The Ascott Limited (Ascott) Philippines has appointed a new Country General Manager, Mr. Philip Barnes, a long-time member of the Ascott group, who is now tasked to pilot the cluster in its strategic pursuit of becoming the largest lodging player in the Philippines.
The 38-year-old Australian brings to the table a breadth of experience in the hospitality industry, having risen through the ranks in his nearly 20-year career. Prior to moving to the Philippines in 2011, Mr. Barnes worked in Malaysia, Australia, and Hong Kong handling various roles in hotels and serviced residences alike.
He has a master’s degree in Asset Management, which is set to serve Ascott well as it targets to boost its roster by as many as 5,000 units across hotels, resorts, and serviced residences over the next few years. This includes new brands like lyf which is designed for co-living, as well as the full suite of hotel and resort brands expected to launch in the Philippines – fully cementing Ascott’s aim of being a holistic lodging operator to service both corporate and leisure guests across varied market segments.
Mr. Barnes will play a pivotal role in the eight new property openings in 2023. These properties will be located in Quezon City, Manila, Makati, Cebu, and Bacolod. Among the eight, two properties in Manila and Cebu will be under lyf. This co-living brand offers social communal spaces for guests to live, work, and play. Designed for next-generation travelers, this hybrid living concept takes the authentic stay experiences to the next level by incorporating culture, design, attractions, and partnerships from the local neighborhood.
Ascott has also appointed of Ms. Cecille Teodoro as General Manager of Ascott Makati and Somerset Millennium Makati. Ms. Teodoro is tasked with steering these properties to gain market growth and raise revenues.
Mr. Rennan John Reyes was also appointed incoming General Manager of Ascott Bonifacio Global City Manila and Citadines Bay City Manila. The two properties will continue to provide guests with a home-away-from-home, while striving to further enhance service quality and brand value into the future.
Ascott has also welcomed two new key leaders to the company who will strengthen the Philippine cluster’s strategies and help usher in a new era of innovation. Ms. Zenddie Cueto Delos Reyes joined as Country Financial Controller of Ascott Philippines while Ms. Denise Olegario, who brings over 20 years of considerable experience in the tourism and hospitality industry, is the new Director of Sales and Marketing.
The new Executive Management Committee led by Mr. Barnes will look to drive Ascott to become the largest international lodging owner-operator in the country taking on an asset-light corporate strategy. With this approach, new and continued partnerships with key stakeholders will become even more valuable as Ascott embarks on its entry into the hotel segment while maintaining its dominance in the serviced residence section.
Meanwhile, Ascott Philippines has expanded its online loyalty membership plan, the Ascott Star Rewards (ASR) programme. ASR now offers points accrual for online bookings for both leisure and corporate reservations through direct channels, such as phone, email, global distribution system, walk-in, website, and the Discover ASR mobile app.
All these efforts come at a time when Ascott embarks on a refresh of its brands that will be rolled out over the next few years. More than updating logos, colours and font types, the revitalization intends to promote a shift in mentality, as Ascott fortifies its commitment to growth and expansion while keeping the ever-evolving needs and preferences of its guests at the core of its conception.
As part of their commitment to sustainability, Ascott partnered with The Plastic Flamingo (PLAF), a social company dedicated to collecting and repurposing plastics. This joint initiative focuses on upcycling and reprocessing plastic trash into useable goods, such as recyclable eco planks to help build temporary shelters and other environmentally friendly goods.
Ascott also partnered with WWF-Philippines to build two community-managed food sheds in their GK Eco-Village in Batangas. This is part of their Food Shed Farming Enterprise Project, which aims to promote community resilience, financial inclusion, and economic empowerment to improve Filipinos’ social and economic well-being–especially due to the repercussions of the COVID-19 epidemic.