The relaunch of Ayala Land Hospitality, the hospitality arm of Ayala Land Inc., is set to transform Philippine travel, one that is marked by immersive and inspiring experiences that are unmistakably Filipino. In the next five years, Ayala Land Hospitality (ALH) will heavily invest in refreshed and reimagined spaces across its diverse portfolio of hotels and resorts and aggressive expansion efforts aligned with major government infrastructure projects.
With over 4,000 rooms, ALH is one of the largest hospitality players in the country. The hotels and resorts unit aims to nearly double that figure by achieving double-digit annual growth over the next five years. In a bid to remain at the forefront of the hospitality industry, this bold move for growth will be supported by infusing a capex investment of over $500 million.
"At Ayala Land Hospitality, we don't just benefit from the country's tourism boom--we play an active role in shaping it," said George Aquino, ALH president and CEO, at the media event held at Tower 2, Ayala Triangle Gardens in Makati City on March 11.
"We are building a hospitality experience that doesn't just welcome guests but makes them feel at home, leaves a lasting impression, makes them feel at home, and inspires them to return. Our vision is to make the Philippines a must-visit destination for all kinds of travelers, offering experiences that seamlessly blend culture, comfort, and innovation," continued Aquino.
To redefine world-class hospitality experiences based on Filipino’s culture of service, ALH will be led by seasoned hospitality professionals: Gustavo Morales, chief operating officer; Paloma Urquijo Zobel de Ayala, creative director; Sonny Ang, chief commercial officer; Emee Aragon, project development senior director; and Iwao Liles, group experiences director. They have laid the groundwork that strengthens the current portfolio and develops new brands.
Homegrown brand Seda hotels will be going through a major facelift in look and service to serve business travelers with a more seamless and modern experience. These changes will entail the elevation and standardization of design that is warm and detailed in its approach from rooms to public spaces across 12 properties.
“Over the next three years we will be rolling out our new and improved Seda brand to meet the demands of the new generation of businesses and bleisure travelers, ensuring our properties and teams are well equipped to take the weight off your shoulders and ensuring we will always be a place where the Philippines feels at home,” said Urquijo Zobel de Ayala. These improvements will translate to an 8 percent increase in average room rates. By third quarter of this year, the three renovated properties, BGC, Cagayan de Oro, and Davao, will open.
The El Nido Resorts portfolio is facing full-scale physical transformation for each of its properties for the next four years. In particular, Lagen Island’s transformation will continue to elevate the guest experience to match its new premium. Thus, Lagen Island will command a starting $1,500 price point after opening its door in the 3rd quarter of this year.
For Urquijo Zobel de Ayala, the renovation represents a new era for AHL, “one that honors local artistry, champions sustainability, and redefines barefoot luxury with a distinctly cultural perspective.”
The multi-disciplinary collaboration between WATG, Wimberly Interiors Studio, Henning Larsen, and the in-house creative team has produced a narrative-driven design that has brought together local artisans and craftsmen from across the archipelago. Clay brick makers from Olongapo, wood engravers from Cavite, T’boli tribeswomen of Lake Sebu, and the Manobo Tribe of Jose Abad Santos, Davao Occidental have been enlisted to shape the resort’s new identity. More than ornamentation, their craftsmanship tells stories of heritage and skill.
By featuring the country’s rich aesthetic heritage through architectural elements and interior design, the goal is to forge a deep connection between place and guest experience. “Our foremost priority was crafting a design narrative that not only honors the region and provides guests with a true sense of place but also instills a deep sense of pride among Filipinos,” added Urquijo Zobel de Ayala.
The newly reimagined villas will feature contemporary Filipino interiors infused with locally sourced materials, handwoven textiles, and custom-crafted furniture that celebrate Philippine artistry. The renovation is designed to heighten the guest experience while preserving Lagen’s natural beauty.
Another major change involves reintroducing the Huni Lio brand to Huni Beach House. Catering to youthful travelers, the hotel in Palawan will be known to host the best events, vibrant pool scenes, and serve distinct food and beverage offerings.
Aquino also emphasized that these transformations are seamlessly integrated with Ayala Land’s prestigious developments such as Anvaya Cove in Morong Bataan, Lio in El Nido, Palawan, Arillio in Nasugbu, Batangas, and Azuela Cove in Lanang, Davao City. “We will also continue to look at strategic acquisitions to speed up our expansion and accelerate brand building,” he added.
He also mentioned Project Vodka, the new 5-star homegrown concept that will champion Filipino glamour and deliver memorable experiences for the sophisticated and design-savvy travelers.
The upcoming projects will also introduce distinct dining, nightlife, and leisure experiences in properties turned destinations.