Hospitality giant crafts island escapes with city sophistication
With the Department of Tourism projecting international arrivals to reach 12 million by 2028, it’s an exciting time for those in the hospitality industry. This optimism is buoyed by continued investment in infrastructure, more international flights, and our famed brand of Filipino hospitality.
The relaunched Ayala Land Hospitality (ALH) is banking on this projected uptick by updating the look of its current list of properties as well as opening new concepts to target different markets. From around 4,000 existing guest rooms, it hopes to increase this to 7,500 or almost double the number by 2030.
Its list of properties includes the Seda chain of hotels with 12 branches nationwide, the El Nido Resorts (Lagen, Miniloc, and Pangulasian), Huni Lio, Holiday Inn & Suites, Raffles Makati, Fairmont Makati, and the still-to-open Mandarin Oriental.
Shifting behaviors
“We’re witnessing a shift in traveler behavior,” said Mariana Zobel de Ayala, senior vice president and head for leasing and hospitality of Ayala Land Inc. at the ALH press briefing held in Makati recently.
“The Philippines is attracting a new wave of high-value tourists—visitors who stay longer, spend more, and seek authentic and immersive experiences. At the same time, Filipino expatriates are playing a key role in tourism, returning home not only for reunions but to experience the country’s evolving lifestyle, culinary, and leisure offerings.”
To cater to these travelers as well as to local residents, ALH is in the process of refreshing their different properties, with over $500 million earmarked over the next five years for these developments. First on the list for a thorough sprucing up are the Seda branches in BGC in Taguig, and Cagayan de Oro and Davao in Mindanao.
Lagen Island Resort now also sports a new look with changes made in both the public and private areas of the luxury resort. The major enhancements include modernized guest rooms, elevated amenities, and design-driven spaces that honor both nature and culture.
To this end, the ALH team decided to remove eight of the water villas built on stilts that used to hug the resort’s cove. From 50 guest rooms that include beachfront cottages, forest rooms, and forest suites, there are now only 42.
In an interview with Lifestyle, ALH creative director Paloma Urquijo Zobel de Ayala said they agreed it was for the best because by doing so, they were able to clear the area for more guests to enjoy the resort’s beachfront.
“We took a look at Lagen and we saw how much natural beauty there was and we thought, we could do with less. [By dismantling the eight villas] we have recovered a lot of that natural beauty. And we now have a full beach,” Paloma said.
Returning guests at Lagen are sure to notice some of the other changes at the resort that is scheduled to reopen toward the end of the year. ALH tapped local artisans and craftsmen from across the archipelago to help shape the resort’s new identity.
Contributed photos
Filipino craftsmanship
There are clay brick makers from Olongapo who crafted oversized beads that when arranged create a woven, sawali-like pattern. Wood engravers from Cavite lent their expertise, while the work of weavers from the T’boli tribe of Lake Sebu and from the Manobo tribe of Jose Abad Santos in Davao Occidental were integral in the design of the new staff uniforms. At Lagen, each surface tells a story of heritage and skill.
“Every decision is done collaboratively; we take into consideration how each element affects the customer’s journey,” Paloma said. “It’s not just me deciding on a color because I feel like it. It has to really be this kind of collaborative process and narrative. My prime priority for each of our new designs is really to first find a strong narrative that will anchor every decision we make. There has to be that sense of place.”
She added how the works of these and other artisans are likely to be featured in other ALH properties. “We can scale them, and use their designs as accents in the different properties.”
One particular design element that will not go unnoticed is the resort’s dock and reception area that now has a pitched roof designed to keep out the elements. “We kept the same foundations of the old reception hall but the structure is all new so it’s almost like you’re arriving at a new resort. We wanted the narrative to begin there—at what we now call the boat house. It’s our homage to the traditional paraw or fishing boat.”
In his speech, ALH CEO George Aquino summarized the group’s mission. “At the heart of our relaunch is a commitment to crafting stays that celebrate Filipino culture, heritage, and creativity. We want our guests to feel something beyond comfort—we want them to feel connected.”
