PH hotel group earns first muslim-friendly chain award

A leading Philippine hotel operator has been named the country’s first-ever “Muslim-Friendly Hotel Chain” by CrescentRating, the global authority on halal-friendly travel, during the Halal in Travel Awards 2025 held in Singapore.

The recognition marks a milestone for the local hospitality industry, as the hotel group became the first in the Philippines to receive the title since the awards were launched. The acknowledgment underscores its efforts to create culturally inclusive spaces and services tailored to Muslim travelers.

According to CrescentRating, the award reflects significant strides in promoting Muslim-friendly tourism infrastructure in the country. The group currently operates 13 hotels nationwide, all of which have officially been recognized as 100% Muslim-Friendly Accommodation Establishments (MFAE) within a nine-month period.

The Department of Tourism (DOT) has supported these developments as part of its broader halal tourism program outlined in the National Tourism Development Plan (NTDP) 2023–2028. In April 2024, the DOT issued updated guidelines under Memorandum Circular 2024-003, further clarifying standards for Muslim-friendly accommodations.

Tourism Secretary Christina Garcia Frasco praised the achievement, calling it a “historic recognition” and a step toward inclusive and culturally sensitive tourism in the Philippines. “This milestone reflects both their commitment to innovation and their embrace of the Filipino brand of hospitality,” she said in a statement.

Halal-certified kitchens are now in place at several properties under the group’s portfolio, including hotels in Manila, Boracay, and Cebu, with certification from the Halal International Chamber of Commerce and Industry of the Philippines (HICCIP).

One of the more visible initiatives is “Marhaba Boracay,” a project in partnership with the DOT and the local government of Malay, Aklan, that transformed a 300-meter beachfront area into a dedicated Muslim-friendly zone with family-oriented and private amenities for women and children.

Fazal Bahardeen, CEO of CrescentRating, cited the achievement as an encouraging sign of the Philippines’ readiness to serve the growing global halal travel market. “To see a hotel chain with 13 properties embrace Muslim-friendly standards is a strong statement of the country’s capability and willingness to cater to this market,” he said.

The group also reported a 40% increase in Muslim guest stays and a 58% jump in related revenue for the first quarter of 2025 compared to the same period in 2024, with top source markets coming from India, Indonesia, and Malaysia.

Industry observers view this development as a meaningful response to rising expectations for inclusive travel experiences and a competitive edge for the Philippines in the fast-expanding halal tourism sector.