Robinsons Land unit prepares P10B to build ‘ultraluxury’ hotels

The hospitality arm of Robinsons Land Corp. (RLC) is betting on rich patrons to drive long-term growth, as it plans to invest at least P10 billion to build new upscale projects in Luzon and Cebu province.

In a stock exchange filing on Thursday, the Gokongwei-led developer said Robinsons Hotels and Resorts (RHR) would add over 990 hotel room keys “over the next few years” to expand its “ultraluxury” portfolio.

Planned projects include the launch of NuStar in Cebu, Fili in Quezon City and Grand Summit Hotels and Resorts properties in Cebu and Pangasinan.

“These developments will not only solidify Robinsons Hotels and Resorts’ position as a leader in the hospitality sector but also elevate its standing among globally recognized brands catering to a wide range of market segments,” RLC said in its regulatory filing.

The upcoming NuStar and Grand Summit properties are expected to complete the existing resort complex in Cebu City, according to RLC.

Grand Summit’s first branch was opened in General Santos City in 2021. The Pangasinan property is set to operate alongside Robinsons Place Mall in Calasiao.

Meanwhile, Fili will expand outside Cebu to Metro Manila. Its first branch is also located within the NuStar Resort Complex.

Nationwide footprint

RHR currently has 30 properties across 20 cities and municipalities in the country, including budget hotel chain Go Hotels, Holiday Inn Manila Galleria and Summit Hotels and Resorts.

In its recent Philippine Hotel Pipeline Report, real estate brokerage firm Leechiu Property Consultants observed developers were now preferring provinces outside Metro Manila for new project investments.

Cebu City, in particular, was the fifth most attractive investment area with 1,929 keys in the pipeline.

Lapu-Lapu City, also in Cebu province, emerged as the most favored area with 4,786 hotel room keys across 10 projects coming in the next five years.

Overall, Luzon accounted for half of the 40,084 keys in the pipeline.

Leechiu also found that the number of upcoming luxury accommodations overtook economy and midscale projects in Luzon and the Visayas due to growing demand for leisure tourism.