Good design does more than make a space look attractive. In hospitality, it shapes guest experiences and gives properties a distinct identity. As travelers seek more meaningful and memorable stays, design has become an increasingly important factor in what sets destinations apart. This is evident in HBA Manila’s growing presence across Southern Philippines, where the firm continues to bring thoughtful, locally grounded design to major hospitality projects.

Building on its first major project outside Luzon with Holiday Inn Cebu City in 2024, HBA Manila has expanded its footprint in the region with the newly opened Radisson RED Cebu and the upcoming Dusit Plaza de Zamboanga. Through these projects, the firm is strengthening its presence in key tourism and business destinations while bringing globally recognized hospitality design to a wider audience.

For HBA Partner Norman Agleron, designing the country’s first Radisson RED offered the team an opportunity to define how the global lifestyle brand would be interpreted for the Philippine market.

“This was the first Radisson RED in the Philippines, so there was no local benchmark. That gave us the opportunity to define how the brand translates to this market. Unlike more traditional or resort-driven projects in Cebu, this required a more urban, lifestyle-focused approach—less about formality and more about energy, interaction, and personality.”

He added that there was strong alignment with the client in creating something distinctive. “The brief was not just to design a hotel, but to shape an experience that feels current, social, and relevant to how people engage with spaces today.”

The design firm’s ability to balance global expertise with local character made it the right partner for the project, said Mathias Bergundthal, director of Assets and Hospitality at Cebu Landmasters, Inc. (CLI) Hotels. “We wanted a design partner that could combine strong international hospitality experience with a bold, lifestyle-driven approach that matched the Radisson RED brand. HBA understood how to translate the brand’s vibrant personality into a design that would resonate with today’s travelers while incorporating local Cebuano character and energy, making the hotel feel globally relevant yet locally connected.”

The result is a hotel designed as a social destination, with the lobby, lounge, and bar flowing seamlessly into one another to encourage interaction and engagement. HBA Manila reinforced the property's lifestyle-driven identity with references to Cebu’s culture, including a jeepney-inspired installation, locally influenced graphics, and subtle nods to the island’s natural landscape. The result is a space that balances the energy of the Radisson RED brand with a distinctly Cebuano character.

Meanwhile, another team of the company is working on the restaurant for Dusit Plaza de Zamboanga, part of the redevelopment of the former Zamboanga Plaza Hotel. Led by Project Director Ice Lagman, the project required the team to work within the constraints of the existing structure while integrating modern building systems and operational requirements. Throughout the process, preserving the property's heritage remained a priority, with the design carefully adapting the site for contemporary use.

That respect for local identity is reflected in the restaurant’s design concept, which draws inspiration from the Mascota de Zamboanga, a traditional costume known for its intricate layers and craftsmanship. Elements of its composition informed the materials, details, furnishings, and finishes, resulting in a space that celebrates regional culture while supporting the property's transformation into a new hospitality destination.

The firm’s expanding portfolio in Cebu and Zamboanga reflects a broader shift in hospitality design, where creating a sense of place has become just as important as delivering comfort and functionality. For HBA Manila, that means designing spaces that respond to both global standards and local context.