‘Luxonomy’

Many of our Southeast Asian neighbors, including Thailand and Vietnam, have beaten us in many areas – from manufacturing to technology.

While we’re still scrambling to attract investors to put up their regional hubs in the Philippines, our peers are already preparing to expand the facilities of multinational giants.

But it’s not only in manufacturing. We’re also behind in the luxury hotel business.

Whether we like it or not, luxury tourism plays a crucial role in the economy as it accommodates the most demanding travelers. These are usually business travelers, dignitaries, celebrities or simply the über wealthy.

Luxury hotels also help define standards and put localities on global maps.

Unfortunately, there are hotels and resorts already present in countries like Indonesia, Vietnam and Thailand but still not in the Philippines. Four Seasons and Ritz-Carlton are just two examples.

Tycoon Andrew Tan had planned to bring Ritz-Carlton to the Philippines some years back. Nothing has happened yet but hopefully, sometime in the future.

These brands, after all, serve as a seal of good housekeeping of sorts for us, indicating that the Philippines is a country worthy enough to host such high-end global names.

As the luxury website Luxonomy said, “Luxury hotels help promote the image of a country as a high-end destination, attracting tourists with high purchasing power and demanding quality and exclusivity.”

“There is a growing demand for personalized and exclusive experiences. Bookings for accommodation that exceeds 1,000 euros per night have grown by 60 percent, indicating an interest in more exclusive services,” it also said.

In Spain, Luxonomy added, luxury tourism accounts for about 25 percent of the tourism sector’s revenue.

JW Marriott

The good news is that Cebu-based AppleOne is changing the luxury game with its planned JW Marriott Panglao Island Resort and Spa and the JW Marriott Residences Panglao Island in Bohol.

Last year, AppleOne broke ground on the development, which will be the first five-star international brand in Bohol and is set to open in 2027.

This is good news for the Philippines. The JW Marriott brand, after all, is known across the globe for the highest standards of luxury and excellence in service. It is especially good news for Panglao as it would create jobs and spur the local economy.

In the Marriott portfolio, JW – the initials of Marriott founder John Willard Marriott Sr. – is positioned as a luxury brand with JW hotels offering a more upscale and luxurious experience.

A regular Marriott hotel, on the other hand, typically falls within the upper-midscale to upscale categories.

I personally experienced the JW brand in Jeju recently when I visited JW Marriott Jeju Resort & Spa after attending the Jeju Biennale.

Nestled on a clifftop overlooking Jeju Island, JW Marriott Jeju in Seogwipo City is quite a destination in itself. It offers a nature-themed recreational experience with a sprawling garden where one can leisurely stroll or go for a morning run. There are heated indoor and outdoor pools, fitness and wellness centers and fine dining options. Most rooms include balconies with ocean views.

Traveler HOT LIST 2024

It’s no surprise it’s on the Condé Nast Traveler HOT LIST 2024.

“JW Marriott Jeju Resort & Spa has been honored with a coveted spot on the Condé Nast Traveller HOT LIST 2024. Our resort of unparalleled luxury and distinction is recognized for its ability to seamlessly integrate local culture and art within Jeju’s breathtaking landscapes, offering an unforgettable experience for travelers seeking a perfect blend of relaxation and adventure,” a statement from JW Marriott Jeju read.

I only spent a short time there, but it was a superb experience, which I believe Filipinos, with our warmth and hospitality, can also offer to guests visiting the Philippines.

During my visit, I met Tyson Bae, senior area director of operations for South Korea, Vietnam and the Philippines, who said that the resort was designed by world-renowned architect and designer Bill Bensley.

I learned that Bensley spent years in Jeju to immerse himself in the island so that he could come up with a good design for JW Marriott Jeju.

While there, I kept telling myself how I wished we would also have more of these luxury hotels in the Philippines to help boost our tourism revenues.

Of course, it’s good to have homegrown hotel brands, but as I said, these global luxury names help put the Philippines on the global map.

Game changer

Against this backdrop, there’s reason to be excited about JW Marriott Panglao.

“Our JW Marriott in Panglao, Bohol will be a game changer,” AppleOne Properties president and CEO Ray Manigsaca.

He also said that it was in the JW Marriott Jeju where they had their brand immersion to prepare for the Panglao resort.

Exciting times indeed for Panglao Island and for the country as a whole.

Challenges

But to attract more luxury brands or even just investors to the country, there’s a lot of fixing we need to do – from the bureaucracy cobwebs to corruption in the local government units; from our chaotic airports to the horrendous traffic.

Our country is immensely beautiful, at par or even better than many other Asian countries. Our people are warm and friendly, and our cuisine is quite a gastronomic adventure.

But why do some investors still shy away from the country?

We all know why, and there are just too many reasons, but that’s another story for another day.

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Email: [email protected]. Follow her on Twitter @eyesgonzales. Column archives at EyesWideOpen on FB.