MI Company Positioning Matrix: Philippines Tourism And Hotel Market
Evaluation Parameters
MI Company Positioning Matrix
The MI Company Positioning Matrix is a comprehensive framework designed to evaluate and position companies within a specific market segment based on two main dimensions: Market Influence and Organizational Agility. This framework helps stakeholders understand the relative positioning of companies based on their current market impact and their ability to adapt and thrive in a dynamic environment.
The Matrix is divided into four quadrants that illustrate different strategic positions:
- Market Titans (Upper Right Quadrant): Companies positioned here indicate robust market presence and strong adaptability to future trends.
- Established Players (Lower Right Quadrant): These companies have strong current performance and potential for strategic adjustments to enhance flexibility.
- Innovative Contenders (Upper Left Quadrant): Positioned with high agility, these companies are innovative and well-prepared for future opportunities, focusing on growth and expansion.
- Aspiring Challengers (Lower Left Quadrant): Companies in this quadrant offer specialized products or services, emphasizing targeted strategies and unique market segments.
MI Company Positioning Matrix: Philippines Tourism And Hotel Market
Want to use this image? See our sharing and referencing guidelines
Company Profiles
| Company | Market Influence Summary | Organizational Agility Summary |
|---|---|---|
| Market Titans | ||
| Ascott International | Global leader in serviced residences. Strong brand recognition and broad international portfolio. Leader in extended stays | Robust innovation in serviced residences with new property launches. Financial growth offset by high capital expenditure |
| Best Western | Global chain with a presence in over 100 countries. Versatile portfolio with high customer satisfaction. | Consistent new property growth in the region. Marketing could be more localized; operations remain streamlined globally |
| Baymont Inn & Suites | Part of Wyndham’s vast network, leveraging loyalty programs and mid-market positioning. Focused on affordable lodging. | Steady expansion through franchising. New developments are slower compared to higher-tier chains |
| Citadines | Specializes in serviced apartments in urban hubs. Rising customer preference in the long-stay segment. | Accelerates market share through partnerships. Good new launches with excellent operations support |
| Crown Regency Hotels & Resorts | Primarily known for its Philippine focus. Local expertise in resort destinations with a narrow global presence. | Relying on existing infrastructure. Limited new developments outside of the Philippines. Competent in local service delivery |
| Marriott International | World-renowned brand, leading in luxury hotel market. Extensive footprint across major Philippine cities. | High rate of property launches and financial stability globally. Strong marketing and sales. Operational excellence leads the market |
| Aspiring Challengers | ||
| Scorpio Travel and Tours Inc | Focused on niche travel tours for the domestic market. Limited international portfolio and geographic reach. | Limited focus on hotel expansions but strong in travel booking operations. Market presence primarily in the Philippines |
| Baron Travel | Long-standing travel agency, limited hotel market influence. Known for local tours and packages for Filipino customers. | Primarily tour-focused. Limited operational changes. Financially stable but not aggressive in growth |
| GoldenSky Travel and Tours | A niche player catering mostly to local tours. Minimal hotel presence. Competitive strength limited by brand recognition. | Focused more on sustaining travel agency operations than expanding hotel market offerings |
| Vansol Travel & Tours | Local operator with a focus on budget tours. Limited hotel market presence. Minimal geographic expansion. | Strong in local travel services, slow-moving in terms of property expansion and innovation |
Get hard to find intelligence on your customers, suppliers, partners and competitors-backed with on-the-gorund-data.
- In-depth company profiles
- Segment level market shares
- Strategy assessment and SWOT analysis
- Product portfolio and pricing details
- Identification and shortlisting of potential partners
- Need analysis and unmet needs
- Purchase and usage behavior
- Partner/customer feedback and satisfaction
Market Overview
Global Brands Dominate: Multinational brands such as Marriott International and Ascott International stand out in the Philippine tourism and hotel market, offering a competitive edge with their luxury offerings and well-established global networks. Marriott leads in financial strength, rapid property launches, and a strong international presence. These brands are ideal for customers seeking top-tier amenities, excellent service, and diverse location options across the Philippines and beyond.
Mid-Tier Players Offer Affordability: Companies like Best Western and Baymont Inn & Suites appeal to cost-conscious travelers, providing mid-range options with dependable services. Both leverage strong global networks but are better suited for customers prioritizing value-for-money stays over luxury. These players offer significant benefits through loyalty programs and accessible price points, making them competitive in the mid-market segment.
Serviced Residences are Rising: Ascott International and Citadines cater to the growing demand for long-stay accommodations in urban areas, especially from business travelers. These companies are well-positioned for customers looking for home-like stays with high-end amenities, combining the comfort of residential living with hotel-level services. Their focus on innovation, particularly in new product offerings, gives them a distinct advantage for long-term stays.
Local Competitors Face Challenges: Crown Regency Hotels & Resorts is a key local player with expertise in the Philippine resort market. However, its limited global reach may be a challenge when competing with international brands. Similarly, local travel agencies like Scorpio Travel, Baron Travel, and GoldenSky Travel focus more on travel tours rather than hotels, positioning them primarily as niche players in the tourism ecosystem.
Growth of the Travel Agency Segment: Companies like Vansol Travel & Tours and GoldenSky are focused on offering affordable travel packages for the domestic market. These agencies may attract local tourists, but their limited influence in the hotel segment makes them less competitive in the broader hospitality market. Their emphasis is more on tour operations than hotel management, which affects their ability to scale rapidly.
Customer Considerations: When selecting a vendor, consider the type of travel experience sought. Global brands offer consistency, higher-end luxury, and premium services across various destinations. For longer stays, serviced residences like Ascott and Citadines provide a comfortable alternative to traditional hotels. Local players, while offering deep local expertise, may not meet the same standards in terms of amenities, geographic spread, or service consistency as international operators. Affordability and package customization are strong points for local travel agencies.
Methodology and Assessment Criteria
The MI Company Positioning Matrix is constructed through a rigorous methodology that includes detailed analysis and scoring based on a range of carefully selected criteria. Each company is evaluated on ten parameters: five under Market Influence and five under Organizational Agility.
-
Market Influence
The horizontal axis of the MI Company Positioning Matrix represents a company's current market influence. This dimension assesses how well the company is performing in terms of its existing market share, product portfolio, competitive positioning, customer leadership, and geographic reach. Companies positioned higher on this axis demonstrate a strong influence in the market, which indicates a robust presence, a well-established product lineup, a significant share of the market, and effective leadership in customer satisfaction and retention. -
Organizational Agility
The vertical axis measures a company’s organizational agility, which reflects its capability to innovate, adapt, and optimize its operations in response to changing market conditions and future customer needs. This dimension evaluates a company’s strengths in new product development, sales excellence, marketing excellence, operational efficiency, and financial health. Companies positioned further to the right on this axis are better equipped to adapt their strategies and operations to meet future challenges and opportunities, thus ensuring long-term sustainability and growth.
The scores for these parameters are assigned based on a comprehensive evaluation of publicly available information, industry reports, company financials, and expert insights. Weighted averages for each dimension are then calculated to determine the overall positioning of each company on the matrix.
Contact us in case
- You want an image without MI Matrix watermark
- You are unable to refer to this page via a hyperlink
- You have other suggestions or comments
- You want detailed insights on the competitive landscape market estimates for this industry
