Fairways & Bluewater’s brand: Their key to success
Set in an exclusive private community, Fairways & Bluewater, Boracay boasts of a complete world-class resort destination of choice. It has evolved from one of the many country clubs in the Philippines to a multi-awarded, professionally certified organization renowned for excellence. Focusing not on profit, but on delivering exceptional product and service, Fairways & Bluewater leverages its brand of excellence as a guiding principle in navigating a highly competitive industry. Their brand consistency serves as both the foundation and the cornerstone of its success.
The success story of Fairways & Bluewater is truly one for the books. Over many years, this proudly homegrown 80-hectare paradise resort has been a consistent recipient of high-level performance citations, international awards, and certifications from international organizations and travel sites. Among them are Booking.Com, Agoda, Trip Advisor, Condé Nast Johansens, World Travel Awards, World Golf Awards, and WWF (Worldwide Fund for Nature). In addition, Fairways & Bluewater holds three ISO standards for quality management, environmental management, and occupational health & safety management.
In an industry where many competitors boast about international hotel affiliations and governance, Fairways & Bluewater demonstrates that a local brand can truly take center stage. This achievement leaves others dumbfounded, wondering how an unassuming golf and country club managed to chart its own path to success.
How did this organization reach its current success? Fairways & Bluewater’s achievements did not happen overnight. Its triumph stems from a strategic approach of building a brand to address key business elements, executing a vision focused on product, service, and employee excellence, and remaining responsive to its clients’ needs. Fairways & Bluewater Chairman, Wilbur L. Chan, subscribes to a famous philosopher’s dictum, “Success is 1% vision and 99% execution.” Reflecting on this, Mr. Chan states, “Management experts say that there are five key success factors in the tourism industry today: Branding, Food, Culture, Attractions, and Instagram-able sites. While we all have access to the same tools and information, how many have really made it successfully to the finish line? If we limit ourselves to the strategy of just constantly dropping rates to attract customers, the long-term result is that bookers will associate our brand with being cheap, and this will make us wonder why we struggle to sell.” He adds that, “Proper execution with decisiveness and speed ultimately determines success — thinking fast, acting fast… that is how you win the race. Achieving a holistic synergy of these five elements is essential to our success, enabling us to achieve higher room occupancy, to increase average room rates, and to receive numerous global awards. These accomplishments have elevated the resort to an unprecedented level of recognition and success in the global tourism industry.”
Fairways & Bluewater
Fairways & Bluewater takes great pride in safeguarding its hard-earned brand equity by prioritizing value creation over price cuts, which can tarnish brand reputation. The resort distinguishes itself through clear product differentiation, offering guests a serene and family-oriented tropical escape. Indeed, guests know what to expect when they book with Fairways & Bluewater — a commitment to personalized service and an elevated overall experience. SVP & General Manager, Catherine D. Marcelo shares, “Raking-in revenue is just one part of the business. We want to be known as the resort that cares for how guests will feel during their stay. We want to be the ones who will make them want to come back for more memorable vacations, and the resort that will rejuvenate them holistically. Every team member is dedicated to relentlessly pursuing the creation and delivery of unique, memorable experiences in Fairways & Bluewater’s tropical, island-feel vibe paradise. The men and women behind the ground operations of the resort are all driven to protect, to strengthen, and to promote the brand of Fairways & Bluewater.”
Chairman Wilbur Chan adds that, “The past five years have been incredibly challenging, with natural disasters affecting the island and a global pandemic that decimated the tourism industry. Despite these obstacles, I am extremely proud that we were able to stand on our own and put up our showpiece 135-room Villa Augusta during the pandemic. It is even more impressive because the total project cost is fully-paid to date thru internally generated funds. This historic achievement underscores the unwavering dedication, resourcefulness, and forward-thinking spirit at the heart of Fairways & Bluewater. We were also quick to address the disruptions in market behavior as brought about by the global pandemic. Prior to COVID, the market was on both online (B to C) and offline (B to B) platforms — it was working perfectly well. But when the world suddenly shifted to mostly online transactions, we re-strategized immediately to save whatever portion of the market was left to capture. We had to learn to navigate the business considering that the market we had during the pre-pandemic era has not come back just yet. We cannot be left behind, so we cannot insist on using the same strategy during the pre-pandemic era as the trend has already shifted. Given the industry’s dynamic volatility, we have to make ourselves relevant and responsive. To the best of our abilities, we match the online guests who are majority foreign travellers with the corresponding facilities, ensuring to deliver a unique & memorable vacation experience. Our formula for success has been recognized and praised by many. This enabled Fairways & Bluewater to be the #1 most booked property on Booking.com for the last two consecutive years, 2023 and 2024, both in Boracay Island and in the Philippines. In the end, the results speak for themselves, reaffirming that our branding and selling strategies have ultimately been highly successful.”
Further, the Chairman shares that, “We are blessed to be in a business of making people happy, which is why I take great personal satisfaction when I see our guests and members having a good time at the resort. Tourism is a people-centered industry, and I am very proud that our hard work and dedication have paid off. The resort consistently delivers a higher level of guest satisfaction, service excellence and hospitality & quality and value that truly sets us apart from other resorts.”
“It is easy to get engulfed by the success, but we kept our feet on the ground and focused on the vision which the Chairman, Mr. Chan, so ardently laid down,” shares SVP & GM Marcelo. “The men and women of Fairways & Bluewater are unafraid of trying new and uncharted roads, striving to learn from guests & members. The team is quick to make changes whenever necessary, and are encouraged to be brave to take action, regardless of their level in the organization.” Ms. Marcelo reveals that “Each team member contributes to the growth and success because what is important to the Chairman is what is done, not the position or the level of the employee. Indeed, it is through soliciting suggestions from employees and interacting with them constantly that hidden gems are discovered. Even leaders learn from their team members, empowering people based on their talent and competency.”
Ms. Marcelo emphasizes the importance of leadership, noting that Fairways & Bluewater benefits from a hands-on Chairman who infuses his personal touch of excellence into every aspect of the organization. “He is deeply involved in every detail,” SVP & GM Marcelo says, “from room styling and menu creation to selecting ingredients and perfecting recipes with the resort’s chefs. He also oversees the design of amenities, facilities, and the enhancement of public areas. His signature design can be seen in every corner of the resort, creating a truly unique guest experience. The Chairman leads our dynamic and powerful sales and marketing team, driving the resort’s commercial growth. He never rests—constantly engaging with people from morning ‘til night, inspiring and motivating employees to provide exceptional product and service. How can you stop rowing when the leader is still rowing with one hand and beating the drum to boost everyone’s spirit with the other? At Fairways, we will never stop rowing for success.”
Proof of this relentless pursuit for excellence is reflected in their recent achievements. On December 17, 2024, Fairways & Bluewater marked its 7th consecutive year of triple-ISO-IMS certification, as confirmed by a leading international certifying body based in Dubai. The rigorous audits and surveillances passed by the Fairways & Bluewater Team for this certification are a testament to the resort’s commitment to quality. No other hotel or resort in Boracay holds an ISO certification, and Fairways & Bluewater is one of the few organizations in the Philippines to earn three ISO certifications all at the same time on its first attempt. Further recognition came from Condé Nast Johansens, which named Fairways & Bluewater the 2024 Best Value Experience Property for the Asia, Africa, Middle East, and Oceania region for three consecutive years—outperforming many 5-star hotels. Additionally, the resort was selected as one of the top four luxury resorts in Boracay, joining the ranks of elite brands like Shangri-La, Discovery, and Crimson Resort & Spa. Local and national organizations, as well as government agencies, have also recognized Fairways & Bluewater’s exceptional compliance and contributions, awarding the resort with multiple certifications and excellence awards. In November 2024, the Safety Organization of the Philippines honored the resort for achieving over 4.7 million safe man-hours, and its Lead Professional Safety Practitioner, Engr. Nino Jerome V. Ramos, was named Outstanding Safety Practitioner.
As a non-stock, non-profit, professionally-run institution, Fairways & Bluewater has consistently prioritized high-quality service. The loyalty of its guests has enabled Fairways to plowback the funds into the property, ensuring the continuous maintenance of facilities while also introducing new and unique offerings.
In the wake of the pandemic’s end in July 2023, the resort undertook a significant rehabilitation, introducing new amenities and repurposing existing ones. Roads were expanded and illuminated, with eight stunning waterfalls added along the way, creating a fresh, nature-inspired vibe. Instagram-worthy neon-lit figures and signages have become guest favorites, adding to the resort’s charm. The Forest Trek offers a scenic uphill climb leading to the Kudetah District, where guests can dine, party, and relax while enjoying views of the Sibuyan Sea. The Night Safari, a neon-light display of animals, is another fun way to reach Kudetah.
Rooms, restaurants, and pool bars were also revamped, and new features such as pool foam parties that happen four times in a week, billiard tables, gourmet coffee corners, and mini-pizzerias added excitement for guests. A gym, pickleball and badminton courts, sing-along lounge, gelato bar, souvenir shop, mini-convenience store, ATM, and foreign-exchange counter inside the resort completes the checklist of travellers’ wish list too. With its large fleet of vehicles and a 24/7 team of nurses, trained first-aiders, and SOPI-certified safety officers, Fairways & Bluewater ensures guests’ safety and comfort.
Fairways & Bluewater’s Welcome Center located near the Caticlan airport re-opened just two weeks ago after closing during the pandemic. Equipped with its own security x-ray and groufie-worthy signages, the Welcome Center provides a taste of the excitement awaiting guests. For those leaving, it offers a last opportunity to capture precious photo memories.
Golf enthusiasts also enjoy the resort’s offerings which complete their golfing experience. Members can unwind at the Members’ Lounge Café or enjoy snacks at tee-house bars conveniently located in the front-9 and back-9 of the golf course. A new golf pro-shop offers high-end apparel and accessories, and thirty new electric golf carts have been added to accommodate growing demand. To maintain the world-class, championship quality of the Graham Marsh-designed all-weather golf course, Fairways & Bluewater invested in the rehabilitation of the golf course, importation of golf tractor maintenance equipment and is constructing its own turf nursery. The resort has also partnered with the National Golf Association of the Philippines to conduct a course rating, ensuring that golfers’ registered handicaps are recognized globally.
Chairman Wilbur L. Chan reflects on the journey: “Today, with our infrastructure and product architecture in place, supported by dedicated strategic partners, and seamless branding and sales strategies, we are closer than ever to realizing the resort’s foundational vision. Everything is working like clockwork, and elements for success have been smoothly integrated to deliberately help us achieve our goals. As a homegrown resort brand, achieving success on a global scale is a remarkable accomplishment for us. Success is deliberate; nothing is by chance, and there are no shortcuts. I firmly believe that as long as we continue to focus on the small steps we take on this journey toward our bigger goals, we will always move in the right strategic direction.”
SVP & GM Marcelo articulates the mindset of the organization: “Success is not just about competing with the market. At Fairways & Bluewater, we compete with ourselves. To us, everyday is an opportunity to be the better version of who we were yesterday. If we make the guests happy today, we make sure they are even happier tomorrow.”
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This article is brought to you by Fairways & Bluewater Boracay.
