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Reimagining Hospitality: Culture, Purpose, Innovation Drive the Conversations at the Philippines Hotel Summit 2025
Asia Sustainable Travel
March 13, 2025
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Hello, everyone!
If we’re still measuring a destination’s success by the sheer number of visitor arrivals, we’re missing the bigger picture and a crucial opportunity to future-proof the industry.
At the Philippines Hotel Industry Summit 2025, Secretary of Tourism Christina Garcia Frasco made it clear: the focus is shifting. Rather than chasing volume, the Philippines is encouraging longer stays, with average visits now extending to 11 nights—up from 9 in 2019. The result? A significant boost in per-capita tourism spending, now exceeding USD 2,073.
In this week’s Feature Story, our Co-Founder Rhea Vitto Tabora takes you inside the summit, sharing key insights that are shaping Southeast Asia’s tourism landscape.
Speaking of connection, face-to-face gatherings continue to be vital for forging collaboration and accelerating sustainability. That’s why we’re thrilled to announce the AST Forum will be back on May 15, 2025, in Hanoi, Vietnam — a city close to our hearts and at the heart of so much dynamic change as of late. If you are in town, we’d love for you to join us.
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Reimagining Hospitality: Culture, Purpose, Innovation Drive the Conversations at the Philippines Hotel Summit 2025
In her opening remarks at the Philippine Hotels Industry Summit 2025, Department of Tourism (DOT) Secretary Christina Garcia Frasco laid out the steps necessary to elevate Filipino hospitality, from eco-conscious practices to digital solutions.
Photos by the Department of Tourism
Placing Sustainability at The Core
“Sustainability remains at the heart of our efforts to boost the Philippine hotel industry,” Secretary Frasco began. These aren’t just words. The ASEAN Green Hotel Standards have already recognized over 60 Philippine hotels for their environmentally responsible practices.
DOT has pushed further. New enhancements to the National Accommodation Standards mandate proper waste segregation, the use of reusable drinking containers, the integration of renewable energy resources, and the overall conservation of energy use in hotel and resort operations.
"These developments align with our goal of creating a hospitality industry that prioritizes efficiency without compromising guest comfort," declared Secretary Frasco.
Training That Delivers Results
Excellence, grounded in Filipino hospitality, continues to elevate the industry. The Filipino Brand of Service Excellence is a training program that embodies this commitment. Since 2022, more than 269,000 tourism workers have been trained in the art of service that is "globally competitive but always authentically Filipino."
Enhancing Experiences with Modern Solutions
Secretary Frasco also reinforced the role of digital innovation. The enhanced Travel Philippines app offers visitors a wealth of region-specific information while the Hop-on Hop-Off Bus Tours mobile app modernizes city tours and offers guided tours in selected destinations.
The Department has also established partnerships with platforms like Klook to expand the market reach of Philippine tourism offerings.
Inclusive Tourism, Bigger Opportunities
DOT is advancing inclusivity with its Muslim-friendly and halal tourism initiatives. Secretary Frasco invited the hotel industry to join this initiative, citing that the segment is one of the fastest-growing and most highly valued worldwide.
"This approach not only accommodates a growing segment of international travelers but also affirms our collective effort to extend genuine Filipino hospitality in the most inclusive way possible.
Marhaba Boracay, a first-of-its-kind Muslim-friendly cove to cater specifically to Muslim families and travelers. Photo by Savoy Hotel Boracay.
Rethinking Hotel Expansion: Unlocking Growth in Lesser-Known Destinations
In the panel discussion Rethinking Hotel Expansion: Tapping into New Opportunities Beyond Popular Tourist Spots, industry leaders shared insights on balancing the challenges and benefits of such ventures and the crucial role of sustainability for long-term success. For example, they discussed in detail:
The costs of expanding to uncharted areas
Three pillars for successful hotel expansion into new areas
Sustainable hotel design principles
»»» Go deeper here.
Revitalizing Domestic Tourism: Hotels Driving Local Travel
Hotels that are carefully developed and managed can contribute significantly to economic growth and local tourism.
This concept was emphasized during the summit's panel discussion on domestic travel, where experts shared practical strategies for encouraging community involvement and crafting unique guest experiences.
»»» Go deeper here.
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