ROBINSONS Land Corp. is bringing its homegrown Fili luxury hotel brand to Metro Manila with the planned opening in Bridgetowne next year.
“Nearly five years ago, Robinsons Land took a bold step in creating Fili, the Philippines’ first homegrown five-star hotel brand developed by a Filipino real estate company,” Robinsons Land President and CEO Mybelle Aragon-GoBio said in a statement,
“Today, its recognition by the World Travel Awards, alongside RHR’s (Robinsons Hotels and Resorts) second consecutive win as the Philippines’ Leading Hotel Group, reinforces our belief that Filipino talent and enterprise can create world-class luxury hospitality experiences,” she added.
The upcoming hotel in Bridgetowne will mark the second property under Fili, following the brand’s flagship at NUSTAR Integrated Resort in Cebu.
RHR Senior Vice President Barun Jolly said the group’s network and operating experience provide a foundation for the expansion of its hospitality brands.
Fili is positioned by RHR, the hospitality arm of Robinsons Land, as a Filipino five-star hotel brand that incorporates local art, craftsmanship and elements of Philippine history into its design and guest experience.
The company said the Fili brand is intended to bring the character of Philippine hospitality into the luxury segment as it expands beyond Cebu.
RHR currently has 27 owned hotel properties with more than 4,000 room keys across 10 brands, ranging from luxury and upscale hotels to midscale and essential-value accommodations.
The group has a presence in 20 locations nationwide, including Tagaytay, Cebu, General Santos, Davao, Iligan, Butuan, Bacolod, Iloilo, Dumaguete and Tacloban.
The expansion comes as Robinsons Land continues to develop its hospitality portfolio, which includes properties such as The Westin Manila and NUSTAR Hotel Cebu.
Robinsons Land’s share price declined by 40 centavos to close at P15.90 each on Friday.
