Via GRAPHIC PLUS | MANILA, Philippines — Walk into any Hotel Sogo location right now, and you might notice something different.
On June 23, the hotel chain quietly shifted the conversation around corporate support by rolling out the Pride Pass. It is an ongoing program designed to turn daily hotel stays into practical ways to support diversity, acceptance, and the local community.
More than a basic discount card or basic hotel privileges , the Pride Pass brings together a growing network of partner businesses that care about the same goals. The initiative aims to show that welcoming everyone is a daily habit, not just a marketing push for a single month or season.
Built to give guests great value while helping others, the Pride Pass offers cardholders specific perks, such as a 22% discount on rooms and a 10% discount on food in all Hotel Sogo branches across the country. Outside of the hotel rooms, the card links guests to a wider circle of local businesses. By connecting customers with wellness centers, restaurants, salons, and shops, the program turns ordinary daily shopping into a way to support open and welcoming spaces.
During the launch event, Ms. Sue Geminiano, Corporate Marketing Head of Hotel Sogo, spoke about the main goal of the project:
“The Pride Pass is our way of making inclusion a reality at Hotel Sogo. This is the first time an initiative like this has truly focused on the LGBTQIA+ community to ensure we are genuinely noticed and recognized. It is far more than a simple membership, a discount, or a set of packages; it is about creating spaces, partnerships, and experiences where everyone feels seen, respected, and valued every single day, marking a meaningful step toward a world where everyone accepts each other equally.” — Ms. Sue
The launch gathering brought together LGBTQIA+ community advocates, business owners, reporters, online creators, and industry leaders. Their attendance showed a collective effort to build safer public spaces and build stronger ties between companies and the community. The afternoon featured live music, interactive games, and activities centered on unity. To highlight personal well-being, the gathering also set up self-care stations where guests received free services, like basic facials and short massages, run by the participating store partners.
The Pride Pass works alongside a varied group of lifestyle, wellness, and retail shops that want to maintain friendly, open environments:
Lifestyle & Beauty
- Cut Encarnacion Group of Salon
- Niza Facial Centre
- Fresh Hair Studio
- Arc of Beauty
Wellness & Aesthetics
- Stella Advanced Medical Aesthetics
- The Stella Lounge
Food & Beverage
- Figaro Coffee
- Angel’s Pizza
- Max Mango
- Fluid Café and Restaurant
- Brews and Babes Bistro
- Blaire’s Bread Basket
- Zoe Delights
- Handmade Haven
Services & Retail
- Ideal Vision
- Have A Blast Carwash & Detailing Services
- Lesquest Studios
This serves as a reminder to other establishments that we all share a social responsibility to treat every individual with equality and respect, while fostering an environment where inclusivity is practiced and valued.
Started in 1927, the Philippines Graphic is the longest-running printed magazine of national circulation that provides relevant news and features and promotes Philippine literature.
