New Hotels, Renovated Resorts: How the Ayala Group Is Doubling Down on its Hospitality Unit
Ayala Land Hospitality (ALH) is in the midst of an aggressive expansion, making a bold statement about its deep-seated commitment to the Philippine tourism sector. This strategic move is not just about adding properties; it's a comprehensive plan to significantly grow its hotel portfolio through both new, high-profile partnerships and a series of strategic acquisitions and extensive renovations of its existing properties. This effectively doubles Ayala's room inventory, putting the brand as one of the key players in the Philippines' hospitality industry.
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Unveiling New Global Brands and Forging Strategic Partnerships
To fuel this ambitious growth, ALH has secured major agreements with two of the world's most prominent hospitality companies, bringing their celebrated brands to the Philippines for the very first time. One such partnership is with Marriott International, a global leader in the hotel industry. This collaboration will introduce the playful and aptly named Moxy Hotels brand to the country.
Moxy Barcelona
A source within ALH indicated that this new property, the Moxy Circuit Makati, is slated to open its doors to the public in the fourth quarter of 2026. The planned 260-room hotel is located in what ALH Creative Director Paloma Urquijo Zobel de Ayala describes as a "rising arts hub," making it a perfect fit for Moxy's creative and vibrant vibe.
The Moxy brand is known worldwide for its unique, high-energy atmosphere and bold design, which will be felt at the new Makati property. To add, the interiors will be enlivened by graphic storytelling from Filipino comic book artists. This artistic direction is not merely a design choice but a tribute to the illustrators and artists who have long shaped a powerful visual narrative in the Philippines, aligning perfectly with ALH's commitment to showcasing local talent.
Zobel expressed her excitement, stating, "We are excited to design something truly lifestyle-driven, while beginning to tell the story of a different kind of art form."
Kevin Iranzo, Director of Hotel Development for Marriott International in the Philippines, echoed this sentiment, calling Moxy "the perfect fit for dynamic urban destinations filled with culture and entertainment."
This marks the second time ALH has partnered with Marriott, a relationship that previously saw Marriott manage the Cebu City Marriott Hotel before it was rebranded as Seda Ayala Center Cebu.
Marriott International currently manages 12 properties in the Philippines, including the Manila Marriott Hotel at Newport City in Pasay operating since 2009.
Ayala Land Inc. and Marriott International signed an agreement to bring the Moxy hotel brand to the Philippines. The deal, which will establish Moxy Circuit Makati, was finalized by (from left) Ayala Land Hospitality President and CEO George Aquino, ALI Senior Vice President for Leasing and Hospitality Mariana Zobel de Ayala, Marriott International Chief Development Officer-APEC Shawn Hill, and Marriott International Director of Hotel Development-Philippines Kevin Iranzo.
In a separate but equally significant agreement, ALH is teaming up with Hilton Worldwide to introduce Canopy by Hilton at the One Ayala Makati development. This 24-story, 400-room hotel will be a stylish and comfortable retreat, with its design and artwork inspired by Manila’s rich creative and cultural scene—a hallmark of the Canopy brand. The property, which stands on the former site of the iconic five-star InterContinental Manila, has been reimagined as a new landmark featuring retail shops, restaurants, commercial spaces, and a vital transport hub.
Canopy by Hilton London City
According to ALH President and CEO George Aquino, "It’s not just about adding rooms—it’s about creating stays that spark curiosity and celebrate Filipino creativity." The hotel is envisioned as a new hub for the city's social and food scene, promising to offer a destination restaurant, a rooftop bar with stunning skyline views, and even a hidden speakeasy that "channels Manila’s eclectic energy."
Canopy by Hilton Makati will be the sixth property managed by Hilton Worldwide in the Philippines. The country currently has Conrad Manila, Hilton Manila Newport Resorts, and Hilton Clark Sun Valley Resort; with Hilton Garden Inn Manila Quezon City and Hilton Garden Mactan in development.
Ayala Land, Inc. and Hilton Worldwide have partnered to introduce the Canopy by Hilton brand to the Philippines. The agreement for a new hotel at One Ayala Makati was signed by (from left) Hilton VP of Development for Southeast Asia Maria Ariizumi, Hilton SVP of Development for Asia Pacific Clarence Tan, ALI Senior Vice President for Leasing and Hospitality Mariana Zobel de Ayala, and Ayala Land Hospitality President and CEO George Aquino.
ALH will also be opening a new 276-room Mandarin Oriental Makati at the Ayala Triangle Towers in 2026.
A Comprehensive Strategy: From Acquisitions to Renovations
Beyond these new partnerships, ALH is aggressively strengthening its existing portfolio through strategic acquisitions and extensive renovations. The company recently completed the purchase of the 598-room New World Hotel Makati, a strategic move that Aquino said "complements our existing portfolio and reinforces our commitment to serving evolving customer needs in one of the country’s most dynamic cities."
The property developer disclosed that it allocated P1.44 billion of its sale of 75 million shares in its real investment trust (AREIT) for this acquisition. While Zobel noted that the New World brand would be retained for at least the next three years, she hinted that a rebranding to a different luxury hospitality name, such as Rosewood, might be a possibility in the future.
ALH also has plans to introduce a new, currently unnamed "homegrown brand" that will be launched at its properties in Batangas and Mactan, a source said. This brand will join the ranks of its existing local brands, such as the widely recognized Seda Hotels and the luxurious El Nido Resorts in Palawan.
As part of its ambitious $500 million (P28.5 billion) investment over the next five years, Ayala Land is committed to doubling its room count to 8,000 nationwide by 2030. A significant portion of these new rooms, an impressive 88 percent, will be located within Ayala's various estates.
To support this growth and ensure the highest quality of its offerings, ALH is also investing heavily in its current properties through extensive renovations. Four hotels are currently undergoing renovation, with three—Seda at the Abreeza Mall in Davao, Seda in Cagayan de Oro, and Lagen Resort in El Nido—fully closed for faster completion. These properties are expected to reopen by the third quarter of 2025.
El Nido Resorts - Lagen Island is expected to reopen in September 2025.
In addition, a phased renovation has already begun at the Holiday Inn and Suites Makati, and five more hotels are scheduled for similar upgrades by the first quarter of 2026. This comprehensive strategy ensures that ALH is not only expanding its reach but also enhancing the quality and modernity of its current portfolio, solidifying its position as a clear leader in the dynamic Philippine hospitality landscape.
