Discovery Hospitality Corporation (DHC), a homegrown leader in Filipino luxury hospitality, has launched its reimagined brand—Discovery Resorts—marking a new era in its pursuit of providing an elevated guest experience rooted in Filipino warmth and world-class service. This rebranding includes the transformation of two iconic properties: Discovery Shores Boracay and Club Paradise Palawan, now known as Discovery Boracay and Discovery Coron, respectively. These resorts, together with the newly established Discovery Samal, form a unified brand under Discovery Resorts.
Tradition of consistency and excellence
Since its inception, DHC has been known for creating unforgettable vacations, combining the natural beauty of the Philippines with top-notch services and amenities. The launch of Discovery Resorts reinforces the company’s commitment to showcasing local culture and delivering authentic Filipino hospitality. This strategic rebranding ensures consistency across all properties while upholding the high standards that have distinguished Discovery in the luxury hospitality industry.
At the core of this transformation is DHC’s hallmark “Service That’s All Heart,” which has been key to its success. “DHC puts its thought-leadership into the whole process of this brand and curates more experiences that stem from our core of heartfelt Filipino hospitality, meaningful local journeys, luxury of nature, and community connections—all accessible in the Philippines’ most stunning destinations,” said Jose “Jun” Parreño, Chief Operating Officer of Discovery Hospitality.
New identity rooted in sustainability
Discovery Resorts’ new brand identity reflects a blend of the Philippines’ natural beauty and modern comforts. It also highlights DHC’s commitment to sustainability, personalized service, and the promotion of Filipino traditions, all integrated into the guest experience.
A standout feature of this rebranding is the introduction of GEMs (Guest Experience Makers), an innovative concept that transforms every staff member into an ambassador of exceptional service. This approach ensures that every guest interaction is extraordinary, extending beyond traditional hospitality roles to include all team members, from the front desk to housekeeping. The goal is to create not just happiness, but lasting memories and meaningful experiences for every visitor.
Enhancements and innovations
DHC continues to innovate across its properties. At Discovery Boracay, hotel manager Erwin Lopez highlights the resort’s partnership with local communities to promote environmentally conscious operations, setting new standards for sustainable luxury tourism.
Meanwhile, Discovery Coron is undergoing significant upgrades, including the anticipated opening of Sinag Restaurant later this year, along with expanded room offerings and an enhanced spa experience at Glow Spa. These improvements reflect the brand’s dedication to continuous innovation and service excellence.
Discovery Samal, the newest addition to the Discovery Resorts portfolio, brings a fresh perspective to luxury hospitality in the Davao Gulf. With state-of-the-art accommodations and breathtaking coastal views, the property offers the perfect setting for relaxation and immersion in local culture.
Empowering people, elevating service
The rebranding goes beyond aesthetic changes, focusing on empowering staff through various engagement initiatives. “Our approach is holistic. Along with enhancing the guest experience, we are committed to empowering our staff by offering activities and initiatives that fuel their passion for hospitality,” Parreño explained.
Discovery Resorts’ refreshed identity emphasizes the harmonious balance between nature’s beauty and modern luxury, sustainability, personalized services, Filipino traditions, and holistic well-being. As it continues to grow, the brand is positioning itself as the gateway to experiencing authentic Filipino hospitality in some of the country’s most breathtaking destinations.
With its reimagined offerings, Discovery Resorts invites guests to explore the next level of Filipino hospitality, whether through pristine beaches, local cuisine, or unique adventures. The brand remains a portal to the Philippines’ natural beauty and cultural richness, blending luxury with local charm.
