Megaworld Hotels & Resorts honored for Muslim-friendly initiatives and signature Sampaguita brand of service at first Philippine Tourism Awards
The Philippines’ largest homegrown hospitality chain, Megaworld Hotels & Resorts (MHR), was recognized as a Tourism Industry Excellence Awardee at Department of Tourism’s (DOT) first Philippine Tourism Awards held in Parañaque City on September 8, 2025. The group was honored for its Muslim-friendly initiatives and Sampaguita brand of service, reaffirming its role as a leader in shaping Philippine hospitality.
“Each of us has a role to play in moving the tourism industry forward. We are truly humbled that the Department of Tourism has recognized our efforts. This award reflects the close collaboration we had with the DOT, from championing inclusivity through our Muslim-friendly initiatives and in our vision to creating the Sampaguita as an iconic representation of Filipino hospitality that sets us apart from the rest of the world,” Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts, said.
“This award is not just for Megaworld Hotels & Resorts, but for every member of our team who continues to serve with heart. This recognition inspires us to create meaningful experiences for every guest who walks through our doors,” she added.
The Philippine Tourism Awards is envisioned as the highest and most prestigious citation in Philippine tourism, recognizing creativity, professionalism, and service that strengthen the country’s position as a top global destination.
Inclusive Tourism Efforts
Megaworld Hotels & Resorts proudly partners with the Department of Tourism in advancing Muslim tourism in the Philippines. Within just seven months of signing the Memorandum of Understanding, MHR successfully transformed all 13 of its properties into Muslim-Friendly Accommodation Establishments—a pioneering move that reinforces its commitment to inclusivity and global competitiveness. This achievement follows its earlier recognition at the 2025 Halal in Travel Awards in Singapore, where CrescentRating, the world’s leading authority on halal-friendly travel, named MHR as the Philippines’ first-ever Muslim-Friendly Hotel Chain. Strengthening this commitment, MHR continues to train its associates with in-depth market knowledge, enhancing their understanding of Muslim cultures and practices to better serve a diverse and growing market.
Cultural Preservation and Representation
In support of the Department of Tourism’s Filipinization efforts, Megaworld Hotels & Resorts (MHR) has pioneered the Sampaguita brand of service across its properties—an initiative that embraces Filipino culture, upholds core Filipino values, and celebrates the nation’s unique identity. This distinct brand experience engages all five senses, creating meaningful and memorable guest interactions at every touchpoint.
More than just a service philosophy, the Sampaguita brand has become MHR’s dedicated advocacy. To date, MHR has planted over 6,000 seedlings across four Megaworld townships and partner communities, diffused more than 18,000 liters of its signature Cool Sampaguita scent across its 13 properties, and incorporated over 30,000 grams of food-grade sampaguita buds into its curated menu offerings. Through its collaboration with Dwellbeing and Project PEARLS, over 8,200 families have received nourishing meals as part of its community outreach efforts.
Anchored in Megaworld’s MEGreen program, the Sampaguita brand of service has evolved into a powerful advocacy for nation-building, sustainability, and cultural preservation. This meaningful work has earned industry acclaim, winning Most Outstanding Marketing Campaign at the 10th Virtus Awards and securing a Silver Anvil Award in 2024 for the Sampaguita Project.
More recently, Megaworld Hotels & Resorts, Megaworld’s Estate Management and Development team, and collaborators from the Rotary Clubs of Biñan, San Pedro Laguna, and Marikina, along with local farmers, planted 2,500 Sampaguita seedlings at the 4,300-square-meter Sampaguita Park. This landscaped space is being developed by MHR in partnership with Global-Estate Resorts, Inc. (GERI) and the Rotary Club of Biñan, with full support from the National Parks Development Committee.
Accepting the award were Cleofe Albiso and Art Boncato, MHR’s Group General Manager in a ceremony attended by tourism leaders, private stakeholders, and media.
The Philippine Tourism Awards, organized by the Department of Tourism (DOT), honor the outstanding efforts of industry players and local government units (LGUs) in advancing the country’s tourism. Reinventing the former KALAKBAY Awards and Tourism Star Philippines.
Through these awards, the DOT also seeks to instill a culture of Filipino hospitality and excellence, foster innovation and competitiveness, and pay tribute to the individuals and organizations whose contributions drive the growth of Philippine tourism.
, was recognized as a Tourism Industry Excellence Awardee at Department of Tourism’s (DOT) first Philippine Tourism Awards held in Parañaque City on September 8, 2025. The group was honored for its Muslim-friendly initiatives and Sampaguita brand of service, reaffirming its role as a leader in shaping Philippine hospitality.){kind=link}