THE hospitality arm of the Ayala Group is set to double its room inventory to 7,500 by 2030, aligning with the Philippines’ ongoing tourism boom.
Ayala Land Hospitality (ALH), on Tuesday, March 11, 2025, announced an investment of over US$500 million over the next five years as it consolidates its portfolio. This includes homegrown brands such as Seda Hotels, El Nido Resorts and Huni, Lio, alongside internationally recognized luxury names like Raffles Makati, Fairmont Makati and the upcoming Mandarin Oriental Makati.
ALH is relaunching its brand with a renewed focus on authentic Filipino experiences and an aggressive expansion strategy.
“As we chart a bold new course in hospitality, our vision is clear: elevate Filipino hospitality to the world stage,” said ALH chief executive officer 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 by modernizing Seda’s business hotels, upgrading El Nido Resorts, and enhancing guest experiences with a strong sense of place. The company’s pipeline of new hotels and resort destinations will leverage Ayala Land’s expansive estates nationwide, integrating hospitality into vibrant townships and natural landscapes.
In Cebu, ALH operates two hotel properties—Seda Hotel Ayala Center Cebu and Seda Hotel Central Bloc.
Chief creative officer Paloma Urquijo highlighted the significance of design 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,” Urquijo said.
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. The company aims to redefine hospitality, making it not just about service but about storytelling, sustainability and a deep connection to place. / KOC