Discovery mobilizes expansion strategy as local hotel pipeline surges

As the Philippine hotel sector prepares for an unprecedented expansion, homegrown operator Discovery Hospitality Corporation (DHC) which manages some of the country’s’ best-loved brands including Discovery Resorts, Discovery Primea, Discovery Suites, Kip&Kin, and Signature Collection, is accelerating its growth push across the archipelago.

To lead this strategic move, DHC has appointed hospitality executive Cynthia Esteban to the newly created role of vice president for Strategic Growth and Partnerships.

Data from the 2026 Philippine Accommodation Pipeline Report, released jointly by the Philippine Hotel Owners Association and Leechiu Property Consultants, underscores a massive shift in local tourism infrastructure.

The national pipeline is expected to reach 45,884 rooms across 213 properties by 2032.

DHC’s counter-strategy focuses on asset-light growth, offering property management contracts, white-label operations, and brand affiliation models to independent resort and hotel owners looking to scale without giving up ownership autonomy.

Says Jose “Jun” Parreño Jr., president of Discovery World Corporation and chief operating officer of DHC, “As our portfolio continues to grow, we need a leader who understands both the operational and relational sides of this industry, and Cynthia brings that balance. We’re confident that her expertise will help us open new markets and strengthen the partnerships that drive our expansion.”

Ms. Esteban, with three decades of operational and commercial experience in the hospitality industry, sees this influx of supply as a major opportunity for homegrown hospitality brands.