The past decade for HBA Manila has been a journey full of unexpected turns—much like a thrilling roller coaster. As the world, including the Philippines, faced unpredictable challenges such as lockdowns, recovery periods, and evolving market demands, the hospitality design industry had to adapt. Despite these obstacles, HBA Manila, the Philippine arm of the renowned international design firm HBA, has not only endured but thrived. Now celebrating its 10th year, the office remains strong amidst the resurgence of tourism and the evolving landscape of travel and staycation preferences.

To mark this milestone, HBA Manila gathered its team, key clients, and industry partners for an intimate thank-you event. During the celebration, HBA Partner Norman Agleron, who has led the office since its inception, reflected on the past decade. From groundbreaking projects to navigating global challenges, Agleron shared insights into the innovative trends shaping the hospitality design industry in the Philippines.

Among the highlights, Agleron noted the design awards and recognition HBA has received for iconic projects such as Casa Buenas, Hotel Okura, and Radisson Red. “The biggest surprise has been the local market's response to HBA's concept-driven and inspired approach to designing interior spaces,” he said. The team’s ability to infuse emotions into spaces—like at Casa Buenas, where Filipino heritage is beautifully integrated into modern design—has left a lasting impact on guests.

He also emphasized the importance of understanding not just a client’s vision, but the nuances of each project’s market and positioning. “One of the key lessons we’ve learned as a business is the importance of understanding not only the client’s vision but also the target market and positioning of each project—while still considering practical factors such as construction budgets, which don’t hinder our ability to design unique and memorable guest experiences,” he explained.

Despite the challenges over the years, HBA Manila is looking to the future with optimism. Agleron expressed excitement about upcoming landmark projects that aim to elevate the Philippines on the global hospitality stage. With the growing fusion of cultural revival, sustainability, and innovation in tourism, the country’s appeal as a destination is stronger than ever.

In the next decade, HBA Manila plans further expansion, with new hotel openings across the archipelago—from Bohol and Boracay to Davao and Zamboanga. Agleron also hinted at a more holistic approach to design, blending HBA’s diverse services, including architecture, landscape design, lighting, branding, and more, to enhance overall guest experiences.

As Agleron put it: “We believe the Philippines is a hidden gem in the global tourism industry. With increasing numbers of travelers discovering the beauty of our shores and the unique Filipino brand of hospitality, the demand for world-class hotels and resorts in the country will only continue to grow.”

The next chapter for HBA Manila is already on the horizon, and it promises to make waves in the world of hospitality design.