A resurgence story in signature brands

Robinsons Hotels and Resorts (RHR) has experienced a significant recovery postpandemic.

The company’s diverse portfolio, including Go and Go Plus, Summit, and Grand Summit brands, has outperformed expectations. RHR adapted to changing preferences by extending stay durations, adding wellness services, and highlighting local culture.

Its innovative “Let’s GoGoGo” program offers flexible check-ins and discounts, earning the Most Outstanding Campaign award at the 9th Virtus Award.

Infrastructure and Service Excellence

The Philippine tourism landscape is poised for significant evolution, fueled by improved infrastructure, and enhanced service standards.

Barun Jolly, senior vice president of Robinsons Hotels and Resorts (RHR), highlighted the importance of better highways and well-planned airports, which will facilitate travelers’ more leisurely exploration of the Philippines. This infrastructural development is crucial for enhancing accessibility to various destinations within the country. Additionally, RHR is actively collaborating with the Department of Tourism’s Filipino brand of service program to elevate service and hospitality standards nationwide.

A First-Of-Its-Kind Filipino 5-Star Hotels

The Fili brand by Robinsons Hotels and Resorts (RHR) stands out as a pioneering concept in luxury hospitality, uniquely infusing Filipino cultural elements into a 5-star experience.

Located in 19 key cities across the Philippines, Fili Hotels offer an immersive luxury experience beyond traditional opulence, integrating local art, cuisine, and traditions into its design and services.

This approach provides guests an authentic and luxurious stay and is crucial in promoting and preserving Filipino culture. The strategic placement of these hotels in key locations ensures that guests can consistently experience high-end comfort and rich cultural immersion anywhere.

The introduction of the Robinsons Hotels and Resorts Gift Card unifies their diverse hotel offerings.

“This is another first in the hotel industry wherein good-as-cash cards are accepted across a diverse portfolio of hotels from value essential with Go Hotels up to luxury with Fili Hotels,” added Jolly.

Embracing the MICE Segment

RHR identifies a significant opportunity in the MICE (Meetings, Incentives, Conferences, Exhibitions) segment.

Its Summit and Grand Summit hotels are fully equipped to cater to the expected demand of this market. This focus signifies RHR’s commitment to capture diverse travel needs and preferences.

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Furthermore, RHR has strengthened its position in luxury hotels, launching brands like Grand Summit in Gensan, Fili Hotel in Nustar Cebu, and Westin Manila in Ortigas, emphasizing wellness. These premium offerings enhance RHR’s portfolio and contribute to the broader appeal of the Philippines as a destination that can cater to luxury and wellness-focused travelers.​Optimism for the FutureLooking ahead, Jolly expressed optimism for the coming year, driven by increased flights to the Philippines and the easing of visa requirements for several high-traffic countries.

This improved accessibility is expected to attract more national and international travelers. With RHR’s extensive presence of 30 hotels nationwide, the brand is well-positioned to welcome and accommodate this anticipated influx of visitors.

Such developments indicate a positive outlook for the tourism sector in the Philippines, suggesting a robust recovery and growth trajectory shortly​​.

The author, Ian Fulgar, at www.ianfulgar.com, is a leading architect with an impressive portfolio of local and international clients. His team elevates hotels and resorts, condominiums, residences, and commercial and mixed-use township development projects. His innovative, cutting-edge design and business solutions have garnered industry recognition, making him the go-to expert for clients seeking to transform their real estate ventures