Ayala Land Hospitality (ALH) is ushering in a bold new era as the Philippines gears up for a tourism renaissance—one that elevates Filipino hospitality through culture-driven experiences, inspired design, and ambitious expansion. Committed to delivering authentic, world-class stays, ALH is consolidating its portfolio, enhancing existing properties, and developing new destinations to meet the evolving needs of travelers.
With an investment of over $500 million in the next five years, ALH aims to double its room inventory to 7,500 by 2030. This growth aligns with the country’s target of welcoming 12 million tourist arrivals by 2028, a goal supported by major government infrastructure projects opening new travel corridors. More than expanding its footprint, ALH is reimagining how travelers connect with the soul of the Philippines.
A strategic surge in scale and storytelling
ALH’s ambitious growth strategy strengthens its diverse portfolio, breathing new life into homegrown favorites like Seda Hotels and El Nido Resorts while expanding global luxury icons such as Raffles Makati and the upcoming Mandarin Oriental Makati. These efforts align with critical infrastructure developments, positioning ALH to capture the expected tourism surge.
“As we chart a bold new course in hospitality, our vision is clear: to 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.”
At the core of this vision is a design-led approach. Chief Creative Officer Paloma Urquijo emphasizes the importance of soulful design. “Every detail is intentional. We’re creating destinations that not only showcase local artistry but also instill a sense of pride among Filipinos. Our goal is to give every guest a true sense of place.”
Lagen, El Nido: Transforming an icon
The crown jewel of ALH’s reinvention is the rebirth of Lagen Island Resort in El Nido. Nestled in a private cove surrounded by limestone cliffs and vibrant marine life, Lagen is being reimagined as a beacon of barefoot luxury. Redesigned villas seamlessly blend contemporary aesthetics with indigenous materials, featuring overwater suites that frame Bacuit Bay’s turquoise vistas. Sustainability is woven into the blueprint, ensuring minimal environmental impact while maximizing awe. Slated to reopen as a premier Asia-Pacific escape, Lagen epitomizes ALH’s ethos: paradise, perfected by Filipino warmth.
Modernizing and cultivating identity
Beyond El Nido, ALH is revitalizing its entire portfolio. Seda Hotels, known for business-friendly stays, is upgrading guest rooms and amenities to reflect modern Filipino elegance. Meanwhile, Huni Lio is integrating hospitality into Ayala’s mixed-use townships, offering seamless access to nature, retail, and local culture. Each property serves as a canvas for Filipino talent, showcasing craftsmanship that turns stays into cultural immersions.
The heartbeat of hospitality: Filipino warmth
While design lays the foundation, ALH believes its people are the heart of hospitality. Its teams infuse every interaction with Filipino warmth, transforming stays into lasting memories. This commitment to genuine service, paired with strategic partnerships and new destinations, cements ALH’s role in shaping a tourism ecosystem that is both sustainable and soulful.
Crafting the future, one stay at a time
As ALH redefines Philippine hospitality, it invites travelers to see the country through a new lens—where luxury is rooted in authenticity and every journey leaves a lasting imprint. For us Filipinos, this is a celebration of identity and a chance to share our heritage with pride. Whether through a sunset at Lagen or a curated city escape, ALH’s story is ultimately about connection—to land, culture, and the boundless potential of Filipino hospitality.
The future of travel is here, and it’s unmistakably ours.
