Sinulog fever boosts hotel occupancy to record highs

Cebu post-pandemic recover

CEBU, Philippines — The Hotel, Resort, and Restaurant Association of Cebu, Inc. (HRRACI) reported the highest occupancy rates achieved by Cebu’s hospitality sector this year since the post-pandemic era began.

According to HRRACI president Mia Singson-Leon, the 80 percent to 100 percent occupancy rates during the Sinulog Festival week were driven primarily by the surge of domestic visitors participating in this year’s festivities.

“Most hotels in Cebu have reached an impressive 80 percent to 100 percent occupancy, marking the highest rates since the pandemic,” said Singson-Leon during a press conference.

Singson-Leon, who also serves as the general manager of Quest Hotel and Conference Center Cebu, noted that local tourists were the main drivers of the surge. International arrivals, while gradually increasing, have yet to return to pre-pandemic levels.

The Sinulog Festival, a flagship event in Cebu, has consistently been a major contributor to the hospitality sector.

This year, with clearer plans and early preparations, hotels experienced an early influx of bookings, with guests typically staying two to three nights.

City hotels like Quest Hotel, which fully booked its 427 rooms, exemplify the strong demand.

Last year, booking trends leaned toward last-minute reservations and cancellations, but this year has shown greater stability, said Singson-Leon.

HRRACI remains committed to collaborating with peace and order authorities to ensure a safe and seamless Sinulog celebration for both locals and tourists.

The parade’s return to its traditional route along Imus Avenue, Gen. Maxilom Avenue, and Osmeña Boulevard, culminating at the Cebu City Sports Center (CCSC), has garnered widespread support from the hospitality sector.

In a separate interview, HRRACI former president Alfred Reyes noted that despite high demand for rooms during the festival season, member establishments are committed to maintaining reasonable rates.

“We encourage hotels not to significantly increase room rates during the Sinulog season, though pricing decisions ultimately rest with individual properties,” he explained.

Reyes acknowledged the challenges faced by internationally managed hotels, where corporate policies often dictate pricing strategies.

“These hotels are mandated to maximize revenue and profitability. With inflation and rising manpower costs, price adjustments may be inevitable,” he added.

Earlier, Cebu City Mayor Raymond Alvin Garcia appealed to hotels to keep rates reasonable—a request that HRRACI has conveyed to its members.

“We respect the Mayor’s request, but pricing decisions are beyond the association’s control,” said Reyes.

The return to the traditional parade route is expected to draw an estimated three million visitors, revitalizing Cebu’s hospitality and restaurant sectors after subdued activity during the pandemic.

Sinulog, celebrated annually on the third Sunday of January, honors the Santo Niño (Holy Child) with vibrant street dances, grand parades, and religious ceremonies. The festival showcases Cebu’s cultural heritage and attracts tourists from around the world, generating significant economic benefits for Cebu.

As hotels approach full capacity and restaurants gear up for increased patronage, the hospitality sector is set to flourish during Sinulog 2025, which industry leaders have hailed as a “happy Sinulog” symbolizing the recovery from the pandemic.