SM Hotels taps island luxury to broaden hospitality portfolio

Insider Spotlight

• SM Hotels is moving deeper into premium island tourism as it broadens a portfolio historically spanning city hotels, convention facilities and leisure properties
• The planned Hamilo Coast resort will have about 40 villas plus 50 rooms and suites, with an opening targeted for 2031
• The project pairs SM Hotels’ domestic development experience with Shangri-La Group’s global resort operations expertise
  
  
  
  

SM Hotels & Conventions Corp. (SMHCC) is pushing further into high-end leisure tourism, betting that environmentally conscious island hospitality can broaden its Philippine portfolio while creating long-term value from destinations built around natural assets.

The hospitality arm of SM Prime Holdings Inc. is partnering with Shangri-La Group on Shangri-La Santelmo Cove, a coastal resort planned for Hamilo Coast south of Manila. Targeted to open in 2031, the property will comprise about 40 villas and 50 rooms and suites.

Premium island segment

The development extends SM Hotels beyond its existing mix of urban hotels, convention facilities and leisure properties into the premium island segment. The company currently has 10 hotels with more than 2,600 rooms and over 42,000 square meters of leasable convention space.

The resort will sit within a protected cove with coral reefs, sea turtles and marine biodiversity, with its design intended to complement the terrain and ocean views.

Extensive experience

 “Shangri-La Santelmo Cove marks an important milestone in SM Hotels’ portfolio as we venture further into the island and leisure tourism landscape,” SMHCC executive vice president Peggy E. Angeles said in a press statement.

 “Our partnership with Shangri-La Group brings together two organizations with extensive experience in creating distinctive hospitality experiences in the Philippines. Together, we look forward to developing a destination that not only showcases the extraordinary beauty of Hamilo Coast, but also demonstrates how luxury and responsible tourism can thrive alongside one another,” she added. 

Strong legacy

Shangri-La brings experience operating more than 100 hotels across over 75 destinations. In the Philippines, its existing footprint includes hotels and resorts in Manila, Boracay and Cebu.

“Shangri-La Santelmo Cove presents a unique opportunity to celebrate the Philippines’ natural and cultural treasures,” Shangri-La Group COO Sunny Paw said.

 “For more than two decades, Shangri-La has built a strong legacy in the country through our hotels and resorts in Manila, Boracay, and Cebu. The Santelmo Cove project is a natural and exciting extension of this journey across the archipelago, allowing us to introduce a new chapter of sustainable, nature-led luxury that reflects both the spirit of the destination and the values of our brand.”

Long-term strategy

SM Hotels is positioning the project as part of a longer-term strategy to develop tourism destinations where hospitality growth and environmental stewardship operate together. —Vanessa Hidalgo| Ed: Corrie S. Narisma