Ayala Land Hospitality Relaunches, Redefines Luxury with Design-Driven Destinations

Ayala Land Hospitality (ALH) recently unveiled not just a rebrand, but its bold new vision for the future of Filipino hospitality. With the tagline “Our heart is in the details,” its relaunch signaled a refined, design-driven approach—one that elevates local artistry, sustainability, and a deep sense of place.

Backed by an ambitious growth strategy, ALH is investing over $500 million in the next five years to refurbish and redesign its hotels and resorts while also expanding its property portfolio across the country. By 2030, it is set to double to 7,500 rooms in both urban and island destinations.

As the Philippines targets 12 million tourists by 2028, ALH is not just keeping pace—it’s taking the lead, driven by confidence in the country’s potential as a premier global destination.

A Commitment to a Sense of Place

For ALH, design is more than aesthetics; it’s a means of storytelling. Every space is crafted with intention, drawing from the natural beauty and cultural heritage of its surroundings. That philosophy is brought to life by Paloma Urquijo, ALH’s Chief Creative Officer, who believes in design with soul. “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,” she explains.

“At the heart of our relaunch is a commitment to crafting stays that celebrate Filipino culture, heritage, and creativity,” shares George Aquino, CEO of ALH. “We want our guests to feel something beyond comfort—we want them to feel connected.”

This ethos is woven into the transformation of ALH’s signature brands. Seda Hotels, known for its refined approach to business travel, is evolving into a seamless blend of modern comfort and local craftsmanship, with the team tapping into the talents of local artists. Meanwhile, Lagen Island Resort in El Nido is undergoing a breathtaking redesign, setting a new benchmark for sustainable luxuryLuxuryA lifestyle defined by exceptional quality, craftsmanship, exclusivity, and sophistication, encompassing the finest products, services, and experiences that represent the highest standards of refinement and excellence.Go to Luxury Glossary.

Lagen Island Resort has been famed for its limestone cliffs, crystalline waters, and the privacy the cove affords. As ALH prepares for its reopening, it promises to offer an even deeper sense of place—where every texture, material, and architectural element tells a story of the Philippines. The redesign embraces barefoot luxuryLuxuryA lifestyle defined by exceptional quality, craftsmanship, exclusivity, and sophistication, encompassing the finest products, services, and experiences that represent the highest standards of refinement and excellence.Go to Luxury Glossary, marrying contemporary elegance with traditional craftsmanship. The number of overwater and beachfront suites has been reduced and redesigned to seamlessly blend with nature, ensuring that guests wake up to uninterrupted views of Bacuit Bay.

Wall finishes inspired by different tribal weave designs, clay brick “beads” by Olongapo artisans decorating railings to evoke the intricacy of Manobo tribal attire, rooms and amenities fitted with wood furniture in organic shapes and engraved by artists from Cavite, and intricate weaving and embroidery by T’boli and Manobo tribeswomen incorporated into staff uniforms are only some of ALH’s Filipino-forward designs for the resort.

Of course, sustainability remains at the forefront. The resort’s renovations are designed to preserve the island’s delicate ecosystem, reinforcing ALH’s dedication to responsible tourism.

As Lagen reopens, it is poised to become a destination that embodies the future of luxury travelLuxury TravelJourneys that emphasize exceptional service, privacy, exclusivity, and personalization, from private villas and chartered flights to curated local experiences. Today's luxury traveler prizes authenticity and meaningful encounters over mere opulence,Go to Luxury Travel Glossary in the Asia-Pacific region. Emphasizing that ALH’s range of brands–which includes not only Seda and El Nido Resorts, but also Huni and Lio–is fully home-grown, Urquijo underscores the focus on authentic connections not just among the guests, but with the Philippines and its people. Aquino reiterates: “As we chart a bold new course in hospitality, our vision is clear: elevate Filipino hospitality to the world stage.”