Less visible, however, are the behind-the-scenes workings of the organization—particularly how management identifies, nurtures, and elevates people who can effectively lead.
For Discovery Hotels and Resorts, this has long been part of what makes the group one of the country’s leading homegrown hospitality brands.
Career journey of GM Carlo Cruz
Behind its portfolio of premium properties—six as of last count, including its newest, Manami Resort in Sipalay City, Negros Occidental—is a deliberate culture of talent development, where career growth and personal advancement are actively supported.
The result is a steady pipeline of professionals who rise through the ranks, armed with experience, mentorship, and hands-on exposure. After all, hospitality is a people-centric business.
Exemplifying this culture is Carlo C. Cruz, now the general manager of the 25-year-old Discovery Suites in Ortigas—and proudly one of the youngest general managers within the Discovery Group.
A culture that nurtures talent
Discovery Hotels and Resorts—officially Discovery Hospitality Corp. of the Tiu family—has always operated on a simple principle: sustained excellence is achieved when talent is empowered.
The group’s leadership approach emphasizes identifying individuals with both skill and the right attitude—people who can thrive across departments, adapt to changing realities, and carry forward the brand’s service ethos even under pressure. These qualities have become essential for industry leaders like Cruz.
Learning the ropes
A graduate of Hotel, Restaurant, and Institution Management from the University of the Philippines, Cruz’s career began, like many others in the field, at the lowest rung of hospitality work.
He started in the restaurant industry—first at the Cravings Group, then at the Bistro Group—where he rotated through different departments, including sales and marketing. This gave him valuable cross-functional exposure as he took on greater responsibilities.
“I thought I’d be a chef,” Carlo told Hospitality News Philippines (HNP), where news of his appointment was first announced.
Rising through the ranks
At the former Pan Pacific Manila (now Sheraton Manila Bay), Cruz honed his abilities in sales and marketing. As a team leader, he began exceeding targets and quotas, earning recognition for his achievements.
After several years, he entered management training—a move that brought him to Sofitel Manila, and later to diverse properties such as Resorts World Manila, Tune Hotels, and Solaire Resort, each with its own distinct service culture.
Digital pivot
Exploring new horizons, Cruz worked overseas, continuing in sales and marketing while also tapping into the emerging world of digital marketing.
In 2017, he enrolled in a digital marketing course to sharpen his expertise—knowledge that would later prove valuable when the COVID-19 pandemic struck and the hospitality industry faced unprecedented disruption.
While the rest of the world shifted to remote work and hotels endured shutdowns, Cruz found ways to remain productive.
An opportunity came when he was offered the chance to manage marketing for a food business owned by his then-hotel employer—an unexpected blessing amid the crisis.
Opportunity amid a crisis
When the coast began to clear, Cruz joined Discovery Suites as Director of Sales and Marketing, with a mandate to help restore profitability in a post-pandemic world.
His goal was to reprogram systems that were no longer effective and reinvigorate the property’s positioning.
“For me, innovation is not limited to digitization or large-scale transformation,” Cruz says. “True innovation is creating value—finding smarter, more thoughtful ways to elevate the guest experience while improving operational efficiency.”
A shift toward a multi-use mode was implemented, including a partnership with OWWA (Overseas Workers Welfare Administration). With strong support from his team, the strategy significantly boosted revenue.
One of Discovery’s youngest GMs
Cruz’s contributions did not go unnoticed. Today, at 42, he stands among the youngest general managers within Discovery Hotels and Resorts—a testament to the group’s culture of talent development.
In 2025, the Haute Grandeur Global Awards named him Best Hotel Manager in Asia, while Discovery Suites earned accolades as Best Apartment Hotel in Asia and Best Family Hotel in the Philippines.
Cruz acknowledges that these honors reflect “a shared victory—a testament to the passionate people of Discovery Suites.”
Now, he is cognizant of the expanded responsibilities his role brings.
“It’s the entire hotel—from engineering and housekeeping to technology,” he says. “It’s all about cultivating the right skills and attitude.”
Not one to rest on his laurels, Cruz told InsiderPH that he has hit the ground running in 2026.
“I look forward to fostering a culture where ideas are encouraged, experimentation is supported, and small yet high-impact improvements move us forward as a team and as a brand,” he says.
“I hope to unlock the full potential of our young, energetic, and highly innovative leadership team.”
With Cruz at the helm, this shows how Discovery’s investment in talent remains central to its strategy in a rapidly evolving hospitality landscape.
Features Reporter
