From a small shoe store to one of the Philippines' most recognized business groups, SM has built its name by creating places that Filipinos return to for everyday needs, celebrations and experiences.

Its story, however, no longer ends at the mall.

SM has steadily expanded into hospitality, bringing together hotels, resorts and convention destinations that cater to families, business travelers, tourists, event guests and those simply looking for a place to unwind. Behind this growing portfolio is a less visible investment that may be just as important as the properties themselves: the people who make every visit memorable.

Through SM Hotels and Conventions Corporation (SMHCC), the company is putting greater attention on developing a workforce capable of delivering the kind of service expected from a growing hospitality brand.

That people-first approach recently earned SMHCC recognition from two major award-giving bodies.

At the 2026 Altaris Business Awards, SMHCC was named Diversity & Inclusion Champion and was also selected as a finalist for Learning & Development Excellence and Talent Acquisition Excellence. It was the only company to appear three times among the seven organizations included in the finalists and winners list.

The recognition reflects programs designed to open opportunities to employees regardless of generation, ability, background or identity. These include initiatives supporting women in traditionally male-dominated positions, LGBTQ+ inclusion, and partnerships with groups advocating for persons with disabilities and senior citizens.

SMHCC also received the Best Employee Engagement Program award at the TalentView People Insights Awards 2026.

Rather than treating workplace culture as a one-time initiative, the company has created regular avenues for its employees to communicate, learn and connect. Programs such as We Go Beyond Pocket Sessions, HR Hour, Wednesday Wisdom, Kapihan, Stay Interviews, HAY Sessions and the President's Go Beyond Awards give team members opportunities to exchange ideas, speak with leaders and receive recognition.

Learning is another key part of the equation.

Through programs such as We Go Beyond, R.I.S.E. and L.E.A.D. Beyond, employees can strengthen their capabilities in service, technical work, leadership and personal development. Talent recruitment also extends to internships, school partnerships, strategic sourcing and inclusive hiring, creating pathways for people who want to build careers in hospitality.

For guests, these investments may never be visible on a balance sheet. They are experienced instead through a welcoming check-in, thoughtful assistance, efficient service or a staff member who knows how to make someone feel comfortable in an unfamiliar place.

That human connection becomes even more significant as SMHCC serves a wide range of guests across its portfolio, which includes Taal Vista Hotel, Pico Sands Hotel, Conrad Manila, Lanson Place Mall of Asia, Radisson Blu Cebu and Park Inn by Radisson properties in several Philippine destinations. Its convention portfolio also includes SMX Convention Centers and trade halls serving meetings, exhibitions and major gatherings.

The spaces may differ, but each one has the same opportunity to turn a visit into a good memory.

SM's transformation from a retail pioneer into a major player in hospitality shows how business growth can create new possibilities beyond the original enterprise. More importantly, it demonstrates that impressive properties alone do not define a hospitality brand.

The rooms provide the setting. The people create the experience.

And when an organization invests in the people behind the doors, every stay has a better chance of feeling just right.