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MANILA, Philippines (eTN)- Shangri-La Hotels and Resorts is the Philippines’ most prominent international chain with a portfolio of five properties, including properties in both resort islands of Ceb

MANILA, Philippines (eTN)- Shangri-La Hotels and Resorts is the Philippines’ most prominent international chain with a portfolio of five properties, including properties in both resort islands of Cebu and Boracay. The Hong Kong chain identified a long time ago the potential of the Philippines.

In 1980, Shangri La opened its Makati property, “one of the first international five-star properties at a time where few large chains were present in the Philippines capital,” said Reto Klauser, General Manager of the property and Area Manager. “And despite the competition, our hotel retains its prestigious status, still being the place to be seen,” he added.

The 699-room elegant property has been renovated over the years, keeping its edge over the competition. “Makati currently remains the premier district for business and foreign travelers. The district is the most prestigious address for Filipino companies or for call centers. As the area developers, the Ayala family remains committed to retain Makati as Manila’s luxury address; more developments are in planning [for] the years to come,” said the GM. Makati is already one of the few districts mixing business, shopping, and culture with three museums, including the superb Ayala Art Museum.

“However, Manila moves, and competition is turning hot among districts today. This is why we are already present with two other properties in Metro Manila and will add a fourth property in 2014,” highlighted Reto Klauser. The Hong Kong group is already present with a property at Ortigas Center in Mandaluyong City (Edsa Shangri-La Manila) and has also another property under the Traders brand along Manila Bay at Roxas Boulevard. The future Shangri-La at the Fort – originally planned for 2012 but delayed to 2014 – is likely to turn into a new landmark in the Philippines with its rising tower and dramatic panoramic views.

“Fort Bonifacio is located in the Taguig area, which has the ambition to become the new trendy district of Metro Manila in direct competition with Makati. It is a very healthy competition among Manila districts as it helps to improve a lot infrastructures in town and bring diversity to the market. Located in a former military base in the city center, the future Shangri-La represents a massive development including a 60-store, 577-room hotel; 97 hotel residences; and 96 exclusive Horizon Homes. The hotel is also located [near] to Manila Golf and Polo Clubs.

“We are very optimistic about the success of this hotel, as we continue to believe strongly in the Philippines as a tourist destination. Filipino middle-class is now growing rapidly and is likely to double within the next five years. And the three to four million foreign tourists per year show that the Philippines are far to have exhausted their tourism potential,” analyzed Reto Klauser. Shangri-La continues indeed to look at further opportunities in the market. “We think that there would be space for another property in Southern Manila, as well as for resorts in Bohol and Palawan. The latter has indeed a lot of potential for diving and nature tourism, and it could be among the top destinations we could eventually set foot in the near future,” he concluded.