Ayala Land Relaunches Hospitality Brand, Betting Big on Filipino Tourism Growth

Manila, Philippines | March 11, 2025 – As the Philippines positions itself for a tourism boom, Ayala Land Hospitality (ALH) is unveiling a bold new chapter in its hospitality business, relaunching its brand with a sharper focus on authentic Filipino experiences and aggressive expansion.

With a goal to double its room inventory to 7,500 by 2030, ALH is consolidating its portfolio—spanning homegrown brands like Seda Hotels, El Nido Resorts, and Huni, Lio, alongside international luxury names such as Raffles Makati, Fairmont Makati, and the upcoming Mandarin Oriental Makati. The relaunch aligns with the country’s ambitious target of 12 million tourist arrivals by 2028, capitalizing on key government infrastructure projects that are opening up new travel corridors To make this happen, Ayala Land Hospitality will invest over 500 million USD over the next 5 years.

“As we chart a bold new course in hospitality, our vision is clear: elevate Filipino hospitality to the world stage,” said ALH CEO George Aquino. “This means curating experiences that go beyond service—creating real connections between guests, places, and culture.”

ALH is reinvesting in its flagship properties, modernizing Seda’s business hotels, upgrading El Nido Resorts, and refining guest experiences with a distinct sense of place. Meanwhile, its pipeline of new hotels and resort destinations will leverage Ayala Land’s expansive estates nationwide, integrating hospitality into vibrant townships and natural landscapes.

Chief Creative Officer Paloma Urquijo emphasized that design will play a crucial role in shaping ALH’s hospitality identity. “We believe in crafting unforgettable stays that celebrate both place and experience. Each property will showcase meaningful design brought to life by Filipino artistry and craftsmanship. We want guests to feel inspired, connected, and truly at home.”

As global travelers seek more immersive and culturally rich experiences, ALH’s strategic refresh positions it as a key player in shaping the next era of Philippine tourism—one where hospitality is not just about service, but about storytelling, sustainability, and a deep sense of place.

For more information, visit Ayala Land Hospitality.