Pursuing Sustainability in Hospitality: Insights from PHILHOST 2025
PHILHOST 2025 Organizers Cyndy Tan-Jarabata, President & CEO, TAJARA Hospitality (left) and Eric Ricaurte, Founder & CEO, Greenview
Bringing together over 220 industry leaders, the 4th Philippine Hospitality on Sustainable Tourism (PHILHOST 2025) explored innovative strategies that redefine tourism and create lasting environmental, social, and economic impact.
With the event’s theme, “Pursuing Sustainability,” it was clear that stakeholders were no longer about words but action. Workshops, discussions, and keynotes unfolded, all rooted in the message from the Department of Tourism Secretary Ma. Esperanza Christina Garcia Frasco, which was delivered by Undersecretary Myra Paz Valderrosa-Abubakar. She emphasized, “In the Philippines, tourism is not merely an industry. It is a nation-building force. It is a powerful expression of our culture, a lifeline for our communities, and a wellspring of economic opportunity.”
The event showcased case studies and strategies focused on addressing the climate crisis and changing traveler behavior, and achieving meaningful growth while preserving the environment.
Circular Economy in Hospitality
Adopting circular economy practices is crucial for addressing the growing waste challenges in the tourism sector.
Victor Maningo, Director of Green Standards Asia Pacific, kicked off the discussion by breaking down the three pillars of a circular economy: design out waste, circulate materials and products at their highest value possible, and regenerate nature.
Designing out waste and pollution means intentionally creating products and systems that prevent waste and environmental harm from the outset.
Circulating materials at their highest value involves maximizing the lifespan of products, components, and materials through reuse, repair, remanufacturing, and recycling.
Regenerating nature goes beyond just minimizing harm. It aims to restore and enhance natural systems, for example, through composting organic materials or supporting regenerative agriculture.
This set the tone for actionable conversations that bridged theory with practice.
From left: Victor Maningo, Green Standards, Director, Asia Pacific; Alvin Lim, Haig and Lee, Managing Director; Rudi Ramin, PCX Markets, Commercial Director; and Lynette Ermac, Discovery Hospitality, SVP & Head of Sales and Operations
Rethinking Take-Make-Dispose
Alvin Lim, Managing Director of Haig and Lee, illustrated how his trading company promotes a zero-waste, circular economy, transitioning from the “Take, Make, Dispose” model to the “Grow, Take, Make, Use, Re-use, Recycle, Renew” approach.
Haig and Lee offers alternatives such as biodegradable containers made from sugarcane bagasse, a byproduct of sugar production. “Sugarcane bagasse is already a waste to begin with, and you make something useful out of it. It’s biodegradable, and when disposed of, it can be returned to the soil, enriching it to grow more plants,” Lim explained
Lim also highlighted the importance of plant-based bioplastics as alternatives to conventional petroleum-based plastics, urging hoteliers to adopt these biodegradable solutions to reduce and replace single-use plastics in their operations.
Turning Waste into Value
Rudi Ramin, Commercial Director of PCX Markets, centered his discussion on the second pillar of the circular economy by showcasing how businesses can maximize the value of materials in circulation. His insights focused on the role of the Extended Producer Responsibility (EPR) law in the Philippines, which requires companies to be responsible for the lifecycle of their plastic waste.
To comply, companies offset at least 50% of their output this year, as this is the third year of implementation of the EPR law.
The Philippine EPR law's progressive recovery targets for post-consumer plastic packaging waste started at 20% in 2023 and will gradually increase to 80% by 2028. These goals are adjusted each year to promote steady progress toward sustainability. (Source: PCX Markets)
Ramin laid out four clear strategies for tackling plastic pollution in hospitality:
Audit your plastic footprint to establish a baseline for improvement and measure your impact.
Eliminate single-use plastics by transitioning to reusable alternatives.
Engage in recycling and community-led initiatives to help keep materials in circulation and support local sustainability efforts.
Collaborate with partners to transform waste into valuable resources and create long-term change.
He emphasized that compliance is the starting point, but creativity and collaboration transform these strategies into impactful change. “By engaging with communities in top travel destinations like Boracay or Palawan, hotels can not only reduce waste but also uplift ecosystems and local livelihoods. It’s not just about following the law; it’s about enabling the ecosystem to thrive.”
Regeneration in Action
Discovery Hospitality’s SVP & Head of Sales and Operations Lynette Ermac provided insights into the third pillar of the circular economy by discussing regeneration.
“Our property in Coron is now a hub for initiatives like coral fragment farming and oyster planting," Ermac shared. By reattaching fallen coral fragments to reefs, the resort actively contributes to the restoration of marine biodiversity. Complementing this, oyster farming creates additional marine habitats, further supporting aquatic ecosystems.
She also highlighted an innovative initiative that exemplifies the circular economy in a uniquely practical way.
“At Discovery Coron, we buy piglets and give them to employees to raise, feeding them food waste from the property,” she explained. Once the pigs are fully grown, the resort buys them back at market value, minus the initial piglet cost. This approach reduces food waste, empowers employees with added income, and fosters a circular, closed-loop ecosystem around the resort.
The Economics of Sustainable Tourism
While sustainability often focuses on ethical and environmental issues, its financial aspects are just as important. PHILHOST 2025 explored how sustainable practices offer both opportunities and challenges for hospitality businesses.
Leah Magallanes, VP for Sustainability and Quality Assurance of SM Hotels and Convention Centers, presented a four-pillar sustainability strategy grounded in data, certification, and community partnerships. “We revamped our mission to include sustainability, making it core to every operational decision. And we measure everything—from energy consumption to waste diversion. ‘What gets measured gets done,’ and that builds the foundation for informed, impactful decisions.”
Certification emerged as a key topic. Panelists collectively agreed that certifications enhance credibility, but they should reflect real action and impact, rather than serving as badges of honor.
Johnny Gao, AVP at The Ascott Limited, introduced the concept of “green premiums”—the cost difference between sustainable and conventional practices—which poses a unique challenge. While higher upfront costs can discourage adoption, Gao noted that pioneers creating demand for sustainable products and policies could pave the way for more affordable, mainstream solutions. “We’ve seen this with electric vehicles, and similar trends could transform the financial landscape for sustainable hospitality,” he added.
Beyond costs, the discussion emphasized the value of community-focused initiatives in promoting long-term economic resilience. "Shared prosperity drives us. Take our Tela Tales project, for example. It isn’t just CSR but genuine impact, training communities so they can sustain livelihoods beyond corporate support," Magallanes shared.
From left: Jose Manuel Santos, Industry Lead for Hospitality, Meralco; Leah Magallanes, VP Sustainability and Quality Assurance, SMHCC; and Johnny Gao, AVP Sustainability, The Ascott Limited
Travel Trends Driving Meaningful Getaways
The panel discussion, "Beyond the Ordinary: Intimate, Bespoke and Eco-Friendly Getaways," spotlighted a significant shift in tourism preferences. Today's travelers seek experiences that blend sustainability, cultural immersion, and genuine human connections. Leaders in the industry are responding by creating spaces and services that deliver deep meaning and lasting impact.
From left: TAJARA Hospitality President & CEO Cyndy Tan-Jarabata; Maria Cristina Samson, Oak Drive Ventures COO, ULI Philippines Hospitality Co-chair; Carlo Cordaro, ASMARA Urban Resort Owner; Isabelle Miaja, Miaja Design Group, Managing & Creative Director; Raf Dionisio, MAD Travel Co-founder; and Greenview Founder & CEO Eric Ricaurte
Carlo Cordaro, owner of Asmara Urban Resort, brought a refreshing perspective on combining sustainability with thoughtful design. His boutique resort was built at a level below coconut tree height to blend harmoniously with its natural surroundings. “I wanted to create a space where people could connect with nature and each other while preserving the integrity of the land,” Cordaro explained.
Photos by Asmara Urban Resort
Isabelle Miaja, Managing and Creative Director of Miaja Design Group, emphasized the importance of harmonizing design with cultural context and guest expectations. “Every project starts with the place, the people, and the intended client,” she shared. Miaja believes in designing spaces that bring together the environment, local culture, and what guests are looking for. “It’s about really getting the vibe of a destination while also making sure the designs work well for the owners’ operational and financial goals,” she explained.
Meanwhile, Raf Dionisio, Co-Founder of MAD Travel, described how they pursue “restoration tourism,” integrating hands-on activities such as permaculture farming and tree planting into their travel experiences.
What started as an effort to diversify experiences has evolved into an ecosystem that benefits tourists, hotels, and local farmers. Dionisio shared how these projects have created new income streams for remote communities while delivering trips that are both personal and purposeful.
On a commercial level, he shared that the properties he has partnered with saw up to 30% of bookings on weekends, proving that guests prioritize unique and heartfelt interactions.
"This is quite significant, especially when I see other hotels that are empty, which drove home the point that we didn't need to partner with the best hotel in terms of facilities; it was the hotel with engaging stories and curated experiences that got the regular bookings."
This insight reflects a broader need within the tourism sector—to build deeper community connections. Dionisio shared that experiences like sharing a home-cooked meal in a village, making friends with the people there, and listening to their stories redefine travel as an emotional and human-centered journey.
Paving the Road to Net Zero
Reaching net zero by 2050 is widely recognized as a shared responsibility for the tourism industry. At the Journey to Net Zero: How Industry Leaders Are Driving the Net Zero Roadmap panel, the speakers approached the topic not as a suggestion but as an urgent, non-negotiable deadline.
From left: Eric Ricaurte, Greenview, Founder & CEO; Jean de Castro, ESCA Engineering, CEO; Tom van der Meulen, Control Union Philippines, Managing Director; Patrick Vaysse, The Ascott Limited, Country General Manager; Cleofe Albiso, Megaworld Hotels and Resorts, Managing Director; and Cyndy Tan-Jarabata, TAJARA Hospitality President & CEO
For homegrown brand Megaworld Hotels & Resorts (MHR), achieving this ambitious target requires both creativity and collaboration. Managing Director Cleofe Albiso explained that programs like Innovate to Elevate encourage their employees to propose creative eco-conscious projects, embedding sustainability into their company culture.
Their Sampaguita project encompasses cultural preservation, carbon reduction, and economic benefits, blending tree-planting efforts with the integration of Sampaguita-inspired elements into guest experiences.
MHR also works with organizations like Plastic Flamingo and Rezbin to turn waste into upcycled products.
Globally, organizations are recognizing the importance of accountability. “Sustainability is an investment, not a cost,” said Patrick Vaysse of The Ascott Limited. “It requires metrics and a strong commitment across all levels of operation. If you don’t engage both your team and your guests in this mission, you won’t earn their loyalty.”
Tom van der Meulen of Control Union Philippines highlighted the importance of transparency and verified metrics. “Sustainability begins with measuring real impact. Certifications without substance or quantifiable results won’t cut it anymore. Credibility comes from clearly communicating progress.”
Looking Ahead
PHILHOST 2025 delivered more than frameworks; it inspired actionable roadmaps. Sustainability isn’t just a strategy or selling point but a responsibility, articulated across diverse panels that bridged culture, commerce, and climate action. From quantifiable successes, such as reduced plastic use, to scalable regeneration projects, hospitality leaders are demonstrating that progress lies in persistence, creativity, and partnerships.
“Sustainability is a team effort,” said Lynette Ermac. “And when your property lives and breathes these values, everyone—from hotel manager to associates—you do not have to engage your guests to do sustainability. They are attracted to you because you are a walking embodiment of sustainability."
The strategies emerging from PHILHOST 2025 showcase how it’s done—with heart, innovation, and a genuine commitment to leave no footprint behind.
