Global brand gives edge to Boracay hotel

Global brand gives edge to Boracay hotel | Daily Tribune

It is vacation season for many families, but a determined group still works during the holidays to give others the staycation they deserve.

Four Points by Sheraton Boracay continuously positions itself as an internationally trusted brand that respects Boracay’s ecology-based culture.

Lee Flores, director of sales and marketing of Four Points by Sheraton Boracay, shared how the hotel strives to compete with long-established resorts in the well-known Philippine tourist destination while maintaining its quality of service.

Global standards with a local soul

As the first and only Marriott International–branded property on the island, Four Points by Sheraton Boracay highlights its global strengths while, as Flores puts it, “honoring Boracay’s relaxed local character.”

Located in Station 1, the hotel offers guests a quieter and more serene atmosphere, away from the crowds yet close enough for convenience. Iconic attractions, shopping areas, and nightlife hubs in Station 2 are just a short walk away.

Opened in late 2019, the hotel faced its first major challenge when the pandemic forced a temporary closure. Rising from that pause, Four Points by Sheraton Boracay made a determined comeback, reopening in December 2023 with renewed energy and vision.

Today, the resort is fully operational, featuring 339 thoughtfully designed rooms. Many offer direct pool access or views of the striking central pool, complemented by a lively pool bar open until 10 p.m. Designed for Filipino travelers, 80 percent of the rooms feature double beds, making them ideal for group and family stays.

Guests begin their mornings with a hearty breakfast buffet at Evolution, which is included in the room rate. During the Christmas season, evenings are enhanced by live acoustic performances — an homage to Filipinos’ love of music and shared moments.

Behind the hotel’s consistent service is its commitment to the local community. Most employees are hired locally and trained for long-term growth.

Flores also emphasized that beyond market appeal lies a deeper responsibility: preserving Boracay’s natural beauty. The hotel actively supports environmental care, respects local culture, and educates guests on mindful travel.

“Even Boracay as a whole, we have already moved away from plastic bottles. All hotels now have their own refilling stations,” she shared.

Selling stories, not just stays

One of the brand’s challenges, Flores noted, is reaching today’s more visually driven and experience-focused travelers. Rather than simply listing amenities, her team focuses on authentic storytelling that resonates on a personal level.

“Instead of just saying we have spacious rooms or big beds, we ask, ‘What can you actually do around our property?’” she said, underscoring the importance of choosing the right influencers and partners.

Recognizing that collaboration is key, Four Points by Sheraton Boracay works closely with local brands, tour operators, and national agencies such as the Department of Tourism and the Tourism Promotions Board, while also tapping into Marriott International’s global network to reach international markets.

Warmth that feels like home

Looking ahead to 2026 and beyond, Flores envisions the hotel as more than just a place to stay.

“A place where people keep coming back — a home,” she said.

It is a space where milestones are celebrated, from weddings and honeymoons to family reunions and meaningful life moments, anchored by genuine care, comfort and a sense of belonging.