The integration of branded residences into the hospitality landscape is making waves in the Philippines, bridging the gap for high-end living spaces and providing funding for hotel groups to expand.
C9 Hotelworks managing director Bill Barnett stated that branded residences are now “critical to the growth of global hospitality brands”, highlighting that 65 per cent of Four Seasons’ global project pipeline is mixed-use. He also noted that major chains like Marriott and Accor now have dedicated teams for branded residences.
In the Philippines, Sheraton Mactan Cebu launched Sheraton Residences before the hotel, which helped the developer, Apple One, build the hotel and provided early returns, Barnett told TTG Asia.
Apple One is adopting the same approach for the new JW Marriott Panglao Bohol, where branded residences play a crucial role in internationally branded hotels and support developers in investing in new greenfield projects, he emphasised.
Melissa Lim, general manager of IM Hotel and Oakwood Makati Avenue, said in a previous interview that mixed developments are a “natural progression in our journey forward… in capturing the long-stay and corporate markets, where Ascott and its Oakwood brand have a strong presence”.
Lim added that IM Hotel Group, which plans to expand into franchising in three to five years, converted the upper floors of IM Hotel into 150-suite Oakwood Makati Avenue last year, allowing long-stay guests to enjoy the hotel’s spa, event spaces, and other facilities.
Barnett stated that Manila, where mixed developments dominate the hospitality landscape, has the potential to evolve into a global playground city like Bangkok and other cosmopolitan hubs, which have successfully integrated luxury real estate with vibrant entertainment, sports, resorts, and lifestyle offerings.
As tourism continues to drive growth in the country, Barnett said the fusion of branded residences and hospitality paves the way for the Philippines to become an even more attractive choice for both travellers and investors.
