How a Homegrown Hospitality Brand is Standing Out Vs. International Rivals

A one-bedroom suite at Privato Hotel Quezon City is comparable, and in some ways even surpasses, other upscale, international hotels in the city, but at a fraction of the cost. This was my first thought when I opened the door and unloaded my bags inside the room on the 10th floor that offers sweeping views of the Scout area in this part of the city. 

Privato Quezon City''s one-bedroom suite

There’s space and lots of it—a washroom on the left side of the front door, a comfortable couch on one side of the main living room facing the TV on the other, a dining area beside the floor-to-ceiling windows, and the bedroom with a king bed that leads to the spotless main toilet and bath. There’s no question it was one of the bigger and better suites I’ve had the pleasure of calling home for a night.

The attention to detail here feels intentional: a subtle nod to Privato’s DNA as a business and lifestyle hotel that understands both the executive's need for efficiency and the urban dweller’s desire for quiet reprieve.

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“Although international chains have an edge with global name recall, there is also a distinct flavor that only homegrown brands can offer,” Privato founder and president Gabriel Perez tells me in a short chat online. “In our case, we have loyal guests who have supported us since our opening year. We have gotten weaved so much into the community that it’s like we ‘grow up’ with our guests, their families, and our neighbor establishments.”

The rooftop pool

Privato Quezon City is the youngest among the three properties under the Privato Hotel Group banner. The others that are situated in Pasig and Makati each seem to be embedded in the pulse of their respective districts. In QC, there’s a youthful energy tempered by elegance. It doesn’t feel like it’s trying too hard. 

Drawn to hospitality

Thirtysomething Perez started the Privato brand not long after graduating with a degree in Management Economics from Ateneo De Manila University. He says the course didn’t really require an internship, but he signed up for one anyway with the Discovery Hotel Group.

Tastefully designed suite

“I was always drawn to real estate as it it’s the most permeating industry,” he says. “Whether it’s a school or restaurant or resort, we are always in an iteration of real estate. But I am especially fond of the hospitality segment because it is an extension of our Filipino culture of warmly welcoming guests into our homes.” 

Indeed, while buildings and fixtures can impress, Perez says it’s the people that make a company, especially one involved in hospitality.

“I always tell our team that our biggest asset is still our people and the level of warmth and service,” he says. “Rooms can be duplicated but a warm smile and sincere service are unique and cannot be replicated. That is a huge reason why our customer base stays loyal to us.” 

The spcaious bedroom

True enough, the people working at Privato seemed to have imbibed the marching orders from their boss. Front desk staff somehow knew my name when I approached to check in, I was offered assistance with my bag which I politely declined (it was just a medium-sized gym bag) and even the guard at the parking lot gave me a friendly smile when I parked (and we all know how some security folks can just be gruff and mean).

Dinner was at Dylan Patisserie & Café across the street, a stylish spot that’s quickly becoming a staple in the Timog-Morato area. The café has a partnership with the hotel, offering its signature pastries to guests. Besides the decadent desserts, Dylan has a savory menu for anyone looking for a small snack to a full meal. It was clear what bound Privato and Dylan: the comfort of familiarity dressed up with a bit of flair.

The Future of Homegrown Hospitality

While the country’s tourism industry continues to battle misperceptions on safety and infrastructure, I ask Perez what other challenges the sector is facing. “The Philippines is thriving and dynamic,” he says. “Once we get the messaging right, there’s no way but up.”

Entrance to Privato Quezon City 

Perez remains optimistic about the potential of tourism in the Philippines, despite the naysayers. His view of hospitality is deeply rooted in nation-building—a bold, perhaps idealistic vision, but one that feels increasingly possible when delivered with this level of care. 

“We have barely scratched the surface and once the airports and infrastructure projects are completed, there is no other way but up,” he says. “One concrete example is when the BGC-Ortigas bridge was completed and it virtually linked our Pasig branch to BGC. All of a sudden, we had an influx of clients based in BGC which used to be ‘too far’ before. It’s a solid example of how public infrastructure really opens up markets.”

Expansion isn’t off the table, but for now, the focus is on strengthening the three Privato locations as the post-pandemic travel surge settles into a new rhythm. “The slump is over,” he says. “We have our hands full with the strong resurgence of live events, team assemblies, and business travel.” And if my short weekend was any indication, leisure travelers are rediscovering the joy of the local staycation, too.

Checking Out

I missed breakfast when I woke up Sunday morning, but hotel staff thoughtfully prepared a “best-of” selection from the spread, which I happily gobbled up while looking out into the streets slowly coming to life.

Lobby of Privato Hotel Quezon City

After a quick shower, I headed downstairs to check out. The receptionist asked warmly, “How was your stay, sir?” Too short, I wanted to say. But I just nodded and said I had a good time, which was the truth. In a city that never quite slows down, the idea of a weekend retreat within Metro Manila can feel more like wishful thinking than reality. But that brief staycation was calming and therapeutic in ways I never thought I needed. Already I was making plans to come back.

Privato Hotel Quezon City is located at 82 Scout Castor, Brgy. Laging Handa, Quezon City. For bookings and inquiries, visit www.privatohotels.com.