The demographics in malls and other establishments have changed.

Yes, Virginia, the demographics, including Filipinos' behavior towards pets, have changed significantly over the last 10 years.

Walking around malls and diners, you often see couples, groups of friends, and families with pets, either in well-equipped cribs or sporting branded harnesses.

And market mover Eduardo V. Francisco and bank regulator Bernadette “Berna” Romulo-Puyat are just two of the growing number of personalities who own several pets, which they say livens and “makes their lives much richer.”

For Mr. Ed, BDO Capital & Investment Corporation President, and Ms. Berna, deputy governor (DG) for financial inclusion, regional operations and program management office at the Bangko Sentral ng Pilipinas, it’s a welcome development that more establishments now accommodate patrons with pets.

Although DG Berna is Gen X and Mr. Ed is a Boomer, both could be considered honorary millennials with their affection for pets. DG Berna has six dogs. On the other hand, Mr. Ed has four French bulldogs, two adopted cats, a labradoodle, and “many carp,” a fish type of freshwater.

This trend brings to mind Pope Francis’ lament three years ago: “We see that some people do not want to have a child… but they have dogs and cats … it is a reality.”

It's about unconditional love, nurturing, and protective instincts. Financial considerations, flexibility, and freedom allow millennials more time to focus on their interests, particularly travel.

Recent studies showed that 70 percent of millennials (born between 1981 and 1996) choose furry companions over traditional parenthood.

Now, malls and restaurants aren't the only pet-friendly establishments. The Gokongwei’s Holiday Inn & Suites Manila Galleria is joining the trend.

I can relate. My family once had 11 dogs, and bringing one—Ewok—to Camp John Hay was tricky. He was allowed, but with the agreement that he wouldn't run around the former US military base.

This pet-friendly staycation program sparked my curiosity about the size of the country’s pet industry. The Philippines has been tagged as having the largest pet population in the world, with nearly two-thirds of households owning at least one pet.

"Holiday Inn is a family-oriented leisure hotel. Recognizing the growing demand for pet-friendly travel, we are making select Suite Rooms available for guests with their beloved dogs and cats,” narrated Patricia “Pat” Puyat, Holiday Inn general manager.

It’s about branding, marketing, and goodwill, as pets aid in mental well-being. Studies showed that dogs and cats can reduce stress, anxiety, and depression, and encourage exercise and playfulness.

“We believe that pets are part of the family, and they deserve to be treated with gentle kindness. We are excited to provide a seamless and enjoyable experience for pet owners and their furry babies,” explained Ms. Pat.

This pet-friendly campaign rolls out today. Happy Valentine’s Day, everyone.

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