Philippines’ Robinsons Land commits over €160 million to luxury hotel expansion

Jenny Ortiz October 4, 2024

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Philippines’ Robinsons Land commits over €160 million to luxury hotel expansion

The Gokongwei Group, through its real estate arm Robinsons Land Corporation (RLC), is set to make a push into the luxury hospitality market with a PHP10 billion (€160.9 million) investment in new hotel developments. This move will add over 990 hotel room keys across various projects in the Philippines, according to a recent disclosure by RLC to the stock exchange. The expansion reflects RLC’s intention to solidify its position as a leader in the hospitality industry further.

Key developments in Cebu and Metro Manila

Among the major projects included in the PHP10 billion investment is the launch of the ultra-luxury ‘NuStar’ hotel in Cebu, a key addition to the NUSTAR Resort complex. In Metro Manila, RLC will introduce the first Filipino-owned five-star hotel brand, ‘Fili’, in the bustling Bridgetowne district.

According to Barun Jolly, senior vice president and business unit general manager of Robinsons Hotels and Resorts (RHR), these new hotels will cater to both local and international guests seeking premium experiences, reinforcing the company’s commitment to “elevating Filipino hospitality on the global stage. “Our growth is closely aligned with the Gokongwei Group’s commitment to offering the best hospitality options across all travel segments,” Jolly said.

“Fili is a heartfelt project that celebrates Filipino hospitality while setting a new standard in international luxury,” Jolly added, emphasising that this brand would symbolise Filipino excellence in the hospitality industry. The Fili Hotel has already garnered attention, winning the Best Hospitality Architectural Design award at the 18th Property Guru Asia Property Awards.

Expanding the Robinsons Hotel portfolio

With the planned developments, RHR, a subsidiary of RLC, will expand its portfolio, which currently operates 30 properties in 20 cities across the Philippines. In addition to ‘Fili’ and ‘NuStar’, RLC is set to introduce two new branches of its lifestyle hotel brand, ‘Grand Summit’, in Cebu and Pangasinan. This move follows the successful launch of the first Grand Summit in General Santos City in 2021.

The new Grand Summit Hotel in Pangasinan will be located next to the Robinsons Place Mall in Calasiao, while the Cebu branch will complete the NUSTAR Resort complex, providing guests with world-class amenities and services.

Driving long-term growth

RLC’s investment into the luxury hotel sector is a calculated move aimed at attracting affluent travellers and driving long-term growth. The projects are part of the Gokongwei Group’s broader strategy to enhance the guest experience while growing its hospitality footprint.

As the hospitality industry continues to recover post-pandemic, RLC’s investment signals confidence in the growing demand for upscale and ultra-luxury accommodations in the Philippines.