SM Hotels & Conventions Corp. (SMHCC) is expanding further into premium leisure with a Shangri-La-branded resort at Hamilo Coast, broadening its hospitality portfolio beyond city hotels, convention facilities and established leisure properties.
The hospitality arm of SM Prime Holdings Inc. said Shangri-La Santelmo Cove is scheduled to open in 2031 under a partnership with Shangri-La Group. The coastal property will have about 40 villas and 50 rooms and suites.
Its relatively low-density format points to SMHCC’s push into higher-end, nature-oriented tourism, targeting travelers seeking more private resort experiences while leveraging Hamilo Coast’s coastal and marine setting.
“Shangri-La Santelmo Cove marks an important milestone in SM Hotels’ portfolio as we venture further into the island and leisure tourism landscape,” SMHCC Executive Vice President Peggy E. Angeles said.
The resort will be located within a protected cove with coral reefs, sea turtles and other marine biodiversity. SMHCC said environmental considerations will be incorporated into the project’s development.
For Shangri-La, the project expands its Philippine portfolio, which includes properties in Manila, Boracay and Cebu.
Shangri-La Group Chief Operating Officer Sunny Paw said Santelmo Cove would introduce “a new chapter of sustainable, nature-led luxury” for the group in the Philippines.
For SMHCC, the project provides exposure to the higher-value end of the tourism market, where developers are increasingly pursuing destination resorts built around exclusivity, natural assets and differentiated experiences.
The relatively small room count also positions Santelmo Cove differently from larger resort developments, with the business model centered more on premium accommodation than volume.
The project could likewise strengthen Hamilo Coast’s positioning as a destination for upscale coastal tourism while adding an internationally recognized hotel brand to the area.
With an opening targeted for 2031, the development represents a long-term bet by SMHCC on premium leisure demand and the growing role of destination resorts in the Philippine tourism market.
