Discovery Hospitality Corp., a homegrown hotel and resort chain, has unveiled an aggressive expansion plan aimed at bolstering the Philippine tourism industry.
The company said it is growing its portfolio through new properties and innovative partnership models.
“We’re expanding our footprint not just through new properties, but through new models of partnership designed to meet the evolving needs of owners and travelers alike,” said Blessy Townes, vice president and head of digital marketing and branding at Discovery Hospitality.
Discovery Hospitality is developing its Signature Collection, with plans to add “more curated city and resort properties that embody regional identity, distinct personality and a strong sense of place,” Townes said.
The company is also growing its Kip&Kin lifestyle hospitality brand, targeting the next generation of travelers. “Kip&Kin Siargao and Kip&Kin El Nido are already in development. These new properties will extend our reach into the midscale market, offering Discovery’s emotional hospitality in a more casual, fun, and connected format that appeals to Gen Z, Millennials and digital nomads,” she said.
Beyond property development, Discovery is expanding through modular service partnerships. “Not every owner is ready for a full management contract, and that’s okay. With our modular offering, hotel owners can tap into our expertise in branding, digital marketing, operations, and service training. It’s a win-win: they improve profitability and service quality, and we expand Discovery’s influence with agility and integrity,” said Townes.
Townes reported a strong first half of 2025 for the group. Discovery Samal and Manami Resort, both launched in 2023 under the Discovery Resorts and Signature Collection brands respectively, are “performing well—surpassing early forecasts and receiving high guest satisfaction scores.”
She said the rebranding of Discovery Boracay and Discovery Coron under the Discovery Resorts brand also strengthened market recognition in the luxury island segment.
“On the business development front, we’ve been actively conducting ocular visits, generating new leads, and holding exploratory discussions with hotel owners and developers across various regions,” Townes said, noting strong interest in both full-suite management and modular service models.
“This kind of flexibility appeals especially to independent owners who want the Discovery standard without a traditional long-term contract. It shows that the market values not just what we’ve built, but how we adapt,” she said.
Townes said “bookings remain solid across all market segments, particularly direct bookings—where our in-house campaigns continue to outperform industry benchmarks.” She cited the strength of their digital performance and guest feedback, which confirms that their “fusion of heartfelt service, smart technology, and cultural authenticity is striking the right chord.”
Discovery Hospitality’s roots trace back to 2000 with the opening of Discovery Suites, the country’s first all-suites business hotel. In 2007, they launched Discovery Shores Boracay (now Discovery Boracay), setting a new benchmark for Filipino luxury beachfront hospitality. The group established Discovery Hospitality in 2011 to unify its growing portfolio under one management.
Townes highlighted the company’s core philosophy: “‘Service That’s All Heart’ is not just printed on training materials. It’s something we live every day through a deeply embedded culture-building program aligned with our corporate values.”
Discovery has also been at the forefront of technological adoption in the Philippine hospitality industry. In 2018, it was the first to launch chatbot live chat. In 2022, the group ventured into the metaverse with “Bogart & Friends” on Roblox, an initiative aimed at reaching Gen Alpha travelers.
“Today, we’re continuing that evolution by taking our customer relationship management to the next level, which will allow us to unify guest data for an omnichannel experience and scale hyper-personalization,” Townes said.
The group’s digital transformation began in 2014, with a focus on using data to “elevate—not replace—human interaction.” A key pillar has been their Direct Booking strategy, which has reduced reliance on Online Travel Agencies (OTAs), strengthened profitability, and given them “full ownership of the guest relationship.”
Townes also noted the group’s leadership in adopting artificial intelligence (AI) across marketing, revenue strategy, service recovery, staff optimization, and guest engagement.
“We use technology to amplify our values, not automate them. Every digital move we make is designed to strengthen relationships, drive excellence, and bring our ‘Service That’s All Heart’ to life in every channel,” Townes said.
As a homegrown Filipino brand, Discovery Hospitality prides itself on its deep understanding of its destinations, both geographically and culturally. “Our storytelling is genuine. Our design reflects the soul of the surroundings. That’s what makes our experiences authentic, not templated,” Townes said.
