, Islands Banca offers beverages, light snacks, and toiletries and spa services on board, with comfortable bean bags. It also offers watersports equipment for rent.

The Islands Group introduced the Islands Banca Cruises in summer of last year with initial investment of P2 million.