The scent of pine, the crisp mountain air, and the hush of forest trails—Camp John Hay has long held a place in the Filipino imagination as Baguio’s serene sanctuary. But today, this storied landmark is no longer just a symbol of heritage and rest—it’s becoming a renewed hub for community, culture, and inclusive tourism.
Property Report joined the recent media tour of the revitalized John Hay Hotels and witnessed firsthand how a quiet transformation is underway. At the heart of this change is Landco Lifestyle Ventures (LLV), the rebranded hospitality arm of Landco Pacific Corporation and a subsidiary of Metro Pacific Investments Corporation (MPIC). Since January 6, 2025, LLV has assumed interim management of The Manor, The Forest Lodge, and the John Hay Convention Center, in close coordination with the Bases Conversion and Development Authority (BCDA).
“When Landco and Mr. Manuel V. Pangilinan committed to help the BCDA, it was a bold move,” shares Patrick C. Gregorio, LLV’s Head of Hospitality and Lifestyle Ventures. “Our focus is to repair, renovate, and add new attractions—but always with the community as our anchor: the people of Baguio, the people of the Cordillera, and the tourists who keep coming back.”
Inclusive hospitality
“John Hay, before and ever since, has been exclusive,” Gregorio reflects. “When BCDA took over, their main intent was to open it up—to the Filipino public, to the Baguio community.”
This pivot toward inclusivity is already unfolding. Once-private spaces now host public events—Sunday buffets, local markets, and even private milestones celebrated by guests and locals. Thousands were welcomed during the recent Tour of Luzon finish line, many setting foot in the iconic property for the first time.
“Our goal is to diversify Baguio’s tourism offering—from gastronomy and festivals to active pursuits like sports,” says Gregorio. “The Tour of Luzon marked a milestone for us. It captured what we want John Hay to be: a place where culture, community, and wellness converge.”
A commitment beyond profit
LLV’s management transition was executed with precision and quiet confidence. “We took over the morning of January 6. Two hours later, there was a change in management—and everything continued smoothly, fully booked and uninterrupted,” Gregorio recalls. “No fanfare, no drama.”
More remarkably, LLV entered without expecting immediate returns. “There was no P&L, no ROI calculation,” he shares. “We invested over P100 million to help the government, to improve lives. We want to show that the private sector and government can work together.”
That commitment is already tangible. A previously unused storage facility has been transformed into a world-class Sports Pavilion—among the first in Baguio to offer basketball, badminton, and pickleball in one integrated space. Air-conditioning was installed, staff employment preserved, and for the first time in the hotels’ history, a 5% service charge was introduced—ensuring long-serving employees share in the value they help create.
“One of our key promises was job security,” Gregorio emphasizes. “Many of our staff have been here for decades. This was long overdue,” he adds. “It’s about fairness, dignity, and malasakit.”
Empowering locals through tourism
Staying true to its inclusive vision, LLV has prioritized partnerships with local entrepreneurs and creatives. In the Garden Wing, Mountain Man open-fire dinners by Chavi and Millie Romawac showcase Cordilleran heritage through cuisine and storytelling.
“Being part of John Hay’s revival means we’re not just selling food—we’re sharing our culture,” says Chavi.
Inside the Forest Wing, artisan chocolatier Angeleah Montilde’s Kokomo Atelier highlights handcrafted creations made with highland cacao.
“These aren’t tenant arrangements,” Gregorio clarifies. “They’re partnerships. If they earn, we earn. If they don’t, we don’t. That’s genuine support.”
Five-Star living in the Pines
Perched 5,000 feet above sea level, John Hay Hotels retains its timeless appeal: cool weather, forest trails, and refined mountain living. The properties include 163 well-appointed rooms—47 of which are suites with sweeping views of pine forests or lush gardens. Guests can enjoy fine dining at Le Chef, sip cocktails in the lounge, or relax at the spa. With complimentary Wi-Fi, plush linens, and spacious balconies, the experience is as elevated as the altitude.
Nearby attractions include the Superman Zipline, Butterfly Sanctuary, Yellow Trail, and the Jack Nicklaus-designed golf course—offering both adventure and leisure.
A venue for gatherings and growth
The John Hay Convention Center has reclaimed its place as one of Baguio’s premier event venues. With a 405-square-meter stage and a capacity of 2,300 guests, it’s ideal for conventions, concerts, and cultural showcases. Its newly launched Apayao Hall—a 1,500-square-meter al fresco extension—offers a stunning outdoor venue for banquets and trade events beneath a canopy of pine.
LLV is also designing new spaces that promote creative tourism, in support of Baguio’s recognition as a UNESCO Creative City. These will serve as venues for artists, artisans, and families to gather, learn, and grow. LLV’s vision is simple: preserve the charm and integrity of Baguio while welcoming more people to experience it.
The trickle-down effect of true hospitality
“It is fulfillment,” Gregorio reflects. “The real success of tourism is when the community supports you—because they benefit, too. That’s the trickle-down effect of true hospitality.”
With five-star comforts, open-air events, and deeply rooted partnerships, John Hay Hotels is being reimagined—not just as a destination for rest, but as a living example of how tourism can uplift, include, and empower.
This is not just a revival of a landmark. It is the reinvention of what hospitality can mean for a city, for a region, and for a people.
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