Okada Manila is increasing its focus on Japanese visitors as the Philippine integrated resort seeks to broaden its international customer base amid a more competitive gaming market.
The Manila property said it is expanding services for Japanese guests, including language support, hospitality arrangements and facilities aimed at addressing different cultural and travel preferences.
Okada Manila said Japanese travelers’ preferences have become more diverse as overseas travel demand recovers, with growing demand for ‘comfort, language support, and personalized services’. The company said it has identified Japan as ‘an important target market’.
The move follows the launch of Ariake, a gaming club designed for Japanese VIP guests. The venue, located near the VIP Hotel Lobby and Pearl Wing Lobby, includes table games, electronic gaming machines and a private table games salon.
According to the company, Ariake also provides dining services, membership and cage support, and Japanese-speaking staff. Okada Manila said the venue forms part of its effort to address ‘the diverse cultural needs of international guests’.
Shirley Tam, executive vice president for casino marketing at Okada Manila, said the venue was developed to reflect Japanese gaming preferences while supporting the property’s wider premium customer strategy.
Okada Manila is operated by Tiger Resort, Leisure and Entertainment Inc., a subsidiary of Japan’s Universal Entertainment Corp.
Universal Entertainment said in May that Okada Manila’s first-quarter performance fell short of the prior-year period, as the Philippine gaming market continued to face pressure from structural changes in the VIP segment and stronger competition for mass-market players.
The company said competition in Entertainment City had increased customer acquisition costs, as operators continued to compete for mass-market customers.
