Embracing a new standard on Muslim hospitality, Megaworld Hotels & Resorts (MHR), the country’s largest hotel operator, remains to be the first and biggest partner of the Department of Tourism in encouraging more Muslim tourists to visit, experience, and love the Philippines.
India, Indonesia, and Malaysia continue to be MHR’s leading Muslim market sources, contributing to a 40% increase in Muslim stays and a 58% growth in revenue from January to March 2024 versus the same period this year. Since the signing of the Memorandum of Understanding on May 6, 2024, during the Arabian Travel Market in Dubai, MHR has taken the lead in supporting Muslim tourism growth across its 13 hotels certified as Muslim-friendly by DOT.
“The milestones we have achieved in Muslim-friendly hospitality would not have been possible without the invaluable partnerships we have built with the Department of Tourism, local governments, and our certification bodies like the Halal International Chamber of Commerce and Industry of the Philippines. Together, we share a common vision of positioning the Philippines as a welcoming and inclusive destination for Muslim travelers,” Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts, said.
“By working hand in hand with these partners, we have been able to set new standards of Philippines hospitality. From being the first hotel group to achieve 100% Muslim-Friendly Accommodation accreditation to pioneering projects like Marhaba Boracay. At Megaworld Hotels & Resorts, we believe that when the public and private sectors collaborate with sincerity and purpose, we can truly transform the Philippine tourism landscape for the better,” she added.
MHR is proudly known for its Sampaguita brand of heartfelt Filipino service – creating a journey with the five senses for the guest and showcasing the values deeply-rooted in Filipino culture, such as love, honor, dignity, and healing, which MHR instills in every aspect of its operations.
Megaworld Hotels & Resorts is also the first and largest Filipino hotel chain to achieve 100% accreditation as a Muslim-Friendly Accommodation Establishment (MFAE) across all its properties, as recognized by the DOT. In addition, the group recognizes the significance of Halal dining and ensures that its kitchens at Kingsford Hotel Manila, Grand Westside Hotel, Savoy Hotel Boracay, Savoy Hotel Mactan Newtown, and Belmont Hotel Mactan are Halal-certified by the Halal International Chamber of Commerce and Industry of the Philippines (HICCIP).
Further expanding its initiatives, Megaworld Hotels & Resorts, together with the DOT and the local government of Malay, Aklan, launched Marhaba Boracay on September 10, 2024. This project transformed a portion of the pristine 300-meter white sand beach at Cove 2 in Boracay Newcoast into a dedicated Muslim-friendly zone. The area features family-friendly amenities and private spaces designed especially for Muslim women and children.
“At Megaworld Hotels & Resorts, we ensure that the Muslim guest experience is integrated into our operations across all our properties. From the moment our Muslim guests check in, they can expect a thoughtful and welcoming environment. Prayer mats, Qibla directions, and prayer rooms are available within the hotel. Our teams have undergone specialized training to deepen their understanding of Muslim customs and traditions, enabling us to serve with genuine care and authenticity,” Art Boncato Jr., Group General Manager of Megaworld Hotels & Resorts, said.
“Moreover, ‘The Sampaguita’ service is our way of demonstrating that true hospitality is not just about facilities, we are proud to offer an experience that honors our Muslim guests’ traditions and practices while making them feel truly at home in the Philippines,” he added.
As more Muslim travelers discover the beauty of the Philippines, Megaworld Hotels & Resorts stays true to its promise of creating heartfelt, meaningful experiences with the Sampaguita.
The rising demand is reflected in broader national tourism trends. According to the DOT, the Philippines recorded 630,000 Muslim visitor arrivals in 2024, marking a 23% increase compared to 2023. Malaysia remains the top source of Muslim tourists, with many visitors traveling in large family groups year-round. This proves that the Muslim market is growing with total population expected to reach 2.3 billion by 2030.
