WINNING | Experiences that put Filipino warmth front and center

Insider Spotlight

• Hospitality players are shifting from rooms to relationship-led experiences
• Filipino service culture is emerging as a competitive differentiator
• Ayala Land Hospitality is aligning design, service, and sustainability around warmth
  
  

Travel brands across Asia are racing to differentiate beyond amenities, but a quieter advantage is gaining ground: experiences that feel personal, human, and deeply rooted in culture. 

 George Aquino 

CEO, Ayala Land Hospitality

In the Philippines, hospitality leaders are leaning into a familiar strength—Filipino warmth—to create stays that resonate long after check-out.

Why it matters

In an era of algorithm-driven travel planning, emotional connection is becoming a business edge. Properties that can translate local character into consistent guest experiences are seeing stronger loyalty, brand recall, and international recognition.

That shift is evident in the strategy of Ayala Land Hospitality (ALH), which has spent the past year aligning its portfolio around what it calls experience-led hospitality—where service, design, and sustainability work together to showcase the distinct charm of Filipino welcome. 

The approach earned momentum in 2025, when multiple ALH brands received global recognition.

“Our vision is clear: to elevate Filipino hospitality to the world stage,” George Aquino, CEO of ALH, said in a press release on Dec. 15, 2025. 

“The recognition we continue to receive affirms that our ‘Heart in the Details’ philosophy of curating experiences that foster genuine connections between guests, places, and culture is resonating globally.”

The big picture

Rather than standardizing luxury, ALH properties emphasize a sense of place—whether through locally inspired design, community-linked activities, or service rituals that feel intuitive rather than scripted. This experience-first lens has been applied across both leisure and business travel segments.

In 2025, Seda Hotels was named Philippines’ Leading Business Hotel Group at the World Travel Awards, highlighting how warmth and efficiency can coexist in urban hospitality. El Nido Resorts, meanwhile, was recognized as Asia’s Leading Green Hotel Brand, reinforcing how environmental stewardship and heartfelt service can be mutually reinforcing, not competing, priorities.

What’s next

ALH says new properties and partnerships are in development, with a continued focus on sustainability, cultural storytelling, and guest immersion. 

For the broader industry, the message is clear: as travel rebounds, the brands that win may be those that make guests feel less like visitors—and more like they belong. —Vanessa Hidalgo | Ed: Corrie S. Narisma